What are your strengths? What are your weaknesses?
Everybody has them. Personality traits that bring out the best in you, and traits that can, if not put in check, bring you negative consequences in your work and your personal life. So the trick is to identify those strengths and weaknesses alike and find a way to make them both work for you.
For Cabell, his strength as a Creative Director is that he’s not just creative for creativity’s sake. There is a strategy behind his concepts. This helps his clients get the best results. There are tactics behind his approach to every branding project. Who is your audience and what is the most important thing we want to tell them? How do we want to communicate that message? And in the end, did it work? Do we need to look at it from a new perspective? Did we find success, and if so, how do we maintain that success?
There’s no point in creating a beautiful name, logo, and brand if it doesn’t speak to the client’s target audience. This ability to look past the visual work and think further out to an actual strategic execution has helped create success for those brands but also solid, long-term relationships with the clients and partners alike.
So what is his weakness?
Well, he wishes he could be more of a “business” man. Anyone who owns their own business knows whatever service you offer to your clients requires a completely different focus for the actual business behind it. There’s a certain personality that can remain organized and focused on finances, negotiating business transactions, the logistics of employee benefits, human resources, and the like. Sometimes that person is not the same individual providing the needed services to the client. And frankly, there may be times when that’s best.
Whatever service you are looking for, you want your provider to give you 110% of their time, effort, and expertise, not half-ass it (pardon my French) because they are too busy focusing on the administrative issues inside the company.
That being said, it can be beneficial for a company to be lean, which does require the owner and even some of the employees to wear many hats. Some people are more equipped for certain positions than others. So the trick is to find out what hats you as a business owner can wear, and what jobs you need to delegate to others, to ensure the best results in every aspect of your company.
So for Cabell, not having a “head for business” may feel like a weakness, but being aware of this fact, and taking steps to ensure he has the right people around him who do, is just another one of his strengths.