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So then we got on to the subject of creativity versus systems and processes. His impression is that many graphic designers believe there is a direct trade-off between being well organised versus being creative. His attitude to this is both refreshing, and I reckon, spot on. He argues that systems and formal processes are not "anti-creative" per se, because they enable designers to waste less time on non-creative work, and spend more time on the really hard work of being genuinely creative. I completely agree with this perspective - where is the pay-off in wasting time trying to reinvent "drudge" work like admin systems and processes?

What I think designers are really reacting to is a reduction in informality. This I can understand. Even in the incredibly buttoned down management consultancy I work for, we too have noticed a steady decrease in informal "corridor" interactions over the last ten years. What could previously be handled by a few, simple conversations is now increasingly being handled by formal sub-teams, surveys and serious projects.

There is a reason for the creeping bureaucracy. It is a function of the number of people in the business. It is quite challenging to manage a group of people so large that it is just not possible for everyone to know everybody else really well. You have to substitute what was a comprehensive web of close, trusting personal relationships with impartial systems and processes that people can trust. When you have to do that, there is an impact on the "vibe" and ambience of the office - no question. However, that impact doesn't change the fact that the business is too large to handle any other way. So what to do?

I think the first thing to do is to acknowledge that the business needs those systems and processes. The second thing to do is then work out what can be done to reinvigorate, in other ways, the informality and free-wheeling ambience that creatives need in order to be consistently creative. Not easy, but possible.

What is not helpful in this type of situation is to pine for "the good old days." Those days can only come back if you are prepared to down-size back to something small enough that informal discussions can easily cope with the big management issues. Sure, some designers have done exactly that - which is fine if you are beyond the point of needing a large outfit to achieve what you want to achieve. Both David Lancashire and Richard Henderson are good examples. But both of these guys have already well and truly established their places in the design firmament. In short, they have "been there and done that." Yeah, we all "wish", but don't kid yourself if you're not there yet.

So what to do? Well, as a leader in the business, you could try setting aside more time for personal conversations, for coaching rather than managing. Let the systems and processes take care of the mundane management issues, spend more of your energy focused on the important stuff that no process will ever deal with - like encouragement, like challenge, like being able to consistently come up with great and powerful ideas that change the way people perceive the world.

Try delegating management responsibilities so that you don't get too bogged down in what is becoming, for you, the "boring stuff." You might be pleasantly surprised at how enthusiastic some of your staff are about these responsibilities - for them it might very well be a new and very exciting challenge.

Be sure to establish the ground rules with your delegates. They should have to prove that they are capable of running things smoothly and to most people's satisfaction before they have earned the right to "make things better." Changing the way a business operates is a huge responsibility - there are real people involved, some of whom are probably quite happy with the way things are today. Make sure your delegates feel the same level of responsibility to the team that you do.

Each business needs to find its own right balance of formal systems and freeform energy. Just don't get confused between the two - they are both there for important reasons. Oh, one more thing, you should expect that balance to change as the business evolves.

Cheers, A.

"G'day Im a student in training to become a graphic designer. I must say, Graphic Design is alot different to what I imagined, but thats my own opinion. I believe some graphic designers have lost the artistic creativity which differences them from others. Most design, well about 98% of design is all done on computers. What has happened to the the good old fashion hand drawings? I am a person who truely believes a designer is more creative with a pencil in his or her hand, than with a mouse. It may not be as accurate, but it shows alot more creative skill in my opinion. Well I don't know If I have broaden your outlook by posting this, but I think It is possibly something that should be revised. Tahnks"

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