“Great leaders are not the ones who have all the ideas; they are the ones who create an environment where great ideas can happen” - Simon Sinek
Hello, I am Jonathan, a visionary Program Director based in Portland, OR, renowned for driving digital transformation and innovation within high-performing design teams.
In a world where product and retail companies are increasingly internalising their digital product capabilities, a fascinating shift is occurring: more and more creatives are being led by leaders with a corporate operations background, rather than a creative’s background. These leaders, while skilled in their domains, often find themselves struggling to navigate the intricate dynamics of creative teams, whose motivations and work styles can be vastly different. As a result, many creatives find themselves in a paradox: they are passionate about their work, but struggle to feel valued, connected and to contribute meaningfully.
It's important to understand that creativity is a broad term, and it can be applied to everyone. It encompasses the traditional Designer or Artist titles, but also Engineers, Developers, business leaders, and IT professionals - anyone that solves problems through creative means.
Why Should You Trust Me?
This is a fair question, so here’s some context: I have 15 years of experience within the creative space, including 5 years delivering spectacular visuals in VFX and commercials, and 10 years designing products at Nike. At Nike, I founded and scaled a multi-million dollar department, leading an international team of Artists and Designers across footwear, apparel, and innovation for 6 years. I also began my career as a creative and had to quickly learn corporate business operations to effectively speak the business language so that I could advocate for my team.
And so, it became my mission to write a playbook and bridge the gap between corporate goals and creative values.
What follows is the outline of some of the strategies and principles I developed that helped me become a successful leader, effectively aligning the goals and KPIs of one of the world’s largest brands with the values of one of the highest-performing and successful teams at Nike, boasting an Employer Net Promoter Score (eNPS) score of 78, which is considered excellent.
Understanding the Creative Mindset
At a broad understanding, creativity in the corporate world is the ability to generate innovative ideas, solutions, and approaches that drive business growth and solve complex problems. It encompasses thinking outside the box, challenging the status quo, and bringing new perspectives to traditional business practices. Creativity involves not only artistic and design-driven innovation but also strategic thinking, process improvement, and the ability to adapt and respond to changing market demands. It is the engine behind product development, marketing strategies, operational efficiencies, and overall corporate success.
Two Important Definitions:
Manager: Someone who oversees tasks, processes, and resources to achieve specific goals. Managers focus on efficiency, organisation, and maintaining order, ensuring that daily operations run smoothly.
Leader: Someone who creates an environment where people feel inspired, safe, and valued. A leader is not just about having a title or position of authority; it's about taking care of those around you, setting a clear vision, and empowering others to achieve their best. True leadership involves empathy, trust, and the ability to build strong relationships, fostering a culture where individuals are motivated to work towards a common goal.
