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The Creative Leadership Paradox

Creative leadership is not what you think it is. People hear titles like Head of Design, Executive Creative Director, or Chief something or other Officer, and assume it is glamorous. They imagine freedom, vision, status, and distance from the grind.

The reality is very different.

Creative leadership carries responsibility most people never see. It is not just about guiding design or producing ideas. It is about profitability, winning work, maintaining client confidence, carrying reputation, and being responsible for the careers of entire teams. All at once. It is accountability stacked high, and it rarely comes with the support or recognition that matches the load.

The Weight That Builds Over Years

Newly appointed design leads often admit they feel pressure after only a handful of projects. Now extend that across years, with multiple programmes running simultaneously, while also being expected to bring in new business and perform the “song and dance” to convince executives and clients that creativity deserves its place in the strategy.

Compensation does not look like the myths suggest. A handful of roles are lucrative, but most are not rewarded anywhere near the level of responsibility involved, especially compared to peers in other leadership positions with equivalent accountability.

Running a Function Means More Than Running the Work

Leading a creative department extends far beyond shaping output. It means resourcing, hiring, building career ladders, conducting reviews, mediating personality clashes, and supporting people through personal crises. Sometimes it even includes dealing with complaints as trivial as bad body odour.

And still, when you walk into the boardroom, you are reduced to “the creative one,” the person expected to tidy slides, supply ideas in hackathons, or jump into design tools at a moment’s notice. The assumption is that you operate like a junior on the tools every day, and if you hesitate, it is met with scoffs, regardless of the fact you have spent the entire week in executive meetings.

Here lies one of the hardest parts of leadership. Most of us became designers because we love the work itself. We still care about the craft, and many of us will step in when the situation demands it. But the more senior you become, the further you are pulled away from the tools. You have to learn to design through others. That means briefing, guiding, and nurturing talent rather than personally pushing every pixel. The distance is necessary, but it creates its own challenge. You are expected to represent the work at the highest level while living further away from the detail that first drew you to the field.

That shift is never fully recognised or understood.

Generalists in a World That Says “Specialise”

Budgets rarely align with ambition. Teams are hired for narrow skills, briefs expand, and gaps land on the leader. Long nights become routine, not because of desire, but because the team was never designed to cover the full scope.

Specialists are applauded in theory, yet in leadership, survival belongs to generalists. Adaptability is what keeps the team afloat.

Ahead of the Curve, but on Your Own

I have often led groups pushing ahead of the curve. It sounds exciting, but it comes with isolation. Explaining, defending, and selling work falls on your shoulders because no one else in the room understands it. Finance, operations, and core services are spoken fluently by other leaders, but creativity is left for you alone to frame and prove.

That burden is part of the territory.

The Invisible Magic

What is rarely noticed is the subtlety of the role. The real magic of creative leadership often looks invisible from the outside. It is more like whispering than shouting. Most creative leaders are nurturers, gently nudging talent forward, unlocking the genius within individuals, and moving the collective of the people they lead and the function they represent. That quiet ability to coax brilliance from others is what drives the work, yet it is almost never recognised as a skill.

Building the Plane While Taking Off

In digital, and especially in product, leadership often meant creating systems and structures while delivering in real time. Support did not exist, processes were unclear, and responsibility rested squarely on your shoulders.

Then came the boardroom reports, covering every project your team had running, stretched thin, while executives trivialised creativity because they once attended a corporate mandated design thinking workshop through their overpriced international local university.

But hey, they liked the tattoos, black t-shirts and sneakers, so I played along.

No One Trains You for This

There is no formal preparation for creative leadership. It is only learned through experience, carrying the weight, and recovering from the mistakes.

And yet when mergers, technology failures, or financial constraints arrive, creative leaders are often first in line for cuts. Not because of failure, but because the value of the role was never fully understood until the absence causes collapse. Watching people with decades of experience lose their seat at the table for reasons entirely beyond their control is the part that stings the most.

Why I Still Do It

With all the frustrations, I love what I do. Being present in decision making ensures creativity has a voice when it matters most. Experience allows teams to build work that makes an impact.

The job is not easy. It is not glamorous. It is layers of responsibility, often invisible to those sitting right beside us.

If you are stepping into creative leadership and feel the weight, know it is real. If you are an executive, understand this: we are not in the room to decorate your presentations. We are there to guide decisions that shape the future of the organisation.

That is what creative leadership really is.

The Value of Design Direction

When people talk about design leadership, they often focus on the big picture. Scaling teams, setting up systems, and representing design at the executive table. Those things matter, but there is a function that rarely gets the attention it deserves. Design Direction.

Design Direction is the equivalent of art direction or creative direction in traditional agencies. It is how leadership gets a project to not only meet the vision but also stay aligned and push the design as far as possible. Without it, even the strongest design teams can lose their way, and even the most talented designers can end up delivering work that meets the brief but lacks the depth and clarity that comes from experienced guidance.

I have seen first-hand how often Design Direction is misunderstood. I have been asked to log my hours like an individual contributor, as if the only measurable design output is pixels pushed. I have been in conflict with project managers and product owners who reduce Design Direction to a standing review once a week. They see it as an overhead rather than an integral part of the process. This way of thinking overlooks what Design Direction really is. The ongoing alignment, questioning, and refinement that ensures design delivers at the highest possible level.

Design Direction is not just sitting in on reviews. It is defining the product and design strategy, setting the creative vision, understanding the goals and deliverables, and making sure that the team has the clarity and confidence to execute. It is knowing when to push a concept further, when to simplify, and when to hold the line on detail. It is asking the tough questions that less experienced designers may not think to ask. And it is being available as a sounding board, not only for design craft but for the confidence and judgement that comes with experience.

In practical terms, Design Direction should be seen as a core part of any project plan. Around 20 percent of design time is a reasonable baseline, and often more is required at the beginning of a project to define goals with founders and stakeholders. This investment pays for itself many times over because it prevents wasted effort, reduces misalignment, and raises the quality of the final product. Design Direction is not a task you tick off. It is an ongoing practice that shapes how design unfolds across the life of a project.

On a day to day level, Design Direction shows up in countless ways. It is a conversation that helps a designer see a better path forward. It is feedback that brings alignment between product, engineering, and design. It is guidance that takes a project from done to delivered with impact. Most importantly, it creates the conditions for designers to do their best work.

When Design Direction is missing, teams are left to operate in isolation. Designers second guess themselves, products drift from their intended vision, and the end result suffers. When it is present, alignment is tighter, designers are more confident, and the quality of output rises.

Design Direction is not a luxury. It is not an add on or an afterthought. It is a fundamental part of design leadership, and it should be factored into every project plan as deliberately as design, product, or engineering. The difference it makes is not only in the work produced, but in the confidence, clarity, and capability of the team delivering it.

The next time you are putting together a project plan, make sure Design Direction has a line of its own. Be generous with it. Your design team will thrive, and your product will benefit in ways you can measure and in ways you cannot.

Startups, You Don’t Need a CDO Yet

I was recently approached to take on a Chief Design Officer role for a startup. Pre-anything. Equity stake, interesting project, no compensation until the first round of funding. All reasonable asks given the requirements were minimal.

I will not get into the specifics of why I did not jump at the opportunity, but I will say this: they do not need a CDO.

Most early stage startups do not. Not even scale-ups until there is a larger set of resources in place who truly need that level of leadership. Sure, you can bring one in fractionally, but the work founders think a CDO should be doing is rarely the work of a CDO.

Yes, we carry years of wisdom, but you also need someone on the tools. Most CDOs are more than capable, but why disrespect them by asking them to do the job of a mid-level designer? That is not the work of a CDO. I have yet to meet a seasoned CTO who is expected to sit and code full time.

This is a role that is simply not required at the early stage. When you are bootstrapping, making promises you cannot guarantee, bringing in a CDO is not the solution.

The better opportunity is for a senior designer. Someone 5–10 years into their career. Someone who is comfortable wearing multiple hats, who can handle the hands-on work to ship an MVP and secure funding. Get a CTO and a CDO to advise if you like, but do not rope them in with a title and then expect them to do work they have not done in a decade.

I hear a lot about ICs, but even most of them are overly qualified unless this is just a side project they are passionate about. They deserve more respect than being used as a stop-gap. The role of a CDO is to lead the function, not just push the pixels.

That is not arrogance. I still jump in Figma. I still design every day. But my role has a better use of time. My value is in setting vision, representing the function, and scaling design so that it has the impact it should.

When you hire a CDO you get years of experience in navigating complexity, shaping organisations, building systems, and ensuring design serves the business at scale. You also get recognition given to the team, responsibility taken for the outcome, and a leader who knows the details without having to do every detail themselves.

I worked hard to reach this level, as have many others. It is not about being above the work, it is about applying hard-earned experience for the right impact.

A Chief Design Officer is not what an early stage startup needs. At that point, you need hands-on design, not design leadership. Bring in someone who can wear many hats, move fast, and get you to an MVP. Save the CDO role for when you are ready to scale design into a function that drives the business forward.

Respect the role. Respect the people. Put them where they can create the most value.

In Good Company

There are a few companies I wouldn’t mind working for. Some because they’re innovative, some out of curiosity, and others because I use them regularly and know I could help make them better. I admire the craft, the clarity, and the culture some have built. They’re real places where I believe I could add real value. My career has taught me that the best opportunities often come from unexpected places. Every role sharpens your instincts, strengthens your systems thinking and makes you a better designer.

Lego

Anyone who knows me knows I build Lego. I don’t want to be a set designer or a master builder, that’s my hobby. What I’d love to do is help elevate their digital experience. From the website to in-store journeys, there’s room to build more cohesion and consistency. With the right structure and creative leadership, their experience could feel as satisfying and smart as the product itself.

Grab

When I lived in Thailand, Grab became my go-to for everything. Rides, food, groceries, cleaning, you name it. It’s probably the most-used app I’ve ever had. The core product is powerful, but the experience can feel disjointed. I’d focus on bringing unity across services, sharpening the flow, and simplifying support. It’s a product I respect and use, and one I know I could make even better.

Amazon

Most of my experiences with Amazon have been difficult. I still can’t access my account, and the interface is hard to navigate. I use it often in design audits as an example of how inconsistency adds up over time. That’s exactly why I’d love to work there. I’d bring leadership, structure and clarity to a platform that millions rely on. This one is all about the challenge.

Apple

I use the ecosystem every day and it works the way I work. It supports, syncs and connects without friction. I also admire their willingness to take risks and stay the course. Their design team is one of the few that still moves with purpose. I’d love to be part of that environment and contribute to the next wave of experiences inside a system that values both restraint and innovation.

Porsche

I’ve grown to really appreciate Porsche. Not just for the product, but the precision of the brand. From language to visuals to touchpoints, everything feels thought through. That kind of consistency doesn’t happen by accident. I’d be proud to help maintain and extend that strength across digital products and future-facing platforms.

Red Bull

I don’t drink energy drinks, but I love what Red Bull has built. The strategy, the brand worlds, the culture around it, it’s an incredible ecosystem. The content, placement and community are on a different level. I’d love to build experiences that bring those stories to life digitally, with the same energy and originality they bring to everything else.

Liquid Death

It’s just water, but the way they’ve branded and built around it is clever. The tone, the packaging and the attitude all cut through. It’s not my typical style, but I respect how clear and bold they are. I’d like to help them grow without losing that edge.

Revolut, Wise, Monzo

These fintech platforms are part of my daily life. I use Wise the most, Monzo is polished and easy to use, but Revolut stands out in terms of potential. Their growth is impressive and their features are genuinely useful, but the experience could be sharper. I’d bring clarity, consistency and structure to help any of them move faster and more confidently. It’s a space I know well, and where I could contribute from day one.

Teenage Engineering

Their products make you feel something. The aesthetic is strong, the thinking is clear, and the connection between form and function is rare. They remind me of what Dieter Rams might be building today. I’d love to contribute to shaping the next digital layer of their ecosystem. Products like these deserve experiences that feel as considered as the design itself.

Formula 1

I’ve always liked the racing, but it’s the data, overlays and live interaction that I find fascinating. The way they present complex information clearly, and bring it into the broadcast experience, is world class. As F1 evolves into more than a sport, I see massive opportunity to contribute to the lifestyle, media and technology experiences around it.

A24

Everything they release feels crafted. The films are distinctive, bold and filled with creative details. I’d love to build immersive digital experiences around their sci-fi and genre pieces. Interfaces that fit the world, not just the film. There’s huge opportunity to create something original and meaningful in this space.

LV

Luxury is expanding its audience. Brands like Louis Vuitton are showing up in culture, sport and tech, not just fashion. The physical side is refined, but the digital side still has room to grow. I’d love to help elevate that. Something that feels like Moleskins Timepage, useful, elegant, clear. That level of product design is where I’d add value.

Tesla and SpaceX

I’d work on any of Elon’s companies, including X. The challenges are clear and I have ideas. I’ve already prototyped voice interfaces for Tesla, and know someone working on the rocket UI for SpaceX. These are spaces where traditional interface thinking doesn’t apply. That excites me. I’d give everything to help shape these experiences, because they’re not about browsers or phones, they’re about future interaction.

Gymshark

I train every day, and I respect how Gymshark built their brand from the ground up. I don’t wear their gear, but I know their story, and I admire their approach. The connection with athletes like CBUM is strong, and their community is massive. I’d love to help shape the digital tools and platforms that connect it all.

Dyson

Whether people love or challenge their products, I admire how design-led the company is. Dyson solves real-world problems across hardware, health and home, and does it with ambition. I’d move to Singapore if I had to, but the UK base also appeals to me. I’d bring creative leadership, system thinking and experience design to a company that experiments with purpose.

There are a few agencies I’d be happy to work with too, but that’s a conversation for another time. I’m not trying to build my own thing. I want to lead a creative team inside a company. That’s where I do my best work.

Which company would you want to work for?

Considering Fractional Leadership

Over the past few years, the market has shifted in ways that have forced many of us in executive creative roles to rethink how we work. The budgets that once supported full-time Chief Creative Officers or Chief Design Officers are harder to justify, especially for smaller or scaling businesses. This reality has prompted me to explore new ways to apply my experience and leadership without requiring a full-time executive headcount.

One option I have been considering is stepping into a fractional leadership role. In this arrangement, I would serve as the CCO or CDO of a business that needs senior guidance but is not in a place to bring on an executive permanently. The idea is simple: dedicate a predictable amount of time each month to the company and its teams, delivering strategic direction, supporting execution, and coaching internal talent. For example, this might look like two hours every day, which could cover team catch-ups, creative reviews, leadership discussions, workshops, or client meetings.

While that sounds like a lot of meetings, if time is structured thoughtfully, it becomes surprisingly manageable. The time allocation does not have to be a strict daily schedule. Some days could require only an hour, while others might need three. Some weeks could be lighter. The important thing is that there is a clear monthly commitment that everyone respects. As the business grows and the value of the role becomes more apparent, the hours can scale accordingly.

This is not an ideal substitute for a fully embedded executive. Building genuine relationships and understanding the nuances of a company’s culture and processes takes time that is hard to compress. However, when both sides are committed and communicate openly, it is possible to create an arrangement that delivers real impact.

To be effective as a fractional leader, you need to manage multiple clients at once, which requires discipline, transparency, and mature boundaries. It is essential to have regular check-ins with company leadership to confirm that expectations are met, to highlight any gaps you see, and to request additional time when deeper consideration is needed. Without that trust and clarity, the model will struggle to deliver value.

Despite the challenges, I believe fractional leadership holds promise. For companies under pressure to reduce fixed costs while still needing strategic creative guidance, it can be a practical solution. It can also be a more flexible way for experienced leaders to share their expertise across multiple organisations that otherwise might never have access to that level of support.

If you run a business or lead a team, I would be interested to hear whether this approach resonates with you. Could a fractional CCO or CDO help your company grow without the full cost of a permanent executive? Feel free to share your thoughts. This is an evolving idea, and the conversation is worth having.

The True Weight of Creative Leadership

Today, I read something from a creative outlier I deeply respect, who essentially stated, ‘In the age of AI, you’re all creative directors now,’ reducing the role to merely telling others what to do without doing the actual work. It hit a nerve. That has never been my experience, not by choice, anyway.

Delegation isn’t about avoiding work. It’s about maximising your impact by entrusting your team with responsibilities and not undermining them by doing their tasks when things go off track. It’s trusting them, nudging them, and ultimately becoming a ‘genius maker.’

But leadership is far more than delegation. It comes with great power, and as the Spider-Man comics remind us, ‘With great power, there must also come great responsibility,’ a phrase coined by Stan Lee. As I reflected on my journey, it became clear to me how much more there is to leadership.

You Own the Vision
You set the course for your team and projects. You must constantly ensure everyone stays aligned, reimagining that vision again and again as landscapes shift and challenges emerge. It’s not a one-time thing you delegate to someone else. It’s an ongoing responsibility that sits squarely on your shoulders.

You’re Responsible for Careers
The work your team produces shapes their professional identity. Poor quality leaves them with little to showcase and excellence sets them on an upward trajectory. When they move on, the standards you set become benchmarks for their future roles, influencing their careers long after they have left your team.

Personally, I have always kept my door open to former team members, helping them navigate their careers long after we have parted ways. This isn’t charity. It’s understanding that your leadership decisions have lasting impact on real people’s lives.

You Handle Fair Compensation
I strongly dislike negotiating salaries downward. I prefer paying people more than they expect, understanding the extraordinary commitment creativity demands. Creative professionals do not simply switch off when they go home so ensuring money isn’t a worry is crucial.

When your team is stressed about rent or whether they can afford decent equipment, they’re not bringing their best creative energy to the work. Your job is to remove that barrier.

You Fight for Investment
It’s not enough to pay salaries. You must convince the business to invest significantly in your team. This means securing funding for the latest technology, continuous education, and meaningful team-building experiences.

I have observed departments abundant with resources and seen resentment build in teams whose leaders haven’t successfully made the business case for investment. Your team notices when you’re not fighting for them, and they notice when you are.

You Deliver Consistently
Leaders must deliver projects on time, within budget, and meet quality expectations. You anticipate scope, resources, and stakeholder expectations long before the project kicks off. It’s educated guesswork backed by experience, planning, and intuition.

This is where the real work happens. Not in the creative execution, but in the orchestration of everything that makes great creative work possible.

You Own the Failures
When things go wrong, the responsibility falls squarely on your shoulders, even at the cost of your own reputation. Conversely, when your team succeeds, you highlight their achievements, ensuring they receive the deserved recognition.

This is perhaps the hardest part of leadership. Taking the heat when projects fail while stepping back when they succeed. It goes against every instinct, but it’s what separates real leaders from people who just like having authority.

The Reality Check
Leadership, in reality, is not glamorous. It is weighty, often invisible, and always demanding. If you deeply love the craft, stay close to it for as long as possible. Transition into leadership not because of status or the desire to delegate, but because you are ready and somewhat comfortable with the immense responsibility it entails.

Remember, leadership is caring for your team’s growth, not just handing out tasks. The moment you start thinking of it as just delegation is the moment you’ve missed the point entirely.

Keeping Remote Teams Connected

Simple rituals that kept our global design team aligned, motivated, and human. No matter where we worked from.

After the world shifted to remote work, MOHARA decided not to snap back.

Even after offices reopened, remote remained optional. We had hubs in the UK, South Africa, and Thailand, but no one was forced to show up. I was based in Bangkok. My design team was spread across South Africa, Portugal, Spain, and the UK. Sometimes working from home, sometimes working from somewhere new. It worked because we made it work.

Compared to engineering, design was a smaller team. And unlike engineering, design often felt isolated, especially in early-stage product work where generalist designers are embedded solo in startup teams. That’s why we built team rituals. Not performative. Not corporate theatre. Just consistent human habits to keep people aligned, supported, and inspired.

Here’s what worked:

Daily Standups
Every day, we’d jump on a quick call. Not just to list tasks, but to hear each other. Talk through roadblocks, share updates, vent, laugh, refocus. I’d use this moment to zoom out and re-align the team. It made each day feel connected, even when people were working alone on different projects.

1:1s That Actually Mattered
We made space for weekly check-ins. But many of the team dropped in more often to show work, talk career goals, get feedback, or just chat. It wasn’t pressure. It was presence. It was about making sure no one felt like they were figuring things out alone.

Design Training
From interns to seniors, we ran regular sessions. Foundational theory, tools, critiques, frameworks. There’s always something to sharpen. It helped us maintain high standards and grow together, regardless of timezone or title.

Monthly Design Retros
Outside of project retros with engineers and PMs, we had our own space as designers. A place to reflect on what wasn’t working, propose improvements, and bring ideas to the table. It gave us agency. We fixed things as a team, not just as individuals.

Design Quiz
Yes, a quiz. On theory, history, trends. Things designers should know beyond Figma. It wasn’t about scores or hierarchy. Just friendly competition, smart questions, and learning outside the typical project grind.

Design Onboarding
Every new designer got a proper introduction to how we worked. Our roles, tools, rituals, principles. Not just access to files, but actual orientation. It gave everyone confidence and context from day one.

Getting to Know You
One of our designers suggested adding a few random personal questions to our team calls. Where you grew up, what your guilty pleasure was, your weirdest food experience. It became a team favourite. We discovered things we never would’ve otherwise.

Playlists
We launched the MOHARA Mixtape. Weekly Spotify playlists submitted by the team. Different cultures, different sounds, one shared experience every Friday. It was a simple way to celebrate our global roots.

Food Challenges
It started with a debate over the best sandwich. It escalated into full-blown themed food competitions. We’d record ourselves cooking and eating, then vote on winners. Sandwiches, burgers, desserts. I proudly took the burger crown.

Remote Working Rhythms
Time zones were a reality. People worked from home, from airports, from beaches. We didn’t expect everyone to be online at the same time. We just agreed on a window of overlap. A shared four-hour block where everyone would be available for meetings, feedback, and connection. For some it was the start of the day, for others the end. It gave us enough structure to stay in sync without forcing anyone into rigid schedules.

These rituals weren’t complex. They weren’t expensive. But they worked.

They kept us connected not just as colleagues, but as people.

There were plenty of company-wide initiatives too, but these were the ones that made our designers feel like a team, even from opposite sides of the world.

What are the small things you’ve done to keep your team together?

Be a Kind Creative

It costs nothing, but means everything.

The creative industry is in a weird place.

We’re adapting daily, trying to stay relevant while everything around us feels like it’s shifting. Budgets are tighter. Expectations are higher. AI is encroaching. Clients want more for less. Designers are burnt out. Recruiters ghost. Teams are under pressure. Senior talent is being pushed out, junior talent is underpaid and overworked, and those in the middle are stuck holding everything together.

It’s hard out there.

But here’s the thing. We don’t have to make it harder for each other.

Too many people in this industry treat each other like competition. They act like someone else’s win automatically means their loss. Some even tear others down just to feel taller. That behaviour doesn’t reflect the talent or heart this industry is built on.

There’s no need to feel threatened by someone else’s talent, or their post, or their success. We’re all just trying to get paid doing what we love. That’s it. No one is out to take anything from you. Most people are simply looking for a little recognition, a sense of community, and a reason to keep showing up.

So here’s a thought. Just be a little nicer.

If you see something good, give it a thumbs up.

If someone looks happy, leave a heart.

If it made you laugh, use the damn laughing emoji.

If someone said something smart, thank them.

Seriously. That’s it. It’s not performative. It’s just human.

You never know what someone is going through. That one bit of kindness might be the thing that keeps them going. A small gesture can carry more weight than anyone realises.

Share your thoughts. Add something helpful. Offer your perspective. Give credit when it’s due. It doesn’t take much. You don’t need to post motivational quotes or start every comment with “Love this!” Just show a little appreciation. You might be the only person who does, and that might matter more than you’ll ever know.

We’ve all heard Jony Ive speak about caring deeply for the work. What about caring for the people doing the work. That part matters just as much. Maybe more. Because good ideas don’t come from stressed, bitter, isolated people. They come from people who feel seen, supported, and respected.

This might read like one of those toxic-positivity Instagram posts that usually get an eye roll. But this isn’t that. This is just from the heart. I’m tired of watching talented people turn cold on each other. Especially when they’re far more alike than they think.

The saddest part is seeing two creatives with the same experience, the same passion, and the same energy treat each other like enemies. That kind of behaviour comes from ego, insecurity, or some strange need to feel superior. It’s unnecessary and unkind.

At the very least, we can all be professional.

Tearing down someone’s work serves no purpose.

If there’s real feedback, offer it constructively.

If there’s nothing helpful to add, silence is better than cruelty.

Hate speech isn’t critique. It’s not useful. It helps no one. Not even the person who posts it.

This industry is already tough. What we all need is a little encouragement. A little kindness. A smile, even if it’s just in the form of a blue thumbs up.

Be a kind creative.

It’s free.

And it might just save someone’s day.

A Cautionary Tale for Designers Who Want to Lead

Many designers are chasing the next promotion before they’ve done the work that earns it.

There’s a growing trend to focus on levelling up instead of levelling in. Asking for bigger titles, more money, and more influence before proving your value. Ambition isn’t the problem. But skipping the hard parts is.

You can’t bypass the reps. And you can’t shortcut leadership.

Promotions Don’t Make Leaders
Being promoted doesn’t mean you’re a leader. It means someone has given you a new title.

Leadership isn’t about hierarchy or job titles. It’s about behaviour. About taking ownership, earning trust, and helping others grow. That often starts long before you’re officially in charge.

Many designers believe that climbing the ladder will unlock status, respect, and financial freedom. The title becomes the trophy. But leadership is not a reward for tenure. It’s a responsibility. One that gets harder, not easier, the higher you go.

The Job Changes. So Must You.
Being a manager doesn’t mean doing more of what you’ve always done. It means doing less of it and helping others do it better.

You move from creator to multiplier. From crafting the work to coaching the team. From being measured by what you make to being measured by what others make under your guidance.

You’ll need to give up control. Step away from the pixels. Start making decisions that impact people’s careers, not just the creative output. Most of those decisions aren’t glamorous. They’re messy. They involve budgets, resourcing, performance issues, and emotional intelligence. That’s the job.

Less Praise, More Pressure
One of the hardest lessons for new leaders is how little recognition you get.

You will not be thanked as often as you expect. You may be resented for having authority. You’ll be the target of frustration, even when you’re doing the right thing. Your decisions will be questioned. Your intentions misunderstood.

You are unlikely to be liked by everyone. If you’re lucky, you’ll be respected.

This isn’t a popularity contest. You’re here to create clarity, uphold standards, and carry the weight of responsibility. It can be lonely. But that’s part of the role.

Leadership Is Earned in the Reps
There is no fast track. The work always comes first. You have to build the foundation before asking for the corner office.

Learn how to think beyond the screen. Understand the business. Learn to manage time, energy, and expectations. Make peace with the fact that you’ll rarely be the one doing the work anymore. Your impact will come from elevating others.

Real leadership starts when people begin to follow your example without being told. When they look to you for direction, support, and inspiration. When your presence helps them become better at what they do.

Do Great Work, Then Share the Credit
Leadership requires humility. It requires you to give away the spotlight and take full responsibility when things go wrong. To protect your team and back their decisions. To lead by example, not ego.

This is not to discourage you. Leadership is vital. Good leaders shape the culture, raise the bar, and leave lasting impact. But it is not something you ask for. It is something others ask of you.

So enjoy where you are. Make things you’re proud of. Learn from the leaders who inspire you. Build your character before you build your title.

Then one day, when someone asks if you’re ready to lead, you’ll be able to answer with confidence.

And if you’re already making that transition and want support navigating it, I coach senior designers stepping into leadership. Get in touch if that’s a conversation you want to have.

The Best Creative Leaders Are Experienced

The best creative leaders are not just charismatic, visionary, or full of bold ideas. They are not great simply because they can sell a concept, win a room, or energise a team. What sets them apart is something quieter and more difficult to define. It is the depth that comes from lived experience. The kind that builds resilience, sharpens judgment, and shapes taste over time.

When skill isn’t enough

Becoming a Creative Director at 30 came with confidence and capability. There was strong expertise in digital, and creative direction came naturally. Projects were delivered. Clients were impressed. Teams moved fast. But beneath the surface, something was missing.

That gap only became clear when working alongside more seasoned creative leaders. They moved differently. Their feedback landed with clarity. Their presence created calm in moments of chaos. There was no need to posture or push. They had earned their authority through repetition, reflection, and results.

In contrast, early leadership was still tied to control. There was ego in the room. Pressure to prove value. A desire to push work through rather than pull the best out of people. The title had arrived before the maturity to carry it well.

Taste is not a trend

One of the clearest markers of experience is taste. Not style. Not trend-awareness. Taste.

It does not come from scrolling through curated portfolios or collecting references. It is shaped slowly over time through exposure, curiosity, and failure. Travel, music, writing, architecture, silence. The best creative leaders absorb the world. That depth filters into how they see, what they question, and how they guide others toward quality.

The most seasoned creatives can spot what others miss. They are not distracted by noise. They focus on what matters. Their instincts have been tested enough times that they can lead without overexplaining. This kind of taste cannot be taught in a workshop. It is cultivated through attention and intent.

What experience really gives us

Time in the product world made this even clearer. In fast-moving teams and high-growth environments, it is often execution that gets rewarded. But in the long run, the creatives who consistently raise the bar are not just fast or clever. They have depth.

Experienced leaders carry perspective. They have lived through changing technologies, shifts in team dynamics, and cycles of burnout and renewal. They know when to push and when to protect. They understand how to create space for others to grow, not just deliver. And they bring calm. Not because things are easy, but because they have faced harder before.

This is not about age. It is about exposure, repetition, and reflection. It is about the ability to hold both the work and the people with equal care.

Creative leadership is legacy work

A creative leader is not measured only by the work that gets produced under their watch. They are measured by the people they develop. The teams they shape. The future leaders they inspire and send forward.

The best creative leaders do more than oversee projects. They mentor, coach, and protect. They raise standards without crushing spirit. They teach others how to see more clearly, make better decisions, and build their own confidence.

Leadership is not what you do in the moment. It is what you leave behind. The impact of a strong creative leader is often only fully understood years later, when the people they supported go on to lead others with the same principles. That is the true legacy.

For those stepping into leadership

Ambition is a powerful driver, but titles arrive faster than depth. New leaders benefit most from being close to those who have done it well for a long time. Not just for inspiration, but for calibration.

It is not just about learning how to give feedback or present ideas. It is about learning when to hold back. When to pause. When to invest in someone quietly, with no immediate return. These lessons are rarely written down. They are observed, absorbed, and eventually practised.

For those hiring creative leaders

Experience should not be a risk factor. It should be a requirement.

The tendency to chase novelty over wisdom is short-sighted. The most experienced leaders bring more than just ability. They bring consistency, clarity, and confidence. They know how to balance quality and pace, ambition and sustainability. They know how to scale teams without losing the integrity of the work.

Most importantly, they build people. That is what keeps standards high long after the leader has left the room.

For those with experience

There is increasing pressure to reinvent or reposition. To prove relevance. But what seasoned creatives carry is more valuable than ever.

The ability to remain calm under pressure. To make decisions rooted in principle, not panic. To spot the crack before it becomes a fault line. To listen deeply. To mentor generously. These are the traits that hold teams together.

There is no need to shrink. There is no need to apologise for the depth that has been earned. The industry needs it.

This is what moves the work forward

Creative leadership is not a performance. It is a practice.

It is built over time, through mistakes, reflection, and a commitment to growth. The best creative leaders are not defined by their output alone. They are remembered for the standards they set, the people they empowered, and the culture they helped build.

Experience is not the past. It is the foundation. And the best leaders carry it forward not for themselves, but for everyone around them.