How to Not Suck: A Guide to Success in Advertising
ART DIRECTION: Stefan Sagmeister DESIGNER: Richard The, Joe Shouldice PHOTOGRAPHY: Jens Rehr
Our industry fuses artistry, strategy and vision with wildly different personalities and clientele. Life in an advertising agency forges all of these largely ethereal ingredients with exciting results. I love my job. However, it’s not for everyone and the industry is self-policing. People are regularly ejected from the biz, not because they aren’t talented but because their attitude sucks. So to anyone in school thinking about a career in design or marketing, please heed this advice. At the very least you won’t suck. You may even thrive.
1. Have an insatiable desire to do next level work: Mediocre work in school garners you a C. If you’re good with that, you will graduate, but you will not have a long career. I’m sure you’ve heard that art school grades don’t mean anything, and they don’t, but your portfolio does. The reason many who graduate don’t land positions is that they were doing the minimum. They passed. They graduated. They “succeeded”. The minimum does not cut the muster after graduation. There’s nothing wrong with getting C’s. It’s the acceptance of that mediocrity that’s problematic. Anybody that is excelling in this field is driven and self motivated, and to a certain extend, dissatisfied with their work…
2. Perpetual dissatisfaction: This should not be seen as negative, merely a motivator. You know good work when you see it. You recognize a difference between that work and what you are putting out, and that’s how it should be. If you’re content, you’re not growing. I could go on but you’d be much better off listening to the exceptional Ira Glass explain it.
3. Perseverance: You will struggle. You will fail. You will fall. It will suck. That’s fine. Just stand back up and eagerly throw your hat in the ring when the next project comes around. Personally, I was never the best designer in any class, and you don’t want to be. Well you should WANT to be, but you shouldn’t be able to be. If you are the best in a group you are in the wrong place. Find new challenges. Some are naturally talented – they’ll coast through school. They may make it they may not. The rest of us have to work at it. Not being the most naturally talented, I relied on my work ethic. To Ira’s point above, I knew what I was making wasn’t as good as I wanted it to be and that was not ok to me. So I spent long hours working and reworking concepts and projects. It hones your evaluations skills, your design skills, your understanding of self – all of which are invaluable when not sucking.
4. Be honest with yourself and others: Know your weaknesses. During the long days and late nights at work, you’ll learn volumes. Pay attention during that process. Be vigilant, recognize where your weaknesses are. Once you identify what that something is that you suck at, take the appropriate actions to better yourself. Talk to people, ask questions, research, get inspired, keep on keepin’ on. You’ll surprise yourself.
5. Have a thick skin: Regardless of your discipline or field, when you are creative and working in a collaborative field or with clients, be prepared to have people beat up your work. Don’t necessarily just roll over and take it, instead be prepared to defend it -TACTFULLY. Have an explanation for why everything is as it is. Explain that in a non-defensive fashion. Then, listen. The client isn’t always wrong, you aren’t always right … the sooner you realize this the more successful you will be.
6. Respect: I’ve only dealt with a handful of people in the industry who didn’t seem to get this concept. They will stand out almost immediately and be on everyone’s radars. Don’t be that person. They really suck. Every interview I’ve ever been on, everyone I’ve ever worked for has wanted nothing more than to see me succeed. This is the collective mentality of the industry. If you’re looking to break into the biz know that almost everyone will meet you with an open mind and optimism, they respect what you are trying to do and were once there themselves.