The first component in leadership is belief. This is information that makes you think that what you do matters. It’s a rational case for the effectiveness of doing what you do. Belief turns to inspiration, which is that emotional, awesome feeling you get when you think that your plan just might work. Expression is sharing it with others, and it’s the hard part.
Expressing your vision to others means you have to put it into words. In the idea industry, we often call this the “creative brief.” It’s a document that answers a few fundamental questions that help creatives discipline their creativity. After all, if you don’t learn to lead people who are really creative, they’ll find inspiration from a tutorial they just watched or a design they saw somewhere.
Unfocused direction causes creatives to think broadly, and this delivers random results.
Focused inspiration, on the other hand, helps them to delve deeply in a specific direction, finding new ways to express the big idea. And if you can do this well, your creatives will be an extremely powerful engine who will change hearts and minds in a convincing fashion.