Utilizing Leadership by Intent

One of my preferred leadership approaches, which I adopted from my time in the Marine Corps, is known as "leadership by intent." This concept involves setting a clear mission while allowing room for creativity. For instance, if a squad is tasked with taking and securing a hilltop, the straightforward order is accompanied by the mission's intent—perhaps to secure a critical supply route visible from that vantage point. This way, the squad leader can plan follow-up operations that align with the overarching goal.

Leadership by intent is particularly vital in creative environments, especially when a leader may not possess the specialized skills required for a project. For example, I'm not skilled in photography or videography. If I attempted to micromanage those aspects, it would likely lead to frustration for the artist and subpar outcomes. Instead, it's crucial to convey the intent of the shoot to the creative professional, clarifying the significance of the images being captured.

My latest example involved an event organized by Insight Projects, where the mission was clear: "Objective: Create a brief video and capture photos that emphasize the craft, intricate details, and customer experience at Acento Coffee Roasters." The intent that followed was, "Generate content to support Acento's Instagram, website, and additional marketing initiatives."

While this mission might not be as straightforward as the earlier military example, this ambiguity is intentional. Working with artists requires offering general guidance, including the eventual application of their work.

The Business of Creativity - Sir John Hegarty

In this video, Sir John Hegarty discusses the intricate relationship between creativity and business, emphasizing how effective leadership can unlock innovative potential.

Clear Communication

While leadership by intent is fundamental to guiding creative teams, its effectiveness hinges on clear communication. It’s essential to convey both the intent and the execution strategy. The creatives I collaborate with thrive when provided with general timelines, shot lists, and logistical details. For Insight Projects, this information is typically shared in pre-event meetings and is compiled in a production book, which is further explained in our Acento lessons learned narrative.

As managers, our role is to cultivate an environment where creatives can fully immerse themselves in their work. This involves providing comprehensive information about locations, background contexts, customer profiles, products, and pricing (both current and future), as well as logistical specifics such as contact details and restroom locations. By taking care of these details, we allow our creatives to dedicate their energy to their craft.

An Area for Art

I've observed that when I provide both intent and clear communication to my creative teams, it alleviates their anxiety. The common internal questions—"What do they want? What should I focus on? How will this be used? How long should I stay?"—fade away. This liberation from anxiety empowers them to concentrate on their art.

I don’t claim to be an expert in managing creatives; I've only been actively engaged in this area for a couple of months. However, I've practiced leadership by intent for over eleven years. During this time, I've witnessed traditionally non-creative teams evolve into creative powerhouses. Teams that were once subject to micromanagement began to operate autonomously. In fact, in the Marine Corps, my squads became self-sufficient once I established clear intent. Leadership by intent is a powerful approach that can unlock an organization’s creative potential, enabling it to express its true identity more fully.

WFA Global Marketer Week 2022 | Sir John Hegarty: The Business of Creativity

In this session, Sir John Hegarty shares insights on the essential elements of fostering creativity within marketing and business, highlighting the significance of intent in leadership.

I may not have all the answers when it comes to leadership, and I am still refining my skills in leading creative teams, particularly regarding leadership by intent. To stay updated and explore more about managing creative professionals, follow Insight Projects here and on Instagram.