Creatives burn out when too much pressure is put on them. So don’t put too much pressure on them.
But how do you know if you are putting too much pressure on your creatives?
You need good creative leadership – who understands how much time and what support is needed for each piece of creative work.
Just asking creatives can give you bad results – as creatives, by personality, are largely non-confrontational. As a creative, it is also very hard to know how much time it “should” take to get something done – resulting in the creative often deferring to the judgement of the business person they are working with.
When burnout happens – it might be seen – where the creative has to take time out or leaves the company. Or it might be hidden – where the creative is slowly less able to produce excellent work. Either way, the long term cost to the business is big.
So make sure you have good creative leadership – who knows how long different jobs should take, and creates strong processes that make sure creatives are not getting too much pressure put on them.
