The Judd Apatow School of Management

Most podcasts I listen to are a pleasant background hum during a long drive. There are some facts. People are talking. I might even laugh. Brian Koppelman’s recent interview of Judd Apatow on The Moment was different. Judd answers a question about managing a writers room. The answer is simple, but really spot on, and encapsulates the core of managing all kinds of Creatives.

I am frequently asked about the challenges of managing Creatives. I love the people I work with, but Creatives (designers/ux/writers/photographers) have gotten a reputation for being a pain in the ass.

As I talk to companies about building design teams I hear a predictable narrative about talent/communication/process, but very little about management. As far as I can tell many designers are told what to do, but few are actually managed.

About 30 mins into the podcast Judd shares his approach.

• We’re all going to kick around some ideas.
• When we have some ideas we like, you’re going to write an outline.
• We’re going to kick around the outline.
• When we like the direction of the outline, you’re going to write a draft.
• I’m going to give you notes, you’re going to rewrite the draft.
• At some point it’s either done, or I’m going to fix it, or assign someone to fix it.

What is Judd really saying?

• We’re all going to kick around some ideas. Brainstorming
• When we have some ideas we like, you’re going to write an outline. Design
• We’re going to kick around the outline. Critique
• When we like the direction of the outline, you’re going to write a draft. Iteration
• I’m going to give you notes, you’re going to rewrite the draft. Feedback
• At some point it’s either done, or I’m going to fix it, or assign someone to fix it. Quality

Judd’s talking about a Hollywood writers room, but the same principles apply more broadly to managing any creative process. There’s an implied balance between the team, the individual, and Judd. The process is loose, but also pretty clear.

How about managing people, not teams or process? At the end of the day creative work gets done by individual people.

Many designers spend much of their careers working unmanaged and unmentored. Teams with five or ten engineers often have a single designer. Startups may only have one or two designers in the entire organization. How do these designers grow and develop?

Judd’s comments on mentoring apply here as well:

• Encourage people.
• Be really hard on them.
• Let them take runs at being creative.

“I’m going to be good to you but make sure your work is great.” — Judd Apatow

Check out the entire interview on Slate.