Creative Management textbook

Topics: Coaching, Leadership, Management Pages: 62 (16631 words) Published: October 21, 2013
Mark McGuinness - inspiring creative professionals

Photo by urbancow

Some rights reserved
This e-book published by Mark McGuinness, London 2008
Text © Mark McGuinness 2008
This e-book is published under a Creative Commons licence which allows you to copy and distribute the e-book as long as you keep it intact in its original format, credit the original author and do not use it for commercial purposes.


Important notes about the images
The boardroom image on the cover and p.7 and the image of the pencil-clock on p.43 are licensed from for use within this document. If you wish to use them elswhere you should purchase a licence from

The images at the start of the other chapters are republished from Flickr under a Creative Commons Attribution Licence - you are free to republish them as long as you attribute them to the photographers. The easiest way to do this is to link to their page on Flickr, as I have done under each image.

The portrait of me on p.44 is by Christina Jansen and may not be reproduced without her permission. Thank you to all the photographers for the great images.

This e-book contains no affiliate links.

Wishful Thinking -


1. Introduction: Why Coaching?


2. What Is Business Coaching?


3. Coaching Is Not Training, Mentoring or Counselling


4. Different Types of Coaching


5. The External Coach or Coaching Consultant


6. The Manager as Coach


7. Coaching and Leadership


8. Key Coaching Skills


9. The GROW Coaching Model


10. Formal and Informal Coaching


11. How Coaching Creates Creative Flow


12. The Business Impact of Coaching


13. Why Coaching Matters to Creative Companies


14. Recommended Coaching Books


15. If You Found this E-book Helpful...


16. About the Author


Wishful Thinking -


1. Introduction: Why Coaching?

Photo by Jeff Poskanzer

As a creative director, business owner or manager of a creative team, the chances are you already coach your people to an extent - and you may be better at it than you realise. But there's also a fair chance that you have received little support in developing your people management skills. In the creative industries, so much attention is lavished on creative ‘talent’ and the products of creativity that vital aspects of the creative process are often overlooked. Such as the massive influence (positive and negative) managers and creative directors have on the creativity of their teams. While many individual managers are doing an excellent job of managing and developing their teams, there is little wider recognition of people management in the creative sector. It’s hard to develop a skill that goes unrecognised. And you don't need me to tell you that managing temperamental creatives can be one of the most challenging jobs going. So how do you meet the challenge? I'm willing to bet that you find most books on management a bit of a turn-off. You've probably left or avoided the corporate world because it's not an environment you feel comfortable with. I know how you feel. As a poet who moved from consulting for large organisations to specialising n the creative sector, I can clearly remember the day I walked into an ad agency and instantly felt at home. Call me superficial, but given the choice between cubicles and suits, or a colourful studio with electric guitars and table football on standby, I know which I prefer.

Wishful Thinking -


But creativity needs more than bean-bags and Playstations. And if creativity is your business, you know there's a lot more to it than 'thinking outside the box'. For one thing, you probably have to think inside a...
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