Creative Fruit, What Drives James - Art Director, Creative Director

WHAT DRIVES ME?

Confident Leadership
I think of myself as a leader in the creative industry, and I do my best to live up to my leadership standards. To me this means exploring new perspectives, providing guidance and advice, and taking responsibility for my actions. I enjoy inviting others to consider new ideas, and work to inspire confidence and enable growth.

Refreshing Creativity
Creativity is one of my most valued concept. However, I don’t associate it exclusively with my design work. Certainly, refreshing creativity is paramount in the design process, but for me that’s just the tip of the iceberg. I believe that exercising fresh thinking about strategic plans is just as important as great design. Sometimes refreshing creativity comes into play when solving a scheduling, or budgeting challenge. I constantly push myself to find a new, better way to address the variety of strategic, creative, and tactile challenges that each new project brings. This approach is one of the things that makes me a better creative leader.

Maximum Efficiency
Working smart is better than working hard, this does not mean I don’t work hard, because in fact I do. However, I value efficiency, and place a great deal of emphasis in building infrastructures, and systems that allow me and the teams I lead to do better work, faster. My maximum efficiency value has driven my efforts towards developing web-enabled project management processes that extend collaboration and productivity beyond traditional boundaries.

Better Experience
The experiences I create with clients, employees, coworkers, and vendors are crucial to my ability to survive and thrive as a creative leader. I believe it is important that every touch point with my own brand be a positive one. To me, creating a better experience means living up to commitments, being respectful, and checking my ego and pride at the door.