So what is ego, anyway?

There’s the ‘correct’ definition, and then there’s the phrase that lives under the skin of every person in the creative industry. The dreaded Ego. Banned by executive order in every single job ad. About Us pages proudly declaring a complete lack of ego — just below the line about ‘built by globally-loved superstars’.

It’s a thing that’s simultaneously shunned and accidentally extolled in messaging. You have to act as though you’ll take your client to the moon while keeping boots firmly planted to the ground.

The game used to be that success was purely hierarchical. Everyone reports to someone, and the only way to move up was to drop your baggage on anyone beneath you. We’ve all heard stories of golden-era agencies. Tears, screaming, god complexes. There’s still that about, but it seems like the meta has changed. Big egos are far better at hiding. Lurking behind veils of toxic-empowerement and DMs sublty throwing others under the bus. It’s rare you’ll find a pure screaming match nowadays, but that doesn’t mean it doesn’t exist.

Now, this is a team game, not an individual sport — and collaboration is key. A delicate balance of confidence in your convictions without acting like a c*nt.

Interestingly, this phenomenon seems to mainly apply to creatives alone — something we seem to have assumed responsibility and ownership.

The ability to create something out of nothing comes with baggage, be that implied or inferred. It’s a tough thing to do and we’re trained to believe that the act of creation is something restricted to a certain type of person (I disagree, but that’s for another story). So with that comes the threat of a magical aura of expectation — a moment of hand-wavey brilliance that solves all problems. When you’re introduced as the font of all success, maybe an inflated ego is to be expected?

There’s an intrinsic connection between creative output and self-worth. If energy is finite, then creating something new from scratch is impossible.

It’s like we take something from ourselves and put that into the new thing. In my mind, that’s why we can be so attached to the work we create. It’s part of us. Whether that’s an act of pure abstract expressionism or an ad for yoghurt.

If creative output is a part of us then a critique of the work is a critique of the self. A bruised ego.

Subjective feedback can be the hardest to take. It’s potentially why agencies have worked so hard to objectify creativity behind a wall of data, insights, and frameworks. It’s a self-defense mechanism to shield the team from the sometimes hard reality that people just don’t like the work. The search for the ‘right’ answer defined by metics rather than feel. It’s all science, no magic.

With that in mind — what happens when things go well? If we put so much of ourselves into the work, and that ‘something’ is universally well received, then isn’t it natural to feel pride in what we do? The confidence builds and a flywheel of success starts powering up. That’s why we see the constant thread of superstar agencies winning everything over and over again.

Confidence can breed arrogance, and that‘s where the inevitable ‘no egos’ chat comes in. It’s easy to be caught up in success, and apply that to your daily behaviour. Not playing with the team, looking for the glory, genuinely believing that your ideas can be the only ones that lead to success.

There’s no such thing as ‘no’ ego. We all have one. It’s a rollercoaster of positive confidence and negative self-flaggelation. We take the ride and gradually learn to find the right balance. Some find it easier than others. It’s about how that confidence is applied or shared — why not take your own conviction and work with the team to create something brilliant together?

As we gain more experience it becomes easier to separate the self from the work. Easier to deflect criticism and work together to find a better solution. It’s why developing a shared response is so critical to successful outcomes. When there’s no single ‘hero’ in a story, the team wins and loses together.

I’m a firm believer in mutually earned respect. No one voice should be louder than any other’s in the room. Ideas come from everyone — a creative’s job is to ‘yes and’ rather than ‘no but’.

A director should nurture the team and guide them to the best possible outcome. No doubt a project will look to the most senior member to run the room and own the outcome and I believe that can still be achieved without the ego taking over. My job is about being the spokesperson for the team/company and delivering their success, not my own.

If the singular creative’s attitude is to be more empathetic, then a team’s ego is one to be nurtured. Build and grow together. Be confident in your work, take pride in the output, and share that success with others.