How to Make Bold Creative Decisions: Tips from Anna Wintour
The legendary Editor in Chief of Vogue offers creative
solutions for sorting through a slew of team members' ideas to find the good
decisions that will set a brand on the right track. Anna Wintour explains how
to make creative decisions.
Who Is Anna Wintour?
Anna Wintour, the Editor in Chief of Vogue magazine, preside
over the Met Gala and is a regular on the front row of New York Fashion Week.
She is also the artistic director of the CondÃ© Nast media empire, the most
powerful woman in fashion, and a role model for business leaders all over the
world. Anna's consistent ability to make critical decisions that will shape the
media and fashion industries attests to her singular success, which is founded
on vision, creativity, and dedication.
What Is Creative Decision-Making?
The creative decision-making process entails collaborative
and dynamic problem-solving and brainstorming for possible solutions. As a
creative process, the scope of this work may be larger (creating new product
concepts to satisfy stakeholders) or smaller (making the final decision on
which photograph will accompany an article in a magazine). In either case, the
creative decision-making model relies on incubation periods to allow ideas to
simmer and convergent thinking to arrive at the best possible decision.
Companies' creative decision-making is becoming a standard part of their
Why Is Creative Decision-Making Important?
Creative decision-making is essential in creative industries
such as fashion and architecture, but these skills are required in all sectors
to increase the likelihood of a project's success. This decision-making
approach can result in "Eureka!" moments that solidify decisions.
Creative people have personality traits that promote creative behavior, such as
strong motivation, curiosity, collaboration ability, and openness to new ideas.
To improve your creative decision-making abilities, hold brainstorming sessions
and practice making intuitive decisions.
How to Make Bold Creative Decisions: Anna Wintour's Advice
Anna Wintour is the head decision maker at Vogue, constantly
coming up with and sourcing creative ideas, often under time constraints. See
how Anna Wintour's creative thinking tips can help you make better business
1. Courage leads the way. Brands must simultaneously appease
audiences while also pushing their boundaries and expectations. "There is
always a time when you know you have to break the rule because times and
cultures change," Anna explains. "Vogue must set the example. One's
audience [or] readers may not always be on the same wavelength. They might be
surprised. They could be upset. They might object. They may cancel their
subscriptions for whatever reason. But you are leading, not following, and that
is an important lesson to remember at all times."
2. Data is important, but it is not the entire story.
Research and analytics can provide insights and inform you about what your
readers or subscribers want to read. "They can assist you. They can
provide you with information. "They have the ability to focus you on
something," Anna says. "And they can probably tell you something you
already guessed or thought." But, in the end, the vision, heart, and soul
stem from the creative talent that puts it out there every day. And because of
that passion, your audiences and readers, whoever they may be, will find
3. Accept responsibility for poor decisions. Mistakes are
inevitable in the creative process, and according to Anna, "it's critical
to own those mistakes." Anna, for one, has had to make creative decisions
about the cover of Vogue, some of which have been unsuccessful. "Sometimes
it's not until they're out in the big wide world that you realize what they
mean and what they represent, whether good or bad," she says.
"Sometimes... you have to run something you're not particularly proud of,
or maybe you just want to try something." It's the same as with any
creative processâ€”you have to make mistakes."
4. Understand the larger context of your decisions. A decision is rarely made based solely on one factor. Cultural contexts must be considered when making creative decisions, as well as their specificities. "It's critical to understand how your work fits into a much larger cultural narrative," Anna says. What exactly are you attempting to say? What are you protesting? Your decisions must strike a balance between staying true to your values and defying expectations."
5. Work collaboratively with wonderful people. People with knowledge or interests that you do not have can assist you in forming a diverse team. "You are nothing without a good team," Anna says, emphasizing the importance of assembling an intelligent and diligent group of people who will push the brand to new heights.