Is creative work undervalued and are Creatives to blame?

Last week, I attended a networking event for creative professionals in Melbourne. Among the attendees were entrepreneurs, freelancers, students and full-time employees. As I mingled and talked with them, one common thread became apparent. Many creative professionals feel undervalued and pressured to justify their existence to employers and clients.

It feels like we are at a real crossroads in the creative industry. Whether you are a designer, developer, artist or writer, we all face a common threat - becoming automated out of existence. In years gone by, our main threat was the young, enthusiastic industry newcomers hungry to supplant us for their time in the creative sun. Now, both oldies and newbies alike must contend with the rise of the machines. Generative AI may not be an existential threat yet. It is most definitely on the rise.

So, what can we do? What hope is there for creative professionals to stay relevant and valuable? I believe it all starts with understanding the value we create. We are complacent and assume that clients and employers know what we do and its importance. We have let it slide so much that many can not even articulate their importance to themselves. It is time for that to change.

For as long as there have been creatives, there have also been sceptics - people who view creative work as a hobby and non-essential luxury. Art is for those who can afford it. It offers no use to the everyday person.

Even with the rise of creative professionals in the last hundred years, the sceptics remain. Many people cannot distinguish between art and design. As such, many see creative endeavours as unimportant and irrelevant.

Spending money on expensive designers, copywriters, and marketers seems like a luxury. Cheap DIY templates and Generative AI are often preferred. With these, small businesses can cut the cost of creative professionals and automate the whole process. No one knows this more than creative professionals. Many feel helpless in their attempt to distinguish themselves from their automated counterparts. In the past, the skills and craft they spent years honing set them apart. Now, they must find a new way to stand out from the increasingly competitive crowd.

So, what caused creative work to be so undervalued? In many ways, it has always been. People who don't understand the creative work only judge the finished product. They have no appreciation for the work done along the way. We live or die by people's taste, so playing it safe with our work seems the best option. The risk of standing apart and being extraordinary is too much. They compromise their skills and tastes in exchange for survival. As a result, we end up with a creative community unable to communicate its value. Therein lies the problem. We can't communicate our value, so how can we expect others to see it?

We must go deeper into why we, as creatives, struggle to communicate our value. I do not wish to stereotype. I talk from my own experience and that of people I know. 

The time is ripe for us to look at ourselves as a community. To understand our shortcomings and improve them.

Now, I shall step off my soap box and look at some key areas that cause us to struggle when conveying the value of our work.

The Japanese have a saying, 'The nail that sticks out gets the hammer'. I believe many creatives struggle to face the hammer. I have found it hard to put myself out there and show people my work. Even now, my heart skips when people ask to see my portfolio.

It is our responsibility to promote ourselves. Rarely will someone do it for us. Whether in a job interview, pitch deck or sales call, we must show our work and risk criticism. 

Creative work is a form of self-expression. Criticism feels personal. It is easy to shy away from it. For many, the risk of criticism outweighs the risk of anonymity.

As creatives, we spend years acquiring skills and honing our craft. We develop a taste and know what we like and don't like. While we learn, we create to fit our tastes. When we turn pro, we use our skills to fit other people's tastes. For some creatives, this can be a problem.

I can't deny this is something I face myself. My perfect client aligns with my taste. Maturation as a creative comes when we put aside our taste to deliver for the client. After all, we are only valuable to clients if we can give them what they want/need.

I often fall short here. In my case studies, I mostly use before and after comparisons. Whilst these are valuable, they do not provide a full picture.

As creative professionals, we need clients and employers to pay us to create things for them. To them, it is an investment. They want a return on that investment. When they want a result, metrics and statistics offer a way to show them we can deliver.

A classic example is a UX Designer showing a direct relationship between their design and increased sales on a website. Showing a good return on investment increases the value of the designer to the client.

Many creatives believe their work should 'speak for itself'. When we create something excellent, we want it to be enough. It isn't. 

The finished product may actually be the least important thing to a client. Before investing, the client needs to know the process and the expected results. As long as you have a defined process and can deliver the results they want, they don't mind what the finished product is. Often, the skill and craft that goes into the project is not what they value - which sucks!

It feels like I've been railing at creative professionals for long enough. I have not spoken enough about why we need to understand our value. There are several reasons. Let's look at some of the big hitters.

When we understand the value of what we make, it becomes easier to attribute it to a monetary value. We deserve fair pay for our work. Knowing the value of it helps us to justify it.

Take my earlier example of a UX Designer. From their design, they expect to increase sales by 10% for a company earning $100,000 in revenue. That would mean an increase of $10,000 in the client's income. The UX Designer can then justify charging $5,000. This price still leaves the client with a $5,000 return on their investment.

When we feel undervalued, our confidence dips. Conversely, when we know our value, our confidence soars. Confidence is essential to pushing ourselves to bigger and better things.

Understanding the value we create and knowing how to communicate it is the cure for imposter syndrome. We are an imposter when we can't back up what we say. Learning how to back up what we say removes that imposter syndrome - forever!

How often do we convince ourselves not to go for clients or jobs because we feel underqualified? Knowing our value helps us accurately say whether we deserve those jobs (more often than not, we do). When we feel confident, we push for better clients and jobs. When we do that, our careers and professional development skyrocket.

When tides are high, all boats rise. As we each learn and communicate the value of our creative endeavours, those around us do the same. When more and more of us do it, those outside the industry will also see that value.

We do not need to stand on a soapbox (like I am right now). We can all lead by example. It is our responsibility to represent ourselves. In doing so, the whole industry becomes more valuable. We are Spartacus!

Let's recap. Creatives don't know their worth despite it being vital that they do. In this section, we shall dive deeper into some actionable steps people can take to understand and communicate their value.

Most creatives have this one checked off. Is it working for you, though? Showcasing a portfolio provides tangible proof of experience to others and yourself. A portfolio offers tangible evidence of your work, expertise, and the value you create. Proving these to yourself will eradicate imposter syndrome.

In your portfolio, you must include case studies. Only listing your previous projects means you expect 'the work to speak for itself'. We know already that it doesn't. Writing case studies forces you to think more deeply about your work and the value you create. It also has a secondary effect of reviewing and refining your process to create more value in the future.

You can use portfolio platforms like Behance, Dribbble and Adobe Portfolio to create your portfolio. Alternatively, Wix, Squarespace and WordPress offer great, low-cost options to create a portfolio website.

The more data you collect about your work, the more ways you have to show your value. Data is not limited to quantifiable results like increased traffic, sales or impressions. You can also use testimonials, reviews and other social proof.

Essentially, anything you can use to show how you created a valuable result for your client or employer works. Once you have your data, include it in your case studies. Use the data as proof of your quality and value.

Inputs matter as much as outputs. Clarifying your process is as important as knowing what you do. When talking to clients and employers, they want to know you are a safe pair of hands. If two people can offer the same results but one has a clearer, better-practised path of achieving them, they will choose that person.

Writing case studies and reviewing your old projects helps to clarify your process. Doing so also helps identify ways to make it more efficient. When you know your process, tell it. Let people know your steps. Knowing what to expect helps build trust. Trust is one of the most valuable to have as a service provider.

I mentioned earlier the pull to the centre. How creatives often feel the urge to follow trends and join the herd in pursuit of work and income. Compromising our tastes always leads to the demise of our confidence. When our confidence diminishes, we lose the ability to know and communicate our value.

We each have a unique style. An individual taste. A personal perspective to bring to our work. We mustn't shy away from it. In a saturated marketplace, it is the very thing that makes us stand out. Kevin Kelly has a fantastic saying, 'Don't be the best, be the only'. There is only one You. That is what makes you so valuable.

It is one thing to know we are unique. It is another knowing how to use it. Developing a personal brand is one way to utilise our individuality. Creating content around our experience, expertise, and beliefs helps us to communicate our uniqueness to the world. We each have a world view, a perspective to share. Sharing it helps us find like-minded people, build community and create value for them.

All industries are constantly evolving. In creative industries, different tools, techniques and technologies come and go. Staying up to date on these helps us to stay relevant. Many people are slow to adapt to new ideas and environments. Being quicker makes you more valuable in the fast-paced, ever-evolving marketplace.

It does not take a massive effort to stay up-to-date. Online blogs like Smashing Magazine, Creative Bloq and AIGA Eye on Design make it their mission to deliver the latest and greatest news in creative industries. You can also stay up-to-date by staying active in the creative community.

The right person at the right time opens the right door for you. The old saying rings true, 'It's not what you know, it's who you know'.

Being an active member of a community holds many benefits. Having good connections can help you find work - that is obvious. A community can be valuable in other ways, too. I know several people dealing with unemployment and struggling to find work. The community around them helps maintain their confidence and not get left behind by the industry.

It takes some work to be part of a community. It is worth it. You can do it through social media, but I do not believe these communities are as strong.

Since moving to Australia from the UK, finding other creatives and building a network has been imperative. I have only started seeing traction in my work since growing my network. Attending networking events or joining co-working spaces and professional organisations are a few ways to get out and meet fellow creatives.

We cannot rest on our laurels. When we achieve mastery of a craft, it is easy to think learning days are over. False. There is always more to learn. We can acquire related skills that make us more valuable to employers and clients.

Imagine a Freelance Web Developer. They are great at writing code. Then, they learn UX Design and SEO. Suddenly, they can design, build and grow a website instead of just building it. They are now much more valuable. 

Take the time to identify and learn relevant skills. Then, watch your value and confidence grow.

Elevator pitches. Job interviews. Social media content. Public speaking of any kind. They arouse fear in many. They are all learnable. Becoming an excellent communicator is a fast track to professional success.

We may know the value that our work creates, but can we communicate it effectively? Creative industries hold a lot of jargon. Talking about it to people outside of those industries can be tricky. Practising and mastering communication is essential for breaking down barriers and building trust.

Writing blogs, creating content, and attending groups like Toastmasters all help us practise our communication. The more we practise, the better we become. Once we know and communicate our value, we become unstoppable.

It is easy to think creatives are doomed to be perpetually undervalued. Too frequently, there is a bias against creative endeavours seen more as hobbies than professions. That aside, we creatives can get in our own way and devalue ourselves. That must change!

If you feel you are not getting what you are worth, ask yourself, 'Do I truly know my worth'? If you do, are you effectively communicating it to others? If not, I implore you to learn how. The creative industry is at a crossroads. It is up to us to stay relevant and valuable as creative work becomes increasingly automated.