Welcome to the Tough Cookies series where we interview and celebrate the strong and determined individuals who are making waves in the tech industry.

This week we have Darrell from creative agency Cre8ion. Businessman, entrepreneur, husband and dad, Darrell has demonstrated throughout his career not only his ability to grow businesses but also the value of his moral compass when it comes to knowing the next move for him and his peers. Darrell recently hit the headlines by changing the way his staff works, if you want to know more read on…

So what change did you recently make?

We had heard of other companies working on their company culture and we wanted to create a team culture that went beyond the normal pay rise or giving people breakfast cereal.

Our team have adopted Research and Development as part of our growth strategy and we felt we could do more. Google had developed Gmail and Maps as a result of an 80:20 rule (20% of time spent on R&D).

We decided to trail a day off one Friday and the following Friday an R&D day – a two-week cycle. This is how we made the 4 day work week unique to us.

What does your day to day look like?

The first Friday of the two-week cycle is for having fun. Take up a sport, explore, spend quality downtime and be present in the present. 

The second Friday is for focusing on projects that explore new areas for Cre8ion as a business such as our Design Team exploring how to build new Typefaces. At the same time, the team are improving their skills. The projects need to have a purpose while allowing the team to explore.

You recently made a change to the way your staff work. Can you tell me more about that?

Streamlining!

Essentially, we track our time using TeamWorks. This helps us see what work is billable and what work isn’t. This helps us make sure billable team members are not getting distracted and non-billable staff are sticking to their flow of work.

We have also streamlined processes of development in the Digital team to allow for multiple developers to work on the same project without affecting each other. 

What made you want to change the way your staff work?

Today’s generation (YGen) is cause focussed and want a healthier work-life balance. They’ve seen generations burn out, families fail (they might have experienced it first hand) and want to ensure a better work/life balance.

We seem to have bought into the ‘when I make a million, I will be able to…’ mentality and this generation are saying no! What’s the point of making a million and leaving those you love behind. Missing the moments, never being present in the present, a life lived with one eye on something else.

The best thing you can do is give 100% attention to whatever you’re in and when you’re out, 100% attention to that. It’s like we are trying to multi-task relationships, but not getting any depth and nothing matures. Superficial friends and substandard business connections.

 Our staff want to do the best, but first, they need room to be the best.

The lesson – focus on the right things at the right time and it will deliver the right opportunities.

What part of the tech industry most excites you at the moment?

Machine learning and AI.

The possibilities this presents to the creative industry are just beginning to unfold. We’ve already begun that journey at Cre8ion with Genesisbrands.co.uk

It’s exciting. Bringing the world of automation to design and helping entrepreneurs punch way above their weight!

What’s the best piece of career advice you have received?

Don’t learn Microsoft products! Seriously. 

As a creative, the account managers were always getting designers to fix up presentations that took us away from what we were focussed on. They had the tools but didn’t want to put in the time.

So, if you don’t know the products you could legitimately say that you can’t help. It helped us build great campaigns.

We focussed on being creative, which seemed extreme but it helped us stay in our lane and win awards for the greater good of the company. Those awards opened bigger doors.

The lesson – focus on the right things at the right time and it will deliver the right opportunities.

NB: Since learned a few but in its right time!

What has been the biggest challenge you have had to face in your career and how did you overcome it?

Leaving a job for the right reasons.

I was going to run the marketing agency in London I had won awards with. Four people were earmarked for a 25% share each. The dream. 

Unfortunately, the company’s legacy had more to do with ending people’s lives than celebrating them – alcohol and tobacco clients were top of the list.

A week from signing papers to own this prestigious company (they had quite a few BlueChip clients) I resigned in the board meeting. It flipped my life upside down but doing the right thing helped me build the right way. 

If you want success, don’t compromise your character for it.

Gifting will take you so far, character gives you legacy.

I was riding a wave created by my gifting but I’d become pretty egocentric. 

I realised that I wanted to do more with my talents than glorify myself and feather my nest.

Not knowing what life would look like was hard but that step of faith opened a whole new world of possibilities and connections! 

 I want to build a great company and bring my loved ones along for the journey and ensure everyone else can too!

What does success look like to you?

Using the media to give rather than just take.

You can create a good life for yourself or you can do great things by helping others using what you have!

 I want to build a great company and bring my loved ones along for the journey and ensure everyone else can too!

What is your favourite quote?

Don’t be afraid to give up the good to go for the great. JD Rockefeller.

And finally, what is the future of your industry?

Creativity through automation. Much of what we have been doing for 60 plus years will change in the next 10. I don’t think it will steal people’s jobs but rather help us all to be more creative.

There will always be a place for bespoke brands BUT the entry point will be easier. We are in the age of the entrepreneur and I believe that we need to empower people as they start out.

If we all had a side hustle, we might all create our dream job or multiple income streams that generate wealth. Cre8ion want to help break down as many barriers to that as possible.