Speaker 1: Today's companies are facing rough waters, leaving marketing and creative leaders to wonder, how can I steer my team clear of the storm's path? It comes down to resilience, the ability to anticipate, prepare for, and recover from disruptions. And in this video, I'll show you how to build a resilient team. So, how do you build a resilient team, one that's adaptive and can fight back in the face of economic headwinds? Well, here are five quick tips. Try a distributed production model. Whether you call it a distributed production model, a squad approach, or something else, the idea here is to create a specialized team that can stay agile and take ownership. For example, Amazon splits their creative team up into three buckets. The first is an experimental team, purely focused on experiments. The second is a core team, focused on regular projects. And the third team is a SWOT team, focused on urgent items only. By aligning specialized teams around different problem areas, Amazon's creatives can move faster and with more focus. The same concept can apply to marketing teams. Here's what Dave Gerhart, founder of Exit5, had to say about the concept of smaller specialized teams.

Speaker 2: One of my frustrations that I learned over time inside of a company was how many people need to be involved. And so, one of the reasons that I went and worked on the creative team was between myself, a video person, and a designer, just the three of us, we could get some big shit done really quickly. If you just have small teams of people that are aligned around a specific problem, it gets really hard for one kind of centralized body to take in all of the work inside of a marketing team and then spit it out, where I love this concept of just having smaller specialized teams for different parts of the funnel or different parts of the business.

Speaker 1: Make your creative team trusted advisors. Here's the old way. Creative teams are seen as service centers. And this is the new way. Creative teams are trusted advisors. With the growing understanding that up to 75% of campaign performance is driven by the quality of creative alone, many design teams are moving away from the service-based model and into the role of trusted advisors. They're becoming partners on the path to sustainable growth. The catch? Well, creatives are notoriously busy and to be trusted advisors, they need space, breathing room, if you will. Which brings us to our next tip. Outsource to achieve scale. To give creative teams more space for strategic work while keeping up with the regular production tasks, many companies are turning to outsourcing. In fact, nearly 86% of in-house teams are already using creative partners. The key here is to find one that can provide the speed, scale, and flexibility needed to drive growth. Enter Creative as a Service or CAS. Kind of like SaaS. But unlike freelancers and agencies, CAS is a hassle-free and infinitely scalable solution. And you guessed it, Superside is the leading CAS provider out there, aka the better way to get creative done. Go to the link in the description or go to Superside.com to learn more about how we can help your team outsource creative work. Double down on Creative Operations. Disclaimer, processes cannot solve everything, but they can certainly help, especially when paired with the right talent and tech. This is what Creative Operations or Creative Ops is all about, streamlining design workflows using all available resources. By investing in this function, marketing and creative teams can improve time to market, cost efficiency, and capacity. And these are all key benefits during these resource-scarce times. Build Creativity into Your Culture. In the business world, data and analytics reign supreme. But while data is essential, this has created a little bit of an imbalance. As Deloitte explains, organizations may now lack the creativity needed to meet the challenges of the modern business world. And the consequences of deprioritizing creativity are tangible. In the same report, Deloitte found 90% of high-growth brands held creative values, while, get this, only 33-42% of their negative-growth peers held the same values. That's pretty telling, so don't be afraid to think outside the box and surface that wacky idea. Like a dog on a skateboard? So this is my idea. It's a dog. He's skateboarding and um... For more tips to help you execute on these insights, check out our guide on how tech companies can chart a course to resilience and growth. Featuring experts from leading SaaS companies like Zapier, Figma, and Jasper, it's chock-full of advice to help you shift with this market, improve agility, and make smart, calculated bets on growth. You can find that linked in the description below. And if you enjoyed this video, be sure to subscribe for more videos to help you improve your marketing and design.