Creative control

I was reminded recently about how we used to bring our own monitor to presentations.

We’d load up a 27-inch iMac with the deck, grab an extension lead, and jump in a cab to the client’s office. We always got funny looks hauling around this nearly 10kg awkward slab of glass and metal, and I can still feel the sharp edge cutting into my hand after a while.

But it was worth it. We’d been through enough situations where the tech failed that we decided to take matters into our own hands—literally.

There’s nothing worse than the feeling when the meeting room projector is not working, you have the wrong cable / adapter / dongle, and the IT guy is off for lunch. Suddenly the first 15 minutes of your 60-minute meeting has evaporated, people are checking their watches and emails, and you’re losing confidence and control of the room.

Creative presentations can be unpredictable, and this was one simple thing we could control to make sure we got off to a good start.

In hindsight, bringing our own iMac was the easy part of taking creative control. The harder part is thinking ahead to what could derail the session, and planning for it. Things like:

Making sure the decision makers are in the room. If they’re not, the questions that matter get asked after you’ve left, and the idea gets filtered through someone else’s retelling.

Priming the key players beforehand. Surprises are great for storytelling, not for decision-making. A quick conversation in advance can smooth sensitivities and frame an idea in the right light.

Identifying allies and anticipating challengers. Every room has both. Allies amplify your message, challengers can derail it. Knowing who’s who in advance helps you manage the dynamics.

Clarifying what success looks like. Is the goal a decision, an endorsement, or just permission to keep exploring? If you don’t know, you’ll miss it.

Controlling the pace. It’s easy to get dragged into side conversations or deep dives. Sometimes you need to pause, reset, and bring the room back to the main point.

Owning the close. Don’t leave it hanging. End with a clear ask—what you want from them next—so the momentum doesn’t fizzle as soon as you walk out.

Creative control lies in the preparation. Managing the dynamics, the players, and the moments that decide whether an idea moves forward.