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EVOLVE #17 ARTICLES
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Rodney Cutler on Creative DirectionGoing beyond the operational basics to achieve true, well-rounded success. You’ve paid the bills, the inventory is checked in, there were no client complaints today, your employees were fully booked and all of the next days’ appointments are confirmed….so why do you still feel like you’ve missed something? Getting stuck into the day-to-day operations of running the salon or spa is most likely not what you got into this industry for. While the business side is extremely important, the creative elements that make your business culture what it is cannot be ignored if you are looking for long-term success. Rodney Cutler is know worldwide for his creative excellence and has also proven to be a very successful business owner with two extremely busy salons in New York and another opening in South Beach, FL. So, to shed some light on the topic, Shortcuts brought Rodney in to tell us how it is. “I think that most people get locked in and get so overwhelmed with making the business work and paying the bills that it [creative direction] becomes secondary,” said Cutler. “I understand this and it is a challenge to be the entrepreneur, the hair dresser and the visionary – it’s hard to know where to put all of your energies.” This is one of the most common statements of creative owners turned business gurus. The creative vision starts off glistening, but things fall off as business ailments start barking from each side. Others came into the industry underestimating the importance of creative direction in the business. Creative direction isn’t just coming up with new concepts for hairdressing, it includes everything that makes your business unique. “Creative direction is about understanding your brand and then creatively what represents it,” said Cutler. “Whether it’s a business card, photo shoot, an advertisement or the hair that someone walks out of your salon with. It’s important to make sure it all ties in synergistically.” Whatever your background and whatever your strengths are, maintaining consistency behind your direction and ensuring it all ties together without dissonance is the key element of creating positive creative direction for both your employees and your clients.” Not so sure about all this crazy, creative stuff? You don’t have to be crazily creative as long as you have consistency in the culture of your business.. “It’s important to know what your strengths are as a brand and what you aspire to be,” said Cutler. “Every salon has its own culture and one salon may not be about being the most creative.”  Whether you were a creative genius or a business guru when you opened your business, creativity isn’t something that just comes out of thin air and it’s not something that should be a definitive conclusion. “I am always second guessing whether I have made the right decision,” said Cutler. “It leaves you in a vulnerable state but the greatness of that is the uncomfortable position is what pushes you to keep improving and striving to create the next thing.”
Maybe all this touchy, feely stuff isn’t for you. Either way, creative direction will need to come from you somehow; why not appoint a creative director in the salon who can facilitate the right programs? “We have classes four days a week in cut, color and theory,” said Cutler. “It’s the backbone of developing great hairdressers. Whether you are bringing in outside talent to train your staff or having your education come within, it’s only going to strengthen everyone’s individual talents and the brand which will have a longevity effect of success.” If this sounds overwhelming and/or foreign, you are not alone. Creative direction is one of the first things to be put on the back burner when the business gets busy and sucks all the time and energy from your day. That is why business support systems become so important for growing businesses – they allow you to maintain focus on all aspects of your business and improve each area. Balancing your branding and internal focus with your operational drivers is what will allow the business to grow with strong marketing and client satisfaction. When asked what sort of advice Cutler would give from his experience as a business owner, and he said: “I can’t imagine not having one a computer system. We couldn’t run our business without the software. My advice is making sure you have a delegated person who is focused on maximizing the potential [of the software]. It should be someone who is dedicated to making sure it’s in working order and is maximizing its business building potential.” While most systems can list the latest gadgets, the most important objective of using software is creating a more efficient business to free up the time of owners and managers; that only comes from strong education programs as well as proven procedures and processes that compliment both your compliment your business model as well as your software system. “Efficiency is our biggest challenge as our company is growing,” said Cutler. “The most important reason we partnered with Shortcuts is that they are never satisfied and are always pushing the envelope with what’s next. Myself not being an expert in this world, I need to partner with people who are ahead of the curve.” So, creative direction starts with your brand concept and business goals and then is maintained by strong education programs. How does this affect your clients? “We [Cutler Salons] have a pretty open concept with creativity,” said Cutler. “At the end of the day everyone is catering to their clients needs. So, it’s not about us as a hairdresser, it’s about the client walking out of the salon with their desired look. I think that if you put your client first rather then just impressing yourself with your skills, you are on the road to success.”
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