How to beat the competition as a creative, and why it's okay to want to win

Hooray! The Olympic Games are in full swing, and everyone can sit back and enjoy watching the planet's top athletes battle it out for the ultimate sporting prize. Apart from being terrific entertainment, it's a nice reminder that while being competitive and striving to improve yourself can be tough, the rewards of hard work and determination are great indeed.

So, if you're a professional in the art and design community, it's a good time to reflect and ask yourself: Are you doing your utmost to achieve the kind of success you dream of, whether that's measured in financial rewards, creative fulfilment, or a combination of both?

As Brits, in particular, we tend to shy away from the idea of being competitive. In fact, when we floated the idea of this article on social media, we did get a certain amount of pushback, and that didn't surprise us in the least.

After all, we've always said that the creative community is, on the whole, a friendly and supportive bunch, and we'd like to keep it that way. Unlike other professions, we're not constantly trying to knock others down. Indeed, the whole concept of Creative Boom is to help creatives help each other on the basis of a "rising tide raising all boats".

On the other hand, there are times when you will directly compete with others, whether that's going for the same job or competing for a new client. So while there's no need to be unpleasant about it, we do have to recognise that competition is a real thing, it's a healthy part of life, and that it's worth taking seriously.

In this article, we'll examine ways to stay ahead of the competition and why it's perfectly okay to want to come first.

1. Maintain an impeccable reputation

As career journalist and writing coach Caitlin Kelly points out: "The first step is being aware there is actual competition! Certainly, here in American media. Some people have very deep connections, and you are competing with them. Your skills and experience have to be consistently excellent to match."

This means your reputation is your most valuable asset. So fundamentally, it's pretty simple: ensure that you consistently deliver high-quality work and meet deadlines. Above all else, reliability and professionalism will set you apart from others.

Remember, whatever your creative discipline, it's going to be a pretty small pond you're swimming in. Clients talk to each other, as do senior creatives at agencies, and word of mouth is powerful stuff. Positive feedback and consistent performance will keep clients coming back and referring you to others.

As digital product designer Dario Stefanutto puts it: "Deliver. Deliver on time. Deliver good work. Be nice. And if you can do this, you are already at the top 80 per cent of freelancers." (The same, we'd argue, goes for full-time staff, too.)

2. Gather good reviews and testimonials

One of the best ways to showcase your reliability and talent is through reviews and testimonials. Think about it: if you were looking for a plumber, you'd most likely ask your friends for recommendations, right? So, the exact same principle applies here.

These testimonials act as social proof, convincing potential clients or recruiters that you're the right choice for them. Otherwise, ask yourself: how else would they know? Consider what you might do if you were in their shoes.

Testimonials are so important that you can't just sit back and hope previous clients provide them. You need to get proactive and ask them nicely to leave positive reviews on your website, social media, and freelance platforms. More to the point, make it easy and clear how to do so. If it's at all complicated or cumbersome for them, they'll likely put it off to when "they have more time" (which will never be the case).

If a few weeks go by and they haven't done it, send a polite reminder. Perhaps raise the possibility, at this point, that they may not have been happy with your work. In which case, tell them you'd love to know how you can improve your service to them in future. See every setback as a learning opportunity.

3. Sell your strengths

With thousands of creatives offering a similar service to yours, the main thing you need to identify is what sets you apart from the competition. As designer Oluwafemi Gabriel puts it: "When it comes to freelancing, if you want to beat the rest and stand out, then don't blend in. And the best way is to be your true self."

So, what makes you different? Is it your unique style? Your speed? Your creativity? Your customer service? There's no 'right' answer here, but you do need to have one; otherwise, why should anyone be interested in you?

Not sure where to start? "Experience makes a difference," notes consultant and writer Michelle Garrett. "I think emphasising which industries you work with, or which types of projects you specialise in, can help you stand out."

Whatever answer you come up with, highlight these strengths in your pitches, portfolio and online presence. Clients and employers seek people who stand out and can offer something different from the rest. Explain that difference clearly and with reasonable evidence to back it up, and you'll be halfway there.

As agency founder and author Andy Strote advises: "First, understand where you play. What's your experience? Where are you credible? Be 100% reliable. Then, look for clients who match your skills and have ongoing work. Become their number-one choice, and you'll have eliminated your competition. Your client won't want to lose you."

4. Clean up your social media

In today's digital age, your online presence is crucial. So, make a big deal out of cleaning up your social media profiles.

That means removing any content that could be seen as negative, controversial or unprofessional. Instead, use your platforms to showcase your work, share industry insights, and demonstrate your positive interactions with clients and peers. A clean and professional social media presence will attract more clients and opportunities. It's as simple as that.

Sounds like a lot of hassle? Well, consider this. I've spoken to more than a few clients and employers who've been put off by people's posts on social media and declined to interview or commission them on that basis. They won't admit this in public, and I'm not going to share names, but believe me, it happens.

Typically, this occurs because people have seen candidates shouting their mouths off about certain issues, slagging people off unprofessionally, or writing obscenities in public. So it's worth looking back at your history and asking yourself: What could put people off here?

That doesn't mean you can't have political opinions of course. No one will mind if you express your views online, if you do so calmly and rationally. Alternatively, you could join a political party, go to meetings, knock on doors, and actually put in some work. People will respect that far more than angry, foul-mouthed 3am tweets into the void.

5. Avoid online fights

Here's another thing. Your online reputation extends beyond what you say. It also includes how others perceive and interact with your content.

For example, it sometimes happens that your social media posts or work shared online may be misinterpreted and shared by others with negative comments. When that happens, the absolute worst thing is to wade in with all guns blazing, start a flame war, draw others in, and magnify the issue.

In fact, it's usually best to simply leave it and wait for people to move on. They usually do, within a matter of hours.

At the same time, sometimes, no response at all can damage your reputation. In such cases, there's no perfect playbook to follow, and it can be difficult and stressful to find the right balance.

The main thing is to breathe, take your time, and never react when feeling stressed, anxious, angry, or any other strong emotion. Instead, take the time to calm down, reflect, and, if necessary, discuss the matter with others before responding politely, rationally and calmly.

And remember, this happens to us all at one time or another. One person slagging you off is unlikely to ruin your reputation… but how you respond might. (Pro tip: if you keep things light and friendly on socials, it's highly unlikely you'll fall out with anyone.)

6. Ignore the competition

So far, we've stressed that, like it or not, you will need to compete with others. But crucially, that needn't actually mean paying much attention to what others are doing. In fact, it can be better to ignore it. And certainly don't get caught up in constantly comparing yourself to them. That way lies stress, obsession, and constant anxiety, none of which will help you win work.

Instead, focus on your own growth, skills, and client relationships. Focusing too much on the competition can lead to unnecessary stress and detract from your productivity. Instead, trust in your unique abilities and let your work speak for itself.

It's about balance, as photographer Jon Enoch puts it beautifully: "You do have to have a certain element of competitiveness to be self-employed. In a small pool of photographers going after the same jobs and campaigns, you will develop a friendly rivalry with other freelancers. But ultimately, you need to compete with yourself, constantly pushing the boundaries of what you can achieve."

Need more tips? We also asked the Creative Boom community for their advice: here are their top pointers for winning work.

Conclusion

Just like Olympians, creatives have to train, strategise, work hard, and give their all when it counts to beat the competition. By maintaining an impeccable reputation, gathering good reviews, cleaning up your social media, being mindful of your online reputation, selling your strengths, and ignoring the competition, you can stay ahead in the game.

And remember, it's okay to want to win. Embrace the competitive spirit and strive for excellence in every project you undertake.