Introverts in Advertising—3 ways to set them up for success

Every ad agency wants to produce the best creative work, and to do so, we should celebrate and support introverted copywriters and art directors more.  By understanding the needs of their introverted colleagues, agencies can give introverts the space and support that enables them to produce the most dynamic concepts, in line with the client's strategic goals.

Introverts and extroverts are personality types that fall at two opposite ends of a spectrum, with shades of ambiverts in-between.  According to Myers Briggs, perhaps the most widely popular and accepted personality test, extroverts are action oriented, seek breadth of knowledge and influence, prefer frequent interaction, and get energy from spending time with people.  Introverts are thought oriented, seek depth of knowledge and influence, prefer more substantial personal interaction, and get their energy from spending time alone.

In Susan Cain's book, "Quiet; The Power Of Introverts In A World That Can't Stop Talking", Cain explains introverts have a great ability to focus on a problem and create well thought out, inspired solutions.   Cain cites studies that show introverted brains develop in sensitive and observant ways that can be a deep asset to any project or field.  Introverts are energized by having the mental focus to dive deep into research, contemplation, and the development of dynamic creative ideas.  They are rewarded by having the chance to shape these personal ideas into execution.  

However, the conference room and corporate America are not always the ideal stage for introverts to show their power.  The pace and personalities dominant  the classic "brainstorm meeting" that are exciting and stimulating to an extrovert can overwhelm an introvert's heightened sensitivities, leaving them uncomfortable contributing their valuable insight to the team.  

Introverts can and should always find ways to push their comfort zone, speak up, share their valuable ideas, and work to communicate better with their extroverted colleagues.   However, we as an industry can also find ways to nurture the unique positive qualities of introverts and harness their potential:

3 tips to support introverts:

1. Give introverts time and space to be alone. They re-charge their energy during this time without the chatter or eyes of others around them. Designate quiet nooks and spaces in the office for them to retreat to.  Allow them to get out and go to the park, library, etc. If you're an introvert, make time to be alone—you don't have to feel bad about it, it's a good thing to nurture your creativity!
2. Assign them pre brainstorm-meeting tasks. Ask them to think of ideas on their own before a meeting and they'll bring brilliant solutions to share, instead of sitting back to let the more extroverted folks take over.
3. Invite introverts to small group or 1-on-1 social events. Large gatherings drain them. They're not anti-social; they're just not suited for small talk and the noise/chaos of big gatherings. A small group with meaningful conversation will help them feel at ease, and then they'll crack jokes and have as fun as much as anyone else.

With an optimal environment, introverts have the opportunity to take their creative work to the “next level,” whether it’s a brilliant concept, a beautiful layout with rich textures and thoughtfully chosen imagery and typography, or insightfully written, target-audience-grabbing copy.  Let’s cultivate an office environment where all personalities can contribute, and give introverts more of an opportunity to shine—because award season is just around the corner!

For more information:
Susan Cain's Quiet Revolution
Website: http://www.quietrev.com
Book: http://www.amazon.com/Quiet-Power-Introverts-World-Talking/dp/0307352153
Ted Talk: http://www.ted.com/talks/susan_cain_the_power_of_introverts?language=en

For the sake of transparency… The views expressed in this post are mine alone they do not represent my employer nor do the views represent those of its clients.