Building the Right Team as a Creative: Why Purpose Comes First
As an artist or creative, the team you build can either elevate your career—or derail it. Too often, creatives rush to assemble a group of “experts,” only to discover that talent alone isn’t enough. At Spotlight Advisory Group, we’ve seen it time and again: the most successful artists are those who surround themselves with people who understand their purpose, not just their product.
Before you build your team, you must get clear on one thing: What are you really trying to build—and why?
Purpose First, Then People
The most important quality to look for in a team member is not just their résumé or their network—it’s whether they genuinely believe in you. A team motivated only by money will never take you further than your next paycheck. But a team that supports your mission, values, and long-term vision? That’s where real growth happens.
Your purpose is the foundation of your legacy. As we explain in Why a Charity Isn’t Your Greatest Legacy, your impact is measured by the life you live—not just the projects you complete. You need people who are committed to helping you thrive as a whole person, not just as a business or brand.
Know the Roles You Actually Need
Before you hire a publicist, manager, agent, or brand strategist, take a step back and define what success looks like for you—and what roles are required to get you there.
Ask yourself:
What parts of your career require consistent attention and expertise?
What tasks are draining your time, energy, and focus?
What roles will generate revenue or exposure vs. what roles are more supportive?
As we discussed in Clean Out Your Financial Junk Drawer, clutter—whether financial or operational—gets in the way of clarity. The same goes for your team. If you don’t identify exactly what needs to be done and in what order, you risk wasting valuable resources on people who may not be essential right now.
Get a Macro-Manager
Managing a team is a full-time job, and most creatives don’t have the bandwidth (or desire) to micro-manage every moving part. That’s why we often recommend working with a macro-manager—someone who understands the big picture and ensures everyone stays in their lane.
At Spotlight, we act as that macro-manager for many of our clients. We help:
Define key roles and responsibilities
Prioritize which hires come first
Keep team members focused on their domain
Ensure alignment with your purpose, goals, and budget
Think of it like directing a film—you want every actor and crew member to know their part, while you stay focused on the overall vision. The more aligned and structured your team is, the more room you have to create.
Expertise Is Key—but So Is Humility
While skill and experience are essential, don’t overlook this equally important trait in a team member: knowing what they don’t do. You want a publicist who’s not trying to be your business manager. You want a booking agent who doesn’t also want to give creative direction. Clarity of role is key.
One of the most common reasons creatives get stuck is because their team becomes too chaotic, overlapping, or misaligned. Everyone is trying to wear too many hats, and the artist ends up overwhelmed—or worse, exploited.
As we explore in If You're an Artist, You're Also an Entrepreneur, treating your career like a business doesn’t mean selling out—it means being strategic about how you operate. You can be both artist and CEO, as long as your team supports you in both roles.
Deploying Your Assets Wisely
Building a team isn’t just about hiring—it’s about investing. Your time, energy, money, and creative capital are all assets. Every decision you make should honor those resources.
Start by mapping out:
The essential roles you need to succeed
What success in each role looks like
The budget you can allocate today
The ideal timeline for hiring or onboarding support
Remember, you don’t have to build the entire team overnight. But you do need a strategy.
You Deserve a Team That Believes in You
At Spotlight Advisory Group, we help artists build intentional, purpose-driven teams that support the life and career they’re truly meant to have. Because when you align your vision with the right people, you don’t just create better work—you live a better life.
If you're unsure where to start, or overwhelmed by the options, we’re here to help you build smart from the ground up.
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