The problem is that I'm mainly an audio guy.
Back in 2006, when I was first entertaining the idea of starting this little shindig, I figured I should start getting at least a little bit conversant on Creative Suite, especially as it related to the digital work I was hoping to do. Every time I sat down to start working on it, something would come up. A phone call here, an emergency project there. When I decided to pull the trigger, I thought that I would have plenty of time to start digging in to learn everything there was to know about Creative Suite. I figured that, since I was able to learn Pro Tools and Adobe Audition for audio editing, this would be a snap.
After spending a week with the program, I realized it just wasn't going to happen. I've always prided myself on being as hands-on as possible (and I still do quite a bit of audio editing). But taking the time away from the day-to-day work of trying to build this business was just too much. It became very clear that, despite the fact that Abode Creative Suite really is an amazing tool, I needed to just let it go and trust the people around me who know how to make it sing.
As much as we sometimes want to be involved in everything, the reality is that it is just impossible. I'm finding, as an agency "off the avenue," that I do need to be involved in a number of things, but they tend to be related to growth, business development and management. I still love audio editing, but I just don't have as much time to dedicate to it as I would like. In fact, being able to dig deep into creative is becoming more of a challenge as time goes on. It just comes with the territory, I suppose. Thankfully, we are building pieces around everything to ensure that we are doing the best work that we can without losing any momentum. But it is still hard to let go sometimes.
I love learning new things, but I'm finding that what's important for me to learn at this point revolves around the discipline of keeping this business focused on finding the best opportunities to thrive and grow.
Then I may get a chance to learn Creative Suite someday.