My top career tips

Ian Wood is managing director of ICM Creative, based in Leeds

What was your best move?

After failing to get a job on leaving Wakefield Art College with a Distinction in my Art and Design diploma, I came down to earth with a bang when I spent the next year sweeping the floor at a local gas burner manufacturer where my dad was the production manager.

My self esteem plummeted. I was constantly ribbed by the girls on the shop floor for being “the boss’ son”, although those salt of the earth girls taught me many life skills I still use today.

My first career break was working in a small design studio in Hunslet called Advertising Artists – a small family business comprising a father and son and two support staff including myself.

I landed the job as finished artist thanks to one of my former teachers at Wakefield Art College who kept in touch and gave me the nod.

It was a tremendous opportunity to develop my technical abilities as the agency was commissioned for illustrations and artwork for games giant Waddingtons which was really exciting work.

I spent the first year hating it as I came out of college thinking I knew all there was to know about Graphic Design to be told ‘think again’ but it was the best grounding I ever had.

My bosses pulled me up on everything I did as it was vital, quite understandably, to get things ‘right first time’.

Clients like Waddingtons were world renown for stamp design, packaging and game production so all my artwork had to be 100 per cent accurate.

I learnt how to adopt a disciplined approach, researching every detail of either the illustration or artwork I had to provide – and it is this approach I have used all my business life.

What was your worst mistake?

I’ve made two. The first was signing a 25-year office lease in 1987 giving a personal guarantee. I signed my name in blood shortly after setting up my own business when it was the norm to take out long leases which could be sold at a profit. As the economic climate worsened it became impossible to sell. To say that the lease hung around my neck like the sword of Damocles is an understatement.

The second was making an acquisition without ensuring that the culture and ethos of the company we purchased was aligned with ours. In hindsight we failed to plan and do our groundwork to ensure it was a seamless integration – a failure which caused tremendous pain, upsets and rifts.  

What piece of advice would you give to others?

Firstly recognise what you are good at from an early age – and throw everything you can at it in order to be the best and excel at what you do.

Ensure that quality permeates your work from start to finish. Although I used to resent having my work thrown back at me

I appreciate how vital it is to constantly strive for excellence and am now so much of a perfectionist that even when I am praised for something I agonise and berate myself afterwards because I think I should have done it better!

When you start your own business, be sure to take on people who are better than you and delegate wherever possible, that way you can concentrate on the bigger picture and plan for the future of your company.

My biggest piece of advice is to ensure you keep on top of the figures – work closely with accountants and bookkeepers from day one and do not wait until the end of the year to see whether you have made a profit or a loss, by then it’s too late.

Remember, just because you are always busy it does not necessarily mean you are profitable.

Check your bank balance on a daily basis (easy in this world of the internet). There is nothing more important than the adage “cash is king” so it’s vital that you know about cash flow, gross margin, overheads and profitability.

Running an unprofitable business is a pointless and dispiriting exercise.