Best practices for creative work
Water the flowers. Don’t just pull the weeds. React to the copy in context with design. Remember what the creative is trying to communicate. Don’t just talk about what’s not working for you. See problems? Don’t offer solutions. Explain the problem to solve. You don’t have to find something wrong.
When giving feedback
When giving feedback
Be constructive, not destructive
Spend time on what is working (watering the flowers), not just what isn’t (pulling the weeds). Keep it collaborative, not adversarial. We’re working together to solve tough problems. Everyone’s insights are valuable, and the conversations we have with other teams help us better understand the larger story we’re trying to tell.
Without specifics, feedback becomes a game of mindreading. Err on the side of over-clarifying. Instead of “I don’t love it” or “That looks cheesy,” try saying “This feels too [technical, hyperbolic, internal-facing, Apple-esque].” Remember to look at the problem through a customer’s eyes, not just your own.
Be constructive, not destructive
Spend time on what is working (watering the flowers), not just what isn’t (pulling the weeds). Keep it collaborative, not adversarial. We’re working together to solve tough problems. Everyone’s insights are valuable, and the conversations we have with other teams help us better understand the larger story we’re trying to tell.
Without specifics, feedback becomes a game of mindreading. Err on the side of over-clarifying. Instead of “I don’t love it” or “That looks cheesy,” try saying “This feels too [technical, hyperbolic, internal-facing, Apple-esque].” Remember to look at the problem through a customer’s eyes, not just your own.
When receiving feedback
Be open-minded
Go into reviews expecting what you’ve written to change, and for the better. Push back when appropriate, especially to point out where you’ve answered the brief and the strategy. Try not to take feedback personally. It’s about the work.
Be flexible
There are infinite ways to solve a problem, write a sentence, and design an experience. It may feel like you’ve already exhausted all of them. You haven’t.
Be open-minded
Go into reviews expecting what you’ve written to change, and for the better. Push back when appropriate, especially to point out where you’ve answered the brief and the strategy. Try not to take feedback personally. It’s about the work.
Be flexible
There are infinite ways to solve a problem, write a sentence, and design an experience. It may feel like you’ve already exhausted all of them. You haven’t.