Creative LeadershipCreativity

Leading Creative People: The Art of Feedback

It's your job as a leader to help them hit the target. Here's how:

I could write a book on how to give constructive feedback to your creative team, but in this post, let’s focus on one important technique:

When you’re presented with creative work, stop telling them what you don’t like, and start telling them what you do like.

Far too many leaders will look at a design, script, video, or other creative project and say, “I don’t like it,” and then leave the room.

That doesn’t help.

If all you can communicate is that you don’t like something, that doesn’t help the creative team know anything about what you’re looking for or what you’re trying to achieve. They’ll just return to the drawing board and take another random stab in the dark.

(And you wonder why creative projects take so long.)

For the record, it’s actually OK to share what you don’t like but give them some direction. “That narration doesn’t work for me. I’m thinking about something more emotional.” That response is so much better. 

The more specific you can be, the greater likelihood they’ll hit the target on the next pass.

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