The Art of Critiques, Part 2

My last post was about the art of critiques, specifically giving feedback to creatives.  This time, it’s the creatives turn: how to take crit and stay classy.  This comes from many, many years of personal experience having been raised by creatives and then going to school for it as well, but I’m sure there are plenty of tips to add.  The challenge is learning to take feedback in, with patience and full attentiveness without getting emotional or taking it personally.

Here are four things you can do to practice the art of critiques:

1. Assess the level of expertise of your audience

When receiving feedback, think about who’s talking to you before they start speaking. This is a little trick I do seconds before waves of feedback head in my direction. “This is coming from my mentor; I must really hear what he’s about to say,” is usually what goes through my mind before he makes  a suggestion.  But, just like tips for speaking in public, you have to pick what works best for you.  It also doesn’t mean you make assumptions about a person’s qualifications, or dismiss something from someone you think is unqualified. Gems of knowledge and advice can come from many unexpected places, quite often the most unexpected places. It simply means that you assess the information coming your way, and filter it so that you make the best use of the information. Trust your training, experience and knowledge to help you make the most of the critique.

2. Listen

We have two ears and one mouth for a reason, right?  It’s so we can hear well, but hearing doesn’t mean you’re listening. Do whatever it is you need to do so that you really listen to the feedback as it comes in. This might mean you record the session so you can hear the words again later.  This might mean you have to take notes so it sinks in.  It might mean you have to restrain your thoughts and mouth so that the person can actually get a word in.  Whatever it is you have to do, do it so that you can listen to what the person is saying.

3. Wait before you respond, and ask questions

This is an interpersonnal communications trick I learned somewhere along the way.  I think it was in college during my public speaking class. My teacher told us to wait 30 seconds after asking, “Are there any questions?”  That was the length of time it takes for someone to work up the courage to speak up.  How does it apply here?  If you wait before responding, you’ll help the person prividing feedback transition into the question round. If you jump in to add your two cents while he or she is still speaking, you’re interrupting.  You’re derailing that person’s train of thought.  Give them the respect and the time to finish their thought process, let it sink in, and then ask questions. 

4. Base the feedback on the original scope of work

Creatives, if you’re not requiring the use of a creative brief, then start today.  There are times where it’s not applicable, sure.  But it’s the type of document that helps protect you and your relationships.  Countless times I have had a project change shape just before a deadline. In fact, it happened to me very recently. It can seriously damage a relationship.  If expectations have changed, it means you can’t exceed the expectations.  If you document the original scope of work in some way, shape or form, then you’re more likely to succeed.  Give yourself the tools you need to do your job really well.  Because if you do the job really well, you’re likely to get another job and another one and another one. So, when you start to get this feedback, make sure it’s based on the original scope of work.  It’s unfair to creatives and clients alike to go through the critique based on expectations that have changed.

5. Don’t take it personally

Remember, this work is business. You’re a commissioned artist. Feedback should not be an attack on you personally, or the work you’re doing.  So, if it starts to feel personal, if you feel your blood pressure rising, take a deep breath first.  Take a deep breath, find a way to wait before responding.  Take a day if you need it.  Just don’t take it personally.  

Any additional tips?

There are so many additional tips on how to give and provide feedback successfully.  Feel free to add comments, or share your story.  I’m always interested in getting feedback since it’s the way we lead to improvements.

The Art of Critiques

I respect a person that can give / take criticism well.  It usually means they are open minded, mature and don’t have an ego too big to fit through the door.  And that’s the type of person I not only want on my team, but the type of person I want to be as well.

Giving / taking criticism well is an art.  (Which is why it’s a great quality in a leader.)  So what does it mean to participate in a critique?  Everyone has the same, clearly defined expectations.  Everyone enters the space (whether it’s in person or online) with the same rules: be professional, don’t take criticism personally, base critique on the original scope of work, and provide valuable feedback that leads to improvements.  What a wonderful world that would be!

How do we make this happen in the workplace?  In a world where everyone has different backgrounds, agendas, and deadlines it can be very difficult to make a critique that successful.  That’s why I believe so strongly in what my mom continues to call a “point of reference” in conversation.  It’s important to slow down and make sure we’re communicating effectively.

The following are tips for clients to make the most of critiques (or providing basic feedback), but I welcome any additions you have:

1. Assess the level of expertise of your audience

Are you working with: an experienced creative, familiar with your industry; someone at the beginning of his design career; or someone representing the designer, who might have little to no design experience?  The way you provide feedback should be based on the person to whom you are speaking.  Someone with many years of experience will receive feedback differently than someone at the beginning of his career.  

2. Guage how your feedback will be received

This is very similar to #1 because you’re tailoring what you say to your specific audience.  However, instead of level of experience, we’ll focus on the actual person to whom you’re providing feedback.  

I’m a huge fan of Cesar Millan, the Dog Whisperer.  He can sense the energy of a dog without hesitation.  This is a talent we must have when providing feedback, in relation to people, of course.  Be sure you tailor your feedback to the person, and their state of mind.  If you provide harsh criticism to someone on edge, it is not likely to be well received. And then the project can quickly derail. 

Remember, it’s a collaborative effort.  You don’t want to be the client who waits to provide feedback until the last minute, and then expect the creative to work a miracle in 24 hours.  I say this because I have been on both sides of the equation, and it makes for a challenging relationship–one that is not likely to be long term, and that hurts both the creative and the client in many different ways.

3. Make sure you’re not providing feedback just to feel valuable

Some people make the mistake of suggesting changes because they feel that’s what they have to do.  This is usually an ego problem, and not really a design problem.  (And yes, I’m calling it a problem and not a challenge.)  Some clients feel the need to suggest changes because they have been asked for feedback.  Just because you’ve been asked for feedback doesn’t mean that you now have to provide direction that leads to a complete rework of the project.  If you like it the way it is, tell the creative that.  This happens so rarely, they would likely be ecstatic!  But keep in mind, creative work is a strategic, collaborative effort.  Take the time to think about your response before you quickly sign off.  You may feel that it’s perfect right now because it’s 4:45pm, but tomorrow morning you might come in and see a few things to tweak.  Be sure you give yourself enough lead time to help you both do your best work.

4. Base your feedback on the original scope of work

Filling out a creative brief is a way that agencies and freelancers make sure they keep the project on track.  I know the value of a creative brief because I’ve seen clients change direction time and time again.  The creative brief helps the client and creative stay on track.  It’s unfair and unfortunate that some clients judge the creative work based on their own changed expectations.  Clearly defining expectations–in written form–will help everyone succeed in the end.  

If you have additions of your own, please add them! I’ll soon provide tips for creatives to make the most of critiques. Stay tuned.

Taking Initiative

Taking initiative is tough, isn’t it?  You know the changes you want to see, but actually doing it is another thing.  I’m talking about initiative across the board: weight loss, gardening, cleaning house, getting new clients.  It’s a challenge because it means we have to step outside of our comfort zone to do it.  I’ll admit that I’d rather be cuddled up on the couch with my dog than outside trimming the hedges.  But there’s a certain level of joy one experiences after causing that initial change.  That is the thing we should hang on to when we hesitate before taking the iniative again.

Remember the pebble and ripples cliche?  It only takes one small pebble to create ripples seen across the whole lake, right?  They even make posters about it.  It’s meant to make us feel like we can make a difference, even if we’re just one person.  What those posters and quotes leave out, though, is what happens before the pebble hits the water: we have to get up, walk to find a pebble, bend down to pick up a pebble, and then throw it into the lake.  That’s four whole steps left out before those little ripples are ever seen.

No doubt, taking initiative is tough.  It takes committment to eat less, exercise more.  It takes hustling to create free time to delight in gardening.  Some times it takes a planned dinner party before the house gets cleaned up.  So, if taking initiative on those things is a challenge, then how in the world do we expect to find (much less keep) new clients in need of creative work?

When I freelanced, I found that I was much better at getting the work than actually sitting down to do it.  New projects came to me so easily; it was quite magical.  I ended up being good at sales because I was selling something I believed in: design that works.  So, if I proclaim to have been so good at getting new jobs, then why did I stop freelancing?  Well, it’s pretty simple.  I wasn’t able to provide the level of customer service I would have expected as a client.  I wasn’t able to give people what I would have expected to get, so I stopped doing it.

Now I’m on the client side.  And I expect my creatives to take the initiative to keep my business.

That initiative translates into: returning phone calls or emails in a timely manner, communicating that you need or have enough information to do your job, exceeding my expectations at every turn, helping make the client look good because they hired you (and their reputation is on the line if you fail), bringing them your best ideas, making sure they don’t take advantage of you (and vice versa), and helping protect their company’s integrity by using your integrity and morals (not copying things from the web, designing visuals that look like the competitors, etc.).

There’s no doubt that taking the initiative is a challenge.  I think that’s why so few of us do it, but those that do get rewarded handsomely.  It’s an act of leadership, taking intiative.  I genuinely believe that taking the initiative will be rewarded.  So, cheers to you, creatives.  Go forth, and take that first step in finding the pebble to throw into the lake.

Lessons for Creatives
Take the initiative today.  Call someone, introduce yourself, and start networking.  Make a promise, and keep it.  Do superb work, and more will come your way.