Ever since the tribal chief asked the first cave painter, “Can you make the aurochs, like, bigger?” creatives have been mumbling under their breath about client feedback.
Every creative knows that reactive, defensive mumble. We’ve read the brief, studied the problem, brainstormed ideas, and designed a clean, eloquent solution. In a perfect world, we’d get the client’s eternal gratitude for saving them from the hackey hackness of the hack they’d have to cobble together with MS Word and some crayons.
But the truth is, the chief has a point. The auroch needs to look fierce. That’s the whole point of the piece—to make the hunters look fearless in the face of danger. So it’s important, as a creative, to know how to take feedback. And it’s equally important, as a client, to know how to give it.
So here’s a little primer for both sides, in the hopes of helping the tribe adorn the walls with proverbial masterworks of prehistoric business communications.
Obviously there’s no single way to work with people—because they’re people, and people are the worst and the best and everything in between. We’re all varying degrees of difficult. But by following a few simple guidelines, we can at least understand each other a little better. And that goes a long way when it comes to nailing the creative on an e-book, email campaign, or a fierce-as-possible auroch.