The process of critique, part 2

In discussing this with two bell-shaped heads (someone who works or has worked at AT&T, bell-shaped referring to the old logo) and a regular shaped head, the bell shaped heads totally agree this post is crucial. The regular shaped head, I'm sure, is still sitting at her laptop with her jaw on her chest.

So to those who work in a less dysfunctional firm, ignore this post.

We're talking about getting approval for your creative. You've got the creative all together; time to get it approved in-house.

RULE 1: Get individual approvals first from people you already know how they would react (good or bad). They become your references while you practice your approval speel.

RULE 2: The higher up you can go expecting a positive result, the better. Nothing says 'heel' to an erratic underling better than saying "your VP gave his thumbs up." Go high even expecting rotten results, no better reason for a 'do over' than a VP to say 'no go.' But if you can walk away with a doable 'to change' list from that dissenting VP you can work everyone underneath.

The other reason to go high early is that VPs have a fantastic view. High up, they see the bigger picture. And they'll truly listen to any rationale you have to why it is what it is. And if you listen, you'll get a glimpse of the larger picture. I've walked away from a Director meeting with an approval but I did it over just based on the feedback. I saw how the piece could be so much stronger. I love hitting bullseye, even if it's more work.

RULE 3: Never accept a blanket, "this sucks." Make the person detail exactly what they don't like about it. Unless they have their own agenda, I can almost guarantee you can walk away with a doable action plan.

RULE 4: Expect meeting-goer attempts to derail. You're in a meeting and someone not on your approval gives the creative a blanket "this sucks" and then refuses to discuss saying it's not the time or place. This is a bully tactic. Practice what you'll say because you have to act fast and speak loud, something along the lines of "you're right it's not the time or the place, so I'll disregard your comment." The naysayer has an agenda that probably has nothing to do with the creative, make him or her come to you and establish why they should have input.

RULE 5: Most importantly, this should be number one but I don't have time to renumber, be open to feedback even if it sets you back, even if you can't act on it.

RULE 6: Make people give you feedback. People are busy, sometimes it matters little to them what the web site says. If you get what you think is a no response, bring up something you think they may not like about it. Get them talking.