Constructive Criticism… ugh! That’s all I have to say. In the world of marketing creative the use of the term constructive criticism is as prevalent as the air we breathe! Whether designing a campaign, writing a headline, or capturing the perfect shot, everyone has a say on that creative component. It’s part of the creative process and it is integral in crafting and improving the creative asset. But let’s not sugarcoat it: feedback can sting.
Creativity is personal
Despite me telling my team that feedback, “Is not personal” , I do understand that, innately, it is. It’s difficult not for it to feel personal when you’ve taken the germ of an idea and spent hours perfecting it before you even present it. And then someone comes along, squints at your masterpiece, and says, “Hmm… it’s not quite there.”How can it not feel personal?
But when constructive criticism is given, that is the defining moment. Feedback isn’t just about hearing what needs to change, it’s about how you respond to it.
To my way of thinking, constructive criticism is the way any professional can up their game. Become really, really good at their profession. Seriously good!
Understanding the why behind the what.
Giving feedback is an art. It should, by it’s very nature, be directionally but not specific. Alas, too often that is what feedback looks like….Make this bigger. Change this colour. Tweak that headline.
Turning that feedback into being constructive you need to decode the feedback. It’s not about just doing what is requested, it’s about understanding why the change is being requested.
- Why did they ask for more space?
- What’s the real concern behind this change?
- What outcome are we trying to achieve here?
Start thinking this way, you will become a true professional, a collaborator.
Personal or not? Understanding the distinction.
Feedback isn’t a reflection of you. It’s a reflection of the work. And that distinction makes all the difference. When feedback is given, and the understanding of the feedback gets crystallized, the outcome is something everyone will get behind. Feedback isn’t an attack, it’s a way to make a creative stronger…better. If a creative concept or asset cannot handle the modifications, perhaps there’s a bigger issue about the creative.
Constructive Criticism: It’s a mindset.
Feedback is the thing that tells you where to focus, where to sharpen your edge, and where to let go of what isn’t working. If you are truly listening. It’s part of the process that continuously stokes the fire of passion… and refines natural.
Here are my key takeaways on turning feedback into an opportunity to grow and become better (yes, even after 40 years!)
- Listen to understand, not to respond.
- Ask smart questions. “What’s not landing here?” or “What’s the bigger goal we’re aiming for?”
- Pause. Take a walk, sleep on it, let your thoughts settle.
- Look for patterns. If you’re hearing the same note over and over, it’s not a coincidence, it’s an indication that you’re not learning from the feedback… but just doing!
The true professional creatives are the ones who know how to use the feedback to make what they’ve initially created, even better.
Don’t just do.
At the end of the day, addressing feedback isn’t about getting the job out the door. It’s always an opportunity for growth. Evolving your craft, sharpening your skills, and building a resilience will serve you long after the project wraps up.
Consider that every critique is; a chance to become better. An opportunity to think deeper, create smarter, and deliver something that doesn’t just work, it wows.
How you handle feedback will determine your professional trajectory… and subsequently your professional opportunities. Contrary to the very iconic Nike slogan, Don’t just do it, learn from it!