A 3-step framework to help you create a positive feedback culture within the creative process.

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How do you give and receive feedback? Feedback is a skillset often acquired unconsciously through our experiences such as our upbringings, the cultures we are apart of and/or our professional backgrounds. When it comes to communication styles, some people are more inclined to be explicit with their critics and implicit with their praise whilst others can imply criticism but be very vocally encouraging. No style is inherently wrong, however, conflict could arise when two or more people provide feedback whilst working off different assumptions concerning the other. Creating feedback frameworks can provide much-needed clarity between team members and client relationships when working on creative projects. Frameworks that are communicated at the commencement of a project can help everyone involved to hold the same expectations of what is required from them throughout any given task. 

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Feedback offers a myriad of benefits. It can allow teams to critically evaluate their work, look out for blindspots and provide beneficial checkpoints for collaborative brainstorming and analysis. When done well, feedback can be the key to unlocking innovation as it allows time for different perspectives to reflect and engage on the creative process. However, when the feedback lacks clear communicated expectations, these moments of diverse cross-pollination can break down teamwork and breed mistrust.

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Feedback is a two-way street. It requires learning skills in both offering solicited advice as well as receiving it without defence and anger. Although people may hold a different style of communicating, choosing as a team what style is most beneficial for you can help lead everyone in the shared direction to success. 

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Giving Feedback

This is achieved through a three-step process.

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Share what works

Prior to providing any constructive feedback or suggestions for change, start with sharing what, in your opinion, works well in any given project, shared work or presentation. 'I really like how you did...'

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Ask Questions

If you feel like something is not working or could be improved, start by asking why a certain creative decision was made. Choose to understand choices before discounting them.  'Could you explain your thought process around how you decided on...?'

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Contribute

We see feedback as a form of contribution. Meaning that all feedback needs to offer either a solution or a suggestion. Criticism with no offered solution is the creative version of back-seat driving. 'The chosen purple might be a little too strong, what if we went for more of a pastel shade to complement the other softer colours?’

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Receiving feedback

This is achieved through a three-step process.

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Listen

Listen first without interruption. Sometimes when we receive feedback we can be quick to focus on our response rather than listen to what is being suggested. It is natural to sometimes tense up hearing feedback on something you have spent time and energy working on, but take the time to hear and understand what is being suggested. *Practice active listening 

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Be Open

Be curious, ask questions and be open to hearing the different opinions of others. Letting others contribute their diverse viewpoints allows us to gain a clearer and fuller picture of our creative work and its audience. A novice's perspective is just as vital as an expert's. We call this inside and outside-the-box thinking. 'I'm interested to understand a little more about what you suggested...'‍

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Reflect, then Respond

Be aware of your body language and tone. Reflect on your initial response. If you feel that you are unable to respond without reacting, give yourself some time to reflect on the feedback. 'Thank you for your feedback, I will take this back to the team to deliberate and will be in touch with some thoughts on how best to move forward.'

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In order to implement these feedback models, it is imperative to clearly communicate them with those you are working with at the commencement of every new project. What this does is continuously reinforces the feedback culture you are creating with your internal teams and introducing it to new clients/collaborators. By doing so, you create the opportunity for harmony, allowing collaboration to lead to innovation, without being sidetracked by the breakdown of trust and the ambiguity of commentary. 

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Oddigy is a culture-aware creative studio designing brands, strategies and campaigns. To hear more about what we do please email hello@oddigy.studio

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