5 Steps to Keep Your Creative Approach On Track

For longer than I'd like to admit, I've been reviewing creative executions — from projects in progress to portfolios of people’s most brag-worthy samples.

Want to know what’s missing, more often than not? Context.

As one of my favorite directors likes to say, "Don't bury the led." When someone provides a review of a creative execution, I'd propose that they're looking for a minimum of two things so they can give effective feedback: a clear explanation of the goal and what that individual brought to the table. (In the case of portfolio reviews, big extra credit points for results. We’ll cover that in an upcoming post.)?

Problem/solution/result. Simple, right?

But it’s not that simple. And there are so many factors that lead to cog-in-the-machine syndrome. Layers of decision-making before the individual contributor is engaged… The telephone game and the inherent assumptions that create a ripple effect… Fundamental questions that get left unanswered…

What’s a creative to do?

This:

1. First, do whatever is necessary to completely understand “the ask.”?

Listen. You have to give the person kicking off the job the ability to explain it completely. I’ve been in lots of meetings where overzealous questioning from the creative team established an air of contention from the get-go. That’s no way to begin anything.?

To (partially) quote the godfather of effectiveness, Stephen Covey, “Seek first to understand.”

But at some point, they’ll throw you the microphone, so to speak. That’s your chance to show that you’re a thought partner.

Start with?Simon Sinek’s proverbial why. (I’m still amazed at how he was able to flip people’s thinking with such a simple concept.) What’s the objective? What is the business trying to accomplish? In short, why are we doing this? The answer should be simple, realistic and/or measurable.?

Once it’s your turn to vet the input, if the “why” hasn’t been clearly established, that should be your first question.?

Did you do your best to understand?

Then, put yourself in the shoes of the target audience, and visualize being them. Once you truly master this, the other questions will come naturally.

Most of your questions should be rooted in gaining a complete understanding of a) the context in which those folks will see whatever it is you’re producing and b) what the business wants your audience to do/think/feel/etc. once they have received your message.?

Think holistically, and fill in as many blanks as possible. Do you need to take the factory tour? Do you need to speak with customers and/or employees to get their perspectives? Cover all the bases you can within your means and the time frame available.?

2. Next, thoughtfully hatch a plan with a simple, compelling rationale.?

More often than not, this involves research and collaboration. Don’t stop until you can answer the simple question of “What was your rationale for proposing this approach?”

This is a good place to mention how important it is to get a consensus in writing. For those of us in the biz, this is most often referred to as “the brief” — a creative brief, project brief, etc. Call it whatever you like, it’s basically the agreement between the party who needs the creative work and the creative team who will produce it. If you aren’t already intimately familiar with the almighty brief,?this might be a good place to start.?

Do you have a compelling rationale for your approach?

If you don’t have a consensus of clear expectations — in writing — proceed at your own risk.

Once you’ve done everything to ensure that you understand the objective and the context, speaking to your approach should be something that comes very easily and naturally.?

3. Work the execution like a sculptor works clay.?

The first idea is rarely the best. This is where an individual’s process comes into play, the part that everyone does differently.?

Stretch your brain muscles, and try different things. There’s always the shotgun approach of doing at least three completely distinct options — for example: a safe one, a middle-of-the-road one, and a way-out-there one.?

I recently read an interesting blog post called?“This 6-Word Sentence Will Give You Complete Freedom And High Performance.” (Spoiler alert: It’s “Expect everything and attach to nothing.” – Carrie?Campbell.) I would expand on that slightly to “Expect everything [of your own creativity] and attach to [no particular idea or train of thought].”

Get a gut check early and often. For instance, you might post a question on social media to see what types of replies you get. Or you might email a list of potential ideas to a group of coworkers, and ask everyone to pick the one they feel best meets the objective.

There’s no right way to go about this. It’s your process, and every project is different. But the point is to think it through thoroughly, and make sure it’s something that resonates with people.

Is it your best work?

I know one creative director that sometimes challenges his team by asking a simple question before they show him their proposed execution(s): “Before I see it, is this your best work?”?

4. Don’t stop until you’re proud of the solution.?

My buddy’s technique is a perfect segue to “your best work” and how you know when you’ve arrived at that magical place. Just like virtually every other aspect of the creative process, this one’s highly subjective. But I can give you an easy gauge.

Are you proud of it?

Simple, but effective. You don’t have to be proud of the input you received, the objective or even the offer itself (if that applies), but ideally you should be proud of one thing: what you brought to the table.

Are you proud of the part you're bringing to the table?

5. Present your work in a way that predisposes your audience to your solution.?

OK, so here’s the moment of truth — the presentation. When I say “presentation,” that doesn’t necessarily mean a dramatic Don Draper moment in a conference room. It could simply be bringing your boss up to speed on how you handled the project.

Check out the?Narrative Framework For Presentations?by Nobl, an organizational design firm. How many project kickoff meetings start with a conversation about the nuances of a solution? But, alas, that’s the last step! (Well, besides discussing next steps, but that’s after you’ve presented.)

Will you share it, or will you present it? There's a big difference.

Know your audience — not just your target audience, but all of your audiences. That means your team, your client, your target audience, possibly others (vendors involved, etc.). How does one go about that, you wonder? Glad you asked.?This might be a useful perspective on knowing your audiences.?

Now it’s your turn.?

Let’s piggyback on our hero Sinek’s concentric circles of what/how/why:?

• I’ve just given you the what.?
• At the inception of each new project/initiative/ask, your job is to get to the why as quickly as possible. Vet it, understand it, get behind it.?
• Now you’re truly ready to bring something valuable to the table — the how.?

Did you find this post useful? Comment below, and feel free to get creative.?

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Jeff Thomas?is a professional creative in Orlando, Florida. He’s been a writer ever since he started writing.?