From Heartbreak To Growth

Recently, while researching for one of our clients who specialise in leadership programmes for new managers, we explored the areas where they received the highest volume of queries from their clients.

During our discussions, the most pressing issue that emerged was how to handle negative feedback—particularly in a B2C environment, where certain factors are beyond the manager's direct control. To complicate matters, the feedback is often valid, such as complaints about damaged products or delayed deliveries.

It’s well-known that, in general, people tend to resist negative feedback, especially when it pertains to something they have created. In professions where creativity and personal effort are central, creators often invest their heart and soul into their work. Consequently, when feedback doesn’t align with expectations, it can be disheartening.

As a digital marketing agency, we are no different—we don’t relish receiving negative feedback from our clients. Although we’ve trained ourselves to view negative feedback as an opportunity to gain new perspectives or explore fresh ideas for content, design, or campaigns, it still stings. Our work, being a creative service, is inherently subjective and often shaped by individual tastes.

So, how do we navigate it? Here are some steps:

• Pause and breathe: Hearing that your work has fallen short of expectations can be painful. Allow your thoughts and emotions to settle before responding.
• Evaluate validity: Assess whether the complaint is valid and, if so, take ownership of it.
• Take responsibility: Acknowledge that the client didn’t like the idea and be prepared to rework it.
• Resolve the issue: Share your perspective, engage in an open discussion, and ensure the problem is resolved swiftly. Keep in mind that the client knows their business better than you do!
• Learn and improve: Reflect on the feedback, identify areas for growth, and work on regaining the client’s trust. Additionally, make process improvements for the future.
• Handle personal criticism: If the criticism doesn’t hold weight, remain calm, think it through, and avoid escalating the situation.

Negative feedback is akin to those red lines you encounter when typing an email—it serves to highlight areas that need improvement. It’s not the end of the world; rather, it’s an opportunity to refine and grow.

In the creative realm, there is rarely a definitive right or wrong, as tastes and preferences differ. Use feedback to align your vision with the client’s, as constructive criticism drives growth, improves performance, and strengthens relationships.