One of the most important things you can learn is how to give feedback properly
When I say properly, I actually mean ‘without being a complete arsehole and having everyone hate you.’
As a recovered (recovering?) blunt, scathing, insensitive giver of feedback, I will now pass on the ‘Wisdom I Have Learned.’ (alternative title: The Wisdom Of Arseholes’).
Wisdom One: There is a Transactional Outcome and an Emotional Outcome
One of the best sales lessons I learned early on was that that there are two outcomes: a transactional outcome and an emotional outcome.
The transactional outcome is getting what you want. The emotional outcome is getting people to a win-win where they want to deal with you again. Most people focus on the transactional outcome and ignore the emotional bit. If you have to stomp all over people and be a dick and have a tantrum; you’ve lost. Always be aware of the emotional temperature around you.
Wisdom Two: The Two Thirds Rule
(I think this is a Jack Welch thing but he probably nicked it from someone else so I can’t be bothered attributing it properly).
Basically, when you’re giving feedback, say two positive things and one ‘constructive’ thing.
E.g. “That was a fast turnaround. Thanks for doing it so quickly. I think we’re nearly there. We may just not be able to use a naked picture of Lindsay Lohan for our Christmas cards this time year. Can you please take another look at the creative and maybe stick to Santas and reindeers. ”
Always start with the positive first and make a big deal about it. It’s easy to find fault and criticise.
Wisdom Three: It’s Never OK to Scribble Crap All over Other People’s Work
I once had an adland creative spazz out at me because I scribbled all over the proofs with a black Sharpie pen. There were arrows and lines and asterisks and scribbles. He was furious. In hindsight, he was right. It is disrespectful to other people’s work. I now get very stabby when I get feedback in the form of dramatic pen slashes, giant question marks (you might as well just write ‘WTF?’ on my work) and huge chunks of angry crossed-out-ness. I’ve noticed that good editors have a very light touch and put dainty dots and dashes in pencil as ‘suggestions for your consideration.” It’s nice and I want to be one of those friendly respecters of people’s work.
Wisdom Four: Find Out Why
If you’re not getting the result that you want; take the time to find out why. Get the person to explain their thinking to you before you make a call if the work is ‘a bit shit’ or ‘that guy’s lazy.’
Look at yourself first and try to figure out if you have explained things properly and given enough information. Just because the picture you have in your head is different, it doesn’t mean the work is necessarily wrong. Is this something new you could adapt? How much experience do they have and do they know less or more than you about what they’re producing?
Wisdom Five: Do Unto Others
My Big Boss gets a lot of things right and this is one of them. Think about why there are certain people that you are happy to work with and do things for and certain people that you dread being in the lift with. Why is that? Often, it because of the emotional outcome stuff. That person has been a pain, given you some rough feedback and been unreasonable. Work to NOT be that person. Model yourself off the people that you do like working with and think about what makes it different.
That’s about all I can think of for now. Feel free to add your own. I look forward to your feedback (in pencil).
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