What’s the deal with the creative process anyway?


What’s the deal with the creative process anyway?.


hen it comes to developing creative ideas, there’s no one formula to live by. Creativity is trial and error, but once you understand the nuances, it can help you appreciate the creative process and get more involved in it.

We’ve found that when our clients feel that they don’t have the training for evaluating creative work, they aren’t as confident with their feedback. To help combat that, we decided to put together some quick tips you can use..


1. Build smarter
Developing creative is like building a house. At the blueprint stage, you can change and edit things to your heart’s content, but once you start construction, continuous changes start to get disruptive and costly. That’s why paying attention and voicing concerns early on is of utmost importance.

2. Set expectations
From the very beginning of a project, it’s important to identify who the key contributors are. When everyone knows what’s expected from them at the beginning, it’s easier to manage those expectations along the way.

3. Edit collectively
Everyone should take a pass at a Word document before a piece is designed. Use track changes to help convey your message and make sure it’s heard. Not used to track changes? There’s no time like now to start learning. A lot of the conceptual hard work takes place at this stage of the process, so it’s important to give the best feedback possible to ensure maximum efficiency.


This is anything but an exhaustive list, but hopefully it gives you a starting place
for becoming more confident in evaluating creative work.


4. Silence distractions
It’s hard to get through a document when you’re constantly being interrupted with calls and texts on your phone. That’s why it’s a great idea to silence your phone before you start reviewing (and even put it away so you’re not tempted). It will only be a few minutes, but the focus you’ll be able to give when you’re unplugged make your feedback much more valuable.

4. Speak up
When everyone feels that they have a voice, it’s easier to share comments around a team and include everyone’s input. That’s the beauty of true collaboration. People are often weary of bringing a brand-new voice into the mix, but that’s often the person who notices what all the people who are super close to the project missed. It’s always good to get an outside opinion.

5. Make it count
When a designed piece of work comes around for review, everyone should respond as if they’ll only get to give feedback once. By imagining that it’s the last chance to say something, it can help synthesize feedback and make the next round improve exponentially.