Last week I wrote about creative judgement and how to critique other people’s creative work. It’s something we can all get better at. But what about when you’re judging your own creative work? My experience is that most of us are really bad at it.
Improving Your Creative Judgement. 9 Key Lessons
Judging Creative Work. The 5 Questions to Ask Yourself
Back in 2007 I was running a 2 day training programme with the Cadbury’s UK marketing team in one of the usual off-site locations. At the end the Marketing Director said to me, ‘do you mind if I show the team a new Dairy Milk ad that we’re thinking of running’. He put his CD into my laptop and played it on the big screen. It featured a man in a gorilla suit playing along to the Phil Collins song ‘In the Air Tonight’. And that was basically it. Then he turned to the room and asked ‘What do you think? Shall we run this?’’