The practice

Member lesson

Handling feedback

Lesson 5 of 11 in The practice.

Branding Process 3/4 - Applying Client Feedback - SECOS · MADE Channel
Lesson

Clients are reliable at noticing that something is wrong and unreliable at knowing why. Make the logo bigger is usually a correct observation that the hierarchy is not working, expressed in the only vocabulary available.

discoveryaskbriefagreeconceptswidenrefinenarrowhandoverlet gothe widest point is the cheapest place to be wrong
The arc of a project, with the widest point in the middle and one narrowing at each end.
An ink drawing of a doctor setting aside a medicine box a patient is pointing at and listening to the patient's chest with a stethoscope in a consulting room.
A patient asks for a particular medicine, and the doctor listens to their chest first. Client feedback works the same way: find what is wrong before choosing the fix.
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Check what stuck

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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Seven people on the client side send their comments separately. What does the lesson tell you to do?

    • Satisfy every comment you can, and flag only the notes that directly contradict each other
    • Answer each person individually so nobody feels their note was ignored
    • Ask the client to resolve the conflicts internally and send one list from one person
    • Treat the most senior person's notes as the brief and quietly drop the rest
  2. Question 2, locked

    Which of these words means this? “What is wrong versus what to do about it. Clients are good at the first.”

    • Credit
    • Runway
    • Diagnosis and prescription
    • Brief
  3. Question 3, locked

    Which of these words means this? “One list, from one person, with conflicts already resolved.”

    • Consolidated feedback
    • Scope creep
    • The real objection
    • The single decider

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