Just over 10 years ago I wrote a blog post about how learning people could work better with sponsors. I re-read it again last week and the 10 points suggested by the original author (Janet Harkin) are as valid now as they were then.
- Make sure you encourage and respect the creative process.
- Brief clearly.
- Allow enough time.
- Don’t interfere and ask to see work in progress.
- Ask for 2 or 3 ideas or executions when moving from the idea generation to choosing a solution stage but don’t expect them to be finished works of art.
- Don’t have fixed ideas about what you want to see.
- Watch out for the designer who is a perfectionist and can’t resist a final tweak.
- Make sure the designers know who they are designing for.
- Make sure the designers don’t forget the mandatories – correct logo, call to action, website address, single proposition.
- Say thank you.
The difference between now and 10 years ago is the way I’d suggest using the list. Previously, I’d have invited comments and talked around the topic.
Now I suggest you print this list out and take it into your scoping and briefing meetings, hand it to the sponsors and establish these as ground rules.
As always, #ItStartsWithMe.