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.

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1. Make sure you encourage and respect the creative process.
2. Brief clearly.
3. Allow enough time.
4. Don’t interfere and ask to see work in progress.
5. 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.
6. Don’t have fixed ideas about what you want to see.
7. Watch out for the designer who is a perfectionist and can’t resist a final tweak.
8. Make sure the designers know who they are designing for.
9. Make sure the designers don’t forget the mandatories – correct logo, call to action, website address, single proposition.
10. Say thank you.

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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.