I’m Ok, You’re Ok: Navigating Challenging Content Strategy Conversations by @ahaval
Reliable Acorn 4:44 PM revolveconf
TL;DR: Good communication and good culture can prevent mistakes.
What is going on, in corporate cultures, that allow companies to overlook copy mistakes? How can we improve our critique and feedback?
Why is this a problem?
While we might understand that design is a solution, we don't consider that content could be solution as well.
Sometimes companies have a culture of fear. The bigger the company, the less middle-managers want to say someting. They don't want to raise their hand for fear of losing their job or being labeled as a problem.
We also might feel like someone else will bring it up.
The problem is: this is our job. We need to protect the customers experience and the integrity of the brand.
How can we build a "if you see something, say something" culture in our organization?
The biggest thing to approaching challenging conversations is establishing the relationship. Build a partnership with your client (even if your "client" is within your organization) rather than a subservient relationship. This can help bring your cultures together.
"Do I look fat in this pair of jeans is as difficult a conversation as is my website bad". They're asking you to evaluate them (their decisions, their expertise, etc) not their website. To solve this, start talking about purposes, goals and not the "artifact" (website, content, etc). Critique is about co-creation. What does this need to do?
Be specific with your feedback:
* Only give the feedback you were asked to give.
* Use data and research to depersonalize feedback
* Keep feedback engaged in problem solving.
* I do want to focus on this. I don't want to focus on that.
Things get emotional, sometimes.
* Use strategy and goals to keep it out of being emotional
* Unsolicited feedback is when people get defensive
* If its not specific, you go down the rabbit hole of hell into feelings
When people get defensive, become a nurturing parent.
Practice providing critique. How?
* Slow and low. When things get heated, we tent to speak quickly and high-pitched. Reverse it.
* Focus on what's working
* We've encountered this in the past- this is how we've managed to sort it out.
* Take it back to business reasons
* Does it make sense contextually?
When things break- what do you do? Afterward ask why you positioned it in an insensitive way? What can you do better next time?