Critique is a practice to constructively shape and evolve work. This simple presentation covers the what, best practices and pitfalls to avoid in your practice. Infuse design thinking and innovation into your day-to-day work. Creating new value and tackling big problems isn’t contingent on a prescribed sequence or linear design process. It’s about maintaining a core set of principles that create the foundation for a flexible, behavioral methodology to tackle any situation.

1. CRITIQUE
A practice to constructively shape and evolve work

2. September 2017 Private & Confidential
ignite
Creative Friction and Critique

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Scary
Your thoughts on critique?
At times frustrating and
difficult…but critical for
making our work better.
Challenging to establish shared
understanding of what “help” looks like.
Hesitancy to contribute incorrectly.
Feedback, what to do, what
not to do, what to change.
It’s hard to find the time (and
motivation) to seek critique.
Confusion, tension about what
actually providing feedback
on…the work or the idea.
Someone telling you how
your work/thinking could
be improved.
Viewed as an evaluation,
not iteration.
Time consuming to follow the ‘right
process’, and lacking good examples.
People are too nice to give real
quality-changing and skill
building critique.
People seem unsure how to
discuss or give constructive
feedback outside their
domain
Quicker, more gut
feedback might be
more helpful than
formal review.
There is no critique
around here.

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Agenda
The work of innovation and transformation
Culture of critique
The practice of critique
Tips for productive critique
Develop shared understanding
Practice critique techniques
Objectives

5. Our work

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The work of
transformation and
innovation is hard
Innovation problems are
complex and
unprecedented.
Critical thinking, discussion
and action are needed to
develop and shape work.
There is no right
or wrong answer.

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Decreasing
rate of return
A single brain can lead to creative flatlining
CREATIVE WORK*
*Work that does not have an objectively right or wrong answer;
more time, effort, rigor does not necessarily translate to ‘better’
QUALITY
TIME

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Creative friction changes the trajectory
CREATIVE WORK
Collaboration,
iteration, critique
Critique can infuse new viewpoints,
identify problems to address, and
reenergize a flagging team
QUALITY
TIME

9. Creative friction requires
a supportive culture and
shared practice

10. Culture

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Conditions
for healthy
creative friction
Optimistic and
constructive
Able to separate work
from ourselves
Comfortable with
healthy disagreement
Trusting and open
Uncertain and risky
Subjective
Better when
we’re passionate
More than any one
person can do alone
WE MUST BE… BECAUSE OUR WORK IS…

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How are your
conditions?
Optimistic and
constructive
Able to separate work
from ourselves
Comfortable with
healthy disagreement
Trusting and open

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Team-first Self-oriented
Yes, and… Putting down
Curious Defensive
Trusting Wary
Tangible Verbal
13
As individuals, we need to cultivate a mindset
that supports creative friction and critique
VS

14. The practice of critique

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critique krə-ˈtēk, kri-
: a careful consideration in which you give your opinion
about the good and bad parts of something
as related to executing on intended objectives

16. Critique Evaluation≠

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collectively making the
work better through candid,
direct, nonjudgemental
feedback and debate
PERFORMANCE
FEEDBACK
Assessment of an
individual's performance
and contributions
PROJECT UPDATES
Sharing information to
clarify goals and context
STAND AND DELIVER
Communicating to
influence, impress or
convince an audience
It is not…The practice of
critique is…

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Critique can be formal or informal
INFORMAL FORMAL
Quick pitch
to team on
day’s progress
Entire team
review with
outsiders
Detailed review
with 1-2 others
Review session
with capability
Seeking reaction
from subject
expert on
particular content
Impromptu or scheduled, different group sizes,
quick sounding board or nitty gritty detail, fresh
perspective or expert insight…

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All work should be critiqued
DECK
RESEARCH OBJECTIVES
UX FLOW
PRESENTATIONSDEMOS or PROTOTYPES
photo of deck
USER VIDEO
Photo of artifact photo of artifact
photo of artifact photo of deck
FRAMEWORKS
and more….

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Anything goes.
Blow it all up.
20
Critique starts when the work begins
Help me tweak
the final details.
Tolerance for
new ideas
Time

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Time
Critique starts when the work begins
“This doesn’t feel
very ambitious.”
“This part of the story
drags a bit. Maybe you
don’t need this slide.”
Anything goes.
Blow it all up. Help me tweak
the final details.
Tolerance for
new ideas

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Critique is the lifeblood
of creative teams
All work can be critiqued
It happens when the work begins
It can be formal or informal
It improves individuals’ skills
It’s the only way to make
great creative work
…it takes practice to do well.

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Candid & direct
Open & honest
Specific & tangible
Nonjudgemental
Trusting
Building up while
tearing down
A gift
Judgement
Defensiveness
Leading questions
Showing how smart you are
Directives
Alignment seeking
Heavy ideation
One person dominating
HELPFUL CRITIQUE IS…
UNHELPFUL CRITIQUE IS…

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Reflect on your style as a critique
giver and receiver.
What are 1-2 behaviors that you
might want to develop?

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It’s a skill to give and
receive helpful critique
It takes understanding, time and
practice to develop…just like all skills.
Helpful
Not
Helpful
Practice

26. Tips for productive critique

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Two roles
HOSTS
HOSTS
Skillfully receiving critique is just
as important.
A good host can turn garbage
critique into something worthwhile.
REVIEWERS
Being good at giving critique will
make everything you touch better.
Being not-so-good… you may notice
that nobody asks your opinion,
because it’s not delivered in a
helpful way.

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Show up in the right mindset
Group-first Self-oriented
Yes, and… Putting down
Curious Defensive
Trusting Wary
Tangible Verbal
VS
HOST
Take a minute to get yourself
in the right headspace.
REVIEWER
Ditto
TIP #1

29. Make it tangible
Document all
your comments
TIP #2
HOST
Have your work
visually available
Pitch what is in front
of you, not what it
will be
Take your own notes
on feedback
REVIEWER

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The audience will be
very senior so we need
to stay high level
Looking for feedback on the
flow of the story…
We are NOT
talking
about color
The content is geared
towards…
Stay on task
Don’t challenge the
project approach
HOST
Establish clear goals
Redirect when
needed
REVIEWER
Be objective driven
TIP #3

31. Why did you choose
that process here?
Just state your opinion
Don’t ask open-ended
questions
Don’t explore motives
or intent
Translate questions
to statements
HOST
Ask people to
clarify
REVIEWER
Be direct and specific
TIP #4
Say more about that
last comment…

32. ED CATMULL
Creativity, Inc
Don’t seek
resolution
Give your comment
and let it go
HOST
Don’t defend
Don’t feel obligated
to use or align
REVIEWER
View feedback as a gift
TIP #5

33. Be in their corner;
you are in this
together
HOST
Foster dialogues
and different
perspectives
Pull details out of
people
Show appreciation
and curiosity
REVIEWER
Cultivate creative collaboration
TIP #6

34. Thank you