In this series, we explore how internal branding shapes innovation culture and extends company longevity. Drawing from personal experience, we’ll reveal how aligned teams create groundbreaking work.
In the world of design and innovation, the difference between good and great often lies in how we give and receive feedback. After years in brand design and user experience, I’ve learnt that magic happens not in isolation, but through collective refinement and acceptance.
Constructive Criticism, Not Personal Attacks
The cornerstone of effective feedback is separating the idea from the person who created it. When we frame our critiques around objectives rather than personal preferences, we open the door to genuine improvement.
Personal experience: Throughout my career, I’ve had to learn the difficult skill of detaching from my own creations and treating feedback as guidance rather than judgement. This transition wasn’t easy, but it fundamentally changed how I approach collaborative work.
During feedback sessions, both the person giving direction and the one receiving it need to understand each other’s perspective. The very fact that someone takes time to give feedback often means they see potential in the work—it has triggered emotions and sparked inspiration in them.
Psychological Safety in Creative Spaces
Team members must feel secure when sharing unconventional ideas without fear of harsh judgement. Leaders have a responsibility to cultivate environments where brainstorming feels safe.
Personal experience: I’ve encountered colleagues who dismiss ideas outright or feel compelled to be the loudest voice in the room to prove their worth. I can admit that I’ve been guilty of this myself—needing to assert my value through dominance rather than collaboration. Recognising this tendency in myself was the first step toward changing it.
There’s also another archetype that haunts creative teams: the bully who derives satisfaction from others’ discomfort, often due to their own past traumas. There’s a high probability you’ll cross paths with such individuals—or perhaps recognise these tendencies in yourself at times.
Honest But Thoughtful Feedback
While all ideas should be open to examination, how we frame that feedback makes all the difference. Effective critique identifies specific issues while offering pathways to improvement.
Personal experience: I’ve learnt that both feedback givers and creators can cultivate respect and appreciation, while creators develop a firmer vision about what feedback is truly valuable. In most scenarios, clear goals combined with mutual respect create sustainable solutions.
Role Modelling Openness to Risks and Mistakes
True leaders demonstrate vulnerability by discussing their own missteps openly. When leadership celebrates intelligent failures and values each team member’s creative contributions, the entire culture shifts toward innovation.
Personal experience: When we acknowledge that sometimes feedback has less to do with the actual work and more to do with someone’s personal stress or trauma, we can navigate these waters more skilfully. I’ve found that approaching these situations with empathy rather than defensiveness transforms potential conflicts into opportunities for deeper understanding.
The Path Forward
Building a culture where feedback serves as a tool for growth rather than a weapon for dominance requires intentional effort from everyone involved. It means:
- Separating ideas from identities
- Creating psychological safety for all team members
- Framing feedback constructively and specifically
- Modelling vulnerability and resilience
The journey isn’t always comfortable, but the destination—a team that innovates fearlessly and refines collaboratively—is worth every challenging conversation along the way.
Remember: when someone gives feedback on your work, it often means they see something worth investing in. And when you give feedback to others, you have the opportunity to elevate their creation rather than diminish their confidence.
