The Proximity Paradox by Kiirsten May

Author:Kiirsten May
Language: eng
Format: epub
Publisher: ECW Press
Published: 2020-03-24T00:00:00+00:00

Adopt a growth mindset for your brand or products

In her book Mindset, psychologist Carol Dweck compares a fixed mindset to a growth mindset. People with a fixed mindset believe that qualities like their intelligence or talent are fixed. People with a growth mindset, on the other hand, believe that that their intelligence and talent can be continually developed and improved.79

On a personal level, choose a growth mindset. Break free from the fixed mindset that makes you feel that your intelligence and abilities are up for judgment. Reframe the way you view challenges and hardships. Instead of greeting them with dread, greet them with optimism and anticipation. Creative people grow fastest when they push themselves to the edge of their ability, fail, get up, and move forward.

On an organizational level, make collecting positive and negative feedback a priority in your creative or product development process. You can have a drink and lament the bullies later. As soon as you have the concept together, share it with stakeholders. For highly specialized IP, bring together a small group of people you admire and will share honest feedback. For IP that can be appreciated by a large group of people, consider sharing it and gathering feedback through online forums, surveys, and crowdfunding platforms.

The key here is to get feedback early and often. Don’t schedule the first check-in after you’ve spent half your budget or taken the project nearly to completion. It’s hard to change or adjust the course once you’ve made the stakes impossibly high. It’s easy to accept feedback when you still have the freedom to nimbly change course.

One of the most basic things a marketing department or advertising agency can do to operationalize feedback-gathering is to put work-in-progress up on a wall. Pick a wall that’s well trafficked by staff, but not by clients.

As soon as you have the concept together for a campaign, video, landing page, customer event, or anything new, put it on the wall. Pencil sketches and snapshots of whiteboard drawings are sufficient for expressing the idea in the concept development stage. Keep sticky notes and pens near the wall and invite all staff to contribute feedback. Check the wall for feedback regularly and post new iterations of the concept as you build it out.

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