Checklist for evaluating creative strategy (11 steps)

πŸ’Ž Checklist for evaluating creative strategy (11 steps)

Checklist for evaluating creative

1. Come prepared
2. Expect to be surprised maybe even made a little nervous
3. React to the idea as a whole
4. Add what’s important and incremental
5. Make sure it’s on strategy, not on checklist
6. If it doesn’t connect emotionally, it doesn’t connect
7. Remember what the work is trying to accomplish
8. Don’t just talk about what’s not working for you
9. See problems? Don’t offer solutions, explain the problem
10. Remember you don’t have to find something wrong
11. A creative idea needs creative direction not group cons

Excerpt from: Strategy Scrapbook by Alex Morris

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