4 Tips for Presenting Creative

It’s one thing if a status meeting derails, but seeing a creative presentation devolve into a poop thrower is heartbreaking. Here’s what I’ve learned about keeping things on track and getting enthusiastic approvals for the work you love.

Set it up. I’ve been in a lot of presentations where the creative team just launches into the work. Not only is it abrupt, but it’s a critical missed opportunity to provide context and convey excitement. It doesn’t have to be long. Just take a second and to frame up the assignment so that everyone has the key information they need. Also, it’s never a bad idea to express your enthusiasm (which, hopefully, you actually have!) with a simple statement like “we’re really excited” or “the team’s come up with some really clever solutions.” With a good set up, the audience is much more receptive and won’t be distracted with any unanswered questions about the assignment.

No field surgery. If someone in your audience raises a concern about a piece of creative, there is a strong temptation to dive right into problem solving. Especially if it’s an idea you love, you want to save it from the flames of critique. By openly discussing any solutions, you open the floor to discussion and it becomes a brainstorm with people who are not paid to be creative. If someone offers up a solution with their critique, take the knife out of their hand. If they say “I don’t like the color. It should be green,” try asking them a question. “What don’t you like about the color?” The answer might be something really insightful. Listen for anything that you can use and say you’ll come back with solutions.

Never show anything you wouldn’t be happy to produce. This sounds obvious, but it happens all the time. Maybe you didn’t have enough time to make the required amount of options. Maybe you included a “safe” option to cover your butt. Or, maybe there wasn’t alignment on the team about whether something should be shown or not, so you threw it in there. The likelihood that your audience will choose the option you don’t like is pretty close to 93%. And then, it’s too late to go back. You’re going to have to make that really boring billboard and your colleagues will think that’s the best you can do. Waah waaaah.

Go in knowing your favorite. At the end of your presentation, you will be asked which one is your favorite. So, why not get your creative team in alignment prior? It’s hard to choose between your babies, but you know deep down that one is better than the rest. If different team members have different opinions, it’s much better to iron out in private instead of showing indecision to your audience. Not only does it look bad, but it raises doubt and lessens the chance that you’ll come out with a clear approval to move forward. It could even result in the dreaded “Could we somehow combine our favorites” response. Without denigrating the other options, express your team’s preference with clear reasons why it wins by a nose.

No matter what kind of work your creating, you spend a lot of time and thought making it just so. Make sure it gets the attention it deserves. Set up your presentation, don’t let it turn into a brainstorm, only show your best work, and have a strong point of view. Then, let them agonize over which of one of your brilliant ideas to pick. Rock on!