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Leading Creative Teams: Management Career Paths for Designers, Developers, and Copywriters by Eleazar Hernández

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© Eleazar Hernández 2017

Eleazar Hernández, Leading Creative Teams, 10.1007/978-1-4842-2056-6_7

7. The Art of the Critique

How to evaluate your team’s work constructively

Eleazar Hernández

(1)San Antonio, Texas, USA

Any creative who tells you that they don’t have a personal attachment to the work they produce is lying to you. When we create solutions to marketing challenges, we do so from a very personal basis. Sure, we use research or client information provided to us to come up with creative solutions, but regardless of where the information came from, the act of creating is always personal. We pour a little bit of ourselves into every project. The reality is that all designers, art directors, copywriters, illustrators, and so on infuse a little ...

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