12 The Art of Verifying: How To Give Good Feedback

Remember that feeling, when you’ve just tried your hand at making something creative? A birdhouse, a recipe you thought of, a watercolor. You’re excited enough to share it with someone. Then.

Oh, then, as they look with that discerning eye, or take a little too long to think about the taste, you feel it. Like a slow cold cringe across your ribcage.

The moment of Verification is tough. It’s tough to receive feedback. And it’s actually tough to give, too. But there are things we can do to give really good feedback and make that Verification stage the best it can be.

In this chapter, we’ll look at the art of Verification, how to give good feedback on someone’s creative work-in-process. Because creative feedback is different than other kinds. This isn’t a punch list for you bathroom remodeler, or a few minutes deciding if the picture on the wall is too low.

When someone asks for your feedback on their creative work, they’re inviting you into their process. It’s a crucial stage, too: Verification. That person will use feedback from you (and hopefully from others) as information for what to do next with that creative project. It’s a vulnerable space, but one that we can support other creative people in through performing Verification with great care.

The Feedback Giver’s Context

First, let’s look at the moment of Verification itself from the perspective of the feedback giver. You’ve been asked to give feedback because there’s some trust there, because your opinion is wanted and valued. So think of the Verificaiton you’ll give in two ways:

Verification is a conversation.

Rather than thinking your task is to give a thumbs up or down or a fix-it list, feedback is about opening up some back and forth to share your take on the project and talk through your ideas with the creator to help them hash out their ideas and get clarity on your response. , not a sentencing or a honey-do list

Verification is a gift. 

Rather than being about judgment, the exchange that happens in feedback is a chance for someone to see their work through fresh eyes and improve. And, it’s a chance for you, as the feedback provider, to sharpen your artistic eye and experience the emotions the creator is feeling as you share your thoughts. That way, when the tables are turned and you’re receiving feedback, you can listen and engage and not take it so personally.

With these guiding principles in mind, how do you deliver really good feedback for creative projects?

The Feedback Framework: A Five-Part Approach

We’ll break down the feedback process into five key steps:

1. Understand the Audience: Before you even think about what you like or dislike, make sure you clearly understand the project’s goals. Who is it for? Who is the audience or stakeholders, and what are they looking for? If you aren’t the target audience, try to put yourself in the shoes of that audience and give feedback from that perspective.

   Then, make sure you understand the parameters: What was the project trying to achieve? What criteria were they supposed to meet, if any? Are there even any aims here, or is this a first attempt to figure out where to go next?

2. Start with Specific Praise: Knowing where the strengths, magic, and interest are in a creative project is crucial. Start your feedback with specific aspects of the project that you found effective, insightful, or well-executed. Simply saying, “Great job!” isn’t helpful, because it’s too vague and isn’t actually engaged.

   Instead, mention specific parts (“I loved the first paragraph of your introduction”) or elements (“The third point was really strong for me”), and make sure the creator knows exactly where you’re talking about in the project.

   Be genuine and point to concrete examples. This not only validates the person’s efforts but also helps them understand what worked well and what they should continue doing.

3. Offer Engaged Criticism: While the above compliments help the creator feel confident and open to critique, this is part where the real growth happens. Criticism has to strike a delicate balance, being firm and clear about areas for improvement without being mean-spirited or dismissive. Here’s how to approach it:

   • Think of it as a collaborative problem-solving process. You’ve been invited into their creative process, so you’re co-creating at a micro level when giving feedback. Open dialogue and talk through the weaknesses you see, instead of listing off a bunch of things that are wrong or need fixing.
   • Focus on the work, not the person. Comment on the creative project as its own thing and don’t tie it to the creator with personal attacks or judgmental language. Instead of “You really didn’t keep things focused in this part,” say “This section seems a little difficult to follow compared to the others.”
   • Don’t take over the project. In Verification, your job in giving feedback is to help the project be its best, and help the creator get it there. Don’t veer into “If I were you…” kind of phrasings. You’re not them, and the project is the point here anyway.
   • Be specific. Just like with praise, vague criticism isn’t helpful. Show the creator exactly where you see what you see.
   • Ask clarifying questions. Frame your criticism as questions to encourage the project creator to think critically about their work.
     • “Have you considered alternative approaches to this aspect?”
     • “What was your reasoning behind choosing this particular method?”
     • “I’m curious how this part connects to the broader thing you’re trying to do to reach your audience.”
   • Explain your perspective. If it’s appropriate, explain why you’re suggesting a change. This helps the recipient understand where you’re coming from and the context of your point. For instance, instead of just saying “This is confusing,” you could say, “I found this confusing because the terminology used here wasn’t consistent with the terms we use when we discuss this issue where I work.”
     • But don’t go too far here and start talking only about yourself. The feedback isn’t about you or the creator. It’s about the creative project.
   • Limit the number of criticisms. Focus on the most significant areas for improvement. Overwhelming someone with a long list of minor issues can be discouraging. Prioritize the feedback that will have the biggest impact on the project’s overall effectiveness.

4. Help Design Next Steps (When Possible): After you’ve shared your constructive criticism, give the creator control of the conversation and work together with them to help them figure out where to start with their next step in the creative process. Ask questions like:

   • “What do you think you might do about…?”
   • “If you tried that, what might happen to the rest of the project?”
   • “Would working on this part help you make progress on…?”

   This way, the creator gets to consider different options and take ownership of their next steps. Remember, your role is to guide, not to take over their project.

5. Be Ready to be Ignored: It’s their project, not yours. Let the creator do what they will with your advice, even if it includes discarding it. Though you put care into your engagement, they’re not obligated to do as you say; return to thinking about the mutual gift that Verification is, and know that you continued learning about yourself and the creative process through providing that feedback.

For another perspective and a few more points on giving creative feedback, you can watch the video below: