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Salesforce Ignite Work Differently // Critique How-To


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Critique is a practice to constructively shape and evolve work. This simple presentation covers the what, best practices and pitfalls to avoid in your practice.

Infuse design thinking and innovation into your day-to-day work. Creating new value and tackling big problems isn’t contingent on a prescribed sequence or linear design process. It’s about maintaining a core set of principles that create the foundation for a flexible, behavioral methodology to tackle any situation.

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Salesforce Ignite Work Differently // Critique How-To

  1. 1. CRITIQUE A practice to constructively shape and evolve work
  2. 2. September 2017 Private & Confidential ignite Creative Friction and Critique
  3. 3. Copyright © 2017 Salesforce 3 Scary Your thoughts on critique? At times frustrating and difficult…but critical for making our work better. Challenging to establish shared understanding of what “help” looks like. Hesitancy to contribute incorrectly. Feedback, what to do, what not to do, what to change. It’s hard to find the time (and motivation) to seek critique. Confusion, tension about what actually providing feedback on…the work or the idea. Someone telling you how your work/thinking could be improved. Viewed as an evaluation, not iteration. Time consuming to follow the ‘right process’, and lacking good examples. People are too nice to give real quality-changing and skill building critique. People seem unsure how to discuss or give constructive feedback outside their domain Quicker, more gut feedback might be more helpful than formal review. There is no critique around here.
  4. 4. Copyright © 2017 Salesforce 4 Agenda The work of innovation and transformation Culture of critique The practice of critique Tips for productive critique Develop shared understanding Practice critique techniques Objectives
  5. 5. Our work
  6. 6. Copyright © 2017 Salesforce 6 The work of transformation and innovation is hard Innovation problems are complex and unprecedented. Critical thinking, discussion and action are needed to develop and shape work. There is no right or wrong answer.
  7. 7. Copyright © 2017 Salesforce 7 Decreasing rate of return A single brain can lead to creative flatlining CREATIVE WORK* *Work that does not have an objectively right or wrong answer; more time, effort, rigor does not necessarily translate to ‘better’ QUALITY TIME
  8. 8. Copyright © 2017 Salesforce 8 Creative friction changes the trajectory CREATIVE WORK Collaboration, iteration, critique Critique can infuse new viewpoints, identify problems to address, and reenergize a flagging team QUALITY TIME
  9. 9. Creative friction requires a supportive culture and shared practice
  10. 10. Culture
  11. 11. Copyright © 2017 Salesforce 11 Conditions 
 for healthy creative friction Optimistic and constructive Able to separate work from ourselves Comfortable with healthy disagreement Trusting and open Uncertain and risky Subjective Better when 
 we’re passionate More than any one person can do alone WE MUST BE… BECAUSE OUR WORK IS…
  12. 12. Copyright © 2017 Salesforce 12 How are your conditions? Optimistic and constructive Able to separate work from ourselves Comfortable with healthy disagreement Trusting and open
  13. 13. Copyright © 2017 Salesforce Team-first Self-oriented Yes, and… Putting down Curious Defensive Trusting Wary Tangible Verbal 13 As individuals, we need to cultivate a mindset that supports creative friction and critique VS
  14. 14. The practice of critique
  15. 15. Copyright © 2017 Salesforce 15 critique krə-ˈtēk, kri- : a careful consideration in which you give your opinion about the good and bad parts of something as related to executing on intended objectives
  16. 16. Critique Evaluation≠
  17. 17. Copyright © 2017 Salesforce 17 collectively making the 
 work better through candid, direct, nonjudgemental feedback and debate PERFORMANCE FEEDBACK Assessment of an individual's performance and contributions PROJECT UPDATES Sharing information to clarify goals and context STAND AND DELIVER Communicating to influence, impress or convince an audience It is not…The practice of critique is…
  18. 18. Copyright © 2017 Salesforce 18 Critique can be formal or informal INFORMAL FORMAL Quick pitch to team on day’s progress Entire team review with outsiders Detailed review with 1-2 others Review session with capability Seeking reaction from subject expert on particular content Impromptu or scheduled, different group sizes, quick sounding board or nitty gritty detail, fresh perspective or expert insight…
  19. 19. Copyright © 2017 Salesforce 19 All work should be critiqued DECK RESEARCH OBJECTIVES UX FLOW PRESENTATIONSDEMOS or PROTOTYPES photo of deck USER VIDEO Photo of artifact photo of artifact photo of artifact photo of deck FRAMEWORKS and more….
  20. 20. Copyright © 2017 Salesforce Anything goes. Blow it all up. 20 Critique starts when the work begins Help me tweak the final details. Tolerance for new ideas Time
  21. 21. Copyright © 2017 Salesforce 21 Time Critique starts when the work begins “This doesn’t feel very ambitious.” “This part of the story drags a bit. Maybe you don’t need this slide.” Anything goes. Blow it all up. Help me tweak the final details. Tolerance for new ideas
  22. 22. Copyright © 2017 Salesforce 22 Critique is the lifeblood of creative teams All work can be critiqued It happens when the work begins It can be formal or informal It improves individuals’ skills It’s the only way to make 
 great creative work …it takes practice to do well.
  23. 23. Copyright © 2017 Salesforce 23 Candid & direct Open & honest Specific & tangible Nonjudgemental Trusting Building up while tearing down A gift Judgement Defensiveness Leading questions Showing how smart you are Directives Alignment seeking Heavy ideation One person dominating HELPFUL CRITIQUE IS… UNHELPFUL CRITIQUE IS…
  24. 24. Copyright © 2017 Salesforce . Reflect on your style as a critique giver and receiver. What are 1-2 behaviors that you might want to develop?
  25. 25. Copyright © 2017 Salesforce 25 It’s a skill to give and receive helpful critique It takes understanding, time and practice to develop…just like all skills. Helpful Not Helpful Practice
  26. 26. Tips for productive critique
  27. 27. Copyright © 2017 Salesforce 27 Two roles HOSTS HOSTS Skillfully receiving critique is just 
 as important. A good host can turn garbage critique into something worthwhile. REVIEWERS Being good at giving critique will make everything you touch better. Being not-so-good… you may notice that nobody asks your opinion, because it’s not delivered in a helpful way.
  28. 28. Copyright © 2017 Salesforce 28 Show up in the right mindset Group-first Self-oriented Yes, and… Putting down Curious Defensive Trusting Wary Tangible Verbal VS HOST Take a minute to get yourself in the right headspace. REVIEWER Ditto TIP #1
  29. 29. Make it tangible Document all your comments TIP #2 HOST Have your work 
 visually available Pitch what is in front of you, not what it will be Take your own notes on feedback REVIEWER
  30. 30. Copyright © 2017 Salesforce . The audience will be very senior so we need to stay high level Looking for feedback on the flow of the story… We are NOT talking 
 about color The content is geared towards… Stay on task Don’t challenge the project approach HOST Establish clear goals Redirect when needed REVIEWER Be objective driven TIP #3
  31. 31. Why did you choose that process here? Just state your opinion Don’t ask open-ended questions Don’t explore motives or intent Translate questions 
 to statements HOST Ask people to clarify REVIEWER Be direct and specific TIP #4 Say more about that last comment…
  32. 32. ED CATMULL Creativity, Inc Don’t seek resolution Give your comment and let it go HOST Don’t defend Don’t feel obligated to use or align REVIEWER View feedback as a gift TIP #5
  33. 33. Be in their corner; you are in this together HOST Foster dialogues and different perspectives Pull details out of people Show appreciation 
 and curiosity REVIEWER Cultivate creative collaboration TIP #6
  34. 34. Thank you