Approval is not creative direction

Getting creative work approved is necessary. But the approval process can turn a strong idea into a series of compromises, especially when feedback accumulates without clear direction or accountability.

I've written before about why consensus isn't a creative strategy. The approval process presents a similar problem. Everyone has an opinion, but it's not always clear who makes the final decision. Sometimes decisions simply hang in the air, waiting for someone to take responsibility.

Different teams bring useful perspectives. Sales understands customers. Operations knows what's practical. Leadership sees the bigger picture. But expertise and personal preference aren't the same thing.

Someone dislikes yellow. Someone wants a more premium feel. Someone suggests going back to the previous direction. All three comments end up in the same document, carrying equal weight.

A clear brief and agreed brand positioning help separate useful criticism from subjective taste. Does the work communicate the right idea? Is it relevant to the audience? Does it distinguish the business? Can it work in practice?

Good reviews need more than feedback. They need direction and someone willing to make decisions.

That means knowing whose input matters, resolving conflicting opinions and defending choices when there's a good reason to do so. Not every comment requires a change, and not every disagreement needs a compromise.

Once decisions are made, clear brand guidelines help maintain the thinking behind them.

Approval isn't a measure of quality. A room full of agreement can mean the work is strong. It can also mean everyone is happy to let someone else decide.

At some point, someone has to make the call.