Don’t argue. Do two versions.

All designers will inevitably be asked to execute some criminally bad ideas once in a while. Maybe it's come from the CEO, maybe someone in sales, whoever, it doesn’t matter.

If you are the marketer briefing this work, there might be a couple of different reactions you get from the designer. You might get a straight “no way”, or get a long silence coupled with a sense that the person is slowly burning up inside. Either way, don’t argue about it. At least not yet.

The solution is to do two versions. The one with the dog wearing the Hawaiian shirt, and the other, better idea that solves the brief but uses a much less cringe-inducing image. Then, you can have an objective conversation about it. You can get really specific about why one is better than the other without anyone having to say “a dog in a Hawaiian shirt is just stupid”.

The bad idea may win out, that happens, but at least the good idea went down with a fight. And it demonstrates that you are willing to explore the options and that you generally give a sh*t. And that counts for a lot. Once you stop caring, there is no chance you’ll do anything really good.

Takeaway

• Make sure you always have enough time to do two versions of everything

• Avoid arguing about theoretical ideas. Discuss real stuff.

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