4 phrases that drive creative people nuts

Acronyms and arrogance, stats and standoffishness—all will alienate the folks who can deliver your message in an engaging way, so don’t tick them off.

Storytellers are often frustrated by their data teams’ jargon. If you want to drive your creatives absolutely crazy, toss out these choice phrases:

“Here’s a binder full of stats. Take a look at them.”

Creative people are open to stats, but not if they are presented in a cold, disconnected way. Storytellers will just retreat to what’s worked in the past. Analytics need to be handed off with the campaign’s goals in mind.

“Here’s why I’m right.”

When data people talk at creative people, rather than to them, it couldn’t be a bigger mistake. Don’t patronize colleagues; engage them in an open conversation.

“[Insert acronym here].”

If you introduce acronyms and spreadsheets into a creative conversation, it’s game over for creative people. Keep the jargon to a minimum, and first try to understand the campaign goals.

“Storytelling has nothing to do with what I do.”

Don’t live in a big data bubble. This industry is all about telling brand stories, and the data should help inform them. Stats and insights are crucial for creative people to execute effective campaigns. You have a place at that table.

Josh Sklar is the founder and president of Heresy. A version of this story first appeared on iMediaConnection.


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