We all know that you can’t design by committee. But yet, it’s rare that we don’t. Especially in B2B. Especially in professional services. Or engineering. Outdoor corporate team building. Or plumbing. Definitely in law. Always in education. 

We can’t help ourselves. The board convenes. The group is forced to choose the lowest common denominator everyone can agree on, so the meeting can progress.

The work moves forward. But it doesn’t move forward. 

Because creative is subjective.
Everyone has a point of view based on their own personal taste and biases.
Mapped objectives, strategy, planning, briefs are all meant to bring objectivity into the room. To ensure it has the chairman’s seat at the boardroom table. But let’s face it, it rarely works that way.

The FD doesn’t like green because it reminds her of school changing rooms, and the Commercial Director thinks (like him) people don’t know what otters look like. Head of Sales just needs a picture of the new racking system, WITH YELLOW WRITING ON IT - and the IT Director had a mortifying wardrobe malfunction with trousers just like the ones that model is wearing.

It’s hard to not be subjective.
The trick is to make sure people recognise their subjectivity.
Because if they’re aware of it, they might temper it.

So, before you start a presentation of any creative work to a board who are experts in their fields, but not in marketing, design or advertising (ie. yours) get them to think about their subjectivity first. Here’s a really simple idea I use to get a boardroom in an objective frame of mind.

The front door test

Show a picture of a collection of front doors. Different colours, styles, materials, modernity.
Ask the room to vote on their favourite.

There won’t be a clear winner.
Because everyone’s taste is different.
Bingo. Subjectivity illustrated.

It doesn’t sound like much, but sometimes, it’s the simplest lessons that teach the best.
And reminding the room that they are not the brand, that they are not the audience - is the first step in creating work that’s focused on both.

Give it a try.
Create your own version.
But show subjectivity the door.