Framework 09: Good, Bad, On, Off

Evaluating creative work can be tricky. It's easy to let subjective opinions get in the way. To control for that, many companies employ scorecards that help ground the conversation, often over-simplifying the evaluation of a piece of creative by assigning it a number on some 1-10 scale.

It's not enough to discuss creative ideas on this single, "good" or "bad," dimension. As strategists, we need to anchor the feedback in the strategy, of course. Using something like the “Good, Bad, On, Off” framework can help elevate the conversation and frame feedback in a more constructive manner.