Collaboration Sucks … When it goes wrong.
Three things that make collaboration work.
As human beings, we have an inherent bias towards fairness. We strive for behaviour and processes that are fair, and we shun anything that isn’t. That’s why we all like the notion of “collaboration.” It seems a perfect way for everyone’s voice to be heard. But herein lies the problem. Collaboration can be a positive force, but all too often it can become a destructive one, working against creativity and fighting with the business objectives at hand. So, here’s a little nugget to remember—collaboration is not about consensus, it’s about diverging perspectives.
3 things you need to get right for collaboration to work:
1. Define It (Well) – Like anything in business, we don’t always share the same understanding or definition of concepts like “working together.” When collaboration is well-defined and is objectively observed within a process, it can ensure that any opinion, trend or solution is not driven forward (or backward) because of subjective bias. And, it encourages a forum for discussion around the needs of consumers, and/or the importance of insights that may be uncovered during research.
2. Stay Grounded – As one progresses the creative process from Strategy to Visual Expression, it’s all too easy for project objectives and customer needs to be shaped by one’s own experiences (good, or bad). It can be difficult to separate yourself from these personal preferences that have been developed over the years, but to successfully reach the audiences you need to reach it’s absolutely essential to do so. Think different. Push your boundaries.
3. Decision-Making – Collaboration is about input, and not every piece of input is of equal value. Clear decision-making is not about inclusiveness but rather the shaping of these various inputs to inform the choices that need to be made. When done well, everyone understands that their collaborative effort is to provide input—Good, bad, controversial, whatever it may be—to help the decision-maker make better decisions.
At Art & Mechanical, when we speak of “collaborating,” we mean working together in a constructive way using the principles outlined above. It means using a well-defined process, with clear rules of engagement. And it means objectively validating input against insights, research, and strategy. On each and every project, we work with our clients to define how collaboration is going to work for us. Because every project, every team, and every objective is different, so should our approach be to collaborating.
Simply put: Define how you want to collaborate, stay objective, push boundaries, and allow decision-makers to decide what information is relevant for the challenge at hand. Now, that’s collaboration that works.
Happy collaborating!