Advice to a first time creative director

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We’ve all heard it. “That’s just not doing it for me.” What kind of feedback is that? Any CD can say that. It’s meaningless. A good CD gives feedback that’s useful. Why exactly isn’t it working? Is there a kernel of a good idea in there? If so, find it. If not, suggest angles and directions so the team knows where to go. Making them play a guessing game is the worst thing a CD can ever do.