Feedback must be soon and deep

Creative ideas have momentum. When you lose the momentum, it's very hard to get it back. People have a forgetting curve, and they get distracted by new things. As a creator, there is also a mental switching cost to working across ideas. This kills creativity, by dumping all of the context and idea generation from your mind and loading your mind with a whole new problem space. The next time you load that problem space, you only load a tiny fraction of what you previously had in your mind. For this reason, it's essential that feedback is coming back on ideas rapidly and immediately. Speed is better than comprehensiveness. Within 24 hours is fast enough to keep momentum & preventing while allowing creatives to block off meaningful periods of time away from their team. Outside of 48 hours is inexcusably slow and any team that works. Give deep feedback Shallow feedback appeals to the ego of the person creating it. "Wow, that's great. Cool idea.". Deep feedback cares about the outcome of what you're creating. Don't mistake thinking shallow, unopinionated feedback makes more friends and stronger teams. The greatest respect you can pay a fellow creative is to engage and critically challenge them. Default to in person or async video. In person beats video. Video beats text. Text (in context, like a comment on the work) beats a list of ideas in an email. The best creative teams are physically co-located for a significant proportion of the week. When working remotely, they default to asynchronous video feedback, so they can point to things and explain nuance. Video is also a forcing function for being kind & respectful while allowing you to be direct. Live in person is better than asynchronous video feedback, which is better than text feedback on the creative work, which is better than a bullet point list of critiques given after the event (like producers in a movie). Video is bett