When your SB is Scrapped

The first emotion we feel when a SB is scrapped is that that of being rejected.

It is personal. Or at least it feels personal at that moment.

But, as I have said before, the reviewer has not come to office decided to hurt your feelings that day. The reviewer is just doing the job.

So, once the flood (of feelings) subside go back to the SB.

Often, SBs are rejected not because you have not done it well but because the expected point-of-view is not coming through.

For example, if during the initial discussion it was discussed that a particular topic (say 'A') can be dealt with in a humours way. The client and the reviewer would be looking forward to a SB which is written in that vein. However, when they find that the humour is not coming through, they ask for the SB to be reworked.

At this stage, if as an ID, you are thinking 'but i don't think so...' guess what, you have 2 choices to help you move forward.
1. Convince the reviewer/client your way is better - route taken by those who understand the subject quite well and are real good at convincing people.
2. Follow the reviewer/client's dictate - most IDs fall into this category.

If you want to move out of the SB rejection cycle read on...

Well, it is not easy but here is the mantra.

External (to your team):
1. know your client
2. know your subject
3. know your audience
4. know how to teach the subject to that audience
5. know how to speak/write so that your client will be okay with you teaching the content in that particular style to the audience.

Internal (in your team):
1. know your delivery head
2. know the equation between the client and the delivery head (so that you know the limit of pushing the envelop)
3. know your reviewer
4. know reviewers pet peeves and avoid them
5. be really good at your task
6. keep communication channels open so that you know what you need to improve and how you can do it.

:)

I just realised something... it seems that in each blog I keep saying that IDs need to communicate, have a dialog.

I know we all talk... I also know that encouraging chit-chat is really a dangerous thing to do for all involved.

However, do understand that there is a difference between chit-chat and communication.

When I say communicate, I do not mean 'discuss latest episode of your favourite TV serial'.

I am saying 'have a goal to achieve when you talk', 'get the information you need to do your job well'.

So chat (but with focus).

Happy yakking!

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