Feedback: Bad is the new Good

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Today, I had a short but thought-provoking conversation with a colleague.

I forget how we got onto the subject, but he told me that his wife was keen on watching The Apprentice – I got the impression that this was mostly because (as a teaching assistant) she enjoyed watching arrogant young people getting what was coming to them for once.

The premise of the show, as I understand it, is that the various candidates are divided into teams and given tasks to do. Gradually, their numbers are whittled down until only one is left, who wins the prize of getting to work with Alan Sugar. However, in one particular show, which involved designing a posh pudding and selling it (how hard can it be to sell cake?), the team that came last was given a particularly excoriating assessment of their failure.

“But we did market research!” they said (or so I was told). “And lots of people said our pudding was wonderful!”

Aha,” said Lord Sugar. “You shouldn’t be listening to the people who say it’s wonderful – you should be listening to the negative comments.”

And Lord Sugar, when you think about it, is exactly right.

The feedback we want to hear is that our product (whether it’s cake or a book) is amazing, wonderful, and so on. We don’t want to hear that our book is tedious trash with cardboard characters and a nonsensical plot.

But it’s necessary to be brave and listen to the negative feedback, because those are the people who are pinpointing potential weaknesses. You can never please all of the people all of the time, no matter how hard you try (one look at the reviews on Amazon will tell you that), but if you’ve got several people all telling you that your main character is as dull as dishwater and they don’t care what happens to him or her as long as the story ends soon, it’s a fair bet you need to make some changes.

Good feedback is great for the ego – but it’s the negative feedback that tells you where you need to improve.

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