How to give feedback without being an asshole

This is an extract from How to do Great Work Without Being an Asshole, by Paul Woods.

The creative industries are rife with colourful stories of famous individuals who, during the course of a project, come in and decide to tear down weeks of work and start again in the quest for "greatness". This is, of course, part of any good process that wishes to produce quality work. However, in my experience, creative leadership often has difficulty with giving useful feedback to their teams.

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Paul Woods is a designer, writer and illustrator originally from Dublin, Ireland. He leads the USA operations of global design agency Edenspiekermann in his role as Chief Creative Officer. He has created award-winning work for brands including Red Bull, Google, Morgan Stanley, TimeInc. and many others.