Bob Garfield

4 phrases that drive creative people nuts

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Storytellers are often frustrated by their data teams' jargon. If you want to drive your creatives absolutely crazy, toss out these choice phrases.

"Here's a binder full of stats. Take a look at them."

Creative people are open to stats, but not if they are presented in a cold, disconnected way. Storytellers will just retreat back to what's worked in the past. Analytics need to be handed off with the campaign's goals in mind.

"Here's why I'm right."

When data people talk at creative people, rather than to them, it couldn't be a bigger mistake. Don't condescend your colleagues. Engage them in an open conversation.