Musings

Dancer and choreographer Liz Lerman created a process for getting and giving feedback called Critical Response over 25 years ago. Her framework places a premium on active questioning as a way to unravel how the creative work is being received in the world as opposed to what was intended. It provides a safe and structured way for creative work to be critiqued that empowers the creator while also giving freedom for all members of the critique to participate.

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Websites are brand’s “digital front door” and are often the first interaction that a potential consumer will have with a brand so it’s important to get it right. But not every marketer has unlimited time and money to build the robust website of their dreams. And sometimes getting the balance right in the competing interests of fast, cheap, and good can feel harder than necessary. Here are a few principles that can guide a marketer under pressure to deliver the right site at the right time.

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I spent 25 years in experimental theater. I wrote, directed, produced, taught, and performed shows ranging from a 12-hour performance piece to a highly narrative homage to the golden age of television. I even dabbled in circus acrobatics. In the process, I learned a lot about building a cast and crew that fits the project at hand. To read more about how I use my lessons from theater in the world of business check out my article in Fast Company.

Before the pandemic, my colleagues and I at Modern Craft were seeing more and more marketing leaders struggle to figure out how to tackle competing priorities. To help them figure out where to start, we developed a diagnostic tool that points marketers to an area of focus – a starting point.

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