Danny Ratcliff

I actually don’t agree with the approach above where post feedback is concerned. Invariably all comments that are not going to be discussed/negotiated will need to be addressed before supplying a revised cut. Unless changes ripple through and adversely affect the narrative (potentially necessitating additional notes from client), the most effective method of applying changes (particularly if those changes are exhaustive) is to make edits sequentially back from the end of the cut to maintain timecode and avoid confusion. Prioritizing feedback and making edit changes in a non-sequential fashion (particularly for long form) has the tendency to increase the likelihood of human error - even for a very experienced editor.

Producing creatively compelling content in any format can be challenging. If the format or brief are out of your production team’s previously produced scope, lean on your creative team more heavily than you would ordinarily. Bring together your heads of department and as a team, identify a clear consistent creative direction for the project. Create references for the visual language (lighting, lenses, edit styles, color correction and graphics treatment) that all departments are aligned on. Undertake a thorough audit of ALL resources required to meet the brief. Be pragmatic. If you aren’t able to achieve the quality of output expected, decline the project. Your industry reputation far outweighs the short term gain of the budget/contract.

I’ve found staying at the forefront of technological developments in your field of expertise and the tools within it has been invaluable. I think it’s important to note however that gaining a thorough understanding of how an advancement or pivot in tech may fundamentally change the landscape going forward makes it crucial to do due diligence before making statements and/or assumptions. One of Amazon’s leadership principals is essentially “Be right, often”. This is most applicable when directing your career, or the path of your company into unknown territory. Doing due diligence on any and all unknowns where tech advancements are concerned is essential for avoiding failure and engendering trust from your peers and C-suite.

I’ve found over the years that passing on knowledge gained can be almost as beneficial as learning yourself. Building trust in a multi-functional team who feel empowered to succeed happens quickest when skills and knowledge are shared in a structured environment. Single-threaded ownership of tasks, roles and responsibilities is vital to efficient output in many cases. However, equipping the members of a team with the knowledge and skills to become cross-functional invariably supports both their professional/personal growth, as well as business needs. In my opinion, being mindful not to gatekeep skills has always been vital in creating robust, over-performing, dynamic teams capable of peer review/mutual support.

Being mindful and reflective of my actions and performance continue to help shape the way I interact with those around me. In both internal and external interactions, self-audit can help ensure the success of future communications, at every level. The media landscape continues to evolve at an incredible rate, and with this acceleration comes an ever increasing need for succinct, accurate communication. Ensuring that you are concise in communication without sacrificing detail is an art that cannot be underestimated. This said, openness and inclusivity are paramount (whatever the medium), in maintaining healthy, positive working relationships with clients and team-members alike. Simple courtesies should never be sacrificed.