When you’re not having one-to-ones, building culture, looking for future team members, managing stakeholders, saying thank you, or otherwise busy with all of the stuff you might not have realized a creative leader does, it turns out you have to also do the part of the job you thought you signed up for: giving creative direction. It also turns out that you may not be very good at it. And that’s OK. You probably haven’t been taught how to give creative feedback or may not have given creative feedback at all, and it’s likely that you haven’t been given good direction yourself. Most creative directors tell their teams what to do, without ever telling them why it’s important or how they’d like to see the feedback implemented. So you’re stuck in a vicious cycle of creative directors who aren’t good at giving direction creating more creative directors who also aren’t good at it. So, why are people who are so good at being creative so bad at giving creative direction?