Committees kill creative sparks faster than any critic

At one agency I know, every storyboard had to pass through eight layers of brand managers, legal eyes, country directors, and a resident poet who insisted on approving rhyme schemes. By the time the ad hit the air, the copy was so diluted it made no impact. Campaigns stalled for months—three spots per year was the norm.

Contrast that with a small tech startup I advised, which formed a 10-minute weekly huddle with one designer and one product manager. When an idea scored poorly in an A/B test, the duo cut it on the spot and moved on, rewriting in real time. In eighteen months they launched twenty-plus video ads, each sharper than the last.

Committes excel at finding flaws, but they rarely spark breakthroughs. Brainstorming rooms packed with too many voices usually end up with a patchwork idea that pleases no one. The smartest agencies arm a small, empowered team with clear goals and trust them to deliver.

Behavioral studies on groupthink warn that large groups unconsciously conform, stifling originality. By trimming your review process to its essentials, you can protect the spark that made your idea special in the first place.

Cut your review list down to just two people—a marketing lead and a key stakeholder—so feedback stays focused. Book a 30-minute slot with them, set a clear agenda of “objective, timeline, go/no-go,” and stick to it. Instead of polished mockups, bring rough sketches or simple storyboards that invite quick critiques. When you limit the circle and speed up the process, your creative energy stays intact, and great ideas get to market faster. Try it on your next pitch.