Those in the trenches of professional services, like me, often have clients who consist of a group of people such as a board of directors, a committee, or a set of department leads. All groups have their own dynamics based on the meshing (or not) of the group members, and this can work (or not) to the benefit of the project’s success.

I have found that working on creative projects with a group of no more than four or five is ideal for both the client and me. Our conversations can be focused and differences of opinion can be debated, and most important, every group member has a chance to be heard. The process becomes even more productive when a facilitator is designated who will keep everyone moving forward and on task. Rabbit holes can be bypassed (such as arguing about font size) and communication with the service provider is more likely to be accurate and streamlined.

When I was asked to create a logo for a nonprofit with a 24-member board, I requested that a subcommittee be designated to manage the logo development process and a subcommittee chair assigned to guide it. This committee was given the authority to identify directions, review concepts and approve the final two design drafts.

When the logo designs were presented to the entire board, they were tasked with choosing one of the two designs in an up or down vote. Discussion ensued and inevitably, one attendee announced that she wanted to see the drafts with different typestyles. The subcommittee chair informed her that variations had already been explored by the subcommittee and the board moved on to making their choice.

When there are a dozen or more participants, each with an equal voice, the process can quickly bog down and become an exercise in trying to please everyone. In the creative industry, this is known as “design by committee” which results in bland, ineffective, “safe” outcomes — often a fail.

A small, focused group can produce great work when the creative review process is well-managed. As Tom Fishburne, of marketoonist.com, recently said, “Everyone should have a voice — not everyone should have a vote.”

Many of you sit on boards and committees. The next time your group has a branding, communications or marketing challenge, I would love to be part of the team that develops the project. An intelligent group process is your best hope for a successful outcome.