I like to usually draw from our actual mistakes. Readers seem to take some solace in my confessions, maybe making their own errors less painful to bear.

On this one I can’t mention the customer but the lesson is still a good one. We had a customer that we showed a test print to. The response was, “so cool, I love it!” We proceeded to print only to find out that the person’s boss did not approve it, they loved it but it was not technically approved. Since that time, “cool” “looks great” “looks good to me” or other such affirmations are taken as compliments but not approval. We tell people we are looking for the word, “approved.” Make sure as well they know if they are approving the mock up to proceed or the sample to go into production.

Get that word, “APPROVED.”