The idea that feedback is not fixed is a common thread in these scenarios. Our interpretations and reactions influence feedback. A critique is the beginning of this negotiation process, allowing the exchange of thoughts and opinions. Ultimately it is important that our designs accomplish business goals and engage our audience, but getting there is not always as straightforward as it seems. Every time project members exchange and share information or insights, the project value goes up. On the other hand, if communication isn’t adding value, ask whether it is important that you collaborate or if there is an alternative. Cassie McDaniel.