Collective creativity is a time-honoured cyclical process of investigation, searching, refining, assessing and investigating again.

Within the process comes an opportunity to integrate commentary and critique by a knowledgeable and knowing external voice.

This external voice owns the capacity to absorb the creative team mission without preconception. It owns a mindset to selectively challenge their process, assess their work through a fresh frame of view, participate actively, enhancing quality and improving value.

This is the critical friend.