Failing publicly is an occupational hazard in creative industry. Dealing with the results can be a defining moment, offering a great opportunity to learn and come back with a more focused proposition. The design process by its nature is a structured way of failing to succeed; Weeding out weak ideas fast and early. Being comfortable with being wrong regularly is key to ultimately being right. Asking the questions which you know might be the end of a direction. This applies to form giving and features, but the communication and strategy of the delivery can be pivotal to engaging people and can shape the more ‘public’ aspects of your success and failure. Understand who you are speaking to and what they want to talk to you about. When and where do they want to hold the conversation, and how long their attention span is. What tone of voice is appropriate, what trigger words are there, and how to make them want to talk to you again.