Part 2: Too Many Eyes, Not Enough Clarity

The Approval Loop Trap: A 3-Part Blog Mini Series

This post is part of our 3-part series: The Approval Loop Trap.

Part 1: Signs Your Approval Process Is a Bottleneck
Part 2: Too Many Eyes, Not Enough Clarity

Looping more people into a project feels safe. More perspectives, more collaboration, more accountability, right?

Not always. In fact, when everyone has a say, no one really owns the decision.

Here’s what happens when too many people end up in the approval chain:

Contradictory feedback. One stakeholder says “make it bolder,” another says “tone it down.” Which do you follow?
No single owner. Creatives aren’t sure whose feedback matters most, so they stall or hedge.
Endless revisions. With every added opinion, the project gets further from the brief and closer to burnout.

Why It’s More Than Just Delays

This isn’t just about slowing down timelines. It’s about decision-making clarity.

When everyone’s opinion carries equal weight, the project risks drifting off-brief and turning into “design by committee.” Instead of sharpening ideas, feedback dulls them into something safe, bland, and forgettable.

The Fix: Clarity, Not Consensus

Define roles up front. In kickoff, spell out who does what. A framework like DACI (Driver, Approver, Contributor, Informed) makes it explicit:
- D = Driver: owns moving the project forward day to day.
- A = Approver(s): has the final say.
- C = Contributors: provide input, ideas, and expertise.
- I = Informed: kept in the loop but not actively shaping decisions.
This removes ambiguity and prevents “everyone” from thinking they’re the decision-maker.
Be explicit about what’s being reviewed. Say: “We need your approval on the design—copy is already locked.” Or “We’re reviewing layout only, copy is placeholder.” This prevents irrelevant feedback and wasted energy.
Consolidate feedback before it hits the team. Creatives shouldn’t be flooded with every contradictory comment. Assign someone (often a Creative Director) to gather, filter, and decide which feedback makes it through.
Set expectations on feedback. Let reviewers know in advance: not every comment will be implemented. Feedback is valuable input, but the decision-maker decides what aligns with the brief and the brand.
Set boundaries. Feedback windows are finite. Once something is approved, it stays locked so the team can move forward.