Two Types of Input

When reviewing work, there are two fundamentally different types of input you can give:

Feedback = refinement within a shared direction

Alignment = establishing what the shared direction should be

Understanding the difference helps both of us work more efficiently.

The Difference

Feedback: Refinement and Iteration

What it is:

• Adjustments to execution (tone, layout, targeting, messaging)
• Course corrections that don't change the destination
• Refinement within agreed strategy

Examples:

• "This headline feels too salesy. Can we soften it?"
• "The CTA color blends in. Can we make it more prominent?"
• "This email is too long. Let's cut it to 3 paragraphs."

Why it works: We're aligned on the goal. We're just refining how we get there.

Alignment: Establishing Shared Direction

What it is:

• Agreement on what "success" looks like
• Clarity on strategy, priorities, and trade-offs