The one feedback no one ever wants to hear from Clients.
It’s not a rejection. Not an approval.
Like Hiranyakashyapu’s vardaan.
You cannot be killed in the morning or night.
Not inside the house, nor outside.
Not on the ground, nor in the sky.
In agency life, this translates to —
“This is not good, but I can’t tell you what’s good either.”
“Do something amazing, but I don’t know what amazing looks like.”
“Surprise me, but not too much.”
How do you find something that has no shape?
In my early days, I took it personally.I stayed up, rewrote, reworked, remade — only to get the same verdict.
Majaa Nahi Aaya.
Or worse — “The earlier draft was better… usme thoda toh majaa tha.”
Over time, I figured the truth — Majaa Nahi Aaya is not feedback. It’s a confession.
Confession when one doesn’t know what they want.
So, the hot potato is passed back to you.
You burn your fingers trying to read their mind — when they themselves haven’t read it.
So what do you do?
You stop asking — “Isme majaa aaya? Isme? Isme?”
Instead, ask — “Majaa ayega toh aapko kaisa lagega? What will you actually feel?”
Creativity is also about helping them discover the feelings they are chasing but cannot name.
Majaa Nahi Aaya is the symptom.
The real disease?
Not knowing what you want to feel.
Our job is to find that feeling — and then own it.
