A colleague arranges lunch to provide feedback on the marketing collateral you recently developed. He tells you that the materials are poorly designed and lack creativity. You restate his comments in different words and then ask him to explain in greater detail. You assess his emotions and notice that his body language signals impatience. You decide that he is trying to be helpful, but is annoyed because he feels the materials reflect badly on the company. What did you fail to do to get the most from his feedback?