Briefs should be brief.
After all, it’s right there in the name.
So why, then, do we still share these enormous, multi-page briefs that take ages to read through?
I’ve long said that one of my hardest jobs as a strategist is to condense a 300-slide research deck into a single sentence. That sentence should be an insight, an “aha!” moment, a nugget of truth that will inspire great creative.
Continue reading “Briefs should be brief. Here’s how to shorten yours.”