A brief is a hypothesis about what the work should be. Our job is to test it — not to execute it politely.
The honest re-brief has three parts
- What you asked for.
- What you want.
- What will actually move the number.
If those three do not match, the work is dead on arrival. We would rather lose the meeting than deliver a beautiful version of the wrong thing.
“The most useful sentence in agency work is: "before we start, may we ask what we would need to be true for this to work?"”
Tags ·cultureclient workbriefs
