- Charles Hale
Well thought and well bought
I am not talking about a solution. I am talking about the beginning of every solution. The briefing. The brief actually defines the succes across every axis. Solution, time, budget. Yet, a really good briefing is a rarity these days. What I have noticed is that less time is spent on strategising, assembling, wording and writing. Not taking the time will cost right across the board. Cost on creativity, relevance, time and money.
Shit in, is shit out.
It's a really simple rule. It's actually the same as: you get what you give. Which I live by. When the output is shit. Shit will hit the fan. And you don't want the fan pointing at you. You don't shit in any form.
A simple trick.
Start seeing a briefing as a work of art. Yes really! This will make you think more about the words you choose and how to both communicate and apply them. Evoking the right response, creativeness and dedication. Resulting in surprising, effective and on budget solutions. Words trigger action. And your briefing directs those actions.
Be free and let free.
Now this is the most difficult and scary part for many. Most briefings are written to control and secure the outcome. Understandable. But can you expect a solution beyond expectations when you only direct and control? Well, when you work with a creatively trainend person you can. But you can build in a trigger and freedom to evoke creativity in nearly anyone. Asking for a second, maybe more wild, solution to the briefing. It's scary because you have no idea what the outcome will be. And if the briefed will not spend more time on the second solution therefor not fulfilling your expectations. But I am sure you can manage this.
Assumptions are the mother of all f-ups.
Another phrase so true and relevant to briefings. Often you tend to leave out background information as you assume the people your work with all ready know. And if you do put it in people tend to skip it because they all ready know. So why put it in you may ask yourself. Three reasons.
1. Alignment. Checking if you have the same knowledge and perception.
2. Awakening. Bringing what you/they know from the back of the brain to the front. Making it possible to move to the left.
3. Awareness. Often there is more than one discipline working on a briefing. What is obvious to one discipline is not always the case for the other. When everyone working on the brief understands the project to the fullest, this enables them to contribute to their fullest.
You hold the magic wand.
It is my believe and experience that briefings decide if there will be magic, the expected or tragedy.
So carefully think your briefing through, write it strategically, creatively and bring it across passionately.
And if you all ready do this then share how you do it with others.
Create more magic.
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