Briefing protects us from working against the wrong objectives. Agreement in writing is essential to have shared clarity of purpose.
Efficiency is achieved by clear aims and focus of effort. The view that not writing a brief is faster, assumes that faster to the first presentation of an idea is the aim, rather than faster to agreed work. Saving time in the short term is often a false economy.
Written briefs lay out what the delivering party is expected to deliver in a measurable way. Without mutually agreed objectives, the partner’s work can only be evaluated subjectively, leading to dissatisfaction. ????
Without a written brief the work can be creatively brilliant and extremely effective in working against the wrong objectives. Agreement in writing is essential to have shared clarity of purpose.
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