Briefing protects us from working against the wrong objectives.
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. 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.
The typical desaster starts with: “you know what I mean – just make it happen”
Agreement in writing is essential 👉 take the time and write a proper briefing
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