( Brif )
Stop decorating the brief
A good brief is short, specific, and uncomfortable. A decorated one hides the problem it should expose.
What a brief needs
A problem, a date, and a decision-maker. Everything else is optional, and most of it is noise that makes the real problem harder to see.
Cut the mood board
Mood boards invite taste before understanding. We ask for the three surfaces you already have and what is wrong with each.
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