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The Nub
a good brief should ...  

  • be concise
  • be clear about the task
  • contain only essential information
  • have quantified measures
  • be memorable
  • engage people

When working with a company we not only define what a good brief should from first principles but what is good for the company. This definition provides the starting point for developing a process for better briefing .

We develop key metrics for each brief and also measurement systems for the briefing process itself to assess the level of improvement the new system has produced.