Seamless projects start with a good brief

You know projects which are like a complete encyclopedia of paperwork to dig through before you are even allowed to start?
Especially when people think they thought everything through so carefully (which is very good in a certain way) in combination with that that they also put all of that on paper.
But from my experience, point of view and opinion, this is impossible.

Of course there are situations which makes you absolutely sure what you want / need at the end of a project. But when it gets more complex, this is quite impossible.
I urge you to stay more agile and just explain your goal / aim in a brief plus a deadline.
Put more time and effort to make this very clear to your project team, than to put effort into documentation. As soon as the project starts, everything can and will change.

Make sure you succeed in transferring your thoughts, feelings and why you want that certain desired situation at the end of the project to the project team. Once you did that, give them all your support and especially trust to make it happen. Then they (usually) will realize it for you in the smartest and best possible way. A way you couldn’t think about before hand.
If you have doubts of the people in your team: work on that before the project stat, or give them your trust anyway and see what happens. The latter sounds a but strange, but giving trust is the best way to get it back as well. People might surprise you, because trust is a precious good which is rarely affected.

Very few projects end up with exceptional results. Why?

  1. A brief has to be brief!
  2. Trust is more important than an artifact of documentation.
  3. Relationship trumps contract.
  4. Audacious briefs make things happen.
  5. A brief brief should contain a deadline & a dream.
  6. Once your project start, things change.

’Why are we doing this. No what and how. That takes creative tools of the table.’

To understand the short summary stated above better, please watch:

26:41mins, Briefly from Bassett & Partners on Vimeo.

As a disruptive brand and design strategy firm that creates briefs across multiple creative disciplines including Advertising, Design, and Innovation, Tom Bassett, CEO of Bassett & Partners (and founder of MindSwarms), was curious to understand how some of the world’s most consistently exceptional creative talents thought about – and used – the brief.

Through a series of one-on-one interviews with Frank Gehry (Founder Gehry Partner), Yves Béhar (CEO fuseproject), Maira Kalman (Illustrator), John C Jay (President @ GX, Partner @ Wieden + Kennedy), David Rockwell (CEO Rockwell Group), and John Boiler (CEO 72andSunny), we asked them to elaborate on how they define – and use – the brief to deliver exceptional creative results.

The end goal of Briefly is to help inform and inspire future generations of collaborators to write better briefs and manage the briefing process differently in order to help lead to exceptional creative results.

‘If the brief is the right question, it should be enough.’

So while every project will still start with a brief, the dream is that more projects end up exceptional because of how these creative titans inspire (or re-inspire) the way we all think about briefs.




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