Field note 06 — Jan 2025← Back to journal
Method
The brief before the brief.
Most brand work fails at the question, not the answer. A note on the conversation that should happen first.
- Reading5 min read
- FiledJan 2025
- SectionMethod
- ByMarcus Hale
Pull —
“A good brief is the second draft of a difficult conversation.”
By the time a brief reaches an agency, most of the interesting decisions have already been made — usually badly, usually unconsciously, almost always by committee.
The unwritten brief.
There is a conversation that should happen before the brief is written. It is uncomfortable, slow, and usually involves disagreeing with the person who hired you. It is the most valuable hour of the engagement.
“A good brief is the second draft of a difficult conversation.”
— Marcus Hale, Jan 2025All pieces →
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