From the course: Managing for Better Ideas
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Writing a powerful creative brief
From the course: Managing for Better Ideas
Writing a powerful creative brief
- Before you start generating ideas, you need to distill all of your thinking into a beautifully focused document. The more focused you are, the better your chance of getting effective ideas. This isn't a document where you hurriedly fill in the boxes with all the passion of a battle weary administrator. No, it's a distillation of thinking. It's a document to help you ensure you've put in the right work. It also forms a contract of what the team is expected to deliver. So it should be approved by the decision maker before it's given to the team. I've created a briefing template for you which you may find helpful. I'll explain some of the elements for you. The first section is the administrative stuff, project title, dates, and budget. That's all easy enough. Next we've got the heart of the brief because our job is to transform a situation. I've created my own way of doing that. You start by describing State A.…
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