As John Boiler put it, “The one thing that a brief really needs to articulate to me is, why are we doing this? Why are we doing anything at all?…It’s one of those higher order questions that really help me get creatively engaged. When you start telling me ‘what’ and ‘how’ in the form of a brief, you’re taking creative tools away man. Give ’em back.”

Often the biggest missing piece in a project, or the one that gets obscured as soon as complexity steps in, is the ‘why.’ Never stop asking why – it will ensure that every effort is aimed at the best possible direction, the one with the biggest impact for your customers and in turn, your team’s happiness with the work.