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Take The Word “Brief” Seriously

The following post is an excerpt from Digital@Speed, authored by digital marketing guru Mark DiMassimo. Visit the official website here to download your free copy today.

Ernest Hemingway is said to have created the shortest short story ever. Over lunch at the Algonquin Round Table in New York City, Hemingway bey his writer friends he could write a compelling tale in only six words. His lunch mates happily bet $10 each that he couldn’t do it. Hemingway scribbled six words on a napkin, then passed it around. Each writer read the napkin and immediately conceded Hemingway had won. The six words: “For sale. Baby shoes. Never worn.”

At DiMassimo Goldstein, we could say, “We’ll get you to a better place and we’ll get you there quicker.” But we say, “Higher standards. Shorter runways.”

So let’s not ever make each other guess which part of a brief is the important part. Let’s just include the important part. Let’s make sure our briefs are simple, compelling and crystal clear. Nothing in an agency is more sacred. – From the DIGO Standard .

I like to think that it’s called a brief for a reason. This is not about “minimalism” or some fetish for curtness. Before a brief can be a tool for getting the right creative work or media thinking out of a team, a brief is a tool for getting thoughts focused. Focused thinking is elegant. An elegant solution is everything that is necessary to solve a problem, and not one thing more. Looking at it from the other directions, you want it as simple as possible, but no simpler.

Think problem/solution. Question/answer. Stimulus/response. Just as listening well is essential to communicating effectively, defining the problem is essential to creating a solution.