In this episode we talk about how to write a brief that actually serves the teams working on the project as a meaningful foundation and continued point of reference, and that also leads to results at the end of the process. We have been on the receiving end of some pretty bad briefs in our time, so we thought it was important to educate around the process of building an effective brief, and specifically what needs to be included vs. not. It takes time and energy in the short term, but fuels the process in a much smoother way for the long term success of any initiative. We share lots of personal experiences as well as a bit of an unexpected confession from Anne.