Bob Hoffman was right, mostly.
Recently, I read and commented on Bob Hoffman’s LinkedIn essay, “The Three-Word Brief.” Bob was also a guest on The Brief Bros., a videocast I
November 11, 2021
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“I don‘t know what I think until I read what I have written.”
Recently, I read and commented on Bob Hoffman’s LinkedIn essay, “The Three-Word Brief.” Bob was also a guest on The Brief Bros., a videocast I
I’ve written before about the need for brief writers to have empathy. You need to have the capacity to walk a mile in the shoes
Two ideas from David Ogilvy, which seem to contradict one another. First: “Talent, I believe, is most likely to be found among nonconformists, dissenters, and
From How To Write An Inspired Creative Brief, 3rd Edition, Chapter 8 “Gettin’ good players is easy. Gettin’ ‘em to play together is the hard
I am a fan of the Columbia University linguist John McWhorter. I came to know about him seven or eight years ago when I discovered
When I teach my creative brief workshops for the ANA (ana.net), I often use the terms Brand Advocate or Brand Guardian to describe the marketers
This meeting should raise expectations. This meeting should crackle with electricity. This meeting should always be standing room only. I speak of a regular gathering
Wait, you don’t see the brief until the project kicks off? You look through the document for the first time as you listen to the
