The creative brief is about subtraction not addition.

As we are about to add another year to the calendar, it’s time to remind brief writers about the importance of subtraction. The creative brief, by design, by definition, is about strategic reduction. It is about stripping away excesses to arrive at the ideal essence of your brand. Antoine de Saint-Exupery, author of The Little Prince, […]

Six ideas on how to write better single-minded propositions.

No one wants to write a bad single-minded proposition. I get it. There’s a ton of pressure on you to not just write the damn thing, but to write a brilliant one. When everyone expects, well, Just Do It, anyone would shrivel up into a dried-out raisin. So here’s my advice. Number One: Save the […]

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