Instead of sprinting ahead with the brief, what if we take a breath?
It might sound counterintuitive, but briefs can be too brief.
Yes, we do our best work with focus, clear parameters, and tight objectives — but how often does a brief truly capture the unsaid wants and needs of our clients?
The expectations that never make it into the document?
Two powerful words can change everything: “What else?”
It’s the invitation that turns a pause into progress.
“What else might be true?”
“What else haven’t we asked?”
“What else could this become?”
My boss always says, “What’s the 10% left unsaid?”. However you say it, take the time to make some space for the ideas and thoughts that haven’t been spoken.
When we pause long enough to ask this question, we move from surface answers to deeper insight, from reacting to the brief… to redefining it together.
When Speed Becomes a Shortcut to the Wrong End
Our industry rewards speed — playing for the pitch, winning the work, and delivering quick, turnkey solutions. But speed can become a shortcut to the wrong destination. And when that happens, we find ourselves on the wrong field, playing the wrong game, with teammates who see us as service providers instead of partners. We chase the brief, not the truth.
Sometimes, we even discover that the brief was written by a team that’s no longer there. More often, key decision-makers were never aligned in the first place. So we need to make space. To realign with those key decision-makers and make sure the path we're on isn't the subconscious short cut.
But what about efficiency?
Taking a breath isn’t about slowing down. It’s about making sure we’re aimed at the right target before we hit “go.” That means asking questions, testing assumptions, and uncovering what’s really going on beneath the surface. Because most briefs describe symptoms, not problems. And you can’t solve what you don’t yet understand.
That’s where a working session is beneficial. It’s never just a meeting. It’s a pause we take together - a stop with purpose, a chance to challenge the brief, get the right voices in the room, and surface what’s been left unsaid.
When we create that space, the real problem and the right solution often reveal themselves. And taking the time to align on the true challenge ensures that every hour, idea, and dollar is going toward achieving the outcomes that actually matter.
And that is efficient.
So take an extra second to make some space. We’re not hired to provide turnkey solutions. We’re hired to see what clients can’t and deliver what they actually need, deep down.
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