Creative ProcessMarch 5, 2025

Why Briefing is Essential in Creative Work

March 5, 2025
Creative briefing process
Clients often come with predefined requests:
  • "I need a landing page for my new fund to showcase my projects. Can you make it?"
  • "I want to start a YouTube channel and build a content strategy around alternative investments. Can you help set it up?"
And the answer is no. Not because we can't create a website or develop a content strategy, but because that's not how it works.
In his book The Structure of Scientific Revolutions, Thomas Kuhn argues that problems are often framed within existing paradigms, limiting our ability to see the real issue. The same applies to creative work—clients often assume they know the solution before defining the problem.

Diagnostics Before Treatment

Imagine going to a doctor and saying, "My side hurts, give me some pills." A good doctor won't prescribe medication right away. Instead, they'll ask:
  • Where exactly does it hurt?
  • Is it a sharp, burning, or dull pain?
  • When did it start, and under what conditions?
Then they'll order tests, maybe an X-ray, and only after thorough analysis will they provide a diagnosis. They might even tell you, "Your side doesn't actually hurt—the issue is an inflamed pancreas pressing on nearby organs."
Marketing, branding, and creative strategy work the same way. You don't start with execution. You start with diagnostics.

The MRI Scan Before the Surgery

This is why briefing is essential—it's the MRI scan before the surgery.
  • What is actually hurting the business?
  • Why do you believe this specific tool will solve the problem?
  • What are the underlying business objectives?
A 2017 McKinsey report on business strategy highlights that companies often invest in tactical execution without a clear strategic foundation, leading to ineffective outcomes. Without proper briefing, efforts become like over-the-counter painkillers—temporarily masking symptoms rather than addressing the cause.
Sometimes, after deep analysis, the solution aligns with the original request. Other times, it doesn't. In some cases, the best course of action is to do nothing at all. As Nassim Taleb discusses in Antifragile, intervention for the sake of intervention can be counterproductive, reinforcing fragility instead of fostering resilience.

Solving Real Problems

We don't execute predefined tasks. We define the real problem, create strategies, and provide solutions that actually work.
If you're looking for someone to simply follow instructions, we're not the right fit. But if you want to understand what your business truly needs, let's talk.