Too often, we rush to create a campaign or program before fleshing out all the requirements needed to be successful. If we want a great result, we need to invest in the time it takes to create a great summary, a “brief”, of the necessary knowledge and insight needed to tackle the assignment. One hour of proper planning can prevent countless hours of wasted creativity that does not meet our objectives. This applies to projects big and small. A common mistake is to skirt this procedure when time is short or when the assignment appears simple. But that’s often when the brief is most needed.