The Brief Behind the Brief

Every client asks for a website. Almost none of them want a website. Learning to hear the difference is most of the job.

A brief describes a solution someone already picked. Underneath it there is a problem they have not said out loud, usually because it sounds too obvious to mention.

Ask what happens if nothing changes

It is the fastest question we know. A brief with a real problem behind it produces an immediate, specific answer. A brief without one produces a pause.

The wrong project done beautifully is still the wrong project.

Half our first meetings end with a smaller scope than the one we were asked to quote. That is not us turning down work — it is the shortest route to work worth doing.