A daughter once complained to her dad that she could not go on with her miserable life. All that fighting and struggling had exhausted her to the core. As soon as she manages to solve one problem, another crops up from nowhere. Exasperated, she declared could not take it anymore.
Her dad, who was a chef, asked her to accompany him to the kitchen. There he took three pots full of water and put them on high fire. As the water in the pots started boiling, he put a few potatoes in one, eggs in another and coffee beans (fresh and ground) in the last one. He waited for them to boil and the daughter waited with him, although impatiently.
After about twenty minutes, the dad took those pots off fire. He took out the potatoes and transferred them on to a bowl. He did the same with the eggs. The ground coffee beans which had turned to coffee was ladled out and then poured on to a cup.
Then he asked his daughter what she saw
Her reply was quite expected – “Potatoes, Eggs and Coffee.”
To that the father asked her to look carefully and touch the potatoes. She did so and noticed that they had turned soft.
Then he told her to take out an egg and then break it. When the shell was pulled off, the eggs were hard-boiled.
He later asked her to sip coffee. She smiled at the rich aroma.
She was wondering what this was all about and couldn’t help asking her dad.
This was his explanation…
It was the same adversity that all the three items had faced – the boiling water. Nevertheless, the reactions were quite different in each case. All that boiling had made the hard potato, weak and soft. The fragile egg was now hard and the coffee beans had transformed the water which it was in, to something new.
“So, which one of these are you,” the dad asked his daughter. ”How would you respond, when an adversity would knock on your door? Would you come out tough and hard like an egg, soft and weak like a potato or an innovator like coffee bean?”
Things keep happening to us in life. However, what happens within us is all that matters.
It is possible to change what happens within someone by inspiring them and driving them in the right direction. This is what a creative brief does. It can inspire and drive your creative team to kick start a new project.
A good creative brief should help you inspire your people within a span of 15 minutes max. It should be as inspiring as Martin Luther King’s Speech on “I have a Dream,” or maybe the “Gettysburg Address” given by Lincoln.
It should be concise and brief, without including excessive information.
A brief is called a brief for a reason. If it is too long, it just cannot be a brief. The main objective should be not to inform but to inspire them to come up with excellent ideas to solve an issue or a problem. Creative Briefs have to be short and sweet.
A creative brief, as per its objective has to inspire creative people. This means you have to speak in the language of the creative team. There are many methods you can adopt while developing a creative brief. Whatever method you choose, here are a few things your brief will have to address in a simple and relevant way:
What’s the challenge?
This is about the project you have on hand. You may talk about what are the things you need to look into and what is the kind of outcome the client is looking at. There might be a previous project that you may like to relate to. This would make things easier for the team to understand what they are to do.
What’s going to help?
This might include the resources that your team would need in order to complete the project. You may have to focus on the sources from where they get the information from. You may also have to talk about the tools they have to use in order to create the project.
What’s the thought?
This is the main purpose of the project or the main statement around which the whole project is centered on to. It could also be the exact message that needs to be conveyed through the project. This may differ from one project or one client to the other.
Why should anyone care?
This is very crucial when it comes to a creative brief. Through this you give a reason for your team to care about the project. Ultimately the project should give a reason for the target audience to care too. This is when it achieves the desired objective.
At Litmus, we have embraced creative brief as a very important part of our design process in order to set objectives, share information, align expectations and build consensus. It is this that has helped us achieve complete client satisfaction in all projects that we have completed.
If information is clay then inspiration is your mold which helps you shape the clay the way you want. So, go ahead, come up with a killer creative brief that can inspire your creative team to handle any challenge that comes their way!