Dave Trott posted a blog post titled The brief is WHAT not HOW.
« Too often nowadays the people who write the brief think it’s their job to write a fully detailed and proscriptive list of HOW the job must be done. So you have people who aren’t trained to do the job, tying the hands of the people who should be doing the job. Of course, the people who write the brief should be concerned with the business problem: WHAT is the job to be done? Those actually doing the job should be concerned only with HOW it should be done. »
« People writing briefs have been trained in marketing NOT communication. People who do the work have been trained in communication NOT marketing. It works better when everyone does their job and lets other specialists do theirs. »
Dave Trott is author of One Plus One Equals Three: A Masterclass in Creative Thinking (2016).