Despite the name, brevity isn’t something that we value in a brief. Agencies, particularly Advertising & PR ones, say that a good brief can be written on the back of a napkin. That sounds romantic, but in practice it’s not very useful.
Helping our clients write comprehensive problem descriptions (“briefs”) is the first step we take when kicking off our Product Discovery Process. Length is not an issue (in fact, our briefs tend to be longer than the norm); information completeness, however, is.
An exercise in solving the principal-agent problem
Because we build digital tools, you could say that we provide a service to our client’s clients on behalf of our clients. In less confusing terms, we act as an agent (“action taker”) representing a principal (“action initiator”).
This generates frictions on three grounds:
- Information asymmetry
- Interest alignment
- Decision Repercussions