The creative process can be subject to many iterations during a project, and this can make us reluctant to be definitive early on. To save face, we may hold back on specifications until we’re absolutely certain they will be well received, accurate, or considered a best course of action. But let’s remember two things.
One: If we are specific about the right things, there’s less chance of having to backtrack. Be as specific as you can about the ultimate purpose and the basicmechanism of the deliverable. Regardless of how your team gets there, what does the finished product have to do, and are there mandatories on how it does this? This puts pressure on the creative brief; so ask: is your marketing team giving you the information you need to be specific with your team?
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