Not my usual post, but rather than bookmark this i wanted to archive it here. I love slideshare; have watched many intuitive slide shows from that spot. This one probably tops them all.

As the slide states; everyone seems to spend forever on the brief and the pitch without even an understanding of what the actual consumer wants. Spend more time talking to your market and less time talking for them. That is all.

I’ll be back shortly with a post that relates nicely to this.

Reference:

http://www.slideshare.net/garethk/the-brief-in-the-post-digital-age