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February 16, 2012


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What a great post! May I send this out to every prospective client I get for the next ten years? All these points are very important, but the biggest one I'd ask clients to absorb would be #1. Especially in technology- and computer-related projects, I get briefs again and again that want to differentiate themselves by saying they're faster, they're more flexible, they're smaller, they work with everything else, they're smarter, they're more secure, they're innovative, they offer a whole new approach, they're passionate about their specialty (ugh), or God help us, they think outside of the box. I say, "Get back in that box and write me a proper creative brief!"

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