Don’t let a crisis define the brief
Ewan McIntosh,
notosh,
Apr 05, 2020
This is perhaps the best thing I've seen Ewan McIntosh write, not the least because it gives us a glimpse behind the curtain. The gist, though, is quite simple: when brought in as a consultant (marketing or otherwise), the first thing to address is the problem the client wants to solve - the 'brief' - and through conversation and analysis, determine what the client actually needs to solve (this parallels exactly the negotiation on Yahoo help forums described by Erin Brewer 15 or so years ago). Just so, write McIntosh, we should be redefining the brief nature has provided us with the pandemic. "Do your research into what works, and doesn't work, before the crisis came along and during it, right now... Then ask what assumptions are hiding in all those things that work well — are they working well today, in the light of this crisis? Why not? "
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