What is the best input to a creative initiative?
"Write a clear brief, focus on the brief, learn to articulate the proposition quickly and clearly." Jim Prior, 2020 (Global CEO of Superunion, WPP)
Stakeholders, people who use, peoples' needs, goals, describes activities, explains issues found and errors found, provides clear statements of any problems found and identifies possible causes, provides evidence justifying benefits, details potential opportunities.
