4. What I‟ll argue
— We‟re getting bogged down in the
debate between open vs.
prescriptive, ideas vs. execution,
proposition vs. engagement.
— We need a new way of working,
not just a new brief / briefing.
— If collaboration‟s too difficult,
you‟re doing it wrong.
#ipamodernbriefing
6. What is process?
— Noun: A series of actions or steps
taken to achieve an end.
Waterfall.
— Verb: To perform a series of
operations on something in order
to change it.
Agile.
#ipamodernbriefing
7. Waterfall process
— What: Prescriptive outcomes
— Who: Specialist teams
— How: Deliver handed-down scope
Client Client Creative Big
brief brief brief idea
---------- ---------- ---------- ----------
Client -
Account -
Planning -
Creative -
Production
---------- ---------- ---------- ----------
- - - -
Role of the brief:
Scope to be delivered
Role of the briefing:
Information sharing, handover
#ipamodernbriefing
8. What‟s the problem?
— “How can I write a brief when the
answer could be anything from an
app to an ad?”
— You‟re trying to use Waterfall to solve
business problems/opportunities.
– Planners need to stop trying to prescribe solutions
to business problems through documentation.
– Instead be part of an Agile team iterating towards
a solution.
#ipamodernbriefing
10. Agile team
— What: Solve problems
— Who: Multi-disciplined, self-organising team
— How: Iterative, collaborative process
Triage
#ipamodernbriefing
11. Agile process
— What: Solve problems
— Who: Multi-disciplined, self-organising team
— How: Iterative, collaborative process
Iterate
v0.3
What How
------- -------
------- ------- Discovery Concepting
Validate
Role of the brief: Role of the „briefing‟:
Record of task Team Knowledge gathering,
and today‟s solution hypothesis building,
& user testing
#ipamodernbriefing
12. Iterative approach
Conventional approach Agile approach
Big Bang launch Iterative development
Research „guesswork‟ Live validation
Subjective feedback Objective metrics
#ipamodernbriefing
13. Iterative approach
Pour fuel on Fan the
Light 100 those that flames of the
small fires take largest
Go / No Go decision
points,
with hard business
metrics.
Online
Facebook Premium Media
Display
filter scale
develop
#ipamodernbriefing
14. Practical tips
— Do:
Try version numbering your briefs.
— Don‟t:
Forget the philosophy.
#ipamodernbriefing
49. “Empathy is an imaginative leap
in which you endeavour to
understand the world from the
perspective of another person”
Roman Krznaric, Empathy
#ipamodernbriefing
55. We may well debate the commercial merits of
participation
#ipamodernbriefing
56. And some of our efforts may bemuse our
consumers
#ipamodernbriefing
57. Nevertheless, for more and more of our
consumers, participation is a way of life
#ipamodernbriefing
58. More and more of the content they see
is filtered by friends‟ participation
-17% of users consume news stories based on friends‟ recommendations
-28.8% watch online videos based on friends‟ recommendations
So if we want our content to be seen at all, we need a measure of participation
Source: Global Web Index
#ipamodernbriefing
63. So how do we get better at briefing
for participation?
#ipamodernbriefing
64. 3 key themes:
1. A business problem is a behavioural change
in disguise
2. Think about network insights, not (only)
consumer insights
3. From “the single thing we want to say” to
“the single thing we‟re going to make or do”
#ipamodernbriefing
65. 3 key themes:
1. A business problem is a behavioural change
in disguise
#ipamodernbriefing
66. At the heart of every business problem today
is an opportunity to change consumer
behaviour
- Even in those areas we previously struggled to impact
#ipamodernbriefing
67. Start with a clear, simple, granular problem
(N.B. these aren‟t easy to get to)
THE PROBLEM
-We need our 1m light users
to buy 1 more pack a year each
-Rate of sale is sky high but our
distribution is a barrier to
growth
-Delivery costs are stripping the
margin from our business
#ipamodernbriefing
68. Then identify the behaviour you need to
change to make that happen
THE PROBLEM THE BEHAVIOURAL CHANGE
-We need each of our 1m light -We need to create one
users to buy 1 more pack of additional baking occasion a year
butter a year for these users
-Rate of sale is sky high but our
-We need our fans to become our
distribution is a barrier to
distribution channel
growth
-Delivery costs are stripping the -We need to incentivise users to
margin from our business pool their delivery slots
#ipamodernbriefing
69. Move from “nice” sharing to, as Clay Shirky
puts it “jackhammer sharing”
#ipamodernbriefing
70. 3 key themes:
1. A business problem is a behavioural change
in disguise
2. Think about network insights, not (only)
consumer insights
#ipamodernbriefing
72. Thinking about network insights ensures we
understand why our target might participate
with our platform
#ipamodernbriefing
73. It ensures we know how to properly balance
effort and reward
#ipamodernbriefing
74. And it ensures we know how to design
experiences to maximise the participation
we need
Source: Luke Wroblewski, The Impact of
Social Models
#ipamodernbriefing
75. 3 key themes:
1. A business problem is a behavioural change
in disguise
2. Think about network insights, not (only)
consumer insights
3. From “the single thing we want to say” to
“the single thing we‟re going to make or do”
#ipamodernbriefing
76. The heart of the traditional creative brief:
What is the single thing we want to say?
#ipamodernbriefing
77. But we‟ve established….
Participation disrupts business models
Consumers ability to participate has the power to impact our
clients‟ businesses in more profound ways than ever before
The solution to a much more diverse range of business problems
lies in changes to consumer behaviour
If we want to change behaviour, we‟re probably not going to be
talking at people……
#ipamodernbriefing
78. Put another way:
“Behaviour is motivation
filtered by opportunity”
Clay Shirky, SxSW
#ipamodernbriefing
80. What are we going to make or do that will enable the
behaviour we need to see?
#ipamodernbriefing
81. In summary
1. A business problem is a What do we need people
behavioural change in disguise to do?
2. Think about network insights, not
Why would they do it?
(only) consumer insights -what are their network
motivations?
3. From “the single thing we want to
What are we going to
say” to “the single thing we‟re
make or do that will
going to make or do” enable them to do it ?
#ipamodernbriefing