Preparing a brief that team members can understand

In this newsletter, we talk about why briefs need to be kept simple and accessible.?

We share the challenges team members face when the briefs are complicated, lack clear objectives, or lead to misunderstanding. ?

And we will help you understand more about the benefits of co-ownership and how to secure the support, focus and commitment of team members for a successful campaign outcome.?

There are also 5 high-impact steps to take when preparing a brief for your team members.?

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Imagine being dropped into the middle of a forest. You are handed a map, that lacks marked destinations or routes, and a X that marks your destination. Upon closer inspection, you realise this is uncharted territory, and the map is devoid of guidance.?

Many campaign and project team members find themselves in this predicament when presented with a poorly prepared brief.?

They are expected to navigate through a project without clear directions, leading to confusion, misalignment, and inefficiency.?

A brief is not just a document. It is the compass that guides a team towards its goal. It provides necessary bearings and directions, pointing out the path that needs to be taken to reach the desired destination.?

Without a well-prepared brief, team members might lose their way, deviating from the project's objectives and wasting valuable resources.?

A brief is the blueprint that shapes the structure of a project. It outlines the project's framework, detailing the tasks that need to be accomplished, the roles and responsibilities of each team member, and the timeline for completion. Without this blueprint, the project could lack structure and coherence.?

Successful outcomes are built upon the foundation that the brief provides. It provides a solid base from which the team can work. It outlines the project's goals and objectives, providing a clear vision of what success looks like. Without a strong foundation, the project risks collapsing under the weight of unforeseen challenges and obstacles.?

Common challenges in understanding and following a brief

Team members often find themselves lost when faced with briefs that are convoluted, filled with jargon, and lack clear objectives. These complexities transform the brief from a well-drawn out map into a cryptic puzzle that needs deciphering.?

Seeking to understand convoluted briefs consume valuable time and resources. It leads to misinterpretation, causing confusion and ultimately, ineffective execution of tasks. The brief, intended to provide clear directions, instead leads to frustration and results in a drop in morale. The team's energy, instead of being channelled towards productive tasks, gets drained in trying to make sense of the brief.?

A brief that is not easily understood can create a barrier between team members, fostering a sense of exclusion rather than inclusion. It divides the team, with some members feeling left out due to their inability to comprehend the brief fully. This lack of comprehension can stem from various factors - the use of complex language, lack of clarity in objectives, or the absence of a clear roadmap.?

This divide builds in a lack of cohesion within the team, affecting the overall productivity and success of the project. When team members do not fully understand the brief, they may not be able to align their efforts effectively towards the project's goals. This misalignment can lead to inefficiencies, missed deadlines, and subpar outcomes.?

The power of simplicity and accessibility

It is crucial to address these challenges head-on, by preparing briefs that are clear, concise, and accessible to all team members. This not only ensures effective communication within the team but also paves the way for successful project execution.?

A brief should be a tool of empowerment, not a source of confusion.?

The power of a brief lies in its simplicity and accessibility. A brief that is simple and easy to understand eliminates the risk of misinterpretation and confusion. It ensures that all team members, regardless of their role or level of expertise, can comprehend the project’s objectives and their role in achieving them.?

Simplicity in a brief is about presenting information in a clear and concise manner. It is about avoiding jargon and complexity that can lead to confusion and misinterpretation.?

Accessibility is about ensuring that the brief is available and understandable to all team members, regardless of their role or level of expertise.?

The benefits of a simple and accessible brief extend beyond clarity.?

It fosters a sense of co-ownership among team members.?

When team members understand the brief, they can align their efforts with the project’s objectives, leading to more effective and efficient outcomes.?

This sense of co-ownership not only boosts morale but also encourages accountability and commitment to the project.?

Sidebar: Encourage co-ownership, to move beyond simple responsibility

Co-ownership is a powerful concept that extends far beyond mere responsibility. It is about instilling a sense of commitment and focus in team members. When team members feel a sense of ownership over the brief, they are not just responsible for their individual tasks; they become committed to the project as a whole. They see the project not as a collection of disparate tasks, but as a unified endeavour towards a common goal.?

Continue reading the article through this link to understand more about the benefits of co-ownership and how to secure the support, focus and commitment of team members for a successful campaign outcome. We also share 5 high-impact steps to take when preparing a brief for your team members.

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