ABSTRACT
It is clear that the brief provides a central body of information that all contributors will use to focus and coordinate their activities. Preparation of the client design brief is a particularly interesting stage because it is the first point at which an attempt is made to link the internally generated new business idea with external personnel and with the organisation’s own ongoing business requirements. It is therefore a task that should not be underestimated. It should not be assumed that if a simple brief is prepared by the client, the professionals – the consultants – will sort everything else out at a later date. In fact this approach is a recipe for disaster – for everyone.
