I’ve started to notice a recurring trend in the briefs and request for proposals we receive.
Every one we’ve reviewed of late has one line in it that is totally out of synch with the rest of the document’s content.
This line is guaranteed to contain:
- a buzzword or two
- an adjective that really isn’t necessary
- and finish with a lofty business goal
There will be no further information or indication of what this tool/feature is and how it should work, just this one line.
Here’s a perfect example:
“We understand the importance of social media so we need to develop a vibrant social network so that we can provide unrivalled customer support services online.”
Um, ok – but what does this actually mean?
Well, after a few phone calls back and forth we managed to nail down what it is they thought they actually wanted and what that sentence was supposed to convey:
- Facebook page/Twitter account so they could provide customer service in an open manner (until they realised that they weren’t prepared to encourage their customers to air their grievances quite so publicly).
- password-protected pages for sharing various documents (no vibrancy required!).
The absurd thing we also came across when we dug a little deeper was that:
- no one would take responsibility for authoring the actual line
- none of their staff wanted to use the tools requested
- there was no operational capacity to use those tools even if they had wanted to
- there was no strategy behind why they should be using these tools
So how can that happen to a brief? How can a document that is meant to establish a clear understanding of a project’s requirements end up hampering that very process?
Who knows, is the honest answer but I really don’t like it.
My best guess is that these one-liners get tacked-on just as a brief is being sent out.
Why?
To make sure we consider and cost absolutely everything – even the things that in reality no one wants or needs.
This obviously doesn’t help anyone so rather than just whinging about things (like I’ve done in this post) I’m going to start scribbling down some thoughts on how to develop a brief I’d appreciate receiving.
So please do give us a shout if you’ve got any tips or guidelines you’d like to share.
Good post guys. I’ve certainly witnessed this from the other side and, in my opinion, the problem is lack of dialogue (both internally and with the consultant prior to brief stage), and lack or disparity of understanding internally.
I think what you touched on above is actually also reflective of what some digital agencies push – the idea that social media (in all its glory), is a must for all organisations. In these scenarios clients are more or less encouraged to jump on the bandwagon. Instead, they should be considering how social media might fit in alignment with existing communication strategies. Social media should be an option in the communications/marketing mix for organisations, not something that is pre-determined add-on.
There are some agencies now pitching their services on how social media can be used for recruitment and they are reluctant to believe that, a)it is not something that is required within a given organisations recruitment strategy or requirements and, b)that the person they are speaking to might be very familiar with the possibilities offered (or not) by social media platforms.
When I work with external agencies and consultants, I find the best approach is to take time over it unless, of course, the requirement is very simply defined and time is of the essence. All parties should know what is expected of them.
That said, I can imagine some people/organisations simply want to try and get everything in to a brief so that they can get an idea of costs. At this time, no one is throwing money away but it is not always clear how much complex services and consultancy might cost. As such, the type of brief you refer to might be more of a fact-finding mission on the part of the client in question.
I think the kind of brief guide you are proposing would be a useful tool to many companies seeking a variety of services. In this scenario the consultant has a role to play in educating the client.
First off its great to get some insight from the other side of the fence!
There’s no doubt that clear communication and a shared vision, both internally and with external providers, is often the lacking ingredient.
Both clients and providers tend to try and minimise the time spent on the procurement or tendering process. The reality is that skimping on this more often that not leads to a false economy.
It’s certainly up to the experts (freelancers or companies) to educate and guide their clients – after all that’s what we’re paid for. In fact we’ve found a client’s response to our requests for further information and our preliminary feedback is a great litmus test for whether or not we’re the right company for them.
In terms of providers using the latest buzzword or fad to cajole clients into spending that adds little or no value – again I sadly have to agree. Social media is the SEO of yesterday, and probably the content strategy of tomorrow. Without a thoroughly researched and validated strategy behind it, any tool or technique, is unlikely to offer any long-term value.