Quite a few times, we read the brief in reverse. In our experience, we have always found the main points buried at the bottom.

What we like to absorb first is what is to be done, the main message, and when is it needed?

This way, we don’t get tired by the time we reach the essence of the brief.

Once we take in the main points, we can relax and read the context written in the beginning. Situation background, brand updates, business objectives and then some.

As for the buzzwords and other big terms used, that’s a separate article in itself.

We are in a time-starved work culture. Everything is needed “yesterday”. 

So until the time briefs adapt to that*, this bottoms-up strategy works for us. If you find yourself nodding your head while reading this, I guess it might work for you too.

*One-liner briefs not applicable.