Your brief is lost in prompts
Everyone processes information differently: from words, from visuals, or from interaction. A human brief may have to be repeated in every form to ensure the content hits its audience and the objectives are clear.
This translation step must not be mistaken for noise. In the interest of detailed information, briefs often include conflicting or irrelevant information that can confuse anyone touching the ask.
I value briefs that provide clear objectives, priorities, the decisions to be made next, why, and the numbers that would change my mind on how it would be executed.
Briefs that provide a truth and not a solution will help a team go far