Having worked in blue-chip FMCG, entrepreneurial start-up and now the non-profit sector I've seen my fair share of different briefing templates used by clients and agencies, and none have come close to being as simple and effective as the one I've recently fallen in love with from Google. The beauty of this template is that it can be used for any type of agency or challenge - from advertising to content to PR to loyalty etc.
We all know how important a brief is. The quality of what you get out depends entirely on the quality of what you put in. I thought I would share this particular one as an example and if you have any suggestions, improvements or other examples I'd love to see them!
This super-simple (and very "Google") approach is based on the following principles:
Example - Samsung brief shared by the Google Digital Academy (before the phone started exploding).
Example - Street League brief we delivered to the Google Squared Guru's in February 2017
I'm always interested in how different companies and teams approach the briefing process, so please share any other templates you think can inspire game-changing solutions.
Leadership is not about being a superhero - most superheroes work alone. It is about empowering and envisioning others.
Leadership becomes ESSENTIAL as you progress through your career as you realise that your personal output is finite, but by motivating and influencing others towards a shared vision your impact can be infinite. No-one achieves a great legacy on their own.
There are many definitions of leadership, but here is my own take on it.
Tried to keep it short and snappy, but here's more on my thoughts about leadership if you fancy reading on:
In my role as Head of Marketing at Street League, I am currently leading a team of young, passionate, energetic marketeers - ranging in age from 22 to 28 and experience from 0-3 years in the field.
Each week we get together to discuss bite-size "training and development" covering topics from effective email communication and video editing 101 to Adwords training and career planning. This week I decided to unpick the topic of "your personal brand" - given they all admitted it wasn't ever something they had thought about before.
To me, a personal brand is the blend of your purpose, characteristics, strengths, values, and your communication style. Actually these pillars are the foundations of most brands, whether commercial or personal.
Thinking about yourself as a brand can be quite daunting, so I wanted to make it as simple, actionable and accessible as possible. I thought I would share how we discussed the topic in case anyone else leading a young team finds it useful.
Why think about your personal brand?
Some questions we covered to help prompt the discussion:
Key themes which emerged:
Examples of ways in which you could take "baby steps" to reflecting your personal brand:
We could have chatted for hours on the topic but we left it there and will move on in the coming weeks to strengths, weaknesses, values and purpose, which all ladder up to your personal brand.
Ciao for now,
I believe that exercise is the miracle cure we’ve always had. It can reduce our risk of major illnesses, such as heart disease, stroke, diabetes and cancer by up to 50% and lower our risk of early death by up to 30%. Exercise is also the single best thing we can do for your brain in terms of mood, memory, and learning. I am particularly passionate about getting girls involved in sport, given that more men play sport than women at almost every age.
However, most people believe that you need to be "sporty" to get involved - there’s always been that attitude of "you’re either a natural or not". The UNSport revolution believes sport should be INCLUSIVE not selective, FUN not aggressive, CHALLENGING but not difficult, CONFIDENCE boosting not intimidating, and you definitely don't need to be sporty to get involved.
So I decided to try to keep a record of all these "big bets" here - partly to help me answer the question, and partly to keep track so I can collect my winnings when I'm right!
Sara's Bet #1
Exercise will become incentivised within 10 years.
Stake: Whoever wins gets an actual hovering hoverboard.
Sara's Bet #2
National governments will cease to exist in 5 years time.
Stake: If I win, she votes for me for President.
Sara's Bet #3
We will use thumbprints for EVERYTHING in 2 years time.
Stake: £1. My mum hates betting.
What is social enterprise and why do I think it is a new megatrend?
Social enterprise is the term for businesses which run self-funding sustainable business models with an overarching purpose which is more than just for profit generation and fulfils a social need. It is not a distinct industry per-se, as this can transcend any industry and function.
Why do I think this will be a new mega-trend?