Rationally, the brief tells us what client prospect is looking for.
And sometimes that’s enough. Sometimes.

Most times the ‘unspoken’ are the critical questions you need to
respond to. Questions that emerge through relationships, through
listening, listening: why are they reviewing, who is the real decision
taker, what he/she wants (for themselves) – challenge/easy life; create
internal change and so on.

By time of pitch, a view on “what’s in it for me” must guide tone
and style.

Common error: spending more energy and time listening to clients’
consumers than to the client. “Client insight” essential.