Elaine’s Reviews > Dear Client: This Book Will Teach You How to Get What You Want from Creative People > Status Update

Hmm. These portions seem like just expansions of the list given in an earlier chapter, the one with the "say this not that" list.

Communicate the goal rather than ID a possible solution. E.g. "I want it to be sunnier" not "make it yellow"

I notice _____
I wonder __________

Ch. 34: Don't be hypercritical to get your money's worth. Some clients will give lots of notes even when they love everything. You only need to relate actual concerns, bc if you think it's great, already got yr money's worth.

"Different is not always better, but better is always different."

Ch. 10: Briefs.
What is the challenge, why embarking on project now, objectives? current situation? primary audience and what do we know about them?
What's unique about product/service? What 3 adjectives describe the ideal response to the mktg ("beautiful" to "Ah, now I get it")? What is the schedule, specific deliverables, technical/legal reqs. What else should creative know? What are your hopes and dreams?

Ch. 8: Decide who will decide.
"Vision is not a group activity."
Choose 1 person (maybe 2) who will be final decision-maker on design.

Ch. 6: Who is your audience? "'Everyone' isn't an answer."

Are you focusing on expanding to ppl not familiar with your brand? Touching base with those who already are? The undecided, or the influencers of the undecided?

Using chapter # rather than page #.

ID what you want mktg to accomplish. "If you have more than three priorities, you really don't have any."

Uh-oh, this book has no page numbers!