on the money

If you’re not ready to commit to a budget, you’re not ready to issue a brief.

If you don’t know what the budget should be, and you need external help to determine its scope, pay that person or partner for their time to help you.

Above all, we really must stop issuing pitch ‘briefs’ that consist of laundry lists of random activities – most of which we’ll never implement anyway – and no indication of budget.

We’re wasting our own time and that of all the partners we invite.