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221: Light Round 2: Insight vs SMP
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Part Two of The Brief Bros.'s Lightning Round, inspired by my buddy Giles Edwards, who puts his podcast guests through a series of five or six quick-answer questions.
So we ask, Which is more important on a brief, the insight or the SMP?
Henry Gomez tackles Insight, and I give you my best thinking on the Single-Minded Proposition.
Now don't be fooled into thinking one part of the brief is actually more important than the other. Both play their roles.
Thanks to Giles's inspiration, Henry and I use the Lightning Round scenario to make our case for each question.
Why? To help brief writers think clearer and clearly when they write their next brief.
It's a fun concept and we'll be back with more Lightning Rounds. So enjoy this one.
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