“Can we make it bigger?”

“Can we make it bigger?”

Possibly. What are we trying to improve?

If the goal is conversation, I’d first look at the layout, sound levels and time people actually get together.

If it’s recognition, I’d look at whether the person receiving the award gets a moment worth remembering.

If it’s a launch, I’d want people to leave knowing why the product matters.

That’s where I like to start a brief. It gives us a reason for the creative choices.

Then, if bigger helps, let’s make it bigger. At least we’ll know what all those extra feet are doing.