What’s the problem?

Another insightful point from @juliancole and the clever folks at Planning Dirty (if you’re not subscribed, please stop right here and do so).

The best briefs are those which can find a better problem to solve by not stopping at the obvious one or —for God’s sake— at the one written on the client’s brief. I used to call it ‘the Beautiful Problem’. And this scene from Moneyball nails it.