It seems like an obvious question: What is the strategy? But even asking it opens a can of worms. What do you mean by "strategy"? Then you can ask, why do so few briefs ask this question? This week, Henry Gomez and I tackle the conundrum of what role strategy plays in writing a creative brief and whether the question belongs on the brief.

For one-on-one, small group and corporate training in writing inspiring creative briefs, contact Howard Ibach at creativebriefworkshops.com for availability.