This week, Henry Gomez and I return to Creative Brief Basics, a “nuts and bolts” topic. It’s old news that never gets old: Target Audience. Some brief writers forget how to dig to understand who their communication is meant to speak to. The lazy answer sometimes is, “Well, everyone.” Everyone needs a _______. Whether it’s insurance, household staples, clothes, some brief writers fall into a trap and think they can’t get into the mind of a customer. This is laziness. I get up on my soapbox in this episode, and Henry has some sharp thoughts as well. In the end, we offer up good advice on how to avoid the default trap to write memorable, inspiring descriptions of your brief’s target. Don’t miss this one!