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SXSW 2020

Burn the Brief: Engaging Your Team in the Strategy

The brief has too much power. It’s time to remove the barriers we are creating with Keynote and truly engage the senses and learning styles of our teammates.

If we take away the piece of paper on which the brief usually appears, how will the way we communicate the creative opportunity to a team?

To be truly "human-centered" means not only to draw out the deep human insights from consumers and culture, but also to consider the various ways in which our team best receives, understands, and internalizes them.

This is a talk about getting people excited and inspired by the ways in which we can be doing so much more to communicate problems and opportunities.

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  1. Why the brief is our biggest barrier to great brand and marketing strategies.
  2. How to turn data to insights and insights into actionable imperatives for teams.
  3. How to use immersive learning to engage teams in the strategy process.



Kaitlin Maud, Co-Founder, CEO, Current Forward

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Level: Advanced
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