I wrote the best brief of my career. Context, principles, the line we hold even when it costs us, where to push back on me. Two hours, addressed to a machine, and not one line had to survive a disagreement.
Put it in front of six people who know the work and the meeting takes a day and a half. What comes out is shorter, stranger and much better.
The comfortable explanation: the machine finally made me write down what my teams deserved years ago. I believed it for a month. It is half true, and it is the less interesting half.
This spring the WFA and BCG put a report in front of a room of global CMOs. Their fix for AI: write the company’s principles and guardrails into the systems that make the work.
The other half is why my brief was so easy to write. It is also why a context layer sounds just as confident in year three, after it has stopped being right, and nothing warns you.
The full piece is about what your judgement was ever made of. Mine included.
Read the full piece: Why Your Principles Don’t Survive Writing Down
