Client: “What?! What do you mean you haven’t even started yet? A brief? A brief is just a courtesy!”
Reply from a client when we informed them that we hadn’t started – let alone finished – a highly complex digital tool they needed as we hadn’t been briefed on it. The first we heard of it was a week before when they casually said ‘oh by the way, we need a new digital tool’ at the end of a conversation about something else and we said ‘great, happy to look into this, let’s set up a briefing’.