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FAPersian
June 10, 2025

The event horizon of a brief

Some briefs collapse under their own weight. How to recognize the gravity of a brief before you cross into it.

By Mehdi Gerami · 1 min read

A brief has an event horizon: the point at which more work cannot return useful signal. Crossing it costs you, the client, and the project. Most studios learn to recognize that horizon only after they have crossed it twice.

Three signals you are near it

  1. The brief grows by one bullet per meeting.
  2. Decisions are deferred to absent stakeholders.
  3. "We'll figure it out in design."