What goes into a fantastic creative brief? (from Quora)

What goes into a fantastic creative brief? 28 answers on Quora

What goes into a fantastic creative brief?

The digital safe haven

I have spent considerable time and thought over the past few months examining my relationship with technology, media, and the Internet. This was driven in a large part by my frustration with the highly variable personal ROI I seem to get from being a “power user” all the time. Fundamentally, I have begun to seriously question just how much engagement is reasonable for someone trying to live a normal and happy life.

One of the most important insights I had (and I am not unique in this) was the need to create a “digital safe haven” for myself. There needs to be a time/place that is largely disconnected from the constant stream of news, email, social chatter, online shopping, picture sharing, blog reading (and writing), etc. This sounds easy, but really takes some effort and dedication. The desire to disconnect may be strong, but the allure of connecting is a very powerful counter-force.

My digital safe haven is my bedroom at night. Since I am currently sitting in the bedroom writing this post (much warmer here than my desk downstairs!) the “at night” modifier is important. Once the evening comes, my devices are banned from the bedroom. No phone, no laptop, no iPad. My Kindle is allowed, since that satisfies my desire to spend time reading. What I have done is stopped the endless inbound chatter from these devices that pulls my limited attention in far too many directions all day long. Once I head to bed, I also stop paying attention to the devices in the rest of the house. No more getting up to check the email at 2:00 AM or see what is happening on Facebook. No more waking up and checking my email before I even roll out of bed and stretch.

Radical? No. But, amazingly satisfying for me. I feel as if I have gained back some control of my time and my ability to focus through the creation of this safe haven. I have also determined that I am no less productive because of it (and may even be more productive).

My lovely wife respects my digital safe haven, but has decided not to follow suit. I respect that and just ignore her devices beeping and blinking on her side of the room.

I believe that there are larger implications for the creation of the digital safe haven. As we are all subject to the endless ubiquity of the digital stream, the ability to step outside and take a breather will become ever more important. What will companies do to support the desires of the individual to be “left alone” for a while? Will Facebook give me a way to specify an away period and then be able to efficiently catch-up when I return? Will my co-workers respect email responses that take longer than 15 minutes, even at 2:00 AM?

The opportunity here is two-fold. First, individuals need to have ways to regain their space and not be distracted. Second, businesses need to start thinking about ways to respect this shift and empower their customers instead of punishing them for missing the endless river of content that keeps flowing by.

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