If You Can’t Answer This One Question, You’re Not Ready to Start the Project

What are we doing?

That’s it. That’s the question.

Not a trick question. Not a strategy exercise.

Just a simple test to see if the project is actually ready to move forward.

And honestly?

Most teams fail it.

If your answer is full of buzzwords, vague goals, or generic brand speak—you’re not ready.

You don’t need a designer. You need clarity.

This Happens All the Time—Especially In-House

I see it constantly with internal teams.

Everyone’s moving fast. Deadlines are piling up. Assets need to be delivered.

But no one’s actually asking the one thing that matters:

What the hell are we trying to do here?

It’s not just a creative problem. It’s a leadership problem.

Because when no one owns the direction, the team ends up chasing requests, not solving problems.

Without Clarity, You're Just Decorating Confusion

You can throw a bunch of design resources at a half-baked idea.

You can make it look pretty.

You can polish it until it shines.

But if the core idea is unclear, the work won’t land.

It’ll look good, sure—but it won’t do anything.

That’s not creative leadership. That’s busywork.

Get Clear. Get Focused. Then Build.

This is the shift I help teams make as a Fractional Creative Director.

Because design isn’t the starting line. Direction is.

And clarity is the real creative advantage most brands overlook.

So if you’re leading a creative team, start asking better questions.

If you run a brand, invest in writing better briefs.

If you want better work, stop rushing the strategy and start getting aligned.

Because momentum doesn’t start with mockups.

It starts with knowing what the hell you’re doing.

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