Unclear Briefs Are Costing You Time, Trust, and Profit
An unclear brief doesn’t just slow you down—it costs you real money.
As an architect, you’re not just here to follow instructions—you’re here to translate what clients say into what they actually need.
But here’s the problem: Most briefs sound clear at first... until the design starts. That’s when you realise:
When the client says “Modern,” they actually mean “warm and woody—like a Japanese home”
“Open kitchen” still includes three walls and a walk-in fridge for storage
“Light” is desired, but only through small, shaded windows because they’re worried about heat
Sound familiar?
These contradictions lead to more meetings, more revisions, more unpaid hours—and less profit. A vague brief can quietly turn a great project into a losing one.
Here’s the shift: you’re not just designing spaces. You’re solving a problem.
And to do that, the brief needs to go deeper.
This is where we borrow from UX. UX teams don’t stop at “What do you want?” They ask:
What’s the problem behind the request?
What’s frustrating about what you have now?
Why now? What’s changed?
They lead the conversation so clients feel heard—but also so the team gets clarity. You can do the same. You don’t need a new process. You just need better questions.
A better brief starts with better questions.
Here’s an overview of how UX teams approach client discovery—something architects can easily adapt:
Clarify the problem – Understand what’s not working and why they’re doing this now
Unpack the language – Dig into vague terms like “modern” or “light” with examples and context
Get to their values – Explore what matters most emotionally and functionally
Know the constraints – Find out what has to stay, what timelines matter, and who else is involved
Repeat it back – Confirm what you’ve heard before you move forward
These steps won’t just help you write a better brief—they’ll reduce revisions, build client trust, and give your team clarity from day one.
Imagine starting every project with fewer assumptions, smoother sign-offs, and decisions made with confidence—not rework.
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