Well… my session didn't exactly include Mel Gibson or fighting the English but we did discuss ways to make our process better. And actually at one point I did bring Dustin to his feet in excitement.

Essentially we discussed how information is hard to translate internally after we first meet with clients and develop their strategy. So much effort is spent conversing and trying to imbue vital information to all members of the design team. We discussed how difficult it is to transfer projects from designer to designer and give art direction when the directives are unclear. The art may look great but the more important question is does it achieve the goals and how well has it executed the strategy.
We developed an internal document to help with this. We have affectionately named it "Sticsheet". Each client will have one. The Sticsheet will essentially be a roadmap for the entire design team including vital information like profile, audience, message, competition, positioning, etc. We look forward to implementing this and seeing its results.

Retreats are great for things like this. Its hard to get perspective or grease the wheels when your going a million miles an hour.

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