Tell Me Why

"I need a break brief" "Brief" is becoming a word to kill for nowadays. I just have to say " give me a brief " to trigger a raffle of weird looks from my interlocutor, and sometimes it goes like " but we're discussing now! "... well, I can let go and get an affirmation that our discussion IS the brief. But truth doesn't take time to show up: " why don't we do a promotion or offer something? ", or " can we say some other message? ", or some other person comes and tell the team they were wrong in their approach, and that a brief would be re-written...! I would have loved to be the cool dude who helps you leave on time, but it's not up to me.. when it starts becoming a habit, and the cool dude is not that cool if one day he calls halt to the bad habit, then you should know it's for the sake of the client, the agency, the artists, the creatives, and the industry centennial learnings. Some might d