Design for Good, a new global non-profit alliance, when the team started to contemplate how project briefs could be improved. Here are four basic criteria we believe all creative briefs should consider:
Purpose: Why are we doing this at all, and are we in the best position to do it?
Profit: Does this project make financial sense with the technology and capabilities we have available?
People: Have we thought through the impact on people —not just the end users, but broader society as well?
Planet: How does this project leave our planet in a better place than before we started?
https://www.mckinsey.com/capabilities/mckinsey-design/how-we-help-clients/design-blog/purpose-people-planet-profit
