The value of a brief

The value of a brief


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In the last few decennaries, the quest for uninterrupted betterment and invention has led to the find of new attacks to outdo pattern by different participants in the building industry in the United Kingdom. These attempts have been initiated with the position to increase apprehension of the demands of cardinal concern countries every bit good as addition client, users and stakeholders ‘ value. In this respect experts in the field of building have proposed “ rethinking of building ” ( Egan 1998 ) by strategically rethinking operational phases in order to diminish cost and better public presentation. One of these strategic operational phases, called the briefing procedure has perked the involvements of the research worker in the class of bring forthing a study on value direction. During a research of a instance survey on ABC, the research worker has observed that without a clearly defined and articulated brief, the construct of “ client value ” can change with each person ‘s perceptual experience. Such changes can hold a deep impact on the quality and the public presentation of building undertakings.

A brief reappraisal of text books and studies reveal that building excellence has non merely go an option but a necessity, if the UK building industry is to last economic sciences kineticss and altering societal demands. Sing the industry is one of the pillars of the domestic economic system doing about 10 per centum of GDP and using considerable figure of workers, it is of import to observe that building excellence is critical for the UK economic system and its hereafter.

More significantly, the building industry needs to better itself in order to increase profitableness, quality of deliverables and client demands before it can lend to the economic system. The intent of this survey is to demo that, participants must understand at the centre of building procedures and activities is the client. Delivering value can merely be initiated if participants understand client demands. This is accomplishable through articulated briefing procedure. The brief is the critical communicating point where clients and undertaking direction meet to transform thoughts into world. Value deliverables is achievable if this point of communicating is immediate, based on the same platform and direction topographic points the client at the centre of the building procedure.

Aim and Aims

The purpose of this research is to place how value direction construct can be integrated in the briefing procedure to joint client demands. More significantly the aim is to show that improved briefing can take to value direction throughout the undertaking lifecycle and better single public presentation. Integrating value in briefing can ensue in high productiveness, positive working environment and besides guarantee client satisfaction through seasonableness, quality and value. Briefing therefore is the kernel of partnering which experts in the field of building have been advancing.

Brief Literature Review

The deteriorating status of the building industry during the sixtiess through 1980s has led to major differences and animus between clients and builders. With the rise of difference declaration, legislators, direction and participants have forced them to reconsider their place and hereafter. Constructing the Team by Sir Michael Latham in 1994 has proposed the industry to concentrate on standardisation and betterment attempts through better counsel on best pattern and simplification of difference declaration. Latham is of the sentiment that efficiency nest eggs could take to better accomplishments. And to accomplish such efficiency communicating, preparation and difference declaration should be improved. At the nucleus of the Latham study, one observes that better communicating is built-in non merely between clients and undertaking directors but besides with providers, contractors, workers, interior decorators, applied scientists and designers – all contribute to increased efficiency.

Similarly, in Rethinking Construction by Sir John Egan ( 1998 ) Egan besides identifies the demand to incorporate five driving factors to procure betterment. These would significantly better mark accomplishments, cut down costs and salvage bringing clip frame. Harmonizing to Egan, inefficient patterns every bit good as non-collaborative operational patterns lead to disparity and difference for all parties. It is hence recommended that all parties understand undertaking demands, guarantee client engagement and operational transparence. The challenge is to accomplish high public presentation amidst restraints and better building public presentation by concentrating on run intoing end user demands. It is merely through this that the undertaking direction can guarantee value delivered to the client. To accomplish the above partnering is imperative, and communicating is critical.

The initial communicating point in any building undertaking is the brief. During the 1980s and 1990s attempts have been directed towards the briefing procedure and its subsequent techniques as portion of direction design ( Atkin et al 1996 ) . These have been initiated with the position to bridge the spreads between client and direction outlooks, experience of service and definition of service. There are three obliging grounds why a brief is required for any undertaking direction before transporting out work. These are:

I. Effective and mensurable work

two. Saves clip and money

three. Fair wage ( Herd 2003 ) .

To accomplish these aims Jockey shortss must be articulated through clear thought every bit good defined aims. Not merely this but Jockey shortss must be written, discussed between the clients and the direction, and documented. It is a procedure, as Barrett, Kaya and Zeisel ( 2004 ) indicate, of co-learning. Construction excellence can merely be achieved when thoughts are articulated in good defined format, and received by the undertaking force in the same context as communicated by the clients to present value.

There is no clear definition of the brief in building but the general thought of the brief is that it is:

* dependance upon additive logic

* dressed ores on seeable thoughts

* deficiency resources for advanced thoughts

* deficiency of quantitative rating ( Nutt 1993 ) .

As a consequence hapless and unequal Jockey shortss form the footing for building failure and differences. To better this procedure there is a clear demand for value direction in briefing procedure to spread out and clear up its use for the constructional professionals to put benchmarks for their ain public presentation ( Kelly, Morledge and Wilkinson 2002 ) .


Given the above literature reappraisal and principle, the research worker hypothesizes that constructional excellence is based on the value of client brief. Value direction application in briefing procedure can organize the footing for puting benchmarks for building excellence and thereby addition efficient and effectual undertaking force public presentation by supplying articulated understanding between client and the undertaking force.

Research Method

The research worker realizes initial probe of the above have revealed imitation of the significance of value direction in brief procedure and its impact on the client. However, this initial research does non offer a clear image as to the extent and range of value direction in briefing procedure or beyond. To recite comprehensively the proposed hypothesis there is a great demand for farther probe of existent life application and theoretical models. Further information on briefing and value in briefing procedure are required. For this intent the research worker programs to obtain instance surveies and more primary studies on the topic of briefing and value direction. The research worker hopes to derive penetration of why undertakings fail, its nexus ( if any ) to briefing and how value direction application can better or eliminate failure. The basic premiss is to set up the fact that undertakings fail at the construct phase because of ill articulated Jockey shortss.

The research worker besides realizes that to set up the empirical basis, there is a great demand for puting the conceptual model. This can be done by researching text books, research documents and studies. To quantify the cogency of the research, the research worker if demand be, will put out to carry on studies at the workplace, request interviews of value direction professionals in the building industry and clients. This is besides backed by primary statistics from authorities paperss.

Having outlined the assorted beginnings above, the research worker besides realizes that it may turn out hard to garner adequate instance surveies to demo how without good articulated briefing undertakings can neglect as most companies are hesitating to acknowledge failure. Consequently the bulk of the focal point would be on the literature reappraisal and the research worker ‘s ain rating of the available instances and theoretical models.

Timetable for Research

For the completion of the survey, the research worker has set the following action program:

May – Start looking at the wide issues environing the subject to bring forth information on beginnings.

June – Searching and agenda contacts for interviews

July – Collating information on the topic

August – Researching primary beginnings

September- Researching secondary beginnings

October – Assess initial work

November- Reassess work

December – Submission of first bill of exchange


In the class of initial work conducted above, the research worker concludes that communicating is critical in client – undertaking force relationship edifice. This nexus between the client and the direction is required throughout the undertaking lifecycle. To joint, a briefing procedure is established with the position to better communicating spreads but more significantly to guarantee clients and professional alike remain focused on the aims of their undertakings. In the class of the research worker ‘s initial research nevertheless it has come to illume that value direction application can greatly heighten this procedure by lending to value deliverables. Given the attempts by the authorities through the Egan and Latham studies, the research worker is of the sentiment there is a great demand for in-depth research on the application of value direction in briefing procedure.


Atkin, Clarke and Smith 1996, Benchmarking Best Practice Briefing and Design, University of Salford, Construct IT Centre of Excellence.

Barrett, P.S. , Kaya, S. & A ; Zeisel, J. 2004, Briefing as a Co-Learning Procedure. Paper presented at the CIB World Congress, Canada, 2004.

Egan, J. 1998, Rethinking Construction. Office of the Deputy Prime Minister.

Herd, C. 2003, The Client Brief. ISBA and CAF.

Kelly J. , Morledge R. and Wilkinson S. 2002, Best Value in Construction, p. 5

Latham, M. 1994, Constructing The Team, Final Report of the Government / Industry Review of Procurement and Contractual Arrangements In The UK Construction Industry HMSO, London, 1994, p. 7.

Latham, M. 1994, Constructing The Team, Final Report of the Government / Industry Review of Procurement and Contractual Arrangements In The UK Construction Industry HMSO, London, 1994, p. 7.

Nutt, B. 1993, ‘The Strategic Brief P’ , Facilities Magazine, Vol. 11, No. 9.

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