Today is the 50th anniversary of JFK setting the goal of and asking Congress for funding to put an American on the moon by the end of the decade. Obviously this has nothing to do with marketing, but I feel that it’s an important moment to reflect upon because of how Kennedy delivered his objective. Providing proper background information, along with a clear and concise objective allows for little confusion amongst team members, and provides a common goal towards which the team can work together. This clear vision can make what seems like an insurmountable effort a very possible feat, which is why leadership needs to clearly understand their objectives when tasking their team with a job. Same goes for assignment/creative briefs. Unless you know what you’re asking for, you can’t expect others to deliver exactly what you want.
It also helps to be an inspirational speaker like JFK was.