I’ve started, but I’ve not finished

This post was inspired by a project where the client wasn’t quite ready (with apologies to Mastermind) and it caused delays and confusion. When a brief is incomplete or the content changes mid-project, it throws the entire design process into disarray. That’s when delays happen, the project scope creeps, and extra charges start to pile-up like passes.

Imagine trying to answer questions on your specialist subject, only to have Clive Myrie start asking about the history of biscuits instead. That’s what it’s like designing from a moving target.

When I’m working on a design, stopping to chase edits, track content changes, or figure out what version we’re on not only breaks the flow—it risks mistakes. I might miss a crucial update, or a late-stage change could completely unravel the visual structure. What you get won’t match your vision. You’ll be frustrated. I’ll be disappointed. No one wins.

So, why does this happen? Often, it’s one (or more) of the following:

• The brief was rushed out, or the person completing it lost steam halfway through.

• The brief includes everything and the kitchen sink—it’s gone full general knowledge instead of sticking to the specialist subject.

• Too many cooks: everyone on the team took a stab at the brief, and no one is sure which version is final.

• The job needed skills that weren’t mentioned at the outset.

• The content wasn’t ready, a bit like Clive showing up without the question cards or worse, no chair!

Here’s how to stay in the black chair and in control:

Think of the design process like sitting in the Mastermind hot seat. You need to be prepared, focused, and ready to go.

1. Use a clear, focused brief.

I provide a tried-and-tested briefing form to all clients. I wait to receive this (or something close) before I begin any work. Rushing this step only delays the project later.

2. Don’t be afraid to pause.

If your brief isn’t quite ready, it’s okay to pause. It’s better to delay the start than to redesign mid-way.

3. Edit ruthlessly.

Strip the brief down to the essentials: What problem are we solving? Who is this for? What does success look like?

4. Finalise your content.

This is crucial. That means:

• Website copy reviewed by a copywriter.

• Printed words or book copy edited and finalised.

• Images supplied at the right quality, or a brief for image sourcing is ready.

• Audience insights, tone, and goals clearly defined for branding.

If any of this isn’t in place, I can help, but the design phase will need to wait. That’s my preference and it’s an industry standard, and it leads to the best results.

5. Confirm your slot.

You’ve paid a deposit or upfront fee to secure your place in the schedule. We’re good to go.

6. Nominate a decision-maker.

One point of contact means there’s one clear voice. “Design by committee” almost always leads to disappointment. When no one agrees, no one’s happy.

By starting strong, just like a confident contender on Mastermind, we can set the stage for a collaborative project. And if you’re not quite ready yet? That’s okay, get your questions in order. And when you're ready for your specialist subject, I’ll be ready too. In the meantime, you read how I set up for success.