Part Two of The Brief Bros.'s Lightning Round, inspired by my buddy Giles Edwards, who puts his podcast guests through a series of five or six quick-answer questions.

So we ask, Which is more important on a brief, the insight or the SMP?

Henry Gomez tackles Insight, and I give you my best thinking on the Single-Minded Proposition.

Now don't be fooled into thinking one part of the brief is actually more important than the other. Both play their roles.

Thanks to Giles's inspiration, Henry and I use the Lightning Round scenario to make our case for each question.

Why? To help brief writers think clearer and clearly when they write their next brief.

It's a fun concept and we'll be back with more Lightning Rounds. So enjoy this one.