So you have to stop, figure out where the heck you're going, and start again. Or worse, you follow that brief to a town called Bad Adsville. Most briefs are simply a list of questions. The people ...

with the top 10-type brief, the presumption in favor of the decision below kicks in when you reach Nos. 3 or 4 and with each succeeding argument, you have a higher psychological threshold to surmount.