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Yes, the S.M.I.T.
The part of every creative brief that’s supposed to be literally what it says – the single most important thing. But for some reason, it’s surrounded by other seemingly important things. Like research data, unrelated executional mandatories, and overly explained paragraphs about the target audience that could easily be summarized with simple language, like “For people who love cheese.”
Brief formatting issues aside, we’ve all come to accept that the single most important thing is a pretty big deal. So why not show that you too are a pretty big deal, by sporting this official “Single Most Important Thing” T-Shirt in your next briefing. Who knows, it may give your planner such a kick that they’ll do you a favor and gloss over that whole section about consumer behavior in the viscous foods category and jump right to the good stuff.


• A classic t-shirt that fits well for both men and women
• Soft and comfy with double stitching on the neckline and sleeves for durability
• 100% ring-spun cotton
• 4.5 oz/y² (153 g/m²)
• Pre-shrunk
• Shoulder-to-shoulder taping
• Quarter-turned to avoid crease down the center

Single Most Important Thing T-Shirt

  • • Our T-Shirt fulfillment centers are located in United States, Canada, United Kingdom, Australia, Japan, Latvia, Brazil, and Spain.

    • If ordering from one of these 8 countries, your order will be fulfilled and shipped from your country, ensuring timely delivery and no additional customs or duties.

    • Rare exceptions may be made if inventory in one location cannot cover an entire order.

    • If ordering from outside of these 8 countries, free shipping still applies, but you may be responsible for additional import duties, depending on your country’s customs laws.

  • • All prices charged in $USD

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