Nobody needs a £38 ceramic bowl. But desire isn't about need — it's about the weight in your hands, the uneven glaze, the feeling that this one was made by a person. Most product businesses reach for the cost sheet when something doesn't sell. The real problem is almost always somewhere else.

"Lightweight cotton, natural colour" can mean ten different things depending on who's reading it. That's not a factory problem — it's a specification gap. Here's how to write a brief that removes the guesswork before sampling begins.