Why Most Workplace Briefs Miss The Real Problem

By Lynsey Woods, Head of Brand & Strategy, PALM Projects

Lynsey Woods - Head of Brand & Strategy

When a client first comes to us, the brief is often surprisingly clear.

"We need more desks."

"We need more meeting rooms."

"Our breakout space isn't working."

"We've outgrown the office."

And sometimes those things are true.

But more often than not, they're symptoms rather than the problem itself.

One of the things I've learned working with businesses across workplace strategy, design & construction is that the first brief is rarely the real brief.

Before we start talking floorplans, furniture, finishes or budgets, we're usually trying to understand something much bigger: What's changed in the business?

Because workplaces don't change in isolation. Businesses do.

A company that has doubled in size over three years has different needs to the business that first moved into the space.

A leadership team trying to encourage people back into the office has a different challenge to a business looking to maximise utilisation.

And a workplace that looked contemporary five years ago may no longer reflect the brand, culture or aspirations of the organisation occupying it today.

"The most valuable question we ask clients isn't 'what do you want to build?' It's 'what are you trying to achieve?'"

That's where the real conversation starts.

Workplace Strategy Starts Before The Floorplan

Recently, we worked with a client who initially approached us to refresh their workplace and create additional work points.

On the surface, it sounded like a relatively straightforward accommodation exercise. As we unpacked the brief further, it became clear their objectives weren't really about desks at all.

They wanted to:

• Encourage greater office attendance

• Improve collaboration between teams

• Better utilise underperforming areas

• Create a stronger sense of connection and belonging

"The workplace wasn't the problem. The workplace was the opportunity.'

That shift in thinking changed the entire design direction. Instead of simply fitting more people into the space, we focused on creating destinations, improving flexibility, and designing environments people genuinely wanted to spend time in.

The Cost Of Solving The Wrong Problem

One of the most expensive mistakes organisations make is investing in solutions before fully understanding the challenge.

More desks won't improve culture. A new meeting room won't automatically improve collaboration. And a workplace refresh won't fix a lack of clarity around how the space should support the business.

That's why we spend considerable time upfront understanding:

• Business objectives

• Team behaviours

• Workplace utilisation

• Future growth plans

• Employee experience

Only then do we move into strategy, design and delivery.

"Good workplace design isn't about creating a beautiful office. It's about creating an environment that supports the way people work."

A Different Way To Think About Workplace Projects

The most successful projects we've delivered haven't started with a floorplan.

They've started with a conversation.

A conversation about growth.

About culture.

About attraction and retention.

About bringing people together.

About what success actually looks like.

The workplace is simply the vehicle that helps bring those outcomes to life.

So before you start planning your next office refresh, relocation or workplace project, take a moment to ask a different question.

"Instead of "what do we need?", ask: "what problem are we actually trying to solve?"

The answer may change everything that follows.

Considering a workplace project? Start with the brief behind the brief.

Get in touch with the PALM Projects team to discuss how workplace strategy can help align your space with your business objectives.