Most briefs describe the company. The useful ones describe the change. If a partner can tell what winning looks like after one page, the work starts in the right place.
Say the number out loud
Pick the result that would make the next quarter feel different. Qualified conversations, revenue from a launch, a lower cost to acquire a customer you want. One number is enough. A list of twelve goals is a wish.
Name the constraint
Budget, timing, a sales team that can only take a certain kind of lead, a product that is not ready. Constraints make the plan sharper. Hide them and the first month is spent discovering them the expensive way.
- Who the work is for, in one sentence.
- What they believe today that you need to change.
- The offer, and the proof you already have.
- What you will not do, even if it is popular.
Bring the messy truth
Send the last campaign you were proud of and the one you would not repeat. A partner who only sees the highlight reel will design more of the highlight reel. The useful conversation starts where the last plan stopped working.