- State the decision the work feeds. "We're deciding whether to enter the FR market in 2026" tells the team what level of rigor they need. "Make a deck" doesn't.
- One audience, not three. Briefs that try to speak to three audiences produce work that speaks to none.
- Show, don't describe taste. Three examples of work you like beats a paragraph of adjectives.
- Name a decision-maker. One person who can approve. Committee approval doubles cycle time.
- Constraints up front. Deadline, budget cap, brand non-negotiables. Surprises mid-project blow up budgets.
Best practices: writing briefs that get great work
A great brief takes 30 minutes and saves a week. Five rules.