Breakthrough Briefs
How to Develop a Strong Brief: 5 Key Steps to Cutting Through the Noise
A strong brief is your compass, keeping the team on course toward practical, impactful solutions. Here are five key steps to get it right:
1. Listen to the Team
First things first—listen. Debate even. Your stakeholders have valuable insights, and getting their input ensures the brief captures the full picture. Challenge each other to evolve your collective perspective. It is way easier to solve a problem when everyone’s on the same page (or at least in the same chapter).
2. Assess the Environment
Don’t just focus on the problem in front of you—look around. What’s happening in the market? What are the problems the customers need you to solve? What is in the zeitgeist that is relevant to the audiences you are trying to attract? What resources do you have? What is the current user experience for your customers and sales team? How could it be more intuitive? Are you maximizing your tech stack to operationalize and automate? A smart brief takes the entire landscape into account, not just the immediate issue.
3. Clearly State the Problem
No one solves a problem they don’t understand. Define the problem clearly and keep it specific. A well-defined problem keeps everyone focused, so you’re not chasing your tail or solving something that isn’t the real issue.
4. Frame Key Considerations
Set the stage. What should the team be thinking about? Who’s the audience? What’s the budget? By framing these key elements, you give the team the roadmap they need without letting them wander off-course.
5. Set Measurable KPIs
Finally, set some targets. KPIs are like mile markers on the road to success—without them, how will you know you’re getting anywhere? Make sure your goals are measurable (and relevant) so you can track progress, learn stuff and adjust if needed.
With these five steps, your brief will be clear, focused, and ready to cut through the noise. You’ll set your team up for success, and maybe even make the process a little more enjoyable along the way.
