Goal, audience, priorities
The brief, before it becomes a problem
The brief in ten minutes: the goal in one sentence, who it's for, priorities to rank, three things you do NOT want to see, and attachments.
The questions, one per screen
They're already written and every one is editable: text, type, order, whether it's required. Respondents see one at a time.
- 1
Nome del progetto *
Testo breve · required
- 2
Qual è l'obiettivo, in una frase? *
Testo lungo · required
- 3
A chi si rivolge?
Testo lungo
- 4
Metti in ordine cosa conta di più
Classifica · 4 options
- 5
Tre cose che NON vuoi vedere
Testo lungo
- 6
Allega materiali, se ne hai
Allegato
- 7
Data di consegna
Data
When to use it
A brief isn't for the person receiving it, it's for the person writing it: most projects go wrong because the goal wasn't clear to the client either. Making them write it in one sentence is half the work.
Three things that help
- «Three things you do NOT want to see» is the most useful question here: negative preferences are precise, positive ones are vague.
- Ranking the priorities kills the «all four» answer: putting things in order forces a choice.
- Turn on attachments: one visual reference is worth three paragraphs of description.