How to write a brief for anything : First, follow a template. Second, keep it brief. Third, have the discipline to do it well.
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There’s no universal format for a brief but there should always be an unambiguous goal. It could be launching a new product or service, qualifying for a rock-skipping contest, opening a skydiving school…anything. Because as we’re aware, no goal, no score. And if you don’t have a brief, then I question if you really have a goal.
In the corporate world, brief-writing can get contentious: what to put in, what to leave out, word choice, timing, relevant data, and who’s doing what. Free advice: Try to avoid internecine warfare. Be collegial and frank, open and thoughtful and patient. The more collaboration and analytical dialogue that goes into drafting a clear brief, the tighter and more creative your team can be.
Whether your goals are personal or professional, if you can’t summarize what you want to accomplish then nobody else can, either. This limits the ability for others to help.
Caution ⚠️ : If you elect not to write a brief, then you’re placing on display your willingness to fly blind. Chances are, you’re not that good. Neither are the best in your field.
Here’s a format I’ve referenced roughly 100^2 times. Leverage as you wish, modify as necessary. Then tack a finished version to your wall every time you start something new.
The brief: sample ingredients
Goal: Accomplish x (measurable result) by y (date). Keep in mind goals can be interim. They don’t need to be all-or-nothing out of the gate. In technology, you must achieve product-market fit before you take over the world. Just as you must first win your regional track meet before advancing to the Olympics. (Always striving for relatable metaphors.)
Target audience: Who are you competing for? Who do you need to reach? Who will be better off for your efforts? For business goals, these are current or future customers, partners, or internal collaborators. For personal goals, they can be your teammates, family, or yourself. These details matter.
Why: Why is your goal worth pursuing by you or your team? It’s a big question. Answer with data and heart.
Insight: What will you do that will give you a competitive advantage? Consider the research, analysis, and experience you’ll leverage to the hilt because it will improve your probability of success.
KPIs: What data points will prove you’re on the road to your target destination? These points should ladder up to the measurable result attached to your goal. For example: sell x units by Month A, y units by Month B and z units by your final target date.
Budget: How much time (hours, weeks, months, years) and $$ are you willing to spend to achieve your goal? Then ring fence the resources you’ll need. Simple.
Timeline: What you’re going to do when. Be as specific as reasonable without necessarily mapping every small item on your Do list. Unless small items are required, in which case bulletize away.
That’s it. More would be too much and less not enough.
Results will follow.