Imagine you’re the conductor of an orchestra. You have a team of talented musicians, a grand stage, and an eager audience. But what if you step onto the podium with no sheet music, no score to guide you? You might make some beautiful sounds, but the performance will lack direction, harmony, and a shared vision.
This is the essence of starting your project without a brief. Just as a musical score sets the tone and tempo for a symphony, a brief is the foundation of any successful strategy. It provides the scope, direction, and shared understanding of what success truly looks like.
A well-defined brief isn’t just a document; it’s a living roadmap that ensures every stakeholder is playing from the same sheet of music. It’s the tool that keeps your team focused, aligned, and working toward a shared vision.
3 Tips for writing a winning brief
You might be tempted to skip the brief and jump straight into the exciting part—brainstorming solutions. But resist that urge! Spending time on a good brief will pay dividends in the long run. Here are three key elements to focus on to create a brief that sets your project up for success.
- Define the Problem, Not the Symptom. Before you can find a solution, you must truly understand the problem. Is your company struggling to attract talent? Is it a lack of brand awareness? A brief must clearly articulate the specific challenges you aim to address. This provides context and focus for the entire strategy development process.
- Align on Success. What does a win look like for this project? Clearly articulate the goals and objectives you aim to achieve. This gives you a clear target and a benchmark to measure your progress against. Without a clear definition of success, you won’t know when the symphony is complete.
- Identify Your Orchestra. A brief is useless if it doesn’t consider the people involved. Who are the key stakeholders, decision-makers, and implementers? Engaging everyone early on ensures that your entire organization is playing in tune.
Writing a brief can feel daunting, but it’s a non-negotiable step toward a harmonious and successful project. If you’re ready to get started, you can download my free brief template below.
For a complete guide to mastering strategic planning and conducting your own symphony of success, my book, The Symphony of Strategy, is your ultimate companion.
And if you’re looking for more than just a book—if you need a seasoned strategist to guide your next project from brief to breakthrough—feel free to reach out to me directly.
