Process
Jul 8, 2026
4 min
The one-page brief we send every new client
Six questions, and we won't start until they're answered.
Long briefs hide disagreements. A short one forces them onto the table in the first week, which is when they're still cheap.
The six questions
Who is this for? What do they believe now? What should they believe instead? What’s the proof? What can’t change? Who signs it off?
Answer in one sentence each
If a question takes a paragraph, the team hasn’t decided yet. That’s useful to know, and it usually becomes the first workshop.
Pin it to the project
Every presentation we make opens with this page. It settles more arguments than any rationale we’ve ever written.