Use existing knowledge carefully
Sales notes and support questions can be useful source material, but they may contain private details or outdated instructions. Check accuracy, permissions, and audience fit before adapting them for publication. Agree whether the evidence supports keeping, changing, or stopping the approach.
Do not invent projects, credentials, quotations, or personal stories. Attribute external information and verify what is presented as the author's knowledge. Use the findings to update the brief for the next stage.
Rights and approvals
Confirm permission for photographs, quotations, customer stories, and licensed assets. Approval time belongs in the production schedule, not after it. Keep a record of permission for any customer story used publicly.
Define the reader, their question, the intended format, and the next action. A brief should name the evidence needed and what the piece will deliberately leave out. A written brief should explain what will change and what will stay.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities