How to brief a studio

The best brief doesn't tell a studio what to make. It tells them what problem you're trying to solve.

Don't lead with the deliverable

Here's what usually happens. A company writes up a brief or a scope: "We want to make X, Y and Z." Then, as we talk, it comes out that they think those things will solve a certain problem or get the business to a certain point.

Sometimes that's partly true. But it's not the right way to approach it.

A better brief says: "Here's where we are. Here's what we're trying to solve. What do you think is the right way to solve it?" That's what makes a great brief. It gives the studio context, not a shopping list.

Define what success looks like, realistically

The other thing a great brief does is define success. When people do this, most jump straight to "we raised more money" or "we got a lot more sales."

Obviously, everyone wants that. But a good studio can advise you from the start on what's realistic and what isn't. And some projects are really about learning what connects with your audience. That's a valid goal too, and it often matters more early on.

What a founder should decide first

Before you talk to a studio, decide two things:

1. The problem you're trying to solve
2. The budget you're working with

An honest studio will tell you whether that budget works, and whether the thing you think will solve the problem actually will. It should be an open conversation.

The industry has a bit of a reputation for just chasing your money. We don't want to waste anyone's money. That doesn't build a good reputation. Our job is to deliver results and help partners get there for the best possible cost.

What to have ready

The more history and data you share, the better the work will be. What you need depends on the company, but these are the essentials:

• Your audience. Who your ideal customer is. This is probably the most important one.
• Your business goal. What you're trying to achieve.
• Your budget and timeline.
• Why people buy. If you know this, share it.
• What you've already tried. So the studio doesn't come back with an idea you've already tested.

On "why people buy," here's an example. One of our partners, Wonderwerk, sells wine. A lot of people buy it because the bottles are beautiful. They don't look like typical wine, and in a category that can feel stodgy and stale, people find that refreshing. That kind of insight shapes everything we make.

What a great brief looks like in practice

Some of the best briefs we get come from [client name]. They're concise and open. They tell us what they're trying to achieve, who the audience is and the tactic they have in mind. They give us all the ins and outs.

What they don't give us is the answer. They keep it open-ended, so we can help create a solution and work through it together. They're realistic about expectations. At the end of the day, they want more sales, and they've done great.