Agree on the problem
Product and marketing can produce excellent work that points in different directions. A shared brief reduces that risk. Start with the intended customer, the problem they face and the behavior you want to change. Keep the brief short enough to revisit throughout the engagement.
Name the uncertainty
List what you know and what you still need to learn. A market assumption might need a conversation; an interaction assumption might need a prototype. Distinguishing evidence from opinion helps the team choose the next useful piece of work.
Connect the release to the launch
The first release should support the journey described by the campaign. Plan the landing page, product entry point and onboarding together. Decide who owns each step and how the team will notice when someone gets stuck.
Review the brief when evidence changes
A brief is a working agreement, not a document to defend at all costs. Revisit it when testing changes your understanding of the customer or the scope. Record the decision and its reason so the team can continue from the same place.
