CRAVE GENIUS / CREATIVE PROJECT BRIEF
Free working sheet — align the business before debating the design.

Business / project:
Project owner:

1. WHAT CHANGED?
Business trigger:
Immediate requirement:
Longer-term ambition:

2. WHO IS IT FOR?
Primary audience:
What they currently understand:
What they need to understand:
Their main question or objection:
Customer / sales evidence:

3. WHAT IS THE MESSAGE?
Our offer in one sentence:
Why someone should believe it:
Proof we can show with permission:
Places the message needs to work:

4. WHAT SHOULD HAPPEN?
Intended customer action:
First-stage deliverables:
Assets we can retain:
Things outside this stage:

5. HOW WILL WE DECIDE?
Final approver:
Contributors:
Constraints / investment / deadline:
Review dates:
Criteria for useful feedback:
What will we assess after launch?

Want help? cf@cravegenius.com