Struggling to Write the Brief? There’s a Prompt for That.
Why writing a great brief feels impossible—and why that’s a good sign.
Let’s set the scene.
You’ve got a product. You’ve done the research. You’ve read the deck. You know the audience. Now it’s time to write the brief, the one that’s supposed to align strategy and spark creative brilliance.
But nothing’s clicking.
You start writing. Delete. You rewrite the insight. Still doesn’t land. You add more stuff to the brief. And more. You try ChatGPT. Ask a teammate. Read old decks. Ask for examples. Change the headline. Again. Still not it.
That’s the struggle.
The part no one trains you for.
The blank space between information and clarity.
Where pressure builds and good ideas go to die.
Here’s the truth: Struggling with a brief doesn’t mean you’re bad at strategy. It means you’re doing it right. It means you’re slowly becoming the guru of that topic—because you’re questioning everything. You’re trying to build, but that’s not the assignment. There’s a right way to struggle—and a wrong one.
The Wrong Way to Struggle
Let’s start with what doesn’t help:
❌ Rewriting the same sentence in a slightly different way
❌ Digging back through research, hoping the “aha” moment is buried somewhere
❌ Tweaking the layout, spacing, or headline font to feel “productive”
❌ Revisiting old campaigns you’ve already ruled out
These aren’t solutions. They’re just distractions that feel like work.
Busy ≠ strategic.
The Right Way to Struggle
Here’s how to actually move forward when your brain is stuck and the brief feels broken:
Step Back—Literally
Close the laptop. Leave the desk. You’re not “blocked”—you’re zoomed in too far.
Now, reframe the problem:
💡 Don’t start with what the product is.
💡 Start with why it matters.
If you're writing about a vacuum, don't list features.
Ask: Why is the carpet dirty? Who’s doing the cleaning? What else is going on in that moment?
Rebuild the story from a human place, not from bullet points.
✅ Pro Tip: Great briefs start in real life, not in slide decks.
Kill the Obvious, Ruthlessly
The obvious is the enemy.
If it feels safe, expected, or universally applicable, it’s useless.
❌ “Unforgettable experience.”
❌ “Best in class.”
❌ “Now with 20% more [anything].”
If your competitor could say it too, don’t say it at all.
✅ Pro Tip: Make a list of obvious claims. Then delete them. That’s not strategy—it’s clutter.
Get Out of Your Head
You’re not meant to do this alone. Shake up your thinking:
💡 Ask a non-strategist how they’d explain it
💡 Go to a store and see how it’s sold
💡 Ask ChatGPT to reframe the benefit from a teenager’s POV
💡 Go for a walk. Eat. Touch the product. Talk out loud.
✅ Pro Tip: If your brain is tired, input something real, not more information, but more context.
Avoid the Three Classic Strategy Traps
Trap 1: “What’s the problem we solve?”
Not every brand solves a problem. Rolex doesn’t. Neither does Coca-Cola.
Some brands just represent a feeling. And that’s valid.
✅ Pro Tip: If there’s no real problem to fix, don’t force one. Find the meaning instead.
Trap 2: “Our product is unique!”
Probably not. And that’s okay.
Pepsi and Coke taste similar, but feel different.
Two gyms offer the same equipment, but market identity makes the difference.
✅ Pro Tip: Don’t invent uniqueness. Define the perceived difference that matters to people.
Trap 3: “Let’s make it sound smart.”
A brief isn’t a TED Talk or a whitepaper.
If it takes a diagram to explain, it’s too complicated.
✅ Pro Tip: If your strategy can’t be said in one breath, it’s too long.
Make Up the Words
Can’t find the right word? Invent one.
Think “drip” in fashion.
“Cheesing” in video games.
“Ghosting” in dating.
Great briefs sometimes create language that makes something abstract click.
✅ Pro Tip: If it sparks understanding in the room, it works—even if it’s made up.
A Prompt to Help You Struggle Better
Here’s one prompt that helps unblock your brief without rewriting the same sentence 12 times:
[TASK]: Help me get unstuck by asking smarter questions, killing the obvious ideas, and reframing the brief in a more compelling, human way.
[CONTEXT]: I’m writing a strategy brief and I’m completely stuck. I’ve got too much research, no clear direction, and everything sounds obvious or boring.
[FORMAT]:
1. Ask 5 sharp, unexpected questions to reframe the problem.
2. List the most obvious or generic phrases I should delete immediately.
3. Suggest 3 possible fresh angles or starting points.
4. Bonus: Create or suggest 1 made-up or unexpected word/term I could use to spark interest.
Using the Prompt: Example for Kia Telluride
1. Ask 5 sharp, unexpected questions to reframe the problem:
- What emotion do people feel when they close the door on a Telluride?
- If the Telluride were a personality, what would it never brag about—but quietly outperform everyone on?
- What does it protect the family from beyond safety ratings?
- What’s the most unsexy reason someone loves this car—and why is that powerful?
- What does it say about you when you choose a Telluride over a more “premium” badge?
2. List the most obvious or generic phrases to delete immediately:
- “Award-winning design and performance”
- “Perfect for families”
- “Adventure-ready SUV”
- “Luxury without the price tag”
- “Spacious and comfortable for every journey”
These say nothing new. They’re in every competitor’s pitch deck.
3. Suggest 3 possible fresh angles or starting points:
- Unflashy Confidence – For people who don’t need the loudest logo to feel proud.
- The 3-Row Flex – Style, space, and subtle dominance in the pickup line and beyond.
- Luxury for the Pragmatist – Not a splurge. A strategic decision.
4. Bonus: Made-up or unexpected word/term to spark interest:
- “Dadlux.” A mashup of dad and luxury.
- Think: heated seats, silent highway rides, and third-row space with no compromise.
- It’s understated, self-aware utility with comfort.
- Dadlux = Comfort that doesn’t beg for attention.
A Brief will always feel like a struggle, because it is.
But when you struggle in the right way, it sharpens the work. It forces focus. It earns clarity. It makes the idea better.
So if you’re stuck, don’t panic. Step back. Kill the obvious. Reframe the human moment. And write something so clear your team doesn’t just get it—they can’t wait to build it.
Need help writing a brief? Need a custom GPT for your team? Want to learn more?
