The Questions to Ask Before Starting a Project
A poor brief gets paid for in revisions. Eight questions that clear up in half an hour what would otherwise surface once work is under way.
Almost every unplanned revision comes from one thing: something nobody asked at the start. A brief isn't paperwork — it's the moment constraints surface while they're still cheap.
The eight questions
- Which single action matters most to you?
- Who signs off, and how many people have to say yes?
- What have you already tried that didn't work?
- Which materials already exist, and which must be made from scratch?
- Are there constraints on imagery, tone or topics to avoid?
- Which deadlines are real, and which are wishes?
- What happens if this goes well? And if it doesn't?
- Who do you consult when evaluating a supplier?
The question everyone forgets
Who approves. A project with three decision-makers not consulted at the start produces three rounds of revisions at the end. Knowing early lets you involve them while changing costs a line instead of a week.
Write down the noes too
A brief should list not only what will be done, but what explicitly falls outside. That's the part that prevents end-of-project arguments, when undeclared expectations all surface at once.
Half an hour of awkward questions up front is worth weeks of avoided corrections later.
Sources and Further Reading
Official documentation and guidelines cited or useful for going deeper.