Creative brief checklist — Rawad Habib

Write these before a single reference is pulled.

1. Who is this for, in one sentence a stranger could repeat?
2. What do they already believe that we must not waste time restating?
3. What must be different in their mind or their behavior ninety days after this ships?
4. What is the one tension the work is allowed to hold?
5. What proof — a fact, a product truth, a scene — makes that tension credible?
6. What number, later, would tell us the work did the job?
7. What are we explicitly not making, even if it would look good on Monday?

If any line is missing, the deck is decoration.