On this page
Most projects that go wrong went wrong in the brief. These five questions surface the disagreement early, while it is still cheap.
What has to be true in twelve months?
Not the deliverable — the outcome. If the answer is “more qualified leads”, the project is different from one where the answer is “we can raise a Series B”.
Who decides?
Name the person who can say yes. Projects with three equal decision-makers take twice as long and end up designed by committee.
What is already working?
There is always something. Knowing what not to touch protects the equity you have already built.
What is the real deadline?
A board meeting, a trade show, a launch window. Real dates change the plan; invented ones just add stress.
What does failure look like?
The clearest question of the five. Teams who can describe failure precisely are the ones who describe success precisely too.
Working on something like this? Tell us about it — we answer within a day.
Share
