Free tool

The brief builder.

Answer five questions. Get a brief you can paste into any AI that produces the thing instead of advice about the thing.

Runs entirely in your browser. Nothing you type is sent anywhere, stored, or seen by me.

The five parts

What are you trying to get done?

Only the first one is required. The more you fill in, the less generic the result.

1. What should exist when this is finished? *

Name the thing. "A draft proposal for the Henderson job." "A one page summary of this report for my team." "Six interview questions for an ops manager." Not "help with proposals."

2. What have you got to give it?

This is the part that decides whether the output is any good. List what you will attach or paste: past examples of your own work, the raw notes, an export, your template. If the answer is nothing, say so and it will tell you what it needs.

3. Who reads it, and what do they already know?

A procurement team and a founder need different documents. Include anything about tone or relationship that matters.

4. What shape should it take?

Length, format, structure. "Same sections as the attached example" is five words that do an enormous amount of work.

5. What must it not do?

Do not invent pricing. Do not promise dates. Do not use the word "leverage." Anything you would tell a new employee before letting them near a client.

Add the moves that usually help

Flag uncertainty instead of guessing. The single most valuable line in most briefs. Ask me questions first. Have it interview you before it starts, which surfaces what you forgot. Show its working. Mark which parts were confident and which were inferred, so you know where to review. Give me two versions. Useful when you are not sure of the tone yet.

Why this works

A question gets advice. A brief gets the thing.

Most people use AI like a search engine, which is why it feels underwhelming. The shift that actually saves hours is handing over a job with your own materials attached, rather than asking for an opinion about the job.

Read the full argument

Want this
for your whole team?

A tool helps one person write one brief. Getting a team genuinely good at this, with goals worth hitting and the systems to hit them, is what I do. The first conversation is free.

Book a free call See the playbook ›

What are you trying to get done?

Your brief

A question gets advice. A brief gets the thing.

Want thisfor your whole team?

Want this
for your whole team?