A regional business brief went to sales, brand, product, finance and an agency. Each team assumed the problem was already settled, so each started solving a different one: leads, image, features, cost, a campaign. The cause was not the writing. Nobody had decided which single problem the work had to fix.
Agree on the problem first. Then write the brief.
One document / five problems
sales wants leadsbrand wants imageproduct wants featuresfinance wants costagency wants a campaign
One problem everyone can recognise
One brief