The brief is not an RFP. It is not a seven-step estimate. I need a sentence I can hold, a band so we are not pretending, and a way to write you.
If you already know which rung you are near — a Saturday order button, a stream, a warehouse still on clipboards — say so. If you do not, that is fine. Mark “not sure.”
What I do with it
I read it. There is no intake team. If I am the wrong shop I say so in the first reply. If I am the right one, we agree on a build price and a monthly care fee before I start.
What to skip
A 12-page deck. Equity instead of pay. A bid to shop against ten agencies. I will not pretend those into a rung.