dgStart with a decision
Describe the business decision the project should support. “Improve the website” is broad. “Help buyers compare our three service tiers and request the right consultation” gives the work a purpose.
Separate the problem from the solution
Share what customers struggle with, what you have observed and what is still a hypothesis. A requested feature may be useful, but the underlying problem helps a team evaluate alternatives.
Make constraints visible
List the people approving the work, platforms that must stay, integrations, content ownership and any real deadline. These affect scope more than a moodboard does.
Agree what good looks like
Choose a small set of outcomes and a practical review process. Define what is included in launch and what belongs in a later iteration. A clear brief reduces expensive ambiguity.