Brief
Vague briefs into structured requirements
Thesis
Creative briefs are vague and cause rework. Conversational AI can extract structured requirements through guided questions.
The Problem
Creative and agency work suffers from vague briefs: Clients say "make it pop" or "I'll know it when I see it." Requirements are buried in email threads. Missing info isn't discovered until review rounds. Rework eats into margins (studies show 30-50% of agency time goes here). The brief is basically the contract. When it's unclear, everyone loses.
Implementation Approaches
Conversational Web App (Recommended)
Chat interface that guides clients through brief creation
Implementation
- →Client-facing chat interface
- →AI asks clarifying questions based on project type
- →Extracts structured data: goals, audience, constraints, references
- →Generates polished brief document (PDF/Notion/Google Doc)
- →Agency gets notification when brief is complete
Pros
- +Reuses Guildry's conversation engine patterns
- +Client-facing means agencies can white-label it
- +Clear value prop: fewer revision rounds
- +Can charge per-brief or subscription
Cons
- −Requires client adoption, they have to actually use the tool
- −Brief quality depends on client engagement
- −Competitive with existing brief templates
Email/Slack Parser
Parse existing communication to extract brief elements
Implementation
- →Forward client emails or connect Slack channel
- →AI extracts requirements from unstructured conversation
- →Highlights gaps: 'Budget not specified', 'Timeline unclear'
- →Agency fills gaps, generates consolidated brief
- →Integrates with project management tools
Pros
- +No client behavior change required
- +Works with existing communication
- +Catches requirements that would be missed
- +Higher value means higher price point
Cons
- −More complex integration requirements
- −Privacy concerns with email/Slack access
- −Quality depends on how complete the communication is
Figma/Notion Plugin
Brief creation embedded in tools designers already use
Implementation
- →Figma plugin: attach brief to design file
- →Notion template: guided brief creation with AI assist
- →AI suggests missing sections based on project type
- →Version history and change tracking
- →Share link for client review/approval
Pros
- +Meets users where they already work
- +Plugin marketplaces for distribution
- +Natural workflow integration
- +Can expand to multiple platforms
Cons
- −Platform-specific builds required
- −Plugin review/approval delays
- −More limited than a standalone app
Validation Plan
Hypothesis to Test
Agencies will pay $49/mo to reduce brief-related rework by 50%
Validation Phases
Problem Validation
1 week- •Interview 10 agency owners/project managers
- •Ask: 'What % of rework is due to unclear briefs?'
- •Understand current brief process and pain points
- •Validate willingness to pay for a solution
Concierge MVP
2 weeks- •Partner with 3 agencies for pilot
- •Manually run brief conversations with their clients
- •Generate briefs using Claude + templates
- •Measure: time saved, revision rounds reduced
Product MVP
2 weeks- •Build conversational brief creator
- •Launch to pilot agencies + waitlist
- •Track: briefs created, completion rate, agency feedback
- •Introduce pricing: $49/mo for unlimited briefs
Kill Criteria
Stop and move on if any of these become true:
- ✕Agencies don't see briefs as a significant pain point
- ✕Clients refuse to use the tool
- ✕Generated briefs aren't better than templates
- ✕No willingness to pay at target price