Before you write, define the movement.

Where is the audience now, and where should they be by the end? The brief begins with that change.

Not the format brief.

Not the word count. Not the instruction to make it sharper. Start with the movement the work must create.

Name the blocker and the proof.

What is stopping the audience? What makes the claim trustworthy? What should happen next?

If the five lines are unclear, the writing gets heavier.

A clear movement brief makes articles, decks, pitches, talks and campaigns more useful before they become more polished.

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