Choose a business issue that needs serious attention. Spend time articulating it in as short and clear a way as possible. First ask, what are we trying to achieve? Do not proceed until this is absolutely clear. If needed. ask the why question to cross check whether the what is sufficiently robust. Add the why. Experiment with using a statement as the brief, or a question, or both in tandem. Leave the the result and come back to it later, make changes if necessary, then check with a respected colleague to see if they think it is a decent brief