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A marketing program forteams facing
You brief the agency and the regions. Is what comes back what you asked for?
Usually not. The brief is read five ways, each reader fills the gaps with their own assumptions, and the first round of work is a round of surprises. This program aligns what your agency and regional teams know, believe and do with a brief, in four one-hour team sessions.
Make it for your team
Execution readinessExample scores for a team like yours. Add your website to estimate your own. Measured once your team plays. Ready at 80.
Where it usually breaks35Today84/ 100After the 4 team sessions
Ready to executeShared knowledgeHigh riskThe same brief read five ways
Shared convictionMedium riskReaders believe the brief is a formality
Shared practiceHigh riskThe first round of work answers a different question
4 sessions~50 min each8–12 people per teamNo facilitatorThe gap
What you'd typically hear if five of your marketers answered alone.
SESSION 1 · FILL THE GAPSAnswered alone
Finish the sentence: when I get a brief I am not sure about, I…MMira…write back what I understood, and ask before I start.
JJonas…start, and we will fix it in the first review.
AAylin…do what we did last time.
TTomas…ask whoever sits nearest.
RRosa…assume the brief writer knows what they want.
What it costs you if nobody notices
Shared knowledgeFive readings, five first draftsWhen the brief leaves room, each reader fills it differently, and the review is spent discovering that.
Shared convictionThe brief becomes a formalityIf readers believe the real brief comes in the review, the written one gets a glance and the work starts wrong.
Shared practiceA round of work is wastedEvery round that answers the wrong question costs a week and an agency fee, and the launch date does not move.
The program that closes the gap
Four one-hour sessions. Every one of your agency and regional teams, the same reading of the brief, before the work starts.
Session
Shared knowledgeShared convictionShared practice
S1Know what a brief must sayAgrees the parts of a brief, what each must answer and what a reader may not assume.
Shared knowledge1Agree the four parts every brief must cover2Agree the five parts every brief must coverShared conviction3Decide how strict the brief format should beShared practice4Sort real brief situations into the right response5Agree what a brief must state
DemoS2Believe the brief is the workShows you whether readers believe the brief matters, and what makes them skip it.
Shared knowledge1Quiz each other on what a brief actually commits a reader toShared conviction2Agree what truly goes wrong when a brief gets skipped3Decide as the CMO whether to greenlight the brief as the single source of truthShared practice4Sort real brief situations into the right response5Rehearse how you'd respond to a brief that leaves gaps
DemoS3Read the same briefReads the same real brief alone, compares what each understood, and aligns on what it asks for.
Shared knowledge1Read a real brief alone, then align on exactly what it is…Shared conviction2Decide what a real brief meansShared practice3Match each real situation from the brief to the right move4Order and agree the exact sequence for handling an…
DemoS4Play it backPractises the playback: what you understood, what is missing, what you will not assume.
Shared knowledge1Quiz each other on what a complete brief playback must coverShared conviction2Decide, compare and vote on backing the brief writer's…Shared practice3Order the steps of playing back a brief4Rehearse how you would respond in the moment a brief…
DemoPlay it yourself · a short demo · one exercise from session 3 · Make the Call
Alone first. Then the team agrees on one answer.
This is a taste, not the whole session. “Read the same brief” runs 4 exercises with your own team, on a call or in a room. Here is one of them, on the real screens, played with four AI teammates, so you can feel how a session works.
Read the same brief · Make the Call00:00MJLSYouDecide what a real brief means, then see how the CMO would call itOn screen: Rewrite each of the 4 vague brief lines as the decision you'd actually make alone
You are playing with 4 AI teammates. Every screen opens on its briefing: read it, then tap I’m ready.
Readiness intelligence · what you'll see as teams play
Know whether your agency and regional teams read the same brief the same way, and where you should step in, before the next round comes back wrong.
Your company › Readiness intelligence › BriefsEvery brief is understood the same way by the agency and the markets before the work starts
Readiness index84%Ready+49 pts25% participation + 25% progress + 50% alignment · Ready at 80
Shared knowledge48 → 88Shared conviction37 → 71Shared practice44 → 80
Participation94%17 of 18 people played at least once
Progress75%3 of 4 planned sessions completed
Alignment41% →78%56 of 72 points aligned
Failed alignment pointsWhere you should step in
What the brief asks forNot aligned in 12 of 30 playsShared knowledgeYour lead agency and the regional teams · 20 people
Is the written brief the real brief?"Not yet, we still have concerns" in 2 playsShared convictionYour regional teams · 14 people
Your agency and regional teams could play this next week. Add your website to make it yours.
- 01 · 5 minConfirm the assumptionsCheck what we inferred about you and edit any text in place. Your edits are locked.
- 02 · 1 link per teamInvite your teamAny browser, any device. No account, nothing to install.
- 03 · after each playWatch readiness fill inYou see who played, what they agreed, and where to follow up.
Used by teams at
Free until you play live · ISO 27001 · EU data
Free until you play live · ISO 27001 · EU data