. The "Why" (Objectives) What is the primary goal? Are you trying to solve a specific problem, launch a new product, or refresh an existing brand? Example: "We want to increase our website conversion rate by 15% over the next quarter." 2. The "Who" (Target Audience) Who are we talking to? Describe their demographics, pain points, and what motivates them. The more specific, the better. 3. The "What" (Deliverables & Scope) What exactly do you need at the end of this project? Physical: A 20-page PDF report, 3 social media banners. Technical: A landing page with a contact form integrated into HubSpot. Creative: A 30-second video with a professional voiceover. 4. The "Style" (Tone & Voice) How should the project feel? Is it professional and corporate, or edgy and experimental? Providing examples of things you like (and things you hate) is incredibly helpful here. 5. The "Constraints" (Timeline & Budget) Deadline: When is the hard launch date? Budget: Knowing a range helps determine the scale and complexity of the solutions proposed.