Describe the problem
Instead of listing only the outputs you want, explain the current challenge and the change you hope to create. Mention important constraints or assumptions at the beginning.
Identify the audience and context
A broad description such as “all shoppers” is rarely enough. Who makes the decision, where do they encounter the brand, and what do they already know about it?
Share practical constraints
Timing, approximate budget, available materials and approval process all shape the proposal. They do not need to be final; a realistic range is more useful than complete uncertainty.
Agree on decision criteria
State how the options should be judged: audience fit, experience quality, delivery time or a combination. Shared criteria make the first conversation more productive.