How to brief a creator on a technical product

Technical audiences forgive rough edges and punish over-scripting. A brief that dictates every sentence produces a segment viewers skip. A brief that gives no direction produces a segment that misses the point of the product.

What belongs in the brief

• The one job the product does better than the alternative the audience uses today
• A real workflow the creator can run on camera, start to finish
• The claims that must stay accurate, and the numbers that must not be invented
• One clear next step for the viewer, and nothing competing with it

What to leave out

Leave out the word-for-word script, the feature list, and the internal positioning language. Creators know how their audience listens; the brief exists to keep them accurate, not to make them sound like your marketing site.

Give the creator early access, an engineer to ask questions to, and enough time to actually use the thing. That single change improves outcomes more than any other lever in the process.