A creator gets a 12-page brief. They read every page, then ask one question: "So what's the one thing you want people to remember?" If the brief can't answer that in a line, the post won't either. A brief that works fits on one page: 1. What it does: one plain sentence. "A wallet that swaps across chains in one tap," not "a next-gen Web3 experience." 2. Who it's for: the reader you actually want, like "people who already trade on DEXs," not "everyone in crypto." 3. The one thing to remember: if readers forget everything else, what should stick? 4. Three to five facts: launch date, links, what's live and what isn't yet. 5. A don't-say list: claims you can't make, numbers that aren't public, competitors not to name. What stays out: the script, the tone, the jokes. The creator knows their audience better than anyone, and their followers can tell when a post was written by someone else. Projects: how long was your last brief?