What to do when a client has an idea, not a finished brief

Start with the situation, not the solution

An idea often arrives as a feature, a reference site, or a sentence like "we need an app." That is useful context, not a requirement. Ask who is dealing with the problem, what they do today, where the current path breaks down, and what a better outcome would change.

Separate facts from guesses

The client may know the business deeply while still being unsure about the right interface. Write down what is already true: users, constraints, content, approvals, integrations, and deadlines. Mark the rest as a decision to make. This keeps a confident opinion from becoming an invisible assumption.

Make the next decision small

Do not wait for every answer before showing work. A rough structure, a clickable flow, or one real content example can give the conversation something specific to react to. Each review should close one question and expose the next one, rather than asking for approval of a whole product at once.

Keep scope visible

New ideas are normal once people can see the work. They need a home outside the current task until their cost and value are clear. A visible decision log protects the budget and makes it easier to change direction honestly when the evidence calls for it.