Process · · 5 min
The cheapest design tool we own is a sentence everyone agrees on.
Before a moodboard, before a single logo sketch, we write one sentence: who this is for, what changes for them, and why now. If the room can't agree on it, nothing we design will fix that.
The sentence is a filter
Every later decision — colour, copy, feature scope — gets tested against it. It turns taste arguments into evidence arguments.
If it doesn't serve the sentence, it doesn't ship.
How we write it
- Write ten versions, alone, in ten minutes
- Read them aloud to someone outside the project
- Keep the one they repeat back to you
It takes an afternoon. It saves months.