Definition
A clear and complete description of the product/technology/channel/capacity required in the SPG process is used in three tiers for internal alignment and partner communication.
In detail
A want brief is a clear and complete description of required products, technologies, channels, or capabilities in the SPG process, used at three levels for internal alignment and partner communication. It addresses the issue of inefficiency caused by vague requirements, ensuring all stakeholders have a consistent understanding of "what is needed." Unlike a value proposition, a want brief focuses more on conveying requirements internally and to partners, rather than customer-facing value commitments. It picks up from the gap vignette; the typical output is a structured document that serves as the basis for partner collaboration.
Example in practice
When a company needs to acquire a new technology through open innovation (as opposed to standard procurement or M&A), the technical department writes a want brief specifying technical specifications, application scenarios, and acceptance criteria. The brief has three tiers: Tier 1 is the internal version for team alignment, Tier 2 guides the Scout's search, and Tier 3 is the externally redacted version (3A requires an NDA, 3B can be shared openly). Partners propose solutions based on the Tier 3 brief, and the internal team evaluates them, avoiding rework caused by unclear requirements.