On the projects that go well, there is a moment early on where the client reads a paragraph back to us and says: yes, that is the problem. Everything after that is comparatively easy.
Write the problem, not the wish
“We need a new website” is a wish. “Our enquiries come from referrals and the site actively loses them” is a problem, and it implies its own solution.
Agree what would count as success
Before anything is drawn. Not a vague sense of modern, but a number or a behaviour you can check in three months.
