Adding Negative Criteria to a Brief: The Power of Saying What Not to Write

You can't get good content simply by writing what you want—the 'do-not list' formula I developed after years of giving open-ended briefs and facing frustration.

01MondayOpening·August 1, 2026
For years, I handed writers exhaustive lists of 'must-include' phrases, and every time I received copy that ticked every box but was completely lifeless.
Why 'Positive' Briefs, Not Writers, Are to Blame for Bad Content
After years of vague, bloated briefs leading to bland copy, here is the 'anti-brief' formula: how to eliminate clichés without suffocating creativity.
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02TuesdayMain Essay·August 1, 2026
For years, I sent content creators pages of 'write this' briefs; the outcome was always the same: everything I asked for was in the copy, yet its soul was suffocated by cliches I never wanted.
Negative Criteria: The Power of the 'Don't' List in Content Briefs
Workshop notes on developing a 'don't list' formula that liberates writers through constraints—after years of frustration with prescriptive, purely positive briefs.
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03WednesdayData·August 1, 2026
For years, I sent writers pages of 'do this' lists and kept getting cookie-cutter, lifeless copy. Then I turned 80% of the brief into a 'what not to write' list.
80% Negative Volume: The Mathematical Power of Saying 'What I Don't Want' in a Brief
I spent years sending writers multi-page 'do this' checklists and getting soulless copy in return. The solution was flipping the brief into a 'what not to write' list.
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04ThursdayCase Study·August 1, 2026
For years I told writers, 'Give us a comprehensive, creative guide'—and ended up with bloated, meandering word dumps every single time.
The Craft of the Negative Brief: How Wirecutter's 'What We Don't Want' Rule Ended Revisions
The real power of a great content brief lies not in what you want, but in what you don't. How a simple 'do not do' list rescued my editorial workflow from revision hell.
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05FridayFramework·August 1, 2026
For years, I wrote pages of positive briefs asking writers for 'creative, in-depth' copy; after realizing the consistent frustration, I switched to a 'what not to do' matrix.
The Anti-Brief Matrix: A Framework for Defining What NOT to Write
You cannot get good content simply by saying 'write this.' After years of open-ended briefs and frustration, here is the negative constraints formula that sharply increases editorial precision.
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06SaturdayDifferent Angle·August 1, 2026
For years, I asked content creators for inspiring, relatable, and fluid copy; the outcome was always the same: forced jokes, artificial tone, and exhausting drafts.
The Positive Brief Trap: Why Stating What You Want Ruins the Copy
A great brief doesn't hand the writer an endless open sky; it gives them a minefield map clearly marking the pits to avoid.
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For years, I handed writers exhaustive lists of 'must-include' phrases, and every time I received copy that ticked every box but was completely lifeless.

For years, I sent content creators pages of 'write this' briefs; the outcome was always the same: everything I asked for was in the copy, yet its soul was suffocated by cliches I never wanted.

For years, I sent writers pages of 'do this' lists and kept getting cookie-cutter, lifeless copy. Then I turned 80% of the brief into a 'what not to write' list.

For years I told writers, 'Give us a comprehensive, creative guide'—and ended up with bloated, meandering word dumps every single time.

For years, I wrote pages of positive briefs asking writers for 'creative, in-depth' copy; after realizing the consistent frustration, I switched to a 'what not to do' matrix.

For years, I asked content creators for inspiring, relatable, and fluid copy; the outcome was always the same: forced jokes, artificial tone, and exhausting drafts.

For years, I handed writers exhaustive lists of 'must-include' phrases, and every time I received copy that ticked every box but was completely lifeless.

For years, I sent content creators pages of 'write this' briefs; the outcome was always the same: everything I asked for was in the copy, yet its soul was suffocated by cliches I never wanted.

For years, I sent writers pages of 'do this' lists and kept getting cookie-cutter, lifeless copy. Then I turned 80% of the brief into a 'what not to write' list.

For years I told writers, 'Give us a comprehensive, creative guide'—and ended up with bloated, meandering word dumps every single time.

For years, I wrote pages of positive briefs asking writers for 'creative, in-depth' copy; after realizing the consistent frustration, I switched to a 'what not to do' matrix.

For years, I asked content creators for inspiring, relatable, and fluid copy; the outcome was always the same: forced jokes, artificial tone, and exhausting drafts.