Building a Sales Growth Engine · Companion Tool · Chapter 11 · AI-Amplified Judgment

AI Brief Builder

The one piece of AI infrastructure the book asks you to build: a reusable brief that makes every AI tool sound like your firm. Fill it once, keep it beside every tool the team uses.

Context — what AI needs to understand before helping

Who you are, who you serve, what you sell

Audience — who this is for, and what matters to them

Outcome — what we want them to believe, do, or decide

Voice — how it should sound, and the words we never use

e.g., direct, warm, confident, plain language. Never: synergy, world-class, cutting-edge

Standards — what makes it good enough to use

e.g., every claim needs a proof point; a human reviews before anything client-facing sends

Boundaries — three buckets

AI may recommend / AI may do within limits / must stay human (trust, risk, money, employment)

Your AI brief — paste this at the top of any AI conversation

From Building a Sales Growth Engine by David Searns and Victoria Kenward. The full toolkit and workbook are free at growthenginebook.com. Want help building your engine? Talk to the team behind it: