If You Can't Brief AI, You Can't Brief Your Team
The one thing you need to know in AI today | AI Ready CMO
It’s a slower news day today, so instead of highlighting something marginal just to fill space, we’re going deeper on yesterday’s Skills announcement—specifically, what it actually means to become an AI tutor. How do you teach an AI to do something well?
As we often say, AI skills are management skills.
You manage AI almost exactly the way you would manage a junior employee. Lots of context, clear definition of deliverables, and plenty of help understanding the process. When a new hire joins your team, you don’t just hand them a desk and say, “Figure it out.” You onboard them. You explain the workflow, show them where to find information, clarify what good output looks like, and point them toward the right people when they get stuck.
This is exactly the same as how you teach AI a new skill.
But let’s dig a bit deeper and see how Anthropic itself is doing it. If you take a look at their company newsletter writer, FAQ answering agent, or “Progress-Plans-Problems” reporting skill, a consistent architecture emerges.
Here are five practices worth stealing:
1. Start by explaining the assignment, not the steps. Before jumping into “how,” make sure the AI knows what it’s making and why it matters. The 3P update skill doesn’t assume you know what “Progress, Plans, Problems” means—it defines it upfront, explains who reads it (executives, teammates), and sets the constraint (readable in 30-60 seconds). Think of it like briefing a freelancer: context first, task list second.
2. Don’t upload information. Point to where it lives. The newsletter skill tells the AI exactly where to hunt for content, assuming it has access to those tools: “check Slack for team updates, look in Drive for the latest deck, scan the calendar for big meetings.” This is completely different from Custom GPTs, where you’d upload a bunch of PDFs and hope for the best. Skills assume Claude can go find things—they just need to know where to look.
3. Show the format, don’t just describe it. All three skills include actual examples of what a good deliverable looks like. The 3P skill shows the exact template: [emoji] [Team Name] (Dates) followed by three crisp sections. The FAQ skill demonstrates the question-answer structure. When the format is ambiguous, execution gets creative in ways you don’t want. The same goes for briefing your team: “keep it short” means nothing, but “three bullet points, one sentence each” is crystal clear.
4. Tell it what to ignore, not just what to focus on. Each skill has explicit boundaries. The newsletter skill says “company-wide impact only, skip team-specific details.” The FAQ skill says “questions that affect most employees, not niche issues.” Without these guardrails, Claude (like a well-meaning intern) will try to include everything and optimize for volume instead of relevance. Negative space matters.
5. Break it into steps, even obvious ones. The 3P skill walks through: clarify scope, gather info, draft, review. The newsletter skill suggests organizing into thematic sections before writing. This isn’t micromanaging; it’s offloading the mental work of figuring out “what comes next.” When the process is mapped out, people (and AIs) can execute without constantly asking, “Am I doing this right?”
The real insight here is that Skills don’t just make AI better at tasks—they force you to articulate how work actually gets done. Most teams can’t clearly explain their own workflows because they’ve never had to. Skills make implicit knowledge explicit.
Even if you don’t plan to implement AI skills today, understanding them is extremely beneficial because it helps you become a better manager even without AI. The discipline of writing, a skill (defining the task, specifying the sources, showing the format, setting the boundaries), is identical to the discipline of onboarding someone well.
If you can’t explain the process to Claude, you probably can’t explain it to your new hire either.
3 AI Marketing Tools To Try Today
HeyGen
Create professional video content at scale with AI avatars—HeyGen lets you produce personalized videos without cameras, crews, or studios.
Surfer SEO
Optimize content for search without guesswork—Surfer SEO analyzes top-ranking pages and gives you exact guidelines to outrank competitors.
Granola AI
Never take meeting notes again—Granola joins your calls, transcribes everything, and delivers structured summaries with action items automatically.