Project teams create a box for the project as if it is going to be sold at retail. Typical box elements include product name, tagline, key benefits, and features. Can also include visual tone and initial preferences for design direction. May create actual physical boxes, or just digital renderings.
Forces conversation about what really matters about the project. Constrains conversation to a specific format to boost productivity of discussion. Creates a common, tangible touchstone that communicates shared product vision to many different viewpoints.