Frameworks reflect user intent and amplify thinking, whereas dependency on prompts created by others restricts learning and your own leadership capability for tomorrow.
Using the prompt builder framework will help you discover how to articulate your thoughts that are aligned to the work you do. Learn more about how to structure and sequence your prompts in the prompt engineering guide.
Build your prompt — step by step
What response do you want from AI?
Goal
What is the one thing you need AI to produce for you right now?
What should this image show or communicate?
Ask yourself
What specific output do I need? (e.g. a summary, plan, script, brief, analysis)
What decision or action will this output enable?
How will I know the response has hit the mark?
Ask yourself
What is the main subject or scene I want the image to show?
What message or emotion should the image communicate at a glance?
Where will this image be used? (presentation, social media, print, website)
Describe your goal clearly and specifically
Describe the image subject and its purpose
Summarise
Draft a message
Client brief
Go-to-market plan
Analyse opportunity
Talking points
Ideate
Storytelling
Product visual
Social media graphic
Slide background
Infographic
Brand illustration
Hero image
Banner
Abstract concept
Context
What does AI need to know about your situation to give a relevant, informed response?
Who is this image for and where will it appear?
Ask yourself
Who is the audience and what do they already know or care about?
What business moment, challenge, or opportunity is this responding to?
What timeframe, region, or industry is relevant?
What has already been tried, decided, or agreed?
Ask yourself
Who will see this image and what do they need to feel or understand?
What channel or format is this image for? (LinkedIn, print brochure, slide deck)
Are there brand, cultural, or accessibility considerations to respect?
What is the setting or environment of the image?
Describe the business situation, background, and stakeholders
Describe the audience, channel, and setting for this image
Audience
Audience / Channel
Timeframe / Region
Dimensions / Platform
Source
What information, data, or materials should AI draw on to build your response?
What visual references, style direction, or brand assets should AI draw from?
Ask yourself
What documents, reports, or data already exist that are relevant?
Are there examples, case studies, or benchmarks AI should reference?
Should AI use only what I provide, or draw on broader knowledge too?
Is any information sensitive, confidential, or out of scope?
Ask yourself
What visual style or artistic direction should the image follow?
Are there brand colours, fonts, or existing assets that must be reflected?
Are there reference images or campaigns I can describe to guide the style?
What styles or elements should be avoided?
Tell AI where to look or what to use as its foundation
Describe the visual style, references, and brand direction
Emails & messages
Meeting notes
Attached files
Web links
Market research
Performance data
General knowledge
Benchmarks
Brand guidelines
Photorealistic
Flat illustration
Bold graphic
Cartoon
Caricature
Comic book
Meme
Sketch
Abstract art
3D isometric
Campaign reference
Visual benchmarks
Expectations
How should AI structure, style, and deliver the response to be most useful to you?
How should the image look, feel, and be technically delivered?
Ask yourself
What format will make this easiest to use? (bullets, narrative, table, slide outline)
What tone fits the audience: formal, conversational, energising, no-nonsense?
How long should the response be and what must it absolutely include?
What would make me say “this is exactly what I needed”?
Ask yourself
What colours, lighting, and mood should dominate the image?
What should be in the foreground, midground, and background?
What aspect ratio and resolution do I need?
Are there specific elements that must or must not appear?
Describe the structure, style, and must-have elements
Describe the visual composition, mood, and technical requirements
Preferred format
Tone
Length
Key message / Closing
Aspect ratio / Size
Visual mood
Lighting style
Colour palette
Camera angle
Scene era / Setting
What makes a strong prompt
Goal
“Summarise this” is weak. “Draft a 2-minute spoken intro that builds urgency for an exec audience” is strong. Be specific about the output and its purpose.
Context
Give AI the business moment. Who is the audience, what do they know, and what challenge are you solving? The more specific, the better.
Source
Tell AI exactly what to draw from. Paste text directly, describe the data you have, or direct it to use its broader knowledge. Clarity prevents guesswork.
Expectations
Define what “great” looks like. Specify format, length, tone, and the one thing the response must absolutely nail. Leave no room for ambiguity.
Goal
Describe the main subject with precision. “A person using a laptop” is weak. “A focused professional at a standing desk in a bright modern office, viewed from a low angle” is strong.
Context
Tell AI where the image will live. A LinkedIn banner needs different composition to a print brochure. Channel and audience shape every visual decision.
Source
Name the style clearly. “Flat vector illustration with a limited pastel palette” gives AI a precise visual direction. Reference real styles, artists, or campaigns you admire.
Expectations
Specify mood, lighting, colour, and composition. The more visual detail you give, the closer the first output will be to what you actually need.
Your AI-ready prompt
Text mode
You are AI helping me complete a professional task. Use the details below to create the best possible response. If any section is missing, flag the gap clearly rather than guessing or inventing content.
Generate an image based on the detailed specifications below. Follow each instruction precisely. If a detail is unclear, interpret it in the most professional and visually effective way possible.
Optimise prompt for
Any AI tool
DALL-E
Midjourney
Adobe Firefly
Stable Diffusion
GOAL
SUBJECT
[What outcome do you want AI to produce?]
CONTEXT
AUDIENCE & CHANNEL
[What is the business situation, audience, and background?]
SOURCE
STYLE & REFERENCES
[What information, data, or materials should AI draw on?]
EXPECTATIONS
COMPOSITION & MOOD
[How should AI structure, style, and deliver the response?]
OUTPUT SPECIFICATIONS
TECHNICAL SPECIFICATIONS
[Format, Tone, Length, and Key message style]
[Aspect ratio, mood, lighting, and colour palette]
Prompt copied — ready to paste into any AI tool!