# TOOL 01. THE DECISION BRIEF

**Use before:** Campaigns, websites, brand work, content, product pages, performance programs or any request that begins with a deliverable.

## A. Required movement

**What should be different after this work is live?**  
_Write the audience or business movement without naming a channel or deliverable._

................................................................................

## B. Priority audience

**Who must change?**  
_Segment, role, market, buying stage, use case or need state._

................................................................................

## C. Current behavior

**What do they think, feel or do today? What evidence supports this?**

................................................................................

## D. Primary barrier

Select the strongest current constraint:

- [ ] They do not know us.
- [ ] They do not understand the proposition.
- [ ] They do not see meaningful difference.
- [ ] They do not trust the claim.
- [ ] They do not see enough value for the price.
- [ ] The journey creates friction.
- [ ] The next step feels risky or unclear.
- [ ] The business does not respond or deliver properly.
- [ ] Other: .................................................................

## E. Required belief or experience

**What must the audience understand, believe or experience before they act?**

................................................................................

## F. Proof

**What evidence can make that belief credible?**

................................................................................

## G. Success signal

**Which behavior or business result will show meaningful movement?**

................................................................................

**Baseline:** ...........................  **Target:** ...........................

## H. Ownership

**Final decision owner:** .......................................................

**Owner of the next action after results arrive:** ..............................

## I. Deliverable check

**What are we proposing to make?** ..............................................

**Why is this now the best intervention?** ......................................