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:
  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 measure

Which behavior or business result will show meaningful movement?

H. Ownership

I. Deliverable check