Questions worth asking
Before the answer, check the question.
Some of the most useful work was not a campaign or a platform. It was a clearer way to see what was happening.
One brief
Are we aligned on the brief — or only on the document?
A single document does not create alignment if different teams are solving different versions of the problem.
One brief only works when there is one problem everyone can recognise.
Same document, five readings
sales wants leadsbrand wants imageproduct wants featuresfinance wants costagency wants a campaign
Real problem
one everyone recognises
One brief
B2B funnel
What must become true before someone can buy?
A funnel is useful only when every stage describes a real change in the buyer — not an internal marketing activity.
The next action belongs to the buyer, not the marketing plan.
- 01Unawarehas not framed the need
- 02Relevantrecognises their own situation
- 03Consideredputs you on the short list
- 04Trustedbelieves the risk is manageable
- 05Chosensigns off internally
Acid — relevance begins / Cobalt — the decision
Media role
What job is each medium actually doing?
A list of channels is not a strategy. Each medium should have one clear role in moving understanding or behaviour forward.
If two channels have the same job, one of them may be unnecessary.
The problem people actually have
Noticemakes the problem visiblemedium 1
Understandexplains what it meansmedium 2
Actmakes the next step easymedium 3