Bring a Project Back on Track with a Sharper Brief using Get Who To By
Your project is currently a slow-motion train wreck because your brief is a bloated mess of 'synergy' and 'brand awareness.' Nobody knows what they're actually supposed to be making, and the client is starting to ask questions you can't answer. The Get Who To By framework is the emergency brake. It forces you to stop pretending everyone is your customer and actually decide what you want people to do. It’s not pretty, but it works when your 40-page strategy deck inevitably fails.
The TL;DR
Stop the bleeding by stripping your brief down to the essentials: who you're actually talking to (GET), why they’re currently ignoring you (WHO), what you need them to do instead (TO), and the actual hook that makes them do it (BY). It’s strategy for people who don't have time to fail.
Why Get Who To By Saves Your Ass
Most projects fail because the brief is a wish list, not a plan. This framework kills the fluff before it kills your budget.
The Four Steps
GET
Who exactly are you trying to reach?
Pick the smallest, most winnable group of humans. If you say 'everyone,' you've already lost. Define the people who are actually going to move the needle, not just anyone with a pulse and a credit card.
WHO
What’s the critical behavior insight about them?
What are they doing right now instead of what you want? Don't give me demographic data; give me a psychological truth. Why are they ignoring you? What's the habit we're trying to break?
TO
What’s the message that makes action obvious?
The one thing they need to hear to change their mind. If it's more than one sentence, it's not a message; it's a lecture. Make it so simple a toddler could explain it back to you.
BY
How are you going to make them actually do it?
The mechanism. The bribe. The friction-remover. This is the 'how.' Whether it's a specific tool, a limited offer, or a jarring piece of content, this is the tactical trigger.
How You'll Probably Screw This Up
(Try Not To)
- ×Targeting 'everyone' because you're afraid of missing out
- ×Confusing an insight with a demographic fact
- ×Writing a 'TO' that is actually three different messages in a trench coat
- ×Forgetting the 'BY' and just hoping people will be inspired to act
- ×Using marketing jargon that means absolutely nothing to a real person
- ×Making the mechanism (BY) too difficult for the user to complete
- ×Ignoring the current behavior (WHO) and pretending you're starting from scratch
- ×Trying to solve five problems at once instead of the one that's killing the project
If your brief looks like a novel, you're doing it wrong. Cut the fat.
Real Examples
SaaS Rescue
A project for a productivity app that's getting clicks but zero sign-ups.
GET
Burnt-out middle managers who spend 4 hours a day in meetings.
WHO
They feel like they're drowning in tools but 'too busy' to learn a new one.
TO
Stop managing your work and actually start doing it.
BY
A 'one-click import' feature that sets up their entire workflow in 30 seconds.
Retail Pivot
A premium coffee brand whose 'lifestyle' ads are being ignored.
GET
Daily commuters who buy cheap gas station coffee out of habit.
WHO
They think premium coffee is a 'weekend treat' and too slow for a Tuesday morning.
TO
Your morning commute deserves better than battery acid.
BY
A mobile-order 'Express Lane' guarantee: your coffee is ready before you park or it's free.
Non-Profit Re-brief
A donation drive that people 'support' but never actually give money to.
GET
Socially conscious Gen Z-ers who share 'awareness' posts but don't donate.
WHO
They feel like their $5 won't make a difference compared to billionaire donors.
TO
Your $5 buys exactly three meals, not 'hope' or 'change.'
BY
A live tracker showing exactly where the next three meals are going the moment they hit 'send.'
Frequently Asked Questions
Can I have more than one 'GET'?
No. Pick one. If you have two audiences, you need two briefs. Trying to hit two targets with one arrow usually results in hitting the dirt.
My 'WHO' feels like a guess. Is that okay?
An educated guess is better than a generic fact. If you don't have data, talk to one real human. One real insight beats ten pages of 'assumed personas.'
What if the 'BY' is just an ad?
An ad is a medium, not a mechanism. The 'BY' is what the ad *does* - is it a discount code? A shocking comparison? A interactive demo? Be specific.
Is this framework too simple for complex projects?
Complex projects are the ones that need this most. If you can't simplify a complex project, you don't understand it yet.
How do I convince my boss to use this?
Show them the current 50-page brief and ask them to explain what the goal is in ten seconds. When they fail, show them this.
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