Build Actionable Briefs Faster with the Get Who To By Framework
So, you've got a million ideas swirling around your head, and you think you can just whip up a brief that actually makes sense? Spoiler alert: you can't. Enter the Get Who To By framework. This bad boy cuts through the noise and helps you turn your chaotic thoughts into a brief that not only makes sense, but actually gets the job done. Let’s ditch the fluff and get to the point.
The TL;DR
Use the Get Who To By framework to build actionable briefs faster: GET (who to target), WHO (insight on their behavior), TO (the message), and BY (the mechanism). This framework forces you to create clear, concise briefs that your team can actually follow without losing their minds.
Why Get Who To By Works So Well for Actionable Briefs
Writing briefs can feel like pulling teeth, especially when your team is busy arguing over who the target audience is and what the message even means. Get Who To By slices through that chaos, giving you a structured path to clarity.
The Four Steps
GET
Who exactly should this brief focus on?
Identify the smallest, most winnable, highest-impact group relevant to your project. Not just 'youth' or 'business owners'—get specific. If you can't nail down a tight target, you're just throwing darts in the dark.
WHO
What insight reveals how this target group actually behaves?
Dig into their habits, frustrations, or patterns. What do they struggle with? What solutions are they currently chasing? If you can't articulate a clear insight, you need to go back to the drawing board.
TO
How can you make the desired action crystal clear?
Draft a message that is so straightforward it could be read by a toddler. It should be clear what you want them to do, why it's beneficial, and why they should care now. If it sounds like a marketing brochure, rewrite it.
BY
How will you actually make them take that action?
Outline the exact mechanism that will drive behavior. Whether it’s a limited-time offer or a unique value proposition, if you can't explain how you'll motivate them in one sentence, it's too convoluted.
Common Brief-Writing Blunders
(Yep, We've Tripped Over These)
- ×Targeting 'everyone' instead of a specific group
- ×Not having a clear behavior to focus on
- ×Vague messaging that confuses rather than clarifies
- ×Creative that doesn't align with your insights
- ×Expecting stakeholders to just 'get it' without context
- ×Focusing on features instead of benefits
- ×Ignoring the mechanism for action
- ×Creating overly complex briefs that no one understands
Avoid these pitfalls and you’ll be ahead of the game. Seriously, these are the basics, and if you can’t get them right, it’s time to rethink your approach.
Real Examples
Marketing Campaign Brief
Launching a new fitness app aimed at busy professionals.
GET
Busy professionals aged 25-40.
WHO
Constantly juggling work, family, and health, but feel guilty about not working out enough.
TO
Get fit in just 15 minutes a day without sacrificing your schedule.
BY
Offering a trial that involves a quick, no-commitment workout plan they can do at home.
Why this works
This targets a specific pain point—time—and makes the solution feel achievable. The urgency of 'trial' taps into their fear of missing out on fitness success.
Product Launch Brief
Introducing a sustainable water bottle.
GET
Eco-conscious millennials.
WHO
Already using reusable products but frustrated with lack of functionality.
TO
Stay hydrated sustainably without compromising on style.
BY
Highlighting unique features like built-in infusers and a limited launch discount.
Why this works
This speaks directly to their values while addressing a common frustration, with a clear call to action that feels urgent.
Service Launch Brief
A new home-cleaning service.
GET
Working parents.
WHO
Overwhelmed by household chores and looking for reliable help.
TO
Get your weekends back with our trusted cleaning service.
BY
Offering a first-time user discount and a satisfaction guarantee.
Why this works
It directly addresses their need for convenience while providing a low-risk entry point to try the service.
Frequently Asked Questions
How do I create a clear brief using the Get Who To By framework?
Define your target with GET, uncover behavioral insights with WHO, craft a clear message with TO, and articulate your mechanism with BY. It's a structured approach that simplifies the process.
What is the Get Who To By framework?
It's a strategic tool designed to help you build actionable briefs by focusing on four key components: GET (target audience), WHO (behavior insight), TO (message), and BY (mechanism).
Why do briefs often miss the mark?
They tend to be vague, unfocused, or overly complicated. The Get Who To By framework prevents that by enforcing clarity and directness.
How specific should my target audience be?
Aim for a clearly defined segment. If your target feels too broad or generic, you're doing it wrong. Tighter is always better.
What makes an effective message in a brief?
It should be unambiguous, straightforward, and compelling. If it requires a PhD to decipher, it's back to the drawing board.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
Go to Framework Generator