Create a Creative Brief That Sparks Better Ideas using Get Who To By
Most creative briefs are just expensive word salads designed to make account managers feel productive while the creative team slowly dies inside. If your brief is ten pages long, nobody is reading it, and your 'big idea' is probably buried under a pile of corporate jargon. The Get Who To By framework is the antidote to this bloat. It’s four lines that actually tell people what to do, so you can stop pretending that 'brand synergy' is a viable strategy and actually ship something that works.
The TL;DR
Stop writing novels and start writing briefs. Use Get Who To By to nail your target (GET), identify their actual baggage (WHO), give them a clear command (TO), and build the bridge to get them there (BY). It’s strategy for people who don't have time to fail.
Why This Framework Beats Your 20-Page Deck
Because your creative team needs a compass, not a history lesson. This framework forces you to be honest about who you're talking to and why they should care.
The Four Steps
GET
Who is the specific human worth your time?
Not 'Millennials' or 'Decision Makers.' Find the smallest, most specific group that actually has a reason to care. If you target everyone, you're talking to no one.
WHO
What is the messy truth about their behavior?
This isn't a demographic; it's a habit or a frustration. What are they doing right now instead of buying your stuff? Why are they annoyed, bored, or skeptical?
TO
What is the one thing you want them to do?
Make the action stupidly obvious. If a five-year-old - or a tired creative director - can't understand the message in three seconds, you've failed.
BY
What’s the actual mechanism that makes it happen?
This is the 'how.' It’s the bribe, the tool, or the emotional hook that forces them to move. No vague promises; give them a reason to act now.
How to Trash a Good Brief
(Avoid these unless you like wasting money)
- ×Targeting 'everyone with a smartphone'
- ×Writing a 'WHO' that is just a list of interests
- ×Using the word 'innovative' in the 'TO' section
- ×Making the 'BY' so complicated it needs its own manual
- ×Confusing an observation with an actual insight
- ×Having three different 'TO' messages for one campaign
- ×Ignoring the fact that your audience is probably ignoring you
- ×Forgetting to include a deadline or a reason to care today
If your brief smells like a corporate committee wrote it, start over. Keep it sharp, or keep it to yourself.
Real Examples
B2B Software
A campaign for a project management tool that actually works.
GET
Middle managers who spend 4 hours a day in 'status update' meetings.
WHO
They hate their current software but are too exhausted by the thought of another 'onboarding' to switch.
TO
Ditch the status meetings and actually get your Friday back.
BY
A 'one-click' data migration tool that proves it works in under 10 minutes.
DTC Fitness
Selling a high-end home gym to people who are busy.
GET
Former gym rats who now have toddlers and zero free time.
WHO
They feel guilty about their fitness but find the 20-minute drive to the gym more daunting than the workout itself.
TO
Stop mourning your old fitness and reclaim your basement.
BY
Offering a 30-day 'no-questions-asked' trial that fits into a 15-minute nap window.
FinTech App
A campaign to get Gen Z to start a high-yield savings account.
GET
Side-hustlers who have money sitting in a 0% interest checking account.
WHO
They know they should save but think 'investing' is for people in suits who use words like 'portfolio.'
TO
Stop letting your bank keep the interest you earned.
BY
An automated 'round-up' feature that turns their coffee purchases into a passive savings fund.
Frequently Asked Questions
Can I have more than one 'WHO'?
No. Pick the biggest problem and solve it. If you try to solve three problems at once, you'll solve zero.
What if my 'TO' feels too simple?
Simple is the point. If it feels too simple, it's probably finally clear enough for a consumer to actually notice it.
Is the 'BY' just the call to action?
It's the mechanism. It's not just 'Click here'; it's 'Click here because we're giving you a reason that makes sense to your specific problem.'
How specific should the 'GET' be?
Specific enough that you can picture exactly what they’re wearing and what’s currently making them angry.
Can I use this for internal projects?
Yes. Please do. Maybe then your internal meetings will actually result in something besides more meetings.
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