Define the One Objective That Matters in a Brief using Get Who To By
Look, your brief is currently a dumpster fire of competing priorities. Everyone wants a piece of the pie, and the result is a flavorless mush that achieves exactly nothing. The Get Who To By framework is your fire extinguisher. It forces you to stop pretending you can do everything and makes you pick the one fight worth winning. It’s not rocket science; it’s just common sense, which is surprisingly rare in this industry.
The TL;DR
Stop trying to boil the ocean. Define your target (GET), find their actual problem or behavior (WHO), tell them exactly what to do (TO), and give them a mechanism to move (BY). It’s the only way to stop your campaign from becoming another expensive 'brand awareness' ghost town.
Why Get Who To By is Your Brief's Only Hope
Most briefs are just a collection of wishes and corporate jargon. This framework is for people who actually want to see something happen.
The Four Steps
GET
Who exactly is the smallest, most winnable group?
Identify the specific segment that actually has a reason to care. If your answer is 'anyone with a credit card,' go back to the start and try again. We're looking for the path of least resistance.
WHO
What is the truth about their current behavior?
Not what they say they do, but what they actually do. Are they ignoring you? Are they stuck in a habit? Are they frustrated by a specific friction point? This is the 'why' behind their inertia.
TO
What is the one stupidly obvious thing they should do?
This is your message. It should be so clear that a person scrolling through Instagram while half-asleep can understand it. No metaphors, no fluff - just the shift you want to see.
BY
What is the actual mechanism that makes them act?
This isn't 'magic.' It's the offer, the tool, the content, or the experience that triggers the behavior. It’s the 'how' that turns a strategy into a reality.
How to Mess This Up
(Don't Say I Didn't Warn You)
- ×Defining the 'GET' as an entire demographic instead of a mindset
- ×Confusing a demographic fact with a behavioral insight in the 'WHO'
- ×Writing a 'TO' that sounds like a mission statement instead of a call to action
- ×Forgetting the 'BY' entirely and just hoping people will be inspired
- ×Trying to squeeze three different objectives into one brief
- ×Using marketing speak that no actual human uses in real life
- ×Ignoring the actual barriers that prevent people from acting
- ×Making the 'BY' too difficult or complicated for the user
If your brief feels like a chore to read, it’s probably because you’re making these mistakes. Fix it.
Real Examples
SaaS Retention
Getting inactive trial users to finally put their credit card down.
GET
Trial users who have logged in 5+ times but haven't converted.
WHO
They see the value but are intimidated by the setup process and are procrastinating the 'work' of switching.
TO
Get your first project live in under 10 minutes, no manual entry required.
BY
Offering a 'Quick-Start' concierge call or a 1-click data import tool.
B2B Lead Gen
Convincing cynical HR managers to look at a new wellness platform.
GET
HR Directors at companies with high turnover rates.
WHO
They are tired of 'wellness' apps that nobody uses and feel like they're just throwing money away on perks.
TO
Stop paying for ghost benefits and start seeing actual engagement data.
BY
A 'Waste Calculator' tool that shows how much they are currently spending on unused perks.
E-commerce Re-engagement
Bringing back one-time holiday shoppers for a second purchase.
GET
People who bought a gift once last December and haven't returned.
WHO
They think of you as a 'gift shop' rather than a brand for themselves.
TO
Treat yourself to the quality you gave everyone else last year.
BY
A 'Self-Gift' credit that is only valid on non-gift-wrapped items.
Frequently Asked Questions
Can I have two 'WHOs' if I'm targeting two groups?
No. Pick one. If you have two distinct behaviors to change, you have two different briefs. Don't be lazy.
What if my 'TO' feels too simple?
Good. Simple is hard. If it feels too simple, it's probably clear. If it feels 'sophisticated,' it's probably confusing.
Does the 'BY' have to be a discount?
Absolutely not. It can be a piece of content, a new feature, a limited-time access, or even just a very persuasive piece of copy. It just needs to be the lever.
How do I know if my 'WHO' is a real insight?
If you say it out loud and it sounds like a boring fact (e.g., 'They like coffee'), it's not an insight. If it sounds like a confession (e.g., 'They buy expensive coffee to feel like they have their life together'), you're getting warmer.
What's the difference between 'TO' and 'BY'?
The 'TO' is the destination (the message/mindset shift). The 'BY' is the vehicle (the tactic/mechanism) that gets them there.
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