Fix Feature-Driven SaaS Briefs using Get Who To By
Look, we get it. Your product team just shipped a 'revolutionary' new button and now they expect you to make the world care. Spoiler: the world doesn't care. Most SaaS briefs are just feature lists in a trench coat, masquerading as strategy while everyone ignores the fact that no one actually asked for this. The Get Who To By framework is your filter for this nonsense. It forces you to stop talking about your 'robust API' and start talking about the human being on the other side of the screen who is just trying to get through their Friday without a mental breakdown.
The TL;DR
Stop treating your marketing brief like a product release note. Use the Get Who To By framework to identify a specific human (GET), pinpoint the annoying thing they do now (WHO), tell them exactly how to fix it (TO), and give them a mechanism that actually makes them act (BY). It’s about behavior, not buttons.
Why Get Who To By Kills Feature-Driven Boredom
Because your customers don't buy features; they buy a version of themselves that isn't failing at their job. This framework makes sure you remember that.
The Four Steps
GET
Who exactly is the poor soul we're targeting?
Define the smallest group that actually feels the pain. If you say 'Enterprise businesses,' I'm closing this tab. Be specific: 'Stressed-out HR managers at mid-sized firms who still use spreadsheets for payroll.'
WHO
What's the messy human reality they're living in?
Why are they stuck? They aren't waiting for your 'solution'; they're clinging to their broken process because it's familiar. Find the friction or the fear that makes their current habit a liability.
TO
What's the 'stupid simple' message that makes them move?
If your headline is more than 10 words or uses the word 'synergy,' try again. Tell them what to do in a way that doesn't require a PhD or three cups of coffee to decode.
BY
How do we actually drag them across the finish line?
What's the bait? A free audit? A 5-minute setup? A template? Define the mechanism that converts a 'maybe later' into a 'right now' without making them jump through hoops.
How to Ruin a SaaS Brief
(A Checklist of What Not To Do)
- ×Treating the brief like a technical manual or a Jira ticket
- ×Targeting 'Decision Makers' (they don't exist, they're just people with budgets)
- ×Using marketing buzzwords that mean absolutely nothing to a human
- ×Forgetting that your audience is tired, distracted, and probably hates software
- ×Thinking a 'feature' is the same thing as a 'benefit'
- ×Having a call-to-action that requires a 30-minute sales call
- ×Vague insights like 'they want to be more efficient' (wow, groundbreaking)
- ×Ignoring the fact that 'doing nothing' is your biggest competitor
Avoid these, and you might actually produce a campaign that doesn't get ignored by the entire internet.
Real Examples
DevTools SaaS
Launching a security tool for developers who hate security bottlenecks.
GET
Senior Backend Developers at high-growth startups.
WHO
They view security audits as a 'tax' that slows down their shipping speed, so they ignore alerts until they become fires.
TO
Ship your code on time without the security team breathing down your neck.
BY
A GitHub PR integration that fixes vulnerabilities automatically before they even hit the main branch.
Sales Ops SaaS
Promoting a CRM automation tool to sales reps who hate data entry.
GET
Account Executives who are currently missing their quota.
WHO
They spend 4 hours a day manually logging calls because they're afraid of their manager's 'clean CRM' policy, but it's killing their selling time.
TO
Stop playing secretary and start closing deals again.
BY
A 'No-Keyboard' 14-day trial that connects to their phone and logs every call automatically.
HR Tech SaaS
Selling an employee engagement platform during 'The Great Resignation'.
GET
Head of People at tech companies with high turnover.
WHO
They are exhausted by 'exit interview' surprises and feel like they're constantly playing whack-a-mole with unhappy employees.
TO
Know who's quitting before they even know it themselves.
BY
A 5-minute 'Burnout Heatmap' audit for their department to identify high-risk teams immediately.
Frequently Asked Questions
Why can't I just list all the cool features my team built?
Because your customer is the hero of their own story, not a fan of your product roadmap. Features are just tools; the 'TO' is the result.
What if my target audience is 'everyone in business'?
Then your budget is too small and your message is too weak. Pick a niche or prepare to be ignored by everyone simultaneously.
How do I find a 'WHO' insight that isn't a cliché?
Talk to your sales team or listen to support calls. Look for the things that make customers swear or sigh. That's where the real insight lives.
Is the 'BY' just a 'Click Here' button?
No. It's the reason they believe they should click. It's the offer, the hook, or the specific tool that makes the action feel low-risk and high-reward.
Can I use this for internal strategy decks?
Please do. Your coworkers are also humans who are tired of looking at 40-slide PowerPoints that don't say anything.
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