Fix Unfocused Strategy using the Get Who To By Framework
So, your strategy is as focused as a cat in a laser tag arena. Congratulations. If you want to avoid a trainwreck, you need to get your act together with the Get Who To By framework. It’s like putting on glasses for the first time; everything suddenly becomes clearer. Let’s slice through the noise and get you a strategy that doesn’t make you want to pull your hair out.
The TL;DR
Use the Get Who To By framework to sharpen your unfocused strategy into four killer decisions: GET (who to target), WHO (behavior insight), TO (the message), and BY (the mechanism). This isn’t just about feeling good; it’s about making real changes that actually get results.
Why Get Who To By Works So Well for Fixing Unfocused Strategies
Because floundering around in a sea of vague goals and ambiguous target audiences is a recipe for disaster. This framework forces you to confront reality and make choices that matter.
The Four Steps
GET
Who exactly should we be focusing on?
Identify the smallest, most winnable group that’s likely to care about your strategy. Not everyone with a pulse—think smaller and more targeted. If you think your audience is too broad, it probably is.
WHO
What specific behaviors or frustrations reveal how this group actually operates?
Dive into their habits and pain points. What are they currently struggling with? What do they care about the most? If you can’t pinpoint their behavior, your strategy is just a guess.
TO
How do we make the desired action stupidly obvious?
Your message needs to be blunt and straight to the point. No poetic nonsense. They should know exactly what you want them to do and why it matters right now.
BY
What’s the actual mechanism for getting them to take action?
Identify how you’ll drive the desired behavior. Is it a limited-time offer? A killer demo? If you can’t articulate it clearly, you’re not ready to launch.
Common Strategy Screw-Ups
(Yes, We’ve Been There)
- ×Targeting a vague audience instead of a specific group
- ×Relying on too many behaviors at once
- ×Having a message that’s as clear as mud
- ×Creating strategies that solve problems nobody has
- ×Hoping charm or luck will drive results
- ×Launching without a clear call to action
- ×Ignoring the competition and their strengths
- ×Underestimating the need for urgent timing
Avoid these blunders, and you’re already ahead of most strategists who think they can wing it.
Real Examples
Email Marketing Campaign
A campaign for a new productivity tool aimed at overwhelmed entrepreneurs
GET
Overwhelmed entrepreneurs.
WHO
Constantly juggling multiple projects but struggling to find a tool that actually helps streamline their workflow.
TO
Try our tool and reclaim 5 hours of their week.
BY
Offering a free month trial with personalized onboarding to show them exactly how to integrate it into their lives.
Why this works
Focusing on a specific pain point and offering immediate value makes the decision to try it a no-brainer.
Social Media Campaign
A campaign to promote a new fitness app for busy parents
GET
Busy parents.
WHO
Parents who want to stay fit but feel they don’t have time to hit the gym.
TO
Get fit in 15 minutes a day at home.
BY
Launching a challenge with a community support group and daily reminders to keep them accountable.
Why this works
The clear, actionable goal combined with community support addresses their time constraints and motivates them to participate.
Product Launch Event
An online launch for a new eco-friendly product
GET
Eco-conscious millennials.
WHO
Already buying sustainable products but tired of greenwashing.
TO
Discover a product that actually delivers on its eco-friendly promises.
BY
Hosting an interactive webinar with transparent ingredient sourcing and live Q&A.
Why this works
Direct engagement and transparency build trust and excitement, making them more likely to convert.
Frequently Asked Questions
How do I create a focused strategy?
Implement the Get Who To By framework to clarify your target audience, their behaviors, your messaging, and the mechanisms to drive action. It’s all about cutting the crap and focusing on what really matters.
What does the Get Who To By framework entail?
It forces you to make four critical decisions: GET (who to target), WHO (specific insights), TO (the message), and BY (the mechanism). This is your roadmap to clarity.
Why do strategies often fail?
Most strategies fail because they’re too broad, unclear, and don’t address actual behaviors. Get Who To By helps you avoid these pitfalls by pushing you towards specificity.
How do I choose a target audience?
Narrow it down to the smallest, most winnable group. Ask yourself: Who is most likely to care? If it feels too wide, it is.
What makes a good strategy message?
It should be clear, direct, and compelling. Think of it as a billboard—if it’s not understandable in three seconds, it needs to be rewritten.
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!
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