Turn a Messy Insight into a Focused Ask using Get Who To By
So, you’ve got a messy insight that resembles a toddler's finger painting rather than a coherent strategy. Great. Now what? Get Who To By is your lifesaver, turning that chaotic mess into a focused ask that even your cat could understand. Forget the fluff - let’s get laser-focused on what really matters.
The TL;DR
Use Get Who To By to refine your insight into four clear decisions: GET (who to target), WHO (specific insight about their behavior), TO (the clear ask), and BY (how to make them act). Say goodbye to ambiguity and hello to clarity. Your colleagues will thank you, or at least stop rolling their eyes.
Why Get Who To By Cleans Up Your Messy Insights
Because insights are like raw eggs; messy and fragile. This framework forces you to whip them into shape, making them actionable and clear.
The Four Steps
GET
Who’s the one group that will actually care about this mess?
Stop trying to impress everyone. Zero in on the smallest, most winnable group. If your group is broader than a barn door, you’re already lost.
WHO
What’s the real behavior insight that shows their need?
Forget assumptions. Dig into what they actually do, what frustrates them, and why they’ll give a damn. If you can’t find this, you’re just throwing darts in the dark.
TO
What’s the super clear ask?
This is your moment to shine - make the action ridiculously obvious. If your message sounds like a TED talk, you need to rewrite it. Make it punchy.
BY
How are you going to make them actually do it?
Define your mechanism. Use urgency, FOMO, or an irresistible hook. If you can’t explain this in one sentence, it’s too complicated. Simplify.
Common Mistakes in Turning Insights into Actions
(Yes, We’ve Been There Too)
- ×Trying to target everyone instead of a focused group.
- ×Failing to identify a specific behavior that reveals need.
- ×Crafting a message that’s more confusing than helpful.
- ×Not having a clear mechanism to drive action.
- ×Ignoring insights and relying on personal opinions.
- ×Overcomplicating the ask - keep it simple, stupid.
- ×Assuming urgency will sell without a reason.
- ×Skipping testing and just launching the first draft.
If you dodge these landmines, congratulations, you’re ahead of 90% of the crowd.
Real Examples
B2C Marketing Campaign
A meal prep service targeting busy professionals
GET
Busy professionals aged 25-40.
WHO
Constantly ordering takeout because they think cooking is a luxury they can't afford time-wise.
TO
Save 5 hours a week on cooking with our easy meal kits.
BY
Offering a one-week free trial with no commitment. Just cook and see how much time you save.
SaaS Product Launch
Project management tool for remote teams
GET
Remote team managers.
WHO
Frustrated with current tools that lack integration and flexibility.
TO
Streamline your projects in one place without the usual headaches.
BY
Offering a free 30-day trial with a seamless onboarding process.
E-commerce Launch
Eco-friendly household products
GET
Environmentally conscious parents.
WHO
Already buying eco-friendly products but often forget to restock.
TO
Get 20% off your first subscription box for household essentials.
BY
Setting up a simple subscription model with automatic reminders.
Frequently Asked Questions
How do I clarify my messy insight?
Use the Get Who To By framework to focus on specific decisions: GET (who), WHO (insight), TO (ask), BY (mechanism). This helps eliminate ambiguity.
What if my insights are still too vague?
Keep digging. Talk to potential users and observe their behaviors. If you can’t find specifics, you’re not done yet.
How do I communicate my ask effectively?
Make it simple and direct. If someone reading it has to think about it, you’ve failed. Punchy, clear, and actionable - no fluff.
What are the risks of not using a focused ask?
You risk confusing your audience, wasting resources, and ultimately failing to drive the desired behavior. Clarity is key.
Can I use this framework for any type of campaign?
Absolutely! Whether it’s a product launch, marketing campaign, or internal initiative, Get Who To By can help clarify your focus.
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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