Turn Vague Briefing Language into Clear Direction using Get Who To By
You’ve been handed a brief that’s basically a word cloud of corporate delusions. 'Synergy,' 'disruption,' and 'holistic engagement' - it’s enough to make you want to walk into the sea. The Get Who To By framework is your filter for this nonsense. It stops you from guessing and forces you to actually define what the hell you’re trying to do before you waste a budget on a campaign that nobody asked for. It’s the strategy equivalent of a cold shower for your brain.
The TL;DR
Stop pretending 'everyone' is your audience. Use Get Who To By to identify the one group that actually gives a damn (GET), find the specific habit or frustration they have (WHO), tell them exactly what to do (TO), and give them the mechanism to actually do it (BY). It’s not rocket science, it’s just not being lazy.
Why Get Who To By Stops You From Sucking
Most briefs are written by people who are afraid to make a choice. This framework forces you to make several, and that’s why it actually works.
The Four Steps
GET
Who is the smallest, most winnable group of people?
Don't give me demographics. Give me a group with a specific problem. 'People who live in cities' is lazy. 'Commuters who hate their 45-minute train ride' is a target. Pick the group that is most likely to move the needle right now.
WHO
What is the specific behavior or frustration holding them back?
What are they doing instead of using your product? Why are they annoyed? You’re looking for the 'why' behind their current habits. If you don't understand their frustration, you can't solve it.
TO
What is the one stupidly obvious thing you want them to do?
This is your message. Not a five-paragraph essay on your brand values. Just the core action. If a toddler can't understand what you're asking for, your message is too complicated.
BY
What is the actual mechanism that drives the action?
How does the message get delivered and what makes them click? Is it a limited-time offer, a tool that solves their problem instantly, or a piece of content that makes them feel seen? This is the 'how' of the conversion.
Ways You’ll Probably Mess This Up
(Don't say I didn't warn you)
- ×Defining the GET as 'anyone with a credit card'
- ×Confusing an insight (WHO) with a basic fact
- ×Writing a TO that sounds like a legal disclaimer
- ×Forgetting the BY and just hoping people 'find' the brand
- ×Trying to solve five problems in one framework
- ×Using the word 'leverage' anywhere in the message
- ×Thinking a demographic is the same thing as a behavior
- ×Ignoring the fact that people are busy and don't care about your logo
If you avoid these, your brief might actually result in something people want to look at.
Real Examples
Productivity App
Turning a vague 'increase users' brief into a targeted campaign.
GET
Burnt-out middle managers who spend 4+ hours a day in meetings.
WHO
They feel productive while 'collaborating' but realize at 5 PM they haven't done any actual work.
TO
Reclaim your evenings by killing the status meeting.
BY
A one-click browser extension that audits your calendar and suggests 'this could have been an email' replacements.
DTC Coffee Brand
Fixing a 'we have the best beans' brief.
GET
Remote workers who are tired of the 'burnt' taste of the local chain coffee.
WHO
They value quality but are too lazy to do a complex pour-over every morning.
TO
Get barista-level coffee in 30 seconds without leaving your kitchen.
BY
A subscription starter kit that includes a high-end aeropress and pre-measured single-origin packs.
B2B Software
Clarifying a 'market leader in cloud solutions' brief.
GET
IT Directors at mid-sized firms terrified of the next security audit.
WHO
They know their current systems are a mess of 'shadow IT' but don't have the time to track it all down.
TO
See every vulnerability in your network before the auditors do.
BY
A free 15-minute 'Network Health Scan' that generates a report they can show their CEO.
Frequently Asked Questions
Can I have two 'GETs' in one framework?
No. Pick one. If you have two audiences, you have two different strategies. Don't be greedy; it's how bad campaigns are born.
What if my client insists on a broad audience?
Show them the budget. Then show them how much it costs to talk to everyone. They'll narrow it down pretty quickly once they see the bill.
Is the 'TO' just a tagline?
Hardly. A tagline is for the billboard; the 'TO' is the psychological shift you want. It's the goal, not the copy.
How do I know if my 'WHO' is actually an insight?
If you say it out loud and it sounds like something a real person would say while complaining at a bar, it's an insight. If it sounds like a white paper, it's trash.
Does the 'BY' have to be a tech thing?
No. It can be a discount, a piece of content, a physical event, or a simple UX change. It just has to be the bridge between 'I want to do this' and 'I am doing this.'
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