Dags för ny briefmall?

Ett superkort inlägg. Hittade ett intressant briefupplägg på en planningblogg.

1. Tell me the problem / opportunity / background.
2. How do people conventionally try to address /communicate the issue?
3. What's the consumer / industry insight that would drive us to think differently?
4. So, what is the Disruptive thought which will help to solve the issue?
5. Support / truth?
6. Who are we trying to persuade with this thought?
7. What's the tone?
8. Suggested channels to reach them?
9. Sacred cows

Ett ganska enkelt sätt att slippa fastna i kategorifällan.