Step by step
A practical sequence
- 1
Write down the questions people already ask you.
- 2
Group them by one recognisable reader.
- 3
Turn the strongest into a one-sentence promise: who, from what, to what.
- 4
Score it on the idea scorecard; if it lands under sixteen, narrow it.
- 5
Take the promise into the studio as the brief.
In short
- Name the reader
- Name the useful outcome
- Choose the right format
Continue