Choose an audience need before producing more formats.

Choose one audience, one communication goal, and the uncertainty you need to investigate.

My idea brief

1. 1
   Describe the communication problem

   Record what the audience needs to understand and where the current approach falls short.

   You produce

   A problem statement.

   Worth reviewing with

   Content owner or audience-facing colleague.

   Ask yourself

   Is more content actually the need?

2. 2
   Identify the audience

   Describe the intended audience and relevant access or format preferences without stereotyping.

   You produce

   Audience description and questions.

   Worth reviewing with

   Willing audience representatives.

   Ask yourself

   Whose experience is missing from the brief?

3. 3
   Define useful value

   Describe the message or action you hope becomes clearer.

   You produce

   A communication goal.

   Worth reviewing with

   Editor or creative lead.

   Ask yourself

   What would a useful audience response look like?

4. 4
   Compare approaches

   Consider improving existing copy, another format, or AI-assisted drafting. Distinguish authoring assistance from a live automated service.

   You produce

   Alternatives and AI-role note.

   Worth reviewing with

   Designer or technical reviewer where needed.

   Ask yourself

   Could a manual sample answer the question before integration?

5. 5
   Choose a first question

   Select the uncertainty to investigate and what evidence might challenge your preferred format.

   You produce

   A focused creative idea brief.

   Worth reviewing with

   Relevant reviewer to confirm.

   Ask yourself

   What result would make another approach more appropriate?