Here is a quick tool that I use everytime I need to clear out idea, to make sure I unclutter and ask the main questions.
*If it helps me it can help you, so I share !*
- 60 secondes recap: context / issue / what to communicate about
- WHO: target audience
- WHAT / WHY : what do you want to communicate? what is getting in the way, why is it not working or what do you want to enhance?
- MESSAGE: what is the one thought provoking message you want to convey? *short snappy sentence used as a spring board for the creatives/copywriter*
- TRUTH: why should the audience believe it? What is the proof? *NEVER LIE OR OVER PROMISE*
- MANDATORIES: brand guidelines, timings, budget, message, deliverables
* What do you think? Has it helped? Please share what worked for you and what improvments you’d think about!*