The brief before the brief.

Use this to clarify the real challenge, align your team, and make sure you’re launching in the right direction—before you write a creative brief.

Based on our Satellite Thinking model:

Scan → Decode → Focus → Communicate → Amplify

🛰 1. SCAN — Find the friction

What’s really going on here?

• [ ] What triggered this project?
• [ ] What’s not working?
• [ ] What would happen if we did nothing?

🧠 2. DECODE — Make the mess make sense

What are we trying to shift?

• [ ] What patterns, beliefs, or internal noise need untangling?
• [ ] Is this the real problem, or just the visible one?

🎯 3. FOCUS — Sharpen the target

Who are we really trying to reach?

• [ ] What do they believe now?
• [ ] What do we want them to believe instead?
• [ ] What makes them hesitate, stall, or scroll past?