When I wrote Under Think It, I asked for your creative briefs and you shared dozens. That generosity allowed me to compare and put together the version of the brief in the book that serves as a base template that a few agencies are now using.
As I’ve been thinking and talking about planning, I’ve also encountered a lot of mental models that strategists and planners use to ply their craft. The simplest example is Jobs to be Done.
What models do you or your agency use to help better understand connections between customers and companies? If you would send them my way, I’m planning on doing a piece that will find the similarities and differences to create a new model that I’ll share with you and anyone who joins.
Looking forward to thinking through this one.
AP