Brief Me Upside Down 

An approach to briefing where ideas are translated to key proposition, instead of the other way around.

Active Time

60 - 120 minutes

 

Preparation Time

15 - 30 minutes

 

Objective

Agree on Priorities

Collective Ideation

Consensus on business fit

 

 How? 

  1. Identify various user needs that are relevant to the product/services. Try to be as concise as possible. 

  2. Individually, think of ideas on how the product/service can fulfill the needs.

  3. In the group, identify key parameters that define the brand fit to the ideas.

  4. Locate each idea in a matrix based on two spectra: impact (how relevant it is to user) and fit (how relevant it is to the product/service requirements).

  5. Use the high fit, high impact ideas for refinement, and synthesize the ideas by coming up with a key proposition that can articulate the ideas.

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 Example? 

The approach allows for wide exploration space within areas that adds value to the users' lives. Business requirement, instead of serving as constraints are useful as a tool to assist synthesis.

 Why? 

Identifying needs and articulate them in a way that is not too narrow i.e. functional but also not too broad. Facilitator needs to be an expert in facilitating synthesis.

Facilitator's

role 

  • User needs

  • Brand fit parameters

  • Key propositions

  • Ideas to be refined

To 

document