Do not launch activity.
Launch a reason to act.

Describe the product, service, offer, event or change in plain language.

State the business problem or opportunity creating the need.

Define the commercial or customer action the work must produce.

Identify the market, customer or business condition making the timing relevant.

Describe the opportunity, revenue or position the business could lose.

Describe the primary audience precisely enough to guide targeting and creative decisions.

Identify the situation that makes the message relevant today.

Describe the assumptions or understanding the campaign must address.

Name the competitors, alternatives or inaction currently winning.

Identify objections, risks, distractions or reasons to delay.

State the offer and required action without marketing language.

Identify the valuable outcome or advantage that makes it worth considering.

State the genuine reason action should not be postponed.

List every component, condition, benefit or deliverable in the offer.

Clarify anything customers could reasonably assume is included but is not.

Provide the confirmed price, range, contract term or required investment.

Identify proof, guarantees, flexibility or risk reduction already approved.

State the idea that should survive after every other detail is forgotten.

List the results, demonstrations, data, reviews or case studies supporting the message.

Identify the message that requires the most convincing evidence.

List legal, factual, regulatory or brand limits affecting the message.

Name customers, experts, partners or team members who can provide trusted proof.

List the channels and situations where initial attention is expected.

Define the page, form, location or conversation that follows the first interaction.

Describe the sales, booking, payment or follow-up process.

Name the people responsible from first action to completed sale.

Identify limits involving inventory, staffing, response time, systems or delivery.

Choose the emotions and qualities the creative work should communicate.

Identify tones, styles or impressions that would damage the message.

Paste links to the creative quality or approach you want to reach.

Identify the idea, craft, clarity, tone or response you value.

List approved photography, video, design, copy, testimonials and brand files.

List confirmed paid, owned, earned, physical and direct channels.

Identify where you expect us to advise based on audience and objective.

Provide the amount available for distribution, separate from production fees.

Describe the lists, audiences, permissions and privacy restrictions available.

Define the geographic boundaries of the campaign.

Enter the confirmed launch date and time zone.

Enter the final date or condition that closes the campaign.

List production, approval, media, event and operational deadlines.

Identify missing assets, stock, technology, approval or external decisions.

Name the person with authority to approve changes quickly.

Choose the one commercial result that determines whether the campaign worked.

List the indicators that help explain performance without replacing the main result.

Define the threshold that would require a change or stop decision.

State the realistic period before performance can be judged.

Name the decision-makers responsible for performance decisions.

Review the objective, offer, price, deadlines, budget and approval authority before submitting.