Start with the thing. Every angle, hook, and story we write later is a translation of the product — the offer, the benefits, the price, the point of difference. The clearer this is, the sharper everything downstream gets. Even if it's a service, we word it as "product".

Start with the field. Map who else is fighting for the same attention — what they say, where they're strong, where they leave a gap. The position we'll claim in the next section comes straight out of this map.

Now we plant the flag. Looking at the competitor map above — where are we genuinely different, and where are we measurably better? Authenticity is the foundation; positioning is the angle we point it.

The specific people we're building this for. Not "everyone" — the real humans whose lives change when they find your brand. Define up to three.

The character the brand plays. The way it walks into a room. Not what it sells — who it is. Pick the one that feels most like the brand, use the examples as a gut-check.

The hooks come first. Every hook is a different reason someone stops scrolling. Off the back of each one we build the story that earns the attention, then the CTA that turns it into a move. The more hooks documented here, the more content and ad variations we can pull later.

Everything we need to actually do the work. What you have, what we build, what we need access to.

Who we're working with and how to reach you. Kept at the bottom because it's reference — the strategy work above is what actually moves the brand.