Start with The Audience Problem to Strengthen Your Creative Work
Creative work needs a strategic tension to solve. Without it, it might look good, but it won’t resonate. That’s why I always come back to this: before we write a message, we have to define the problem. But not the business problem. The audience problem. What’s the underlying emotional challenge to solve that will eventually help solve the business problem? It’s easy (and normal!) to jump straight into what we want to say. But when we skip over the tension, we often miss the emotional core. The thing creative work is best at addressing.