How to name it before you brief it.

On Monday, we talked about saying what you mean.

Today is about how to do it.

Before the next brief or kickoff, slow down and define the words you’re using.

When you say campaign, does it mean a single email or a six-month rollout? When you say rebrand, do you mean a new logo or a new strategy?

Get specific before you share it.

Here’s a rhythm that works:

Use the Get–To–By frame. Get someone to do something by telling them what action to take. Example: Get customers to sign up by designing a clear homepage section. If you can’t write it, you don’t know what you’re asking for yet.

Define your terms. Add one line that explains what each key word means to you.

Refine before you assign. It’s faster to fix words than work.

Language is your first design tool.

Use it well, and the work that follows will match your vision.

Reflections to work through:

How often do you write your Get–To–By before briefing a project?

Which brand words need clearer definitions in your process?

Want to chat about one piece of feedback you could rewrite with more clarity? Let’s talk

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.