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PB -Template The Brief 1 -reveal
Donna Westwood
Created on September 26, 2025
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Transcript
Opportunity
Background: Describe the context of the innovation Business Objective: What are the key barriers and why do they matter. Project Challenge: How do you plan to overcome the key barriers and move forward.
Let's start by describing the left-hand side of the Project Brief
where to play
Demand Space: Which Demand Space are you focusing on and what needs do you want to leverage? Repeatable Solutions: Which Repeatable Solution does this projectconnect to, if any? Initial Sizing & Source of Volume: Initial thoughts on Size of Opportunity. Innovation Job to be Done: Will it drive increase penetration/ frequency/ spend?
Barriers to Overcome & Learning Plan:
Click on each of the tabs
What are the key issues that could hinder success?
how could it be first or best:
brief in a tweet:
First or Best: Explain how the final innovation will be first or best (Superior Insight/ product/ brand).
Brief in a Tweet: Creative tweet to summarize the project ambition.
