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Choose the line that comes closest. You can refine it in the questions that follow.

Something is not connectingWe depend too heavily on paid acquisitionOur website or content no longer reflects the organisationWe are shaping a new initiativeWe have data but no clear decisionI am not yet sure how to frame the problem

What are you working on?What are you working on?

Describe the initiative, organisation, system or situation in your own words.

What made this important now?What made this important now?

What changed, surfaced or became harder to ignore?

Which channels currently generate most of your demand, and what has performed best or worst so far?

Where does the current experience feel most disconnected: discovery, message, content, conversion or operational follow-through?

Who is it for, what is changing, and what decision needs to be made first?

What symptoms are you seeing—low conversion, unclear positioning, scattered information, team friction, rising acquisition costs or something else?

Where does the problem appear to be?

Choose every area that seems relevant.

What would a useful outcome look like?What would a useful outcome look like?

What have you already tried or learned?What have you already tried or learned?

What evidence is available?

Choose every source that could help clarify the situation.

Are there important constraints?Are there important constraints?

Include timing, systems, approvals, budgets or dependencies. Write “None known” if there are none.

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NameOrganisationEmailRelevant URL

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