This document provides guidance on translating business problems into actionable communication tasks and objectives. It explains that business objectives should be measurable and data-driven, while communications tasks should directly address audience barriers or insights. An example is provided of a business problem ("My brand isn't in the consideration set"), matched with an objective ("Increase relevance and top of mind awareness") and task ("Show how the product facilitates craveworthy experiences") to address the audience barrier ("Millennials crave experiences not things"). The document stresses that objectives, tasks, and toolkits should be clear and specific, rather than subjective or varying between partners, to facilitate effective strategic implementation.

1. Defining Objectives:
Translating 99 Problems
into Actionable Tasks

2. As strategic planners, it can
feel like all we have is 99
problems (and barriers)

3. How do we constructively
weed through the mess
and craft actionable tasks
out of them?

4. “The target is
too skeptical
to believe
us”
“Millennials
crave
experiences,
not things”“Our biggest
problem is
consistency”
Some jobs to be done come from a brief,
some are anecdotal.
“My brand isn’
t in the
consideration
set”
“Sales have
declined
YOY”

5. “My brand isn’
t in the
consideration
set”
“Sales have
declined
YOY”
“The target is
too skeptical
to believe
us”
“Millennials
crave
experiences,
not things”“Our biggest
problem is
consistency”
Business
Problems
Audience
Barriers
Internal
Barriers

6. Business
Problems
Business
Objectives
Audience
Barriers
Communications
Tasks
Internal
Barriers
Communications
Toolkit

7. BUSINESS OBJECTIVES
ARE: ARE NOT:
● Measurable
● Data-driven,
results-oriented
● Specific to the
brand and its
position in the
market
● Subjective
● Category/cultural
barriers
● Different for each
partner agency or
team

8. Business Problems
“My brand isn’t in
the consideration
set”
Business Objectives
Increase relevance
and top of mind
awareness

9. COMMUNICATIONS TASKS
ARE: ARE NOT:
● Directly related to
audience barriers
and insights
● Tailored to a single
campaign idea
● Clear creative and
contextual
strategies
● Subjective
● Category/cultural
barriers
● Different for each
partner agency or
team

10. Business Problems
“My brand isn’t in
the consideration
set”
Business Objectives
Increase relevance
and top of mind
awareness
Audience Barriers
“Millennials crave
experiences not
things”
Communications Tasks
Show how the product
facilitates craveworthy
experiences

11. COMMS TOOLKIT
ARE: ARE NOT:
● Specific and
definitive for any
partner agencies
or associated
global markets to
understand
guidelines and
strategies
● All encompassing
for relevant
channels and
scenarios
● Simple asset
packages - they’re
strategic
documents for
implementation
● Variable/Optional
- think through all
the questions a
user might have
(consider having
an outsider look at
it!)

12. Business Problems
“My brand isn’t in
the consideration
set”
Business Objectives
Increase relevance
and top of mind
awareness
Audience Barriers
“Millennials crave
experiences not
things”
Communications Tasks
Show how the product
facilitates craveworthy
experiences
Internal Barriers
“Our biggest
problem is
consistency”
Communications Toolkit
Guidelines and strategies
vetted by clients for
partner use

13. GO FORTH
AND
BE
ACTIONABLE!