Before you build, get clear.

A brief often arrives as a solution: a website, a campaign, an app. I want to understand the decision underneath it. Who is the business trying to reach? What should that person do? Why is it not happening already?

That is where CLIMB starts. Clarity means identifying the purpose, the audience and the outcome. It gives the rest of the work something to answer to. A beautiful page can still leave the customer unsure. A campaign can bring people into a journey that has nowhere useful to take them.

Link is the next step: connect the story, the offer and the customer journey. Initiate turns those insights into a plan. Then Make produces what the plan needs, and Boost uses the results to decide what to improve.

The order matters. If we start making before we understand the problem, we can become very efficient at producing the wrong thing.

Try this before the next project: write down the customer, the problem, the next action and the evidence you would accept as progress. If the team gives four different answers, the first job is clarity.