The Definer Pro
Problem reframing and category conventions.
"The brief is never the problem. The brief is the client's best guess at what the problem might be."
The Core Insight
The Definer exists because most strategic work fails at the first step: accepting the brief as given. Clients describe symptoms, not causes. They request solutions before diagnosing problems. This tool forces a reframe.
Why Problem Reframing Matters
Most briefs contain three hidden assumptions: the problem is what the client says, the category works the way it always has, and the solution space is already defined. A well-framed problem opens new solution spaces the brief would never have reached.
Theoretical Grounding
| Concept | Application |
|---|---|
| Rumelt's Kernel | Every strategy needs a diagnosis before a guiding policy. The Definer forces diagnosis before direction. |
| Jobs To Be Done | The brief describes the hiring; the reframe identifies the progress. |
| Dru's Disruption | Strategy begins by naming the convention. The Definer surfaces what the category assumes. |
| Double Diamond | Diverge before converging. The Definer expands the problem space before the cascade narrows it. |
How It Works
Input
Enter the client's brief: client name, category, stated objective, constraints, and any existing research.
Process
The Definer analyses through three lenses:
- Symptom vs Cause: Is the stated problem a symptom of something deeper?
- Category Convention: What does everyone in this category assume?
- Unstated Tension: Where is the strategic opportunity hiding?
Output
Stated Brief: What the client asked for
The Real Problem: The underlying challenge
Why It Matters: The tension that makes it worth solving
Category Convention: What most brands assume and do
The Category Convention
Every category has invisible rules. The convention statement follows a consistent structure:
"Most brands in [category] assume [assumption]. They all [behaviour]. None of them [gap]."
Example: Most brands in challenger banking assume customers want simplicity and control. They all lead with app features and fee transparency. None of them acknowledge the anxiety that comes with managing money alone.
How It Fits The Cascade
The Definer is the entry point. Everything downstream depends on it:
- Targeter uses the problem to identify who feels it most
- Positioner uses the convention to find white space
- Strategist synthesises the problem into the brief
- Forge builds territories that address the real tension
Get the problem wrong, and everything downstream is wasted effort.
Best Practices
- Write the Real Problem so it's testable. If you can't disagree with it, it's too vague.
- Write the Convention as a pattern you can see in the wild.
- Upload client briefs and research to improve reliability.
Common Mistakes
- Jumping to solutions before the problem is sharp
- Writing conventions as "everyone is bad" instead of specific patterns
- Accepting the AI's first reframe without editing
"Most agencies accept the brief. The best agencies reframe it."