Business Briefing
Your team learns commercial strategy and creative direction as one skill. Two hours, applied live to a project you're running right now.
Every idea answers to two rooms: the market and the boardroom.
In Person or Online · Two Hours · A$5,000 – A$8,000
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Leadership teams, boards and departments who need to think commercially and creatively at the same time. Agencies, property, hospitality, government and cultural institutions.
Any room where good ideas keep dying in the business case.
Three Phases. One Shared Language for Value
Every project moves through three phases. A workplace, a campaign, a product launch, a five-year strategy. The Briefing teaches your team to run the five principles through all three, so the idea gets stronger at every step.
The customer. The user. The employee who walks into the finished building.
The CFO. The board. The CEO. The team who'll build it.
Set the Test
Before the work starts, answer the five principles for both audiences. What will make this relevant, emotive, trustworthy, commercially valuable and ethical to each of them? The answers become the brief.
Hold It. Push It
As the idea takes shape, go back to the brief. Does it still land for the people it's for? Does it still hold up for the CFO? Then ask whether it's as relevant, as moving and as valuable as it could be.
Check It. Lift It
Before it meets the world, the same questions one last time. Does what we built match what we set out to build? Where can it go further?
Commercial Strategy and Creative Direction, Built Into How Your Team Works
Most teams run strategy in one room and creativity in another. The idea thins out on its way between them. The Briefing builds both into one way of working your whole team shares. Your strategists start reading culture. Your creatives start building the business case. Your executives get projects that hold up in the market and on the balance sheet.
From here, every project gets tested against five principles, for the people it's for and the people who have to say yes. The ideas get bigger. The cases get stronger. The work grows the business.
The Briefing is the entry point. Some teams stop there. Others move into a two-day Workshop, then a Program working across functions. What comes next depends on the brief.
The Project Canvas, ready for every project from here.
One live project, run through it in the room.
A shared language for value across every level of the business.
Five Principles. The Test for a Highly Resonant, Commercially Valuable Idea
Five questions. Asked of the people the work is for and the people who have to say yes. At the brief, through the design and at delivery.
Most organisations ask one or two, in different rooms, to different people. The Briefing puts all five in every room.
I have worked with global brands, real budgets and real consequences. The theory came out of that work.
Queen Victoria Building · Vicinity Centres · Disney · Tourism Australia · Google · Frasers Property · Fort Street Capital · Sydney Dance Company · SXSW Sydney
Twenty-Five Years. Real Stakes
Speaking: CoreNet Property Conference at Macquarie Bank · Westpac and Telstra in the room · UTS Guest Lecturer · International Arts Health Conference
Founder, Coolnomics · MBA (UTS) · Design & Psychology · Commercial Strategist · UTS Strategy Tutor
The Same Rigour, Inside Your Building
I hold an MBA from UTS alongside studies in design and psychology, because the cool and the money were never separate moves.
I ran full P&L marketing for the Queen Victoria Building, an ASX-listed asset visited by 33 million people a year, working directly with partners including Tourism Australia, Google and Disney.
I also teach strategy at UTS Business School and have presented Corporate Coolnomics to senior rooms including Studio P3's network and the CoreNet Property Conference at Macquarie Bank.
The Briefing brings that same standard into your room. Not theory. The practice demonstrated live, on your actual challenges.
All prices in AUD.