Budget split: 70/30, not even

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: Several channels competing for one budget.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - historical data per channel
   - test versus scale ratio
   - goal and timing
   - monitoring capacity
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- seventy percent proven, thirty percent testing
- tests need stop conditions
- a weekly review cadence
- how allocation shifts by stage

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly