Channel choice: one done well

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

Task: A limited budget and too many channels.

[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:
   - decision cycle and ticket size
   - known CAC per channel
   - team execution ability
   - measurable path
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- filter by audience density, cycle, capability
- one primary and one secondary channel
- state the test period and criterion
- name the ceiling of that channel

[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