What is the problem we are trying to solve? As brand strategists and designers we begin our process by defining and illuminating the problem in human terms or user terms. The what, where, why. We envision success by asking who will benefit and how. The creation of a decision map helps us articulate the boundaries of the problem, illustrate how we will approach the problem, plan how the team will work together and outline the methodologies we will use. In the creative brief, we document our goals, resources, available research, timing and budgets. After we agree on the final plan, we inform, inspire and educate the stakeholders.