The Do-Feel-Think-Know Framework

Ever stared at a blank doc, knowing what you need to say but unsure how to make it land? Or worse—pushed something out that sounded right but didn’t actually drive action?

Here’s something I use, maybe it’ll help you too: the Do-Feel-Think-Know framework. It helps me to get clear on what I’m actually trying to achieve before I start typing. Instead of writing based on assumptions, I break it down:

• What action do we want someone to take?

• How do they need to feel to take that action?

• What should they think/believe to feel that way?

• And what do they need to know to believe it?

This upfront thinking helps me save time, eliminates guesswork, and ensures everything I create—whether an email, strategy doc, or campaign—does what it’s meant to.

The pre-work before the actual work

Before I start writing, designing, or building anything, I step back and ask two key questions:

1. Who am I creating this for, and what’s their problem?

The clearer I am on my audience, the easier it is to make sure what I’m creating is actually useful. I use the Job to Be Done (JTBD) framework to break this down:

• When I… (context)

• But… (barrier)

• Help me… (goal)

• So I… (outcome)

For example, when crafting an email campaign to onboard new users:

• When I sign up for the product,

• But I’m not sure how to get started,

• Help me understand the first key steps,

• So I can start seeing results quickly.

Or, when putting together an internal strategy doc:

• When I need to align the team,

• But there’s confusion about our priorities,

• Help me break things down clearly,

• So we can move faster in the right direction.

This ensures that I’m solving a real problem, not just creating content for the sake of it.

2. What impact do I want this to have?

Once I know the problem I’m solving, I map out the intended impact using the Do-Feel-Think-Know framework:

3. Only now do I start executing

Once I’ve gone through these steps, the execution becomes much easier. The format, messaging, tone, and visuals all fall into place naturally because I’ve already done the thinking. There’s no second-guessing or scrambling to fix something halfway through.

The Do-Feel-Think-Know framework doesn’t just improve my output—it saves me from wasted effort. Instead of endless revisions or realizing too late that something isn’t landing, this approach sets a strong foundation from the start.

TL;DR:

• Start with who I’m creating for and what problem I’m solving (JTBD framework helps here).

• Define the impact (Do-Feel-Think-Know framework clarifies this).

• Only then decide how to execute.

Taking the time to think through these steps upfront makes everything I create sharper, clearer, and more effective.