We are all enamored, with are tools, to include the latest canvases and maps. We always seek to find this deeper understanding or epiphany from creating a buyer persona, customer journey or stakeholder maps. These tools, though quite useful, are all strategic type tools. For me, I like to go in the weeds and work on more tactical projects. This is an outline that allows me to write copy, create buttons and add pictures very easily. It is what I call a tactical outline. I do want to mention that seldom have I used this document is for scoping a Marketing Experiment (Campaign) Project. I have always modified it in some way depending on the client and their needs.
I first ran across this outline in the book, The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market by Jahn Zagula and Richard Tong. I have adapted it through the years to meet my needs, but essentially it has remained the same. The book explains the process in greater detail.