Goal Lock
What, specifically, must change. One signed-off behavioural goal, in a week.
Scoped · Timed · Priced before it begins
What it is
Most campaigns drift because the goal underneath them is too broad, too soft, or several goals pretending to be one. Goal Lock applies our Goal Framework to your situation and produces a single behavioural outcome the rest of the campaign can be measured against. You walk away with a one-page Campaign Goal Statement, signed off and ready to brief.
Best suited for
Teams about to commission a campaign who suspect the brief is too broad. Campaigns that have drifted mid-flight and need a strategic reset. Anyone briefing a creative or comms team who wants the goal locked first.
Process
How the engagement runs, step by step.
1 week. Gated. Each step signs off before the next begins.
- 01
Intake
A working session with your decision-maker to surface the current situation, context, and constraints.
- 02
Diagnostic
We apply the relevant framework to the material you share and identify what holds and what must change.
- 03
Drafting
We draft the deliverables and review them with you in a single iteration cycle.
- 04
Sign-off
A locked, signed artefact is handed over. Gated before the next phase, or ready to stand alone.
What you get
Signed artefacts, handed over at the end.
- 01Campaign Goal Statement
- 02Diagnostic summary
Framework applied
The InStone toolkit running under the engagement.
We publish the framework names. The internal mechanics stay with us. That is what you are commissioning.
01
Goal Framework
Pricing
From £6,000
Locked in writing before the engagement begins. No uplifts mid-engagement without explicit scope change.
What drives the price
- Single behavioural goal (standard)
- Multi-goal deconstruction (additional fee per added goal)
- Expedited turnaround (three-day delivery, premium applies)
Common questions
That is exactly what the diagnostic is designed to surface. Goal Lock ends with the goal you should have, not the one you arrived with. If the diagnostic points somewhere else, we say so and sign off the new formulation.
Yes, and it often does. The signed Goal Statement becomes the Phase I input on a Campaign Foundations or Full Strategy, with the Goal Lock fee credited in full against the larger scope.
Your campaign's senior decision-maker. Without them the session does not work. If the decision-maker changes mid-engagement, we reset the intake at no additional fee.
The draft phase exists for exactly that. You mark up the diagnostic, we work through disagreements, and sign off on the version both sides support.
On its own, no. It is the foundation a creative brief is built on, not a replacement for one. Most clients commission a Campaign Foundations or Full Strategy to translate the goal into a full brief.
Start with a brief
Send a written brief.
Tell us about the situation, the audience, and what part isn’t working. We respond in writing within two working days with a fit confirmation, a locked price, and a timeline. The call comes after. To sign, not to discover.
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