WordPressThe columns
- Idea ID: a short code that never changes, for example CR-014.
- Idea: one line on the creative or angle.
- Hypothesis: what we expect to change, and the metric it should move.
- Format and length: static, video, carousel or other, with the length in seconds where it applies.
- Brief: a link to the brief, or 'not written yet'.
- Owner: the one person who moves the idea to its next status.
- Status: new, briefed, in production, in test, kept or stopped.
- Test slot: the sprint or week it is planned for.
- Result and reason: the verdict, with the measured number or 'not measured'.
How to keep it clean
- Review the list once a week. Anything idle for three weeks is closed or re-briefed.
- Do not add an idea without a hypothesis. A wish is not a backlog item.
- Link each stopped idea to its post-mortem so the reason is not lost.
Made-up scenario: idea CR-014 is a creator-style unboxing video with a hypothesis about hook rate in the first three seconds. It sits in briefed for two weeks, moves to in test in the week of the next sprint, and ends as stopped with its post-mortem linked.
