Have you ever found yourself stuck in the TSA line frantically checking your watch, knowing that you have a business call in mere minutes? You expected to breeze through the pre-check line, grab a coffee, and have some time to sit down to gather your thoughts before your scheduled call. Now it feels like you don’t even have time to look up their name before your phone starts ringing. You resign yourself to the fact that time has run out and you are going to have to take the call with little to no preparation.

You know you should have anticipated this situation. You are frustrated with yourself that you won’t be your best. So why not systemize accordingly? At O4G, we’ve established a simple process to combat the unexpected, leading to less stress, smoother transitions, and predictable success.

We’ve borrowed a term from the intelligence community and deemed it “The Target Brief.” Just as the President of the United States receives a daily rundown of top priorities, meetings, and international news, you as an entrepreneur, should treat the conversations scheduled on your calendar with the same care and attention.

A Target Brief is just that…brief. A quick highlight of key facts and attributes about the person(s) you are going to “meet.” Having just a few well-researched facts during your introduction is a great opportunity to show your level of preparedness and engagement.

The Process:

Step One: Research

It’s important to know your audience. What facts about this person and/or their company will help you have a meaningful conversation? Create a list of facts, figures, and interests to help you inform your interaction.


  • Name
  • Company
  • LinkedIn Profile
  • Glassdoor Company Reviews
  • Company Bio
  • Education
  • Board Memberships
  • Volunteer Work
  • Notes

Step Two: Schedule

Once a “meeting” is booked, duplicate the calendar block and enter in the “Target Brief.” Having that information organized and easily accessible will set you up for success.

Below is a sample Target Brief for a “scheduled” call with Mark Cuban:

And a look inside the Target Brief:

Step Three: Be Prepared

Use the information you learned to subtly and deftly demonstrate your level of preparedness and engagement. You will be more confident and in a better position to achieve a successful outcome.

Step Four: Update the Process

Every action is an opportunity to improve the next. Evaluate your target brief post “meeting”. Was there anything that was missed? Should the process be adjusted in any way?

Implement, iterate and keep growing.

The Why:

Investing the small amount of time it takes to create a Target Brief will leave you informed and produce consistent results. It is one of the simplest leverageable processes we have established with superior results.

Luck is a matter of preparation meeting opportunity. – Seneca, Roman Philosopher