The Know Feel Do (KFD) template is a structured approach to strategic planning, particularly for initiatives involving communication, training, or organizational change. This framework ensures all objectives are tailored specifically to the target audience’s needs. By intentionally separating what the audience must learn (Know) from how they must feel (Feel) and what they must ultimately perform (Do), the KFD model ensures goals are both specific and measurable. It provides a clear roadmap for aligning content delivery with desired real-world outcomes.
The Foundation: Defining the Know Component
The “Know” component establishes the factual understanding necessary for the audience to move forward. This section focuses exclusively on the cognitive and measurable information the audience must be able to recall or articulate after the interaction. Objectives are rooted in data, specific processes, or concrete steps, ensuring the transfer of accurate and standardized knowledge.
“Know” objectives must be testable, allowing planners to verify information retention. For instance, an objective might state that the audience will be able to identify the three risk factors associated with a new policy or list the five steps in a revised operational procedure. This retention of facts provides the mental scaffolding upon which subsequent attitudes and actions are built.
The Connection: Defining the Feel Component
The “Feel” component addresses the layer of attitude and motivation required to bridge knowledge and action. This stage defines the desired internal, emotional state that the communication or training must cultivate within the audience. Since behavior is rarely driven solely by facts, achieving the correct emotional disposition is necessary for achieving the desired external action.
Planners must identify specific emotional targets, such as cultivating confidence in using a new system or creating a feeling of urgency regarding a deadline. If the audience understands the facts but feels overwhelmed or skeptical, the initiative will likely stall. Therefore, “Feel” objectives are designed to instill positive attitudes, such as feeling motivated to support the change or comfortable enough to ask clarifying questions. This focus on emotional connection transforms passive knowledge into an active, engaged mindset ready for behavioral change.
The Action: Defining the Do Component
The “Do” component represents the measurable outcome of the planning process, focusing on the specific, observable behaviors the audience must execute. This is the stage where acquired knowledge and cultivated attitude translate into action immediately following the communication. Objectives in this category must be expressed using strong action verbs that clearly define the expected performance.
These actions should be defined using Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) principles. Examples include clicking a specific link, implementing a new reporting format, or signing up for a follow-up consultation within a defined timeframe. The success of the strategic effort is judged by the frequency and quality of these behavioral changes, allowing planners to assess the return on investment of their communication strategy.
Implementing the Template: A Step-by-Step Guide
Effective use of the KFD template often begins by working backward from the desired outcome rather than starting with the content. The first step involves clearly defining the “Do” objective, establishing the action the audience must take. This behavioral goal acts as the anchor for the entire planning exercise, ensuring all subsequent elements serve a defined purpose.
Once the “Do” objective is established, the planner determines the necessary “Feel” objective required to motivate that action. This involves asking what attitude or emotion would make the audience most likely to perform the desired behavior, such as feeling empowered or accountable. The final step is to identify the precise “Know” objectives—the facts, statistics, or processes—that support the required feeling and enable the action.
This reverse-engineering process ensures tight alignment across all three components. Every piece of information and emotional appeal must directly contribute to the successful execution of the desired action. If a knowledge point or targeted feeling does not actively support the “Do” objective, it should be removed from the plan to maintain focus.
Strategic Benefits of Using the Know Feel Do Model
The KFD framework offers strategic advantages by enforcing clarity of purpose in any communication or training initiative. By forcing planners to articulate measurable goals for knowledge, attitude, and behavior, it prevents the creation of unfocused content that merely informs. This targeted approach ensures that resources are dedicated to moving the audience through a structured journey toward the desired action.
A measurable objective is established for each of the three components, providing a comprehensive metric for overall success. This structure moves evaluation beyond simple attendance or content recall to include emotional shifts and behavioral execution, capturing a complete picture of effectiveness. This deliberate planning also increases audience engagement, as the content is streamlined and directly relevant to the specific feeling and action being sought.
Common Contexts for Applying the Framework
The versatility of the Know Feel Do template allows it to be applied across a wide range of professional disciplines focused on influencing human behavior:
- Targeted marketing campaigns, ensuring customers know the product’s function, feel excited about its value, and purchase the item.
- Internal corporate training programs, ensuring employees know a new procedure, feel confident in applying it, and consistently implement the correct steps.
- Change management initiatives, helping stakeholders know the reasons for change, feel motivated to support the transition, and actively adopt new processes.
- Public presentations and product launches, ensuring the audience retains the main points, develops a positive attitude, and takes a specific follow-up action.