How I think about creative systems
The principles are open. The full playbooks are what I install.
1 · Growth owns who. Creative owns how.
Make creatives do the data analysis and the creative suffers. Growth hands over two lines of insight, creative runs the concept.
2 · The 30-cell Persona × Problem matrix
Personas are decision journeys, not age brackets. 3 personas × 10 real problems = 30 traceable ideas.
3 · Let performance decide the mix
Don't lock in fixed percentages. The account tells you where to spend your time.
4 · Five sources of creative, every week
A winner is never finished — it's something you keep improving.
5 · Fewest meetings possible
If it's just information, it's a Slack. The whole thing runs off one Monday block.
6 · The role most teams are missing
The Content Program Manager is the backbone that frees the strategist to think.
