Widen the field of options to explore, put every hypothesis through deep challenge, iterate fast toward an argued decision. Complexity (consumer, competition, culture) becomes strategic playground, not bottleneck.
Each journey brings together the modules needed for a precise strategic arbitration moment. They chain together or stand alone, and build on one another.
Analyses and viewpoints on rigor, method and the demanding use of AI in marketing.
Reliable AI persona: why a prompt is not enough Several passes, guardrails, qualitative and quantitative data: the production robustness of personas. → From learning to insight Context, motivation, tension (the SMT© method): what sets a precise insight apart from a generality produced by a prompt. → A good idea satisfies several constraints Address the insight, avoid trivial ideas, stand out, hold the brand territory: so many simultaneous constraints that a prompt handles poorly. →