01
I set the direction
Before any tool: the call. Who this is for, what it has to do, and what this market will actually reward. AI can’t start here, because it doesn’t know the bet.
AI doesn’t make the brand call.I do. Here’s the map.
My workflow isn’t “prompt and ship.” I set the direction first, use AI to go wide and fast, then apply the judgment a model can’t. Here’s the path, start to decision.
02
Draft wide, with AI
Then I bring AI in to go broad, fast — a dozen angles in minutes. Breadth, not judgment.
- Heritage-forward
- Science-led
- Ritual / calm
- Social-legibility
03
Build the flow fast
I run the contenders through quickly: test against the brief, cut what’s generic, sharpen what carries a point of view. AI keeps the iteration cheap, so I can be ruthless.
04
The decision
Then the part AI can’t do: pick the line that holds in this market, and own the choice. One call, made on purpose.
Social-legibility, sharpened: “The glow your group chat notices first.”
Same loop on every deliverable: AI for speed, judgment for the brand. It’s also the work I do with teams — building the prompt architecture and review discipline so AI sharpens the narrative instead of diluting it.