Workflow Examples
Real-world scenarios with step-by-step workflows and time estimates.
Scenario 1: Emergency Pitch (48 Hours)
Situation: Client called Friday afternoon. Pitch is Monday morning. You need a strategic platform and creative direction by Sunday night.
Total time: 8-10 hours (split across Saturday/Sunday)
Saturday Morning (4 hours)
| Time | Task | Tool | Key Actions |
|---|---|---|---|
| 9:00-9:30 | Gather context | Files | Collect client brief, any research, competitor info, brand guidelines. Convert to PDF if needed. |
| 9:30-10:30 | Problem reframe | The Definer | Upload all docs. Read AI suggestions. Edit to sharpen. Define category convention. Lock & Continue. |
| 10:30-11:30 | Audience mapping | The Targeter | Generate segments. Customize if needed. Define audience tension. Add brand affinity if competitors known. Lock & Continue. |
| 11:30-12:30 | Positioning | The Positioner | Map competitive set. Identify white space. Write position statement with meaningful exclusions. Lock & Continue. |
| 12:30-1:00 | Break | - | Step away from screen. The next phase needs fresh eyes. |
Saturday Afternoon (4 hours)
| Time | Task | Tool | Key Actions |
|---|---|---|---|
| 1:00-2:00 | Synthesize brief | The Strategist | Review inherited context. AI generates one-page brief. Edit for clarity. Lock & Continue. |
| 2:00-3:30 | Strategic platform | The Creative Forge | Generate 4 territories. Review Territory Perception Map. Choose Sweet Spot or Recommended based on client risk appetite. Generate platform. Check Pitch Readiness score. Fix red flags. |
| 3:30-4:00 | Save & review | All tools | Save project ("Client Name - Round 1"). Export Forge to PPTX. Review cascade flow for coherence. |
| 4:00-5:00 | Refine in PowerPoint | PowerPoint | Open PPTX export. Add agency branding. Refine copy. Add visuals if needed. This is where your craft shows. |
Sunday (2-3 hours for execution concepts)
| Time | Task | Tool | Key Actions |
|---|---|---|---|
| 10:00-10:30 | Social concepts brief | The Spark | Use strategic platform from Forge as "territory" input. Set format, platform, duration. Add executional considerations. |
| 10:30-11:00 | Generate concepts | The Spark | Generate 3 concepts. If first batch misses, use Regenerate All. If close, use Vary This to refine one concept. |
| 11:00-12:00 | Polish concepts | The Spark + PPTX | Export to PowerPoint. Refine copy. Add storyboard visuals if time permits. Check scene breakdowns are clear. |
| 12:00-1:00 | Final assembly | PowerPoint | Combine strategic platform deck + concept deck. Add intro/outro slides. Rehearse pitch narrative. |
Sunday night: Rest. You have a coherent pitch built in 10 hours that would normally take 2 weeks.
Pro tip: Save before Saturday night. If client context changes Sunday morning, you can reload and adjust rather than starting over.
Scenario 2: The Terrible Brief (Client Gave You Nothing Useful)
Situation: Client brief says "We want to be more premium." That's it. No research, no clear objectives, no audience definition.
Total time: 2 hours to build something defensible
| Time | Task | Tool | Key Actions |
|---|---|---|---|
| 0:00-0:20 | Research phase | Google + Competitor | Find 3 competitor brands. Screenshot their websites. Google "[brand] target audience". Save what you find as notes. |
| 0:20-0:50 | Problem reframe | The Definer | Enter thin brief. Upload competitor screenshots. Add your notes in "Additional Context". AI will suggest reframes. Edit the one that creates most tension. Write category convention based on competitors. |
| 0:50-1:20 | Hypothesize audience | The Targeter | Generate segments based on reframe. Pick 2-3 that feel right for "premium" positioning. Define tension. Be honest: flag this as hypothesis, not validated research. |
| 1:20-1:50 | Draft positioning | The Positioner | Map competitors. Find white space that "premium" could occupy. Write position with exclusions: "We are NOT [what competitors do]". |
| 1:50-2:00 | Package for client | Export | Export Positioner to DOCX. Present as: "Here's our strategic hypothesis. We recommend research to validate audience tension and positioning before creative development." |
Outcome: You've turned "we want to be premium" into a testable strategic hypothesis with clear positioning and audience definition. Client sees you've added strategic thinking, not just accepted their brief.
Critical: Be transparent about what's validated vs hypothesized. Pitch Readiness Check will flag "Evidence Base" as red. That's honest. Tell client: "This is our hypothesis. Here's what we'd need to research to validate it."
Scenario 3: Social Concepts by End of Day
Situation: It's 2pm. Client needs 3 social concept options for existing campaign by 5pm.
Total time: 45 minutes
| Time | Task | Tool | Key Actions |
|---|---|---|---|
| 2:00-2:10 | Competitive intelligence | The Spark | Use "Check Recent Social Ads" feature. Enter 2-3 competitor brand names. Review what they're running on Meta. Note themes to avoid. |
| 2:10-2:20 | Brief setup | The Spark | Enter brand name, strategic territory (use existing campaign platform), communication objective. Add any constraints in "Additional Context". |
| 2:20-2:25 | Format selection | The Spark | Choose format (AI Animated if budget tight, Live Action if budget exists). Duration: 15s for TikTok/Reels. Platform: Multi-platform if unsure. |
| 2:25-2:30 | Creative direction | The Spark | Set sliders based on brand (e.g., Serious 40%, Contemporary 80%). Add executional considerations: "Must avoid [competitor theme]", "Target is [audience]". |
| 2:30-2:35 | Generate concepts | The Spark | Click ⚡ SPARK button. Review 3 concepts. If first batch is good, proceed. If off-brand, adjust sliders and Regenerate All. |
| 2:35-2:45 | Export & refine | The Spark + PPTX | Export to PowerPoint. Scene breakdowns are already on slides. Add client logo. Quick polish on copy. Save. |
2:45pm: Email client: "Three concept directions attached. Scene breakdowns included for production discussion. Happy to generate variations on your preferred direction."
Speed secret: The first 3 concepts are usually 80% there. Don't overthink. Export, refine in PowerPoint, send. If client wants changes, use Vary This for quick iterations.
Scenario 4: Board Rejected Our Positioning
Situation: You pitched a positioning. Board said "too risky" or "doesn't feel right." You need alternatives fast.
Total time: 60 minutes
| Time | Task | Tool | Key Actions |
|---|---|---|---|
| 0:00-0:10 | Diagnose rejection | Notes | Why did it fail? Too bold (Stretch too high)? Not credible (Believability too low)? Wrong audience? Write down specific feedback. |
| 0:10-0:30 | Re-run Positioner | The Positioner | Load previous project OR start fresh with feedback incorporated. If "too risky", choose positioning with lower stretch. If "not credible", add more evidence in supporting points. |
| 0:30-0:50 | Alternative territories | The Creative Forge | Generate 4 territories from new positioning. Use Batch Generate for 2-3 more. Map all on Territory Perception Map. Show client options across spectrum (Safe → Balanced → Promising). |
| 0:50-1:00 | Package alternatives | Export | Export Forge to PPTX. Keep rejected positioning for comparison. Present as: "Based on feedback, here are 3 alternative territories. Red is what we pitched. Blue is safer. Green is middle ground." |
Outcome: You've turned rejection into strategic options with clear risk/reward trade-offs visible on the Territory Perception Map.
Key move: Don't defend rejected positioning. Show you heard feedback and generated alternatives that address concerns. Territory Perception Map makes trade-offs visual and defensible.
Scenario 5: Junior Strategist, First Solo Pitch
Situation: You're early in your career. Senior strategist is busy. You're running this pitch solo. Nervous.
Total time: 3-4 hours (first time), 90 min (after practice)
Preparation Phase (Before Client Brief Arrives)
- Watch all video walkthroughs (90 min total)
- Read Philosophy & Approach and Best Practices
- Study 3 case studies: Dove, Oatly, Nike
- Run practice pitch with familiar brand (Oatly, Glossier, Nike) to learn interface
Execution Phase (When Brief Arrives)
| Time | Task | Tool | Key Actions |
|---|---|---|---|
| Hour 1 | Deep brief read | The Definer | Read brief 3 times. Highlight what feels like symptom vs cause. Upload brief + any research. Let AI suggest reframes. Choose one that creates tension. Write category convention based on competitor behaviour you've seen. |
| Hour 2 | Audience definition | The Targeter | Generate segments. Don't accept demographics ("millennials"). Find the human tension. Example: Not "25-35 females" but "Exhausted realists who want confidence without being judged." Customize segments if you know client's audience better than AI does. |
| Hour 3 | Positioning with trade-offs | The Positioner | Map 3-5 competitors. Find white space. Write position statement. CRITICAL: Make exclusions meaningful. Not "We are not cheap" but "We are not competing on specs, not chasing tech enthusiasts, not trying to be Apple." |
| Hour 4 | Platform generation | The Strategist + Forge | Synthesize brief in Strategist. Move to Forge. Generate territories. Review Pitch Readiness score. If 73%, that's okay-fix the red flags. Don't aim for perfection. Aim for honest assessment. |
Review Phase (Critical for Junior Strategists)
- Export everything to PPTX/DOCX
- Read through your Golden Thread: Problem → Tension → Position → Direction → Platform
- Does each step logically follow from the last? If not, edit.
- Show senior strategist BEFORE client meeting (even just 15 min review helps)
- Rehearse pitch narrative out loud (you'll catch awkward phrasing)
Confidence builder: You've used the same strategic frameworks (Dru, Porter, Rumelt) that senior strategists use. The tools forced you to articulate problem, tension, exclusions-the hard parts. Your thinking is scaffolded, not automated. You did the strategic work.
Common Time Traps (And How to Avoid Them)
| Time Trap | Why It Happens | How to Avoid |
|---|---|---|
| Spending 30+ min on Definer problem reframe | Overthinking the perfect wording | AI gives 80% draft. Edit to 90% and move on. You can refine later. |
| Generating 10+ territories in Forge | Wanting more options | 4-6 territories is enough. Too many options paralyze decision-making. Choose and commit. |
| Regenerating concepts 5+ times in Spark | First batch didn't feel perfect | First 3 concepts are usually 80% there. Export, refine in PowerPoint. Faster than endless regeneration. |
| Editing every AI suggestion to perfection in-tool | Perfectionism | Export early. Polish in Word/PowerPoint where you have more control and can add agency branding. |
| Reading all case studies before starting | Avoiding the actual work | Case studies are for learning, not procrastination. Read 1-2 max, then start your project. |
Quick Reference: Time Estimates
| Task | Tool(s) | First Time | After Practice |
|---|---|---|---|
| Full pitch flow | All 5 core tools | 3-4 hours | 90-120 min |
| Social concepts only | The Spark | 45 min | 15-30 min |
| Competitive analysis | The Competitor | 30 min | 20 min |
| Project costing | The Estimator | 25 min | 15 min |
| Positioning alternatives | Positioner + Forge | 90 min | 60 min |
| Strategic platform only | The Forge | 45 min | 30 min |
For more detailed workflows, see Best Practices. For troubleshooting, see Common Issues.