Claude Mastermind: Building a Creative Strategy System That Powers 6K Ads Per Month

30:07I also want you to give me a hypothesis of why this worked and it will give you a hypothesis as well. Now, I also have a gem on Gemini, which has a bit of context on how to best hypothesize. So again, it has some context there on like what to pull, what information to pull, etc. But again, this is a super, super important part of your process. And once you do it this way, which I guess is the more manual approach, it's very easy down the line to then build this into an operating system. Because we had the approach already built out previously, it meant when we then built this into an actual web app, it was quite easy to do that.

30:46So what that workflow looks like from a skill building perspective The SkillMD, as I said, it's the orchestrator. It defines the phased workflows, the decision points, the input, outputs, etc. You've got your reference files. That's the knowledge base, the context. It taps into those at the right time, depending on how we build that skill or what the ideal outcome of that skill is. We have the Notion integration. So MCPs, you can build these in essentially like API connectors into different tools. It can, you know, we can do the same with Ads Manager. But, you know, you can actually integrate Notion and set up a connector in Claude.

31:27So just with a Notion link, it can go into Notion and find what it needs to with the right rules. Then we have quality gates. So we set these for every brand, which essentially is like, you know, we have a QA step, which has a checklist that it runs itself through to make sure the output is in line with the standards that we have set the skill. So that's something that I would recommend also including in your workflow builder. Cool. Now let's run through the script writing skill and the exact flow of logic that we follow and also the rules that we set to make this skill really, really strong. So what's super exciting about this?

32:11it we go into multiple layers right so we aren't just looking at this from the perspective of oh create me a script for this type of person with this angle and we are have the ability now to go much more in depth and look at psychological briefing as well so we don't just look at funnel position persona framework but we're also looking at things like valence zone and self-concept anchor so as we know valence zone zones one to four they are all different emotional states or psychological states in which we speak and the reason why we want to diversify these emotional states so let's say angry versus scared or disappointed or you know empowered and the reason we want to speak in these different states is because this is another layer that is going to really help drive of incremental reach in the ad account.

33:07Sarah Levenger does a great article on this that we've spoken about in the podcast before. And actually the issue a lot of the time isn't that you don't have enough volume within the ad account, but it's just that you're getting in front of the same people because you're speaking to, you're speaking in the same way within your ad creative. And as a result, Metis Andromeda isn't able to diversify, sorry, isn't able to, you know, pick up on the triggers that you put within your scripts that allows it to put itself in front of different people. Now, as we know, Andromeda is like the smartest librarian in the room.

33:44So it doesn't just know every book in the library. It also knows what is on every page in every book and every word on every single page. So that means it is incredibly talented at being able to get in front of the right person through the likes of what we've described previously as soulmate theory, which means there's the perfect ad out there for every single person. Now, if we're speaking to everyone in the same way, then you're speaking to everyone, you're not speaking to anyone. So that's why layering in things like valence zone is also really important within your scripts. Now, what we did here is Sarah Levenger has a video, sorry, a blog article where she talks about valence zones.

34:29and also self-concept anchors and language intensity as well and the importance of these. Now, this is a really in-depth article, and this is a great example of how we've used external domain context and then translated it into a context document for our own process. So we actually are able for the AI to go into our reports, understand what's working and not and pick up on those signals and then pick a valence zone that it wants to put against a certain ad that we are producing. Now, we also do another thing called valence gap analysis within our reporting, which again is part of the skill, right, in utilizing Meta's API, where it can actually pull every single ad creative that is live in the ad account that has spent over£500.

35:19It can do an analysis of maybe where the gaps are from a valence perspective, what emotional states we aren't speaking in. And then as a result, it can ensure that we are balancing out our creative strategy when we get into concepting. So our scripts are also speaking to those different valiant zones. So I just wanted to give that, I guess, ballpark understanding of how that works before we get into, I guess, the meat of the actual system. Now, the outcomes of this is increased blended ad spend. So we are seeing better ad spend through our creators within the ad account as well as better, you know, heightened hit rate, because it is able to be much more dialed in and ensuring that every decision that it makes is tied back to a hypothesis or is tied back to data.

36:06So that's really important. It also allows our creative strategists to be much more efficient. So I think they're about 20 to 30 % more efficient now by using this skill, and also advanced psychological depth. So I just ran through an example of that in terms of how we can tap into valence zones and speak to different people in different ways because it is able to pick up on those signals and adapt our messaging accordingly, which is super, super important. Quick question, how many tabs do you have open right now to manage your business expenses? There's your bank, your expense tracker, your ad account, some spreadsheet, maybe even an AI companion to help you make sense of the chaos.

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37:46So as I said, the things you'll need for this is your Notion CSOS. Now, as I say, that's if you don't necessarily have a custom built operating system yet. But, you know, it does exactly the same job, essentially, as long as you give it the right rules of what to tap into at what point. Reference files. So it will actually, that's your context document. So So it knows when to, based on logic, when to lean into those reference files at different points. Inputs. So what are the inputs that it requires to know what to go and do? Because obviously based on certain parts of logic, it will only do certain things if you tell it to.

38:23So, for example, if you're creating a UGC, you need to tell it you are, because otherwise it's not going to pull the right context. because there's some very directional contexts that are related to just UGC ads or UGC best performers, which it will tap into if you tell it that versus looking into high prod UGC and static. And then as a result of that, it bloating its context with a lot of information that it doesn't require. The only information it needs should be surfaced, essentially. The output. So that's what it will send back to us at the end. The decision points. So there are certain points where it might stop and ask for decisions.

39:02We've got a few modes that we're going to go through with you that we set up within this skill. We have quick mode and calculated mode. Quick mode is it just goes through the whole process end to end and gives us a script. Calculated, it acts more like a creative strategist, maybe, you know, your assistant, right? And you're having to sign off at each stage of the process, make sure you're happy with what it's doing. There are also QA gates that happen at the end of the skill, which means it is essentially putting itself through a checklist to make sure the script that comes out on the back end is good enough as it needs to be to be able to align with our standards, right?

39:44So the things that we will provide it are funnel position so is it unaware to most aware where does it sit persona code so that is you know we just codify our personas because then it will know through the rules built into the skill md that if i say persona 2.1 then it just goes straight to the csos it pulls persona 2.1 it pulls the fears the desires uh the motivators the breakdown of that persona how we speak to it And it will be able to extract that context to build into the script to ensure that it's really, really hyper focused on that. Because as we know with Andromeda, the more specific we are with persona, the better.

40:26That's how we're going to get in front of the right people. As well, as I said, creative strategy, creative type. So is it UGC, hyper or static? Because, again, we want to make sure it's getting in front of the right, getting the right context from the right bucket. We also ask the input of sending the CSOS link. So then AI knows exactly what brand we're working with and it can go in and find that the relevant information. There's also optional inputs like angle. So, again, if we wanted to be more specific about the angle that we wanted it to create a script for, we can tell it. Same with framework.

41:00Is there an exact framework that we want it to use? We can either link it from the framework database or we can give it a concept description of what you're trying to achieve. And then obviously the execution mode I mentioned already, which is obviously quick or calculated mode here. So what happens in phase one once we've actually kind of given the input? So it reads the brand's creative strategy operating system from Notion, essentially, and extracts everything that it requires to build great scripts that are on brand and align to the data at that given point. So what it's going to do is go firstly into the CSOS.

41:39And the first piece of brand context it requires is who is this brand? So we've got brand DNA document. So it knows to go into that brand DNA document. It extracts who are the brand, what are their USPs, what are their do's and don'ts, what's the tone of voice, how do we speak to their customers, the benefits of the product, everything it needs to know to get a clear understanding of how to translate that into a script. So the first thing it will do is go into that brand DNA document and read that information. The second thing it will do is actually go into the strategic report. Sorry, the next thing it will do is actually go into the Persona Bank.

42:19So that's why we've told it to Persona P1.2. Then it just knows it can go directly into the Persona Bank and pull all the information it needs for P1.2. It can pull the right core fears and motivators, etc. etc. The next thing it will do is go into the strategic report database within the CSOS, and it will pull the latest report that we built for that brand. Now, why this is great is because it's going to mean the data is super, super, you know, up to date, and it's pulling the right insights and translating that into our scripts. So it's actually using that data to hypothesize why it makes certain decisions with the scripts, and it will tie every decision it makes back to that data now this is a great example of you know why you need context with different parts of the process so we've had to provide reference file that tells the skill how to understand data and benchmarks so it understands ctr cvr tsl hold ray cpas etc etc it knows the benchmarks uh for for um it knows obviously the soft metric benchmarks it knows if you've got load tsl what the the reasons might be it knows what you can do to enhance that tsr off the back of it so again it not only is reading the data but understanding and articulating what that means in the form of a hypothesis so now it's gone and on and pulled all of those things the brand dna document it's pulled the persona code and the breakdown of that persona and then it's also pulled the um the strategic report so it's done all of those things and we've provided the brief inputs to allow it to do so we've decided on a quick or calculated mode so actually does this one and then obviously pulls those relevant bits accordingly and then it once it's got all of that information and it's it's followed the right parts of logic because it only needs certain pieces of context at certain times to ensure that one its own narrative and understanding is correct Like if you think about yourself as a creative strategist, let's say, you try to understand things in different layers in your own head.

44:34So if you're looking at a report, as an example, you're going to look firstly at like the wider brand objectives, which is the North Star, and then kind of trickle down into the bits that fall below that, which are essentially different layers. But if you did that in different orders, then it would confuse you and it wouldn't make sense. So that's why it's important. The flow of logic is key. So phase three is it loads in domain context. So there's some always loaded reference files that it will go through that are super important for a script writer, which is the creative strategy MD. So this is our philosophy to script writing, how to make great scripts.

45:11sorry how to you know the fundamentals of creative strategy storytelling fundamentals how how to make great storytelling within ad creative how to craft the right pacing you know how we tap into core human desires we then have funnel positions so it will read all of those funnel positions and what the nuances of those funnels positions are but it will only tap into the the context relevant to the final position it needs. So if we pick ProblemAware, it will go into that reference file, but only read the information it needs from ProblemAware, because otherwise its context is going to blow and it might potentially confuse the output.

45:55And these calibrate, because then it means that, you know, it's ensuring that it is some of those kind of fundamental domain things that we would always do with our scripts as someone who's a talented script writer, it then knows how to do those things at a really good level. So we've got past the phase three, which is domain context loading. Phase four is psychological targeting. So valence zones is something that we use as part of our scripting now and approach. Sarah Levenger has a really good blog post on this on her Twitter. And this is a great example of someone else has written something that's truly valuable that you want to utilize or implement or enrich your skills.

46:38um you can just you can go and do that so we did that exactly with this article that sarah levenger wrote about valent zones self-concept anchors and language intensity so we just pulled that blog art blog post wrote a little bit more context about how it relates to our our business and then it created a reference file for that or context document that it could then use in this process so that is like the site the valent zones just to give you a very top level view is like There's four kind of core zones and those zones tap into different emotional states. So actually, you could be running a thousand ads and your incremental reach is declining.

47:18Yet that might not be because you have an ad volume problem. It might be because you do have a diversity problem, a psychological diversity problem. Because as Meta say, Andromeda is the smartest librarian in the world, which means it doesn't just know every book in the library. knows every page in that book and every word on those pages it comes back to that idea of soul mate theory if we aren't diversifying the emotional uh targeting within our creative the meta won't have the signals to put that in front of the right individual so it's in short it's super super important that we are diversifying our valence zones as a result of that so one thing that we also do just so you are clear as well is we actually run reports that are just valence zone analysis and it's the idea of it is a gap analysis where we use metas api so it will download all of the ads it will basically identify and analyze those ads in gemini to see a key where are the gaps where does this ad place right now in valence and then it will say you've only got three of your 500 ads that sit in zone three negative low arousal and then as a result we know that's an opportunity that's a gap that we need to be tapping into with our scripts so this is the process that will take it through to identify what the psychological targeting of that script is so just to give you like a top level view as i say we've given it the inputs it's gone to the csos it's pulled the brand dna document the personas the strategic report it's then gone through its domain context references to ensure that it understands storytelling and creative strategy and it then goes into its psychological targeting it then goes into the framework database and picks the framework that it thinks makes most sense based on what the data is telling us right so that is why you know having a framework database or some form of database that can be tapped into is really important because now it will pick one of our framework databases that aligns most to the brand in which, sorry, to the ad in which we are trying to create.

49:29And it will give us a hypothesis of why it picked that framework as well. So, you know, it will match to persona psychology. It will also ensure that it is, there's the links back to data within the latest strategic report. It will then execute on that format. So, for example, if it's a UGC video, the last thing it will do is then look at UGC frameworks because it will look at pattern recognition of those. So we have then, you know, individual reference files for UGC, hybrid and static, which break down how to make great UGC ads with examples and why what made those ads great. Because, again, that context is the final piece of the puzzle to then execute on the script that we need.

50:14So it's got all of that as well. And also a this is where it would tap into hook mastery. So it will actually, you know, understand how to make incredible hooks as well. And then we've also got one that is for losing scripts. So you can see there's a lot of logic here and a lot that it goes through before it actually creates the script. And then finally, script writing. So it will build it out for us in the table, as you see here below, and then do a quality check off the back of that. So it has five key gates and validation points that link to different checks. Right. So I won't go too much into this today.

50:50But again, really bullish on QA with AI and, you know, linking a certain level of standard that you want to see and ensuring that it is checking itself. Because if it sees something wrong, like, for example, if it if it checks itself on hooks, goes back to our hook reference files and realizes that hooks aren't strong enough, then essentially it will change that hook accordingly. if it doesn't check enough of our hook checklist. Cool. The next one is our reporting skill. So just to go through this, this is what I was talking to you before about how it will weave, and I'm not going to go too much into this one, but I want to show you like how else you can be building skills without the need of building full end-to-end bespoke operating systems is just by linking Meta's API.

51:42Make sure you're careful in the way that you do this and you get approved for it because I've seen ad accounts get banned if they do this in the wrong way but essentially what we are able to do just by connecting Meta's API and creating a plugin which essentially is like a selection of skills that lives within co-work or agents that also have different things that you can do within it and different links to APIs if we require to go into or connect to different tools. Just by us giving a few inputs. So what we do here is the inputs for this skill that we need to give it, when we call it within co-work, is say what the ad account ID is, a link to the CSOS, and any relevant context that it might need that might be specific to the last month.

52:33Now, you don't have to do that part, but we found it's quite valuable to say to the skill, yeah, this is something we've been testing over the last 30 days, because if that is the case, then it might start looking for those things in it, which I think is always interesting. So it is then able to, just from giving it those small inputs and the connection of Meta's API, it goes into the ad account, it pulls the top 30 ads within the ad account at that given time it uploads them to Gemini it analyze all of the all of those creatives to see what's working what's not and hypothesizing that and essentially puts it into our strategic report template takes about 30 minutes end to end and we are going through the process of like iterating and improving that right now but it's it's really really good and it saves huge amounts of time for the creative strategist this is the example of the psychological heat map that we mentioned where it will actually tell us as you can see this example here there's a lot of ads that aren't being you know there's a lot of parts that aren't being covered um within that matrix so for example zone three and zone four that is going to tell the creative strategist that there's huge amounts of opportunity in zone three and four we need to speak to zone three and four within our ad creative in the next campaign and the outcomes of this we're saving about two days a month per CS, which is huge, that could go towards advanced research and strategy, which is massively high leverage, advanced reporting depth.

54:07So it has the time to do things like the gap analysis that we personally wouldn't have time to do, and also advanced psychological depth as well. So another example of how, you know, these skills can be used and the value of these skills. Now, the third one is our grading skill so the this again is like i've touched on this briefly already but we essentially are able to grade every script that that we uh do so for example where i've seen real value in this one is if you have new creative strategists but join your business or you're trying to get maybe more junior people to start scripting in your business you might have a skill that you've provided them but they don't know what good looks like right they don't know how to QC that properly.

54:55So we've created a skill that allows them to QC their own work. And why that is great is because it increases the impacts of those scripts. So it also, you know, reduces management QC. So if you're, you know, a senior strategist or a leader in your business, you don't have time to be reviewing every single script. So it massively reduces time spent there from a management point of view. And I've personally seen that this has really helped improve strategists and upskill them because it teaches them things maybe they didn't see. For example, you know, when we talk about valence zones and speaking to different psychological states, AI is really good when you tell it to, to be able to know if you are jumping between different valence zones or speaking in different psychological states.

55:45So, you know, it's a great way of you actually not maybe being able to see that as a strategist and it telling you to and you've learned something off the back of that so it's a great way of really heightening not only the quality but also ensuring that the strategist is learning something from that so I'm not going to stay on this for long but just to show you then how that works from the perspective of the grader and it will firstly load all of the context the relevant stuff that it requires so the script obviously we need to give it the script that it's reviewing where it sits in the final persona code the creative type as well we can also share optionally if we want to things like the csos so if it wants to get you know a little bit more of an understanding of the brand it can do that but it will uh the good news is because we're giving it the csos if you give it the persona code it's actually going to go and find the persona code and actually you know review whether we've spoken to that script in the way that the persona in which we're looking to target would.

56:45So it would identify things like that. It would then load the reference files, so the funnel positions, three dimensions, which is the psychological states, losing scripts, hook master in storytelling fundamentals. And then it goes into this weighted funnel, essentially, where it will have a criteria on 10 different areas, and it will score those out of 10. So we'll look at thumb stop power, persona recognition, As I said, it will link it back to the original persona. Are we super, super clear who the persona is here? Because one thing I've noticed is the scripts or the ads that do the best are the ones that very clearly are targeting one persona.

57:24That comes back to the soulmate theory I spoke about earlier. Valence zone consistency. So are we staying consistent to the valence zone? Storytelling and narrative arc. Curiosity loop architecture. So are we using curiosity loops in our ads? language authenticity, emotional depth, funnel alignment. So are we, depending on the funnel that we've said we're creating this ad for, is that actually true? Does that translate? Trust signals. So are there enough trust signals within the creative that are going to drive things like CTR? And then CTA and conversion architecture. So is there clear risk reversals?

58:04are we you know super super clear about what the the viewer has to do next to go and buy the product so as you can see it will actually score each of these and give it the the hard floor is an 8 out of 10 so we it will not be a pass if it's under an 8 out of 10 but really we want to be looking for a weighted average of over 9 out of 10 to be actually be able to go and say okay yeah go go and run this ad now and so that's just something to keep in mind as well so it will actually score each of those give it a blended score overall and then the great news is it will actually then give you a report and say this is what you need to go and do to improve on this script so it will like diagnose, prioritize, it could rewrite it for you or say to you do you want to rewrite it, it will then rescore it for you, compare it against the original and then if it needs to repeat it it can so it almost has this perfect feedback loop of based on those inputs it will know where to prioritize changes and why and then it will rerun it for you and give you the output as a result so the final output is essentially the improved script and giving clarity of why it made those certain changes so you can learn as well it's not just doing it and not giving you that context.

59:25So with our army of skills, and I guess, you know, context and understanding of how the fundamentals work, that's where you can start looking at building real operating infrastructure in your mix. And you know, we're doing this right now with, you know, So with Soar, so we've created a control room, which essentially is where we store all of our data, it's where we warehouse all of our data across our client accounts. It is the centralized anchor in which we work from and build infrastructure on top of to be able to achieve our clients' goals. So, you know, we can actually build forecasts within this.

1:00:09We can actually build reports. and it has agents that do different things all because it is layered towards that back-end data warehouse and the outcome is really positioning us as a core strategic partner and this is a sticky product that is going to compound with value over time. The other one is I've created a CSOS for Club Neuro which is my brand so essentially there is this does lots of different things, this CSOS. It does exactly the same thing as the control room that I mentioned to you before. So it has a fully backend data warehouse. And, you know, why this is so valuable is because from an architecture standpoint, this is an intelligence engine, right?

1:00:57It becomes my co-pilot. It not only stores data as we go, but it compounds reasoning and self-learning intelligence at scale so it becomes an incredibly strong creative strategist and i'll walk you through maybe what that looks like and so it has a co-pilot built into it like this as you can see so it can speak directly to the data at all times so you know i can say to it and you know what give give me a comparison report of persona one and persona two uh what are we which of these two are we seeing driving the highest AOV as an example? Or give me some insights in terms of where we're seeing strongest blended soft metrics for each persona breakdown and what are the opportunities?

1:01:45What were our NCPAs over the last 30 days? I could speak directly to the data and it will be able to consolidate and give me that information back. We've then also got a creative strategy tab here. So we've got an overview which essentially breaks down blended soft metrics. we've also got a creative strategy tab which essentially is like where we set our creative strategy so where we set funnel positions for every month and you know creative type splits persona splits angle splits and the great thing about it is there's a back-end reasoning trace log that is attached to it which means every single decision I make gets logged on the back end and as a result it enriches its learning and context as a result of that which I'll get into in a moment we've also as you can see built the best performers database into this so whenever a creative hits a thousand pounds in spend minimum it automatically downloads the ad it uploads it into the best performers database here and it will hypothesize why the ad works and it will store the framework so then similarly if i'm in copilot and want to go into scripting it will be able to use the scripting agent and it will be it will have all of that context in terms of the frameworks that are working.

1:02:55And also, you know, it will consolidate all of the hypotheses from all of the ads that we've created and look for those patterns. And as a result, that is going to enrich the context and drive better outputs on the co-pilot here as well. We also have that for hooks. So every hook that exceeds 30 % TSR, it will pull that hook, turn it, you know, hypothesize why it works. It will break down what we saw in the visuals, what the hook actually said. We also have a competitors tab, which is an always on spying tool that looks at any new ads that come into a competitors ad library that hit a certain benchmark of impressions.

1:03:37If it does that, then it will pull that framework again into the competitors tab and hypothesize why it works and turn it into a framework. we also have an audience research tab which does the a similar thing where essentially it will be able to scrape reddit at all times i've given it certain keywords to target and if anything new pops up in reddit that are opportunities that maybe we have missed that have linked to messaging angle persona afterstay any of these kind of elements that make up an ad creative then it will identify that as an opportunity and turn it into a strategic opportunity for me.

1:04:16Reports, which essentially is like a one-click strategic report build. So as I've said in the reporting skill, I built that reporting skill. So it was so easy to then build it into this operating system infrastructure. But I guess before we look at any of those, let's just look at the layers that make this up. So it's essentially a four-layer brain that sits in a vector database and super base. So each layer feeds into the next. The copilot is the surface and it doesn't store anything strategic. It queries the warehouse and reads brand context from the file system, essentially. So in terms of what that looks like, on the bottom there, we've actually got the raw and structured data.

1:05:01So it's connected to things like Shopify, Flavio, MetaAds. It also has, you know, actual raw data in terms of context that is related to the brand, the personas, etc. The layer two is the reasoning traces. So essentially we have and I'll get onto it in a moment. We have different buckets that fit into our reasoning. That means that depending on what I'm logging, it will make changes accordingly. and as a result, enrich its understanding of what it needs to do. And that will become clear in a moment. Then that feeds into the actual intelligence itself. So, okay, reasoning traces, I guess, the why, but then what does that translate to in terms of how it does its job better moving forward?

1:05:48And that's the compounded learnings. And then finally, the function. So that's the features in which everything else runs through. So, as I said, like a very top level view, we've got the framework and hook database, the reporting agent the audience insight agent the scripting agent and the copilot and all of this is speaking directly to that vector database in super base and in terms of the reasoning traces which i think is the most valuable part of this whole thing and if there's one thing you're going to learn from the the the kind of operating system part of this talk which obviously i'm not going to go into like the depth of how to build this on the back end comment below if you would want me to but um it would take way too long and i think it would go over a lot of people's heads um because it's just very um nitpicky essentially but essentially you know if there's one thing you're going to take away it's this idea of reasoning traces so reasoning traces as i said that's the that's almost the the thought that connects itself to a trigger that is a reason why we did something so subconsciously you make decisions every day But actually, if you think about the reason why you made that decision, that is going to link to some form of trigger.

1:06:59Maybe it's a prior experience that you have that, you know, maybe that's the right thing to do. Maybe it's a piece of data. You know, there's lots of signals in which a reasoning trace can link back to. And the strategic dashboard is essentially where, as I say, funnel positions, et cetera, sit. But every time we make a change in that strategic dashboard, then we have to log the reason why. So it pops up with a little box. So let's say we're on that page and it says problem aware, solution aware, etc. And it is at like 25 percent each. And I want to increase solution aware. And the reason I want to increase solution aware is because we've had a signal in the ad account that suggests there's a lot of people comparing our product to another product.

1:07:43That would tell me that we need to do a better job of comparing us to other brands and why we are better. and so as a result i'm increasing solution aware in the mix and it says why do you want to log this reasoning trace uh why do you so why do you why do you want to make this change so it's asking for a decision so it can log that decision and i give it the reason it then takes that and buckets that into strategic decisions that it then uses to enrich its own context and learning over time so what this is is like training right like what we don't do enough of with ai is feedback and training it to become better treat it like an employee 360 feedback loops are really important to enrich the system and its ability to like understand how and why we make certain decisions it's not going to have the nuances of knowledge and context that we might have until we train it to you wouldn't have a new person join a business and not give them feedback on what they need to do better reasoning bucket so essentially we bucket our reasoning into three different types strategic decisions hypothesis edits and context rules so we touched on strategic decisions briefly i'm setting the strategic dashboard of splits for the next month it will ask me why i will give it its reasoning whereas hypothesis edits this again is really really valuable so as you know are we automate frameworks.

1:09:10So every time a framework hits£1 ,000 in spend in the ad account, it will log it as a top spender and it will download the ad, upload it and turn it into a framework and a hypothesis as to why it works. Now, when you first start doing that, even if you give it lots of context and information on how to analyse creative, it will likely not do it that well. So what I've done to enrich that context and make it better at what it does is actually read, is actually then I can make edits into that framework. So for example, and I'm just going to show you one now. So here's an example. Let's say this ad has just been pulled through.

1:09:53Here's a breakdown of why it works. Here's the script framework. Here's the performance breakdown. Now, if I read this performance breakdown, I thought, oh, it's a bit generic. It's not gray. I would click edit here, make certain changes, is um let's just do that because it's and it will require reasoning and then it will actually say before after and it will say why are you making these changes and the reason then we do that is because it will then come back and log it in the hypothesis edit and then it will be able to hypothesize better next time so it will enrich its understanding of how to actually read an ad and learn what's working and why what the nuances of that ad are and then it creates this compounding effect it's like an a player employee when it's got the right guidance and context and it will compound over time so i didn't go into that loads obviously but i just wanted to give you a little view of how we're viewing uh this and using it in our own way um more will come on our control room which is even more advanced than my club neuro operating system i've done that just for creative strategy um but if there's one thing you're going to take from this final part that we've gone through it is reasoning traces um because you know even when even when you you you know there's models like um you've got obviously open claw uh and these more agentic models that can go off and do their own thing and and you know they're much bigger context windows and they're able to really store context and do lots of different things that that you know even a skill wouldn't necessarily be able to go and do.

1:11:30The difference is like it still doesn't have the context or understanding of the nuances of you in your life. So this idea of reasoning traces and logging decisions to make the AI better at what it does is super important. You never just create something and it's the end state. And that's the same with skills. You know, the skills are the exact same thing. You need to test those skills and improve them and tweak them and iterate on them just like you do with your ads. So that's the one thing that I would say off the back of that. And then the final one that we are doing as well, which is working really well is a static generator.

1:12:09So again, this feeds would feed into the same operating system, it will feed into the same back end data warehouse. And essentially, it's able to pick a framework. And it's able to go and create those ads accordingly. So it's a system to mass produce static ads at scale. And the inputs that this will need is framework. So what is the framework that we are using? The persona, because it needs to know specifics about that persona and how to speak to it. We can obviously add any copy if we want to, or we can keep it loose. And then essentially on the backend, it goes away. It pulls the relevant context of the persona and the brand DNA.

1:12:46So it knows, okay, here are the fonts, here's the copy, here's what I need to use for this ad. It has the framework, so a template of how to execute that static framework well. It then will take it to Claude, give it the framework template, give it the brand DNA information of your brand in question. So it knows, you know, it has the colors, the fonts, et cetera, et cetera. And then it will essentially fuse the brand DNA with the framework. And then you've got a prompt that's ready to go into Nano Banana that again, it does on the back end it goes to nano banana with the prompt that you give it it will actually take the uh the product image of your brand it has your colors your fonts uh your guidelines it has the copy that it built itself in clawed and then it will produce that ad for you so the main things here the other thing i didn't mention is that you know you can pick multiple different frameworks and 10 variations per so you could just do one with one click 50 static ads now that will take probably 30 to 40 minutes to produce but then obviously it actually loads it within into this board section here which essentially is just folders of whatever campaign number we're in so if we're in cm2 for a brand campaign 2 um i've told it what campaign we're in it will load them within that system.

1:14:07Again, we've got reasoning traces logged into this. So if an ad is really off, I will give it that context of why it's off and it's going to improve itself for next time. So that's just again, I wanted to just give you a very quick rundown of how when you've got the fundamentals in check, how you can then turn that into wider builds and operating systems that can enrich your whole way of working as a business or in this case, creative strategy. So yeah, I hope you enjoyed that today. If you've got any questions, feel free to drop them down below. I know we went through a lot and hopefully I didn't speak too quickly.

1:14:44But yeah, comment down below, Claude, and we will send you those reference files that we mentioned that's going to help you get started using a similar workflow to what we have done with the skills provided here.

1:15:04This is the Linux Ability Podcast.