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Part 3 · Operate

Creative concepts in the GTM plan

Every channel that publishes creative gets two or three concepts with the GTM plan, ready to approve into its queue, with a still for the lead concept of each visual channel.

01What it is

When the AI team writes a version of your plan, each channel that publishes creative (posts, short videos, newsletters, articles, ads) gets two or three concepts: a title, the format it follows with that format’s honest label, the opening line and the message, the full copy or script, a storyboard in words and what it drew on. The lead concept of a visual channel gets a still. They sit folded in each channel card on the plan page, under Creative concepts with the count ready to approve, and in the plan PDF.

02Why it exists

A plan that only names channels leaves the hardest part, what to say first, for later. Concepts make the plan concrete the day it is written: you can read what each channel would post and approve the first one.

They are held to the same truth as everything else. A sentence that needs a customer, a result or a figure your business has not confirmed is taken out, and the concept says it needs a proof point instead of carrying an invented one. Outreach channels get no concepts, because they write to one person from a dated reason, and a concept there would be a template.

03How to use it

  1. 01Creative concepts wait behind the creative_pack flag. Once it is on for your account, the plan page offers Turn on creative concepts at the head of the channels, and each channel card says concepts are off with a link back to it; the next version of the plan is written with them.
  2. 02Open Creative concepts in a channel card to read each concept: its format and label, the opening, the message, the storyboard, and the copy folded underneath.
  3. 03Press Approve into the queue. The concept is checked again (the content gate for its type, the truth check, the Almanac rules) and becomes a draft in that channel’s queue, waiting for you like any draft. A concept that needs a proof point cannot be approved until you add one.
  4. 04Press Change in the composer to open a post concept as a new post, with its still and format, and change it there.
  5. 05A video concept is a script with a storyboard and its still as the poster. Once you approve the script, Render this video says what it uses and renders only when you confirm.
  6. 06Changing a channel’s goal, name or what it tests writes new concepts for it with the next version; a change to its budget or rules keeps the ones it has.

04What good looks like

You give it
Ledgerline, month-end close software for controllers at 50 to 300 person companies, with a LinkedIn channel and no model key configured.
You get
Three concepts: The cost of leaving it alone, How it works, step by step, and The objection, answered. Each names Ledgerline or what it sells, carries a storyboard of four frames, uses no figure the business did not give, and passes the LinkedIn post gate.
Why
Without a model the concepts are written by localConcepts from what the business confirmed, and tests/creative-pack.test.ts checks each channel’s concepts against the gate for the draft they become.

Derived from the rules in the code

05What weak looks like, and what it costs

You give it
A concept as a model might write it: "Our customers closed 40% faster last quarter. Ledgerline keeps the close on one page.", with no confirmed proof point.
You get
The sentence with 40% is removed, the rest is kept, and the concept is marked Add a proof point to use this concept. It cannot be approved until a proof point is confirmed.
Why
scrubConcept takes out any sentence whose figure is not in the confirmed proof or the plan, and any claim textTruthFailures finds unconfirmed.

Derived from the rules in the code

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