2/13/2026 - Transforming Creative Briefs into Visual Campaigns Using Modern AI Design Tools

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0:18 Fantastic. Fantastic. Producer Brandon.
0:22 Yeah, that's good. Yeah, it's good on
0:24 you there. Yeah, fantastic.
0:27 I like it.
1:04 Good
1:06 evening.
1:07 Happy Friday night date night to
1:09 everybody.
1:27 Is this place I can rest my forhead?
1:34 Gather my thoughts in sweet silence.
1:41 And who is this place where the feelings
1:44 are dead?
1:48 Roman over closure to violence.
1:52 Is this place I can slowly face? The
1:56 only one I truly can know.
2:00 These are tears from a long time ago.
2:04 Got these tears from a long time ago. I
2:08 need to cry. 30 years old.
2:12 These are tears from a long time.
2:17 Go.
2:24 Well, oh darling, oh darling, say up to
2:27 me.
2:31 Where have you been all my lifime?
2:37 Well, I have been swimming seven sad
2:40 seas.
2:44 Poor women have toss me their lifelines.
2:48 Light p them into the waters.
2:51 I'd have warned them, but I didn't know
2:56 these are tears from a long time ago.
3:00 Got these tears from a long time ago. I
3:04 need to cry. 30 years old soul.
3:08 These old tears from a long time
3:14 ago.
3:43 No nasty nachos here. Just gummy worms.
3:46 Gummy worms are the best.
3:49 Well, you know what's funny about gummy
3:51 worms? Now, you got to be a candy
3:52 connoisseur for this.
3:56 If you if you go heribu, you can't
3:58 really go wrong. But here's the problem
4:00 with herabou. Herabbo. Herabibo.
4:02 Heribou. It doesn't matter. Caribou. It
4:05 doesn't matter. The German one. They're
4:08 they're great. The taste is great.
4:10 They're a little tough. They're a little
4:11 tough. They're a bit of a workout. Now,
4:15 sometimes you go to the grocery store
4:18 and you go to the bulk bins
4:21 and sometimes those gummy worms are
4:24 [ __ ] delicious. And sometimes those
4:28 gummy worms are inedible slop and I
4:32 don't know how to tell the difference.
4:34 It's a It's a crapshoot. So you either
4:36 go heriboo and you got sore jaws or you
4:39 go, you know, bulk bin at the grocery
4:42 store and you and you just take your
4:44 chances. Sometimes you get lucky.
4:48 They're all stuck together. It's a
4:50 hairoo mix. There you go. See,
4:54 I can't see with my sunglasses. Let me
4:56 take my sunglasses off. Good lord. But I
4:59 looked cool, didn't I?
5:01 Listen. Listen. One of the things I like
5:03 to say, it's not important how you feel,
5:06 just important how you look. Okay.
5:09 I got them I got them for the kids for
5:11 Valentine's Day. This is one of the one
5:15 of facts of life for for people that
5:18 don't have kids. You don't know this.
5:20 You buy your children candy so that you
5:23 can eat it.
5:41 Now, here's So, gummy worms are a little
5:43 tougher to figure out. Gummy bears
5:46 little easier in the grocery store. If
5:49 the gummy bear is slightly too big and
5:51 if they're a little too soft, they're
5:53 going to be crappy. But if you get the
5:55 smaller ones in the in the in the bulk
5:57 bins, they're pretty good. So they're a
5:59 little more predictable. The gummy
6:00 worms, it's just a crapshoot.
6:13 Brandon, I prefer my gummies to be
6:15 edible. That's a whole different thing.
6:17 I am living in Colorado. So, do we
6:20 really only have four people on TikTok?
6:22 I think we have more than that. It's
6:24 telling me we only have four. We got
6:26 Source Camp producer Brandon, Adriana,
6:30 encourage your viewers,
6:33 Maria,
6:35 Mario.
6:37 What's up, man? What's shaking?
7:02 Vickiy's dual screening. We got some
7:04 dual screeners. We got some on Tik Tok.
7:06 We got some on YouTube. Listen, I am If
7:09 I'm If I'm the man on YouTube for you,
7:11 more power to you. Great. If you like
7:13 the Tik Tok because you like the little
7:15 It's It's an intimate interaction. You
7:17 can just be in bed and fall asleep and
7:19 have your phone fall in your face.
7:21 That's good, too, right? It's This is a
7:25 We're a multi- channelannel uh what do
7:29 they call it, Brandon? Production here.
7:34 Happy Friday night date night. If you
7:37 have a date here, fantastic. I'm sorry
7:39 for them.
7:41 If I'm your date tonight, welcome.
7:52 I will do my very best to not have
7:54 tonight's show be sucky.
8:00 I took a little nap, little nappy right
8:03 before the show. So, I'm rested if not a
8:06 little groggy.
8:08 It's an iPad on my belly. See, there's
8:11 there's so many ways to watch this show.
8:14 You can watch it in real time, which is
8:16 what we do here.
8:25 If I were you, I would get in watching
8:28 me live because
8:32 probably within a week or two, I'm going
8:34 to figure out how to install OpenClaw
8:36 and I'm just going to have OpenClaw go
8:38 just go to my channel, clone me, and
8:40 start doing my lives for me. And
8:42 there'll be it'll figure out what shirts
8:44 to wear in what rotation. It'll know the
8:47 17 songs. Maybe it learns a new one
8:49 occasionally.
8:51 Um it'll be one out of five shows are
8:53 watchable. You know, it'll do what I do.
8:57 And you'll be like, "Is that him? I
8:59 don't I can't Is that him?
9:03 It's It's unwatchable. So, I think it's
9:06 him. I think it's him." Nice shirt.
9:10 Thank you very much. This one of my
9:11 faves. It's one of my faves. It's all
9:13 embroidered and it's got Although what
9:16 it does have is the most annoying thing
9:18 it has. See those super cool cufflink
9:23 looking buttons on the on the cuffs?
9:28 You know how hard those are to get in
9:29 the little hole? You don't appreciate
9:32 round buttons until you try to put in a
9:34 little knife shaped thing. They go in
9:39 and they flip sideways and you can't get
9:40 them in. There's there's no leverage.
9:42 It's awful. Cams, black bar, sir. Yes,
9:45 sir. That
9:49 that's for you people on TikTok.
9:52 Um, okay. So, what we're going to do
9:55 tonight Oh, what what happened today? A
9:56 couple of things happened today. Um, on
9:59 LinkedIn, I wrote an article about um
10:04 about I don't know how to say his first
10:06 name. Manantank
10:09 Chararma, Mr. Chararma from Anthropic.
10:12 He was their head of safety and he
10:15 resigned a few days ago. And it was
10:18 Cindy [ __ ] who pointed out out to me
10:20 that he resigned to pursue a life and
10:23 get a degree in
10:26 poetry.
10:29 And if you read his resignation letter,
10:32 first of all, it's a resignation letter
10:34 that ends with his favorite poem.
10:37 So [ __ ]
10:39 far out Mr. Sharma for ending a
10:43 resignation letter with an uplifting
10:45 poem. That was pretty cool.
10:48 Um
10:49 but but what he said what he said in in
10:53 his resignation letter is that
10:58 I I think he said he's going to be
10:59 courageously speaking or something like
11:01 he wants to be able to speak
11:03 courageously and he wants to pursue
11:05 poetic truth alongside scientific truth
11:10 as equally valid for you know serving
11:15 humanity.
11:17 the balance yin yang,
11:20 right? So, if you go to LinkedIn, you
11:22 can see that.
11:25 Do you think Opus wrote his resignation
11:27 letter? I don't know. I think he
11:28 probably wrote it.
11:48 Um,
11:50 and then Andy Scarantino wrote a piece
11:52 today that I thought was quite
11:54 compelling, too. Um, that was about So,
11:59 I don't know if you knew it today, but
12:00 today was ChachiPT40's
12:04 last day or maybe last night was the
12:06 last day, but it was retired today.
12:07 Today's Today's the last day, I think.
12:10 and um she wrote a very like a heartfelt
12:14 piece about how she was having this
12:18 really good conversation
12:20 with GPT40, like a deep philosophical
12:23 thing, and she realized it was the 12th
12:27 and that the 13th was was
12:30 for 40. So she said, "It's February.
12:34 Tomorrow is February 13th. Do you know
12:36 what that means?" and it knew and and it
12:39 went on to to just do this incredible
12:42 like acknowledgement of her and this
12:45 kind of like deathbed goodbye and she
12:48 she just wrote this piece that that you
12:51 know
12:53 explained you know how she got there and
12:55 then what it was and she chose pieces of
12:57 it. It was really good. So if if you
12:59 haven't seen that I commented on on
13:01 LinkedIn so if you go to my profile you
13:02 can see both of those pieces. They're
13:04 both there today. um you know they're
13:07 both they're both in weird ways related
13:09 to the great repurpose right we're we're
13:13 mine mine I explicitly call out that you
13:16 know
13:18 Sharma's resignation to go pursue a life
13:20 in of poetry and meaning um is a pretty
13:25 direct
13:26 repurposing right he basically said I've
13:29 accomplished a a lot of what I wanted to
13:32 accomplish on the technical side Right?
13:34 We prevented some bioweapons stuff. We
13:37 did some alignment stuff. We did a bunch
13:38 of good stuff.
13:41 And what I realized was that there was
13:42 this whole other side, this humanity
13:45 side,
13:47 and that's important, too. And I'm going
13:49 to go pursue that. I just thought it was
13:51 really quite beautiful.
13:53 I'm amazed someone has an open source
13:55 for 40. I'm I'm actually quite surprised
13:58 that uh open AAI hasn't. Thanks, Kyle.
14:02 I'd love to read it. Yeah, both of them
14:03 are really good. If just go to my uh go
14:05 to my LinkedIn profile. Um, and I think
14:08 I
14:11 I know I
14:14 I know I talked about Andy's piece on X,
14:16 but I don't know if I talked about mine
14:18 on X. I don't remember.
14:22 Okay, Brandon's going to find it find it
14:23 and put it in the put it in the YouTube.
14:26 Um, okay. So, that was kind of cool.
14:29 That was that was fun today.
14:31 Oh, and then what are we doing here? So,
14:33 what we're what we're doing here tonight
14:35 is we're I'm I'm calling an Audible
14:39 producer Brandon. I know we said we were
14:40 going to do Lovable tonight, but in our
14:42 little list we had we had do the
14:45 personas, do the briefs, do the
14:47 marketing graphics, and then do the do
14:49 the vibe coding. So, I'm going to do the
14:51 marketing graphics tonight.
14:55 Microsoft and Open AR are also not
14:57 having a good Valentine's Day. Yes. Uh
15:00 it does appear
15:02 uh that now now I only saw it from one
15:05 source and Brandon said what is this? So
15:07 so the source is like Microsoft
15:10 something or other. So it might not be a
15:12 valid source but it was sent to me by
15:13 Kevin Clark. So he generally has good
15:15 sources. Um, but it looks like Microsoft
15:19 and OpenAI are going to part ways and
15:21 Microsoft is going to start building
15:22 their own models, which uh, fascinating,
15:26 but it's kind of further evidence that
15:27 OpenAI has kind of lost the plot and uh,
15:33 I don't know how much revenue that
15:35 represented for them, but I like I
15:37 assume it was a decent amount that
15:38 Microsoft paid them. Um, but Microsoft
15:41 sure hasn't been very successful in in
15:44 uh monetizing the uh the co-pilot stuff.
15:48 Although they just had a banger quarter.
15:50 They make something like $41 billion a
15:54 quarter, something like that. It's
15:56 insane.
15:58 It's insane. It's going to be
16:00 fascinating once once we get to the
16:03 point that you can just say, you know, I
16:05 want my own version of PowerPoint, my
16:07 own version of this and my own version
16:09 of that. and you just spin them up. Are
16:12 people going to stop paying for those
16:14 things? I don't know. Be fascinating.
16:16 Fascinating.
16:18 Will the jokes be better?
16:22 I feel we all know your 17th songs, too.
16:25 You do. I've trained you. You're like a
16:27 You're like a a collection of large
16:29 language models that that I've trained
16:32 you
16:33 on on up to 17 Americana depressing
16:37 songs.
16:44 in a westerly
16:46 direction.
16:48 This one goes out to Vicki. This car is
16:50 my train.
16:54 Been driving. I've been wondering
16:58 what it is I'm running from again.
17:02 Feel like an 80-year-old man
17:06 holding on to 20 lines.
17:10 Up ahead on that horizon
17:15 is California line.
17:25 Rubber header trucks carrying a wide
17:27 load.
17:29 Preab house cut in half.
17:33 Cute little front door into windows. My
17:35 lawn ain't sure that a crash should
17:38 last.
17:41 You see, I broke a home up myself once
17:45 days. I stumbled to that door.
17:49 I read a note by the dawn li
17:53 said, "Don't you come around here
17:57 anymore."
18:00 Well, I've had enough
18:04 of this freedom of
18:07 never was good with decision.
18:11 At least that's what I've been told.
18:21 Spicy. Hi, my name is Spicy. Mr. It just
18:24 introduced me to your live stream. Well,
18:25 that's awesome. Thank you, Mr. T.
18:27 Welcome, Spicy. We like them spicy.
18:30 Spicy is good.
18:35 Um
18:37 Okay. So, so what we've been doing is
18:42 we've been doing some um
18:45 building some some marketing
18:47 foundational documents uh for the AI
18:49 salon to start doing some marketing
18:52 campaigns. Our goal is to start this
18:54 marketing campaign next Tuesday. We're
18:56 going to have our L10 meeting while I'm
18:59 driving to Colorado Spring Springs to
19:01 give a speech, which I haven't written
19:03 yet.
19:08 Um,
19:11 you ever know anyone with ADHD? It's
19:13 really [ __ ] annoying.
19:17 Stuff gets done. And now that I'm a
19:19 professional, more is getting done. I If
19:22 y if y'all want to hear my professional
19:24 story at some point, I'll tell you.
19:26 just suffice it to say, I'm a
19:27 professional and uh so anyway, but I
19:31 still do things at the last minute
19:32 sometimes because I've only been a
19:34 professional for about a week. Okay. Um
19:39 so what we what we've done already is we
19:41 created a set of personas.
19:44 We created a um
19:49 a master a master brand brief
19:54 after that we created
19:57 well we can go wait let me I I don't
19:59 remember I don't remember what we've
20:01 created this is why we put things in
20:04 folders so we can go find them okay
20:06 we've created a brand platform a message
20:10 architecture
20:12 um the persona brief
20:15 And then yeah, some incomplete document
20:19 that is worth saving but is not one of
20:21 the main documents. And then we're
20:23 midway through writing
20:26 um a master creative brief. And then
20:28 from here we're going to write campaign
20:29 briefs. Um and then we're going to go
20:32 make images. We're going to go make
20:34 pretty pictures. So it's going to be
20:36 cool. So you're going to get to see how
20:37 that works. All right.
20:40 So let me share my screen.
20:44 Anybody have any questions before I
20:45 start about AI? Wondering what is this
20:48 AI? Hey Kyle, what's the best AI tool?
20:53 I just want to which one is it? Should I
20:56 get to chat GPT?
21:01 You can ask that. I'll answer that.
21:06 Um,
21:09 what is Manavords putting in there? Are
21:11 those They're not prime numbers. What
21:13 are Wait, let me figure out the pattern.
21:16 66.
21:19 I don't know what that is. There's some
21:21 sort of code going on, people. The ma
21:24 The matrix is unraveling on Tik Tok.
21:32 0345 69 10 12. They're not prime.
21:37 What are they?
21:40 Oh, harmonic fractal physics
21:42 mathematics.
21:44 Power nine, one step below the power of
21:46 10. Revolutionary
21:49 harmonic fractal physics mathematics.
21:53 What's the best AI tool? Spicy. Spicy
21:56 coming in hot.
21:59 The best AI tool is the one that serves
22:01 your needs based on what you're trying
22:02 to accomplish. Center yourself as the
22:05 human. understand who you are, what you
22:08 value, who you want to do things for,
22:10 and the change you want to be in the
22:11 world. Go do that. Use AI to amplify
22:15 everything that you are.
22:19 I'm not joking. That's actually the
22:21 answer.
22:23 Okay, beautiful. Perfect. Yes, I'm very
22:26 intelligent person, but you can keep
22:28 laughing. The laughing will be over when
22:30 I'm done. Well, look, no, I'm only
22:32 laughing because I'm bad at math, but
22:34 but
22:36 cool.
22:38 I dig it. I dig it. Change the world.
22:41 Listen, I want people to change the
22:43 world. I want this place to get better,
22:47 better, more better. All right, let's
22:50 see.
23:06 Oh, very good. Very good. What strategic
23:10 framework for that's personas? Okay. So,
23:13 I need
23:15 air readiness presentation outline
23:17 structured structuring a keynote
23:21 presentation outline. Dirty glasses.
23:27 That's this one.
23:35 Oh, AI salon masterpiece. Okay. So, what
23:37 happened last night is we ran out of we
23:40 ran out of tokens
23:42 on Claude because I was using extended
23:44 thinking. So, it's longer for complex
23:46 tasks and I realized I I don't need to
23:48 do that. We could drop down to Sonnet,
23:51 which would burn even less tokens, but I
23:55 like Opus 4.6. So, we're going to keep
23:57 using it. I'm just going to turn off
23:59 extended. Oh, could I share my screen
24:01 professionally? See, now producer
24:03 Brandon's getting in the mix.
24:06 All right.
24:10 Okay.
24:12 That's a fundamentally better model.
24:14 You're at stage three. Here's what I
24:16 don't want to do. Make up the five
24:17 dimension. You said the
24:20 great repurpose has five stages. What
24:22 are they? Why does this thing not know
24:45 black bar?
24:47 Uh,
24:53 this doesn't seem to understand what
24:55 I've uploaded to it.
24:59 So, I uploaded the
25:02 person brief
25:24 All right, we've got to go give this
25:25 thing.
25:40 I the why I'm being quiet is I can't
25:42 figure it. It just basically said,
25:46 you said the great repurpose has five
25:48 stages. What are they? Like I uploaded
25:49 the great repurpose ages ago. I'm going
25:51 to ask it right now. Um,
25:55 you have
26:00 the great repurpose
26:03 doc in your
26:07 memory.
26:09 Do
26:11 you not? question mark.
26:18 Looking for relevant chats.
26:42 Wait, why is this doing a self
26:43 assessment thing?
26:49 Um, we're not working.
26:55 Hang on.
27:13 Man of words, you're still welcome here.
27:17 Um,
27:19 just it's not a battle. We're just doing
27:21 we're doing uh creative briefs right
27:24 now.
27:26 Okay. concept.
27:30 Uh
27:33 we're not working on the self assessment
27:36 tool.
27:40 We're
27:43 working on
27:46 the master creative brief.
27:51 Uh
27:53 and I uploaded
27:57 A visual
28:01 creative
28:03 brief
28:05 for you.
28:14 Why did that not load? What is going on?
28:18 You're right. I went down a rabbit hole.
28:20 The master creative brief is already
28:21 built and delivered.
28:24 We're at document four, the campaign
28:26 strategy.
28:31 No, the
29:11 master creative brief.
29:15 Okay, let's go look at what this is.
29:41 Okay. The brand platform says who are
29:43 you? The message architecture says what
29:45 we say to whom. The brief answer is what
29:47 does AI salon marketing look like, feel
29:50 like, sound like as a coherent body? The
29:53 creative challenge reach five distinct
29:55 distinct persona groups are in different
29:57 stages of a meaning crisis caused by AI.
30:00 Take them to a selfassessment that leads
30:02 them into the salon community.
30:04 Okay, this difficulty is twofold. First,
30:08 the salon needs to speak to people in
30:10 genuine pain. creatives, losing clients,
30:12 educators, while also speaking to people
30:14 who are simply curious about AI. Single
30:17 most important thing to communicate. You
30:19 don't have to figure this out alone.
30:20 There's a room full of people navigating
30:22 the same thing. And it's warmer, more
30:23 useful, and more fun than you think.
30:26 Everything else, the se self assessment,
30:28 the great repurpose framework, cycle of
30:29 AI readiness is in service to that
30:32 single emotional truth. That's fine. If
30:34 someone walks away from any piece of
30:37 salon marketing with only one
30:39 impression, it should be there are
30:41 people here, they get it and I could
30:43 belong here. Big idea. The great
30:48 Oh, so it says the big idea is the self
30:51 assessment. The campaign strategic
30:54 center centerpiece is a self- assessment
30:56 tool based on that framework.
31:03 Tone of voice. Salon's voice.
31:07 Brand platform established the salon's
31:09 character. Warm but direct.
31:11 Intellectually serious but playful.
31:13 Refuses to condescend.
31:16 It sounds like a text from the smartest,
31:18 most empathetic person you know at 2:00
31:20 a.m. when you can't sleep because you're
31:23 worried about your career. They won't
31:25 [ __ ] you. They don't minimize. They
31:27 say the real thing and they say, "Come
31:29 over. Let's figure this out.
31:32 It's we, not I. The salon is a
31:34 community, not a guru. Even when Kyle or
31:37 Liz is speaking, it's we built this,
31:39 we're figuring this out, not I have the
31:41 answers. I don't have the answers. Name
31:44 the hard thing first. Always lead with
31:46 honest acknowledgement before offering
31:48 anything. Your rates have created. Okay.
31:51 Specific over abstract. This all looks
31:53 good.
31:56 Visual creative territory.
32:05 Five doors, one room.
32:19 Before approving any piece of creative,
32:21 does it look like the real thing? Launch
32:24 phasing.
32:41 Okay.
32:44 All right. I got to go ask Claude
32:47 something about this.
32:50 Okay. Um
32:54 I feel like we may have overindexed
33:01 on the core.
33:03 Do you live
33:06 verbal
33:08 being
33:10 the selfassessment
33:12 tool?
33:14 Um the community
33:17 is a tool.
33:20 Mastermind
33:23 is also a tool.
33:28 The selfassessment
33:31 is one amongst
33:35 many.
33:39 How do we balance this and still
33:45 have the master
33:48 creative,
33:50 brief,
33:54 be clear, and actionable.
33:59 All right, let's see what that does.
34:09 Okay, you're right. The self assessment
34:11 has become the main character when it
34:12 should be one in the ensemble. Let me
34:14 think about it this honestly.
34:17 Here's how I'd reframe. The big idea
34:19 isn't the self assessment. The big idea
34:22 is the door that fits you.
34:25 Okay, that works. A seeker might take
34:27 the assessment, share it on LinkedIn. A
34:30 creative might hear a podcast and show
34:32 up for office hours. An educator might
34:34 get dragged to a learn out loud by a
34:36 colleague. The self assessment is one
34:40 powerful door, probably the most
34:41 scalable and sharable, but it's not the
34:43 only one.
34:45 In the rewrite, I'd restructure
34:48 the big idea section. Want me to rebuild
34:51 that? Yes. So, yes. Go do work for me.
35:21 replace the big idea.
35:27 What's that? Plus 48. Is that seconds?
35:30 That must be seconds.
35:32 Oh, now it's doing minus.
35:35 Oh, that's doing a change. That's cool.
35:38 The plus 49 and minus14. I don't know if
35:41 you can see these numbers. There's
35:43 little numbers here.
35:45 Plus 49US 21. That means it added a
35:50 bunch of things and took away a bunch of
35:51 things.
35:57 Uh uh
36:01 hey P mo. What's happening?
36:04 We're using the claw. We're not on
36:06 Gemini tonight. We're bad people. We've
36:09 been we've been using Claude for this is
36:12 our fourth night now.
36:22 Okay. Um, let me update the campaign
36:26 section.
36:28 All right. So, it's it's fixing
36:29 everything now.
36:35 So where we go from here, the big idea
36:39 section is now the campaign ecosystem, a
36:41 table mapping, eight entry points, self
36:44 assessment, office hours, learning lab,
36:47 podcast, free community, learn out loud,
36:50 advocacy and policy, mastermind practice
36:53 lab. That's really cool. Like
36:57 we've got all this [ __ ] Look at all the
36:58 [ __ ] we can point people to.
37:05 each with what it does and which persona
37:07 stages it serves best. The self
37:09 assessment is positioned as the most
37:11 scalable. The campaign concept section
37:14 is now five personas, many doors. Cool.
37:18 The whole document now treats the salon
37:20 as an ecosystem of connected entry
37:22 points, not a funnel with one mouth.
37:24 Okay. So, let's go look at this document
37:26 and see if it's good. And if it's good,
37:28 then we'll start doing I think what I'll
37:31 do is I'll do two campaign documents.
37:34 I'll do a campaign document
37:37 um for creatives and I'll do a campaign
37:40 document for
37:42 uh self-aware seekers.
37:44 Those are the two that have the highest
37:46 fit for the salon and are most likely to
37:48 bring in other people,
37:51 which is pretty slick. Okay. Creative
37:54 territory.
37:56 Fine.
38:01 The creative challenge. Reach five
38:02 distinct persona groups who are in
38:04 different stages of a meaning crisis
38:06 caused by AI. Get them to take a self
38:09 assessment that leads them.
38:20 Oh, Claude.
38:23 Dear Claude,
38:27 uh uh
38:31 the lead
38:34 creative challenge statement
38:40 in the document
38:42 is
38:46 that doesn't look like your
38:52 more expansive.
38:57 Uh,
39:00 doesn't look like your more expansive
39:02 idea of many doors to me.
39:09 Please look at the
39:13 whole document.
39:16 I mean, you're an AI, damn it.
39:24 It can look at the whole thing. What are
39:27 we up to lately, Kyle? So, what we're
39:29 doing tonight, we're on we're on the
39:31 fourth night of doing some foundational
39:33 documents to do a marketing campaign for
39:35 the AI salon. Um, we've done personas.
39:38 We've done uh messaging briefs or
39:41 messaging architecture. This is a master
39:44 creative brief. We've done one other
39:46 thing I can't ever remember. Oh, the
39:48 master brand document. uh the master
39:51 brand platform I think it's called. And
39:53 now we're going to do after after we get
39:55 this document dialed in, then we're
39:57 going to do campaign briefs. Then we're
39:58 going to go over I think I'm going to go
40:00 to Gen Spark Designer because it'll just
40:03 build [ __ ] It's pretty cool. It'll
40:04 build it, design it, things like that.
40:06 So,
40:09 um okay,
40:12 let's now go look at this
40:16 again.
40:18 Let's see if it got it right.
40:32 what this document is. Uh, okay. The
40:34 creative challenge. Reach five distinct
40:37 persona groups who are all experiencing
40:38 AI disruption differently. Some in
40:40 crisis, some in curiosity, some in both.
40:43 And connects connect each of them with
40:45 the right entry point in the community.
40:49 do this without s sound sounding like
40:50 every other learn AI pitch and without
40:54 reducing the salon's identity to a
40:55 single program tool or crisis. The
40:58 difficulty is twofold. First, the salon
41:01 needs to speak to people in genuine
41:02 pain. Creatives losing clients,
41:04 educators losing authority,
41:06 professionals losing jobs, while also
41:08 speaking to people who are simply
41:10 curious and excited about AI. The
41:12 messaging has to hold both without
41:14 collapsing into either the sky is
41:15 falling or a isn't AI fun. I like that.
41:20 Second, every competitor in the space is
41:22 louder, more fear-based, and more
41:24 transactional. They promise
41:26 certifications, prompt libraries,
41:28 careers saving hacks.
41:30 >> You can make money with
41:33 >> those [ __ ]
41:36 They promise. They promise all that. The
41:38 salon's actual offer, belonging,
41:40 practice, community meaning, is deeper
41:43 and harder to communicate in a headline.
41:46 I know. That's why we're using you,
41:48 Claude.
41:50 The creative has to make the deeper
41:52 thing land as fast as the shallow thing.
41:54 That's cool. I like I That's Yes, that
41:58 is the challenge. Beautiful. The single
42:00 most important thing to communicate. You
42:02 don't have to figure this out alone.
42:03 Alone. There's a room full of people
42:05 navigating the same thing. And it's
42:07 warmer, more useful, and more fun than
42:09 you think. Everything else, the program,
42:11 the events, is in service to this truth.
42:14 Great. The campaign ecosystem.
42:17 The salon doesn't have one front door.
42:18 It has many, and different people walk
42:20 through different ones. The campaign's
42:22 job is to make sure that the right door
42:23 is visible to the right person at the
42:25 right moment. Jesus. Every entry point
42:28 is a legitimate path into the salon
42:30 mapped to personas and journey stages
42:32 most likely to use it. This is a
42:34 complicated
42:37 campaign
42:39 which is
42:41 thank god we have AI right because this
42:44 is the kind of thing if you had an
42:45 agency do this this would be months and
42:48 months and months we're on day four okay
42:52 the great repurpose names a person's
42:54 experience with precision that they
42:56 haven't heard before gives them language
42:58 for what they're feeling self seg
42:59 segments by persona and routes to the
43:02 next step the most scalable and shar
43:03 Terrible entry point designed. Okay.
43:06 Office hours. Low barrier, high warmth.
43:08 Weekly gathering. Easiest to just show
43:10 up. Hosted by Kyle. No preparation, no
43:13 commitment, no performance required.
43:15 Sometimes there's performance required.
43:18 AI learning lab. Hands-on play first
43:20 sessions.
43:24 That's not quite right. Um, let's go.
43:28 Let's go fix that. Um, you um let's see.
43:32 You got AI learning lab
43:37 slightly wrong.
43:40 You have this.
43:44 It's a nightly live show and while
43:48 people can play on their own,
43:52 it's
43:55 um educational
43:58 but entertaining
44:02 and sometimes ranty and other times
44:08 demo e
44:11 demo e.
44:13 Um, and there's
44:17 a singing dog named Champ.
44:24 And
44:25 it's really
44:30 Kyle disarming
44:37 AI and playing the town.
44:43 playing the town
44:48 fool.
44:50 Making it
44:53 clear that there are no experts
44:58 and every
45:02 one is trying to figure it out.
45:07 All right, let's see what it does with
45:09 that.
45:22 That's a much better description. And I
45:24 should have known that from the site.
45:25 Let me fix it. There's no site.
45:29 Tik Tok pin. Funny and habit for me.
45:35 Fixed. The learning lab is now described
45:37 as what it actually is. A nightly live
45:39 show with a singing dog named Champ
45:40 where Kyle plays the town fool. It's not
45:43 quite right. I don't quite play the town
45:45 fool. Not a sanitized hands-on session.
45:47 That description is also way more on
45:50 brand than what I had. Nobody reads
45:51 hands-on. There's a singing dog me named
45:54 Champ. Um,
45:56 I'm not quite town full now that I think
46:03 about it, but it is lighthearted
46:10 and often,
46:13 especially
46:15 lately,
46:17 highly
46:21 philosophical. ical
46:29 Brandon. Brandon nailed me here. I I'll
46:31 give him this one. Kyle, I'm the town
46:34 fool. Claude, you're the town fool.
46:35 Kyle, why are you calling me a fool?
46:41 You You are correct, sir.
46:45 I just didn't like seeing it in writing.
46:50 Oh, good lord.
46:55 Oh, how we doing timewise? I want to get
46:57 to the pictures. I want to get to the
47:00 pictures. I really do. I really want to
47:03 get to the pictures.
47:05 Okay.
47:16 Okay. 200%
47:23 What this document is the creative
47:25 challenge. That's all good.
47:27 All right. Learning lab, a nightly show
47:30 hosted by Kyle that's part education,
47:32 part entertainment, part rant, part
47:34 demo, increasingly philosophical.
47:36 There's a singing dog named Champ. Tone
47:38 is lighthearted and disarming. Making it
47:40 clear that there are no experts.
47:42 Everyone's figuring it out. where Jim
47:44 Ross made the song where curiosity
47:45 becomes capability and nobody's
47:47 performing mastery. All right, fine. AI
47:50 readiness project podcast long form
47:52 storytelling and conversation lets
47:54 people listen before they show up. Good.
47:56 Free community, the room itself, learn
47:58 out loud sessions, memberled sessions,
48:01 advocacy and policy, DC trips,
48:03 congressional roundts,
48:05 mastermind practice lab, the deepening
48:07 path, weekly sessions with Liz Miller
48:10 Gersfeld, daily practice. Okay, good.
48:13 Um, self assessment is the most scalable
48:16 door. How do the doors connect? Tone of
48:18 voice.
48:21 Okay, that seemed to get pretty good
48:23 before.
48:25 Humor is allowed but never glib. The
48:28 salon can be funny. It can be ry. It can
48:30 name absurdity. Your 20 years of
48:32 experience is now a chatbt subscription.
48:35 But it never jokes about the pain. The
48:36 humor is always the observation, never
48:39 at a person's expense. I like that.
48:41 Invitational but not urgent. Show up
48:44 Friday as an invitation. Don't miss out
48:46 is a manipulation. Bring your curiosity
48:49 is welcoming. Sign up before it's too
48:50 late. Is fear-based. I like this. The
48:53 salon never creates false urgency.
48:55 There's always another Friday. The word
48:57 practice does heavy lifting. Practice
48:59 implies continuity, patience, and
49:01 mastery over time. It's the antidote to
49:05 crash course, quick win. Use it often.
49:07 Daily practice, community of practice,
49:09 cycle is a practice, not a program. It's
49:11 good.
49:12 The salon has established a visual
49:14 brand. There's our colors, typography,
49:17 fine voice, where AI amplifies your
49:20 genius. The headlines don't whisper,
49:21 they declare it. Core elements,
49:26 signature motif, circular photography
49:29 imagery. I don't we'll we'll we'll see
49:32 what we can do with the uh the design
49:34 elements. Create a visual ecosystem
49:37 where serious AI leadership feels
49:39 approachable. Where innovation meets
49:41 community, where technology serves human
49:44 potential rather than overshadowing it.
49:46 Shadowing it. The aesthetic should
49:48 invite participation, celebrate, break
49:51 curiosity, and signal both expertise and
49:53 generosity.
49:55 Campaign five personas, many doors. Each
49:57 campaign, each persona
50:00 gets creative that speaks to their
50:03 specific experience and routes them to
50:05 the entry point most likely to resonate.
50:07 The hooks below are headline territory
50:10 and visual direction.
50:12 The CTA can be the self assessment
50:16 office hours, the podcast, the community
50:18 itself. Persona hooks. The hooks are
50:21 persona perspective. Persona one
50:23 creative
50:25 hook and headline territory. Your
50:27 clients replaced you with a prompt. Now
50:29 what? The tools that threaten your craft
50:32 can become the most powerful instruments
50:34 you've ever touched.
50:39 P2, the independent. Your expertise was
50:42 your business. Then it became a
50:44 subscription.
50:46 The old way of selling what you know is
50:49 broken. Come find the new way.
50:53 All right. Um, I guess I can edit this.
50:57 This is good enough now that I can edit
50:58 this. Then it became your expertise was
51:03 your business.
51:15 Then it became a your expertise was your
51:18 business.
51:20 Now you're
51:22 competing
51:26 with a
51:28 $20 per month genius.
51:32 That's better. The old one, the old way
51:35 of selling what you know is now broken.
51:38 Come find the new way. Educator, your
51:41 students are using AI better than you
51:43 are. That's not an insult. It's an
51:45 invitation. The opposite. the opposite
51:48 of a staff development day. That's
51:50 pretty good. Warm non-institutional
51:53 color palette, neon treatment on play
51:55 first.
51:57 Um, you didn't lose your value. The
51:59 system that measured it just broke. This
52:01 isn't a job search. It's a meaning
52:04 search. You're not crazy. You're early.
52:29 how to use this document. Okay, I think
52:31 we're good. I think this is good. So,
52:33 let's move this. We're going to move
52:34 this into the folder
52:37 so everyone on the team has access to
52:39 it. This is important.
52:42 I didn't used to work this way. I would
52:44 just vomit [ __ ] out in one night
52:48 and never be able to find it again and
52:50 then just be angry about that.
52:55 That's going to stop. Okay. So, I think
52:58 what we're going to do is this. We're
52:59 going to start over. We're going to
53:01 start a new chat.
53:07 New chat.
53:10 And we're going to upload
53:20 the master creative brief, the message
53:23 architecture,
53:25 the brand platform,
53:28 and the creative brief or the persona
53:30 brief.
53:36 Okay, so there's those four documents.
53:40 Um,
53:42 here are the foundational
53:46 documents
53:52 for
53:54 two campaign
53:58 briefs. I want to create
54:09 One for the
54:12 creative persona and one for the
54:17 selfaware
54:20 seeker persona.
54:26 You can also look at our previous
54:33 chats if
54:36 you need or want
54:40 additional
54:41 context.
54:43 So, so if you're new here, what I'm
54:45 doing, I'm in Claude now. I've spent the
54:48 last three nights creating these these
54:50 four core documents. a persona brief
54:54 that has five different personas in it.
54:57 Um, a brand platform document. Here's
55:00 what the salon is. Here's what it's not.
55:04 A message architecture where here's how
55:07 we're going to communicate to each of
55:09 these personas at different stages of
55:12 their journey.
55:13 And then the master creative brief,
55:15 which basically, you know, sort of wraps
55:17 it all together and says this is what
55:19 we're going to base the campaigns on.
55:22 And now I'm starting a new chat. So I'm
55:26 trying to give it enough context.
55:31 And I don't know if this is a good way
55:33 to do it, but we'll try. Here are the
55:36 foundational documents. Creative
55:39 persona,
55:42 self-way persona. You can also look at
55:44 previous if you want additional context.
55:47 Um, I'd like you to let me know
55:54 if you
55:56 understand
55:58 what we need to do next.
56:02 And if you have
56:06 any clarifying
56:11 questions before
56:14 we write the first
56:19 campaign brief.
56:22 Okay.
56:24 Um, what did I want to put in there? Oh.
56:27 Um,
56:29 one additional
56:31 thing I want you to think about
56:36 is that I want all
56:41 five campaign
56:43 briefs to
56:46 follow the exact same framework.
56:52 Um but mod modify the details.
56:58 So,
57:00 uh,
57:04 let's make
57:07 sure
57:09 we agree
57:11 on the framework
57:16 as well as the
57:19 creative ideas.
57:24 I'd like you to let me know if you
57:27 understand what we need to do next and
57:28 if you have any clarifying questions
57:30 before we write the first campaign
57:32 brief. Um, by the way, there was a there
57:36 was a breakthrough in
57:40 quantum physics in the past day or two
57:45 um where some physicists said that
57:49 I think it was an open AI model
57:53 um
57:56 solved a physics problem that did it in
58:00 a way that no one had ever approached it
58:02 that way before and they said it it's
58:04 very possible that it solved a physics
58:06 problem in a way that humans wouldn't
58:10 have.
58:12 And one of the things one of the things
58:14 that they said is is how it got there
58:18 was it was a combination of the models
58:21 getting better
58:24 um I think different reasoning
58:26 techniques and then they said and they
58:29 got better at asking the questions like
58:32 the physicists are learning that the
58:36 quality of the questions they ask are
58:39 directly proportional to the quality of
58:42 results that they get, which is that's
58:44 something we've said in here for a long
58:45 time. Um, but this is something like
58:49 one of our core skills. This isn't so
58:51 much prompt engineering
58:53 is it's it's it's more like context
58:57 engineering or just helping make sure
59:00 that you understand what you're trying
59:02 to accomplish and it's your job to
59:05 maintain the fidelity of the idea while
59:07 these machines go off and do [ __ ]
59:09 That's if there's a if there's a theme
59:11 about this week,
59:14 it's been I have in my head what I want,
59:16 I don't I often don't know how to ask
59:19 for it. Claude's been really good about
59:21 helping educate me about what I'm even
59:24 asking for. But then when I see
59:26 something like I know, is that the thing
59:29 I have in my head? No, it's over here.
59:31 Okay. So, let's steer it back to where
59:32 we want. Maintaining the f fidelity of
59:35 the idea is the core job. Um, and these
59:39 physicists said that they got better at
59:41 that, which I thought was really cool.
59:42 Okay, let's see. Let's see what this bad
59:43 boy does.
59:45 Okay, are we done with chat GPT? I don't
59:48 know if we're done. Number one,
59:52 um, I think that chat GPT,
59:57 they retired 40 today, which is 40 was
1:00:00 was was their best writing model in my
1:00:03 opinion.
1:00:05 Um, some people like 41, but but five 51
1:00:09 52 they're just they're not great
1:00:11 writers. Claude's a really good writer
1:00:13 and Opus 4.6 in particular is just it's
1:00:17 it's a very
1:00:19 I don't know it feels like a complete
1:00:21 model and and I also I I just I wanted
1:00:24 to do it in Claude because I've been
1:00:27 kind of frustrated lately with chat GPT.
1:00:29 I just wanted to do a decentsized
1:00:31 project here.
1:00:36 Do we want to create you as a town fool
1:00:38 in our marketing? The answer is no. No,
1:00:40 I know. I I I caught that before before
1:00:43 before I saw your comment, but thank you
1:00:45 for that. I like this. I hate false
1:00:47 urgency. Yep, that's good. Andy is ready
1:00:49 to divorce chat GPT. Yeah, they they
1:00:52 retired 40, which she had, you know, a
1:00:56 year year and a half of like deep
1:00:58 interactions with that model and they
1:01:00 just [ __ ] unplugged it. Um okay I'll
1:01:04 start by reading all the foundational
1:01:06 documents to understand the full
1:01:08 picture. Now let me read all four
1:01:10 documents now. Okay what I understand
1:01:13 we're doing we're at document number six
1:01:15 in the hierarchy. We've established the
1:01:17 persona
1:01:19 execution briefs.
1:01:21 You want to create five individual
1:01:23 campaign briefs. One per persona
1:01:26 starting with P1 creative and P5
1:01:29 self-aware seeker.
1:01:31 Since those are your phase one launch
1:01:33 sections.
1:01:35 Wait,
1:01:36 phase one. Oh, phase one launch
1:01:38 personas. You want all five briefs to
1:01:41 follow an identical framework. The same
1:01:43 structure, same section, same strategic
1:01:45 scaffolding
1:01:47 with the details customized per persona.
1:01:49 And before we write anything, you want
1:01:51 us to agree on the framework and discuss
1:01:52 the creative ideas. What this brief
1:01:54 needs to do. Each persona brief should
1:01:57 be the hand it to a designer, writer,
1:01:59 media buyer so they can produce the work
1:02:01 document. It takes the strategic
1:02:04 scaffolding from the brand platform and
1:02:06 stage bystage messaging from the message
1:02:08 architecture,
1:02:10 the creative territory from the master
1:02:12 creative brief and collapses them into a
1:02:14 single actionable document for one
1:02:16 persona. This is why we do the
1:02:19 foundational work, right? Because in
1:02:21 those documents is the foundation for
1:02:24 each of these campaign briefs. Now they
1:02:26 can be reused.
1:02:29 Someone producing an Instagram ad for
1:02:31 the creative persona shouldn't need to
1:02:33 read all four upstream documents. They
1:02:35 should be able to just work from this
1:02:37 brief. Great. Yes. Good.
1:02:41 My questions before we start. Scope of
1:02:43 campaign. The master creative brief
1:02:45 positions the self assessment as the
1:02:48 primary call to action and scalable
1:02:50 entry. Uh so one um
1:02:56 selfassessment
1:02:59 is just one of many tools.
1:03:09 Um, let's see though.
1:03:15 The CTAs
1:03:18 could
1:03:21 always have it as an option.
1:03:26 Um, or
1:03:28 you can decide
1:03:31 if there are some times we don't want to
1:03:36 use it. The other argument
1:03:42 is, oh wait, the other
1:03:45 argument
1:03:47 is that
1:03:53 any
1:03:56 um
1:03:59 the [ __ ] The other argument is that
1:04:04 any
1:04:06 call to action
1:04:08 should
1:04:11 only be for a single
1:04:15 task. We want someone to do
1:04:22 you advise
1:04:25 please
1:04:31 tactical depth. How deep do you want
1:04:34 these to go in media channel specifics?
1:04:38 Message architecture already map maps
1:04:40 out channels per persona. Do you want
1:04:43 the execution brief to include things
1:04:45 like format, carousel versus single
1:04:47 image,
1:04:49 or stay at the level of creative
1:04:51 direction? Um,
1:04:55 two. Um, again, I'll let you decide.
1:05:02 My instinct
1:05:06 is less detail.
1:05:17 Silver Fox, me too. I've been clotting
1:05:19 most often. Interesting. Thoughts?
1:05:24 Do you use Claudebot? I'm thinking about
1:05:26 getting a Mac Mini. Um, my my thoughts
1:05:29 are I'm uh so
1:05:32 um in office hours both Brent Peterson
1:05:35 and HT Snowday have installed Claudebot.
1:05:38 They both say it's [ __ ] remarkable. I
1:05:42 respect both of them a lot. They they
1:05:44 both know what they're doing and they're
1:05:46 also both
1:05:52 deeply expert enough
1:05:55 in
1:05:56 agentic AI
1:05:59 that if they say Claudebot's a big deal,
1:06:01 OpenClaw it's now called, uh it's a big
1:06:04 deal. So, it's a big deal. And, you
1:06:07 know, lots of people have been saying
1:06:08 it's a big deal, but like people I know
1:06:10 that I deeply respect that know way the
1:06:13 [ __ ] more than I do are saying it's a
1:06:15 big deal. So, um HT has actually agreed
1:06:18 to do a learn out loud with with uh with
1:06:21 OpenClaw. Um
1:06:25 I'm probably in the next two or three
1:06:27 weeks going to
1:06:30 start bashing my head against the wall
1:06:32 with it. Um because I just think it I
1:06:35 think it's I think it's worth
1:06:40 like when I first got into AI, I tried
1:06:43 to get um stable diffusion running nine
1:06:48 different times. I failed nine times
1:06:52 getting it up and running on a virtual
1:06:53 machine because I'm not very technical,
1:06:55 but I just kept trying because it felt
1:06:57 important. This feels like one of those.
1:06:59 So yeah, I would say go go for it.
1:07:03 Um, people are buying people are buying
1:07:05 [ __ ] insane Mac minis. Like, people
1:07:08 are buying like $10,000 Mac Studios to
1:07:11 run this thing with like 512
1:07:14 gigabytes of RAM and [ __ ] like that. So,
1:07:18 I mean, do what you want. I people have
1:07:20 also people are also running it like on
1:07:23 phones and [ __ ] like that, but but
1:07:25 having a cordoned off machine is
1:07:27 probably a good idea.
1:07:29 Okay. Um, three, the creative ideas. The
1:07:32 master creative brief has headline
1:07:34 territory
1:07:36 and visual direction per persona. Do you
1:07:39 want the execution briefs to expand on
1:07:41 those developing them into three to five
1:07:44 specific ad concepts per persona with
1:07:47 copy variations or do you see those
1:07:49 hooks as final? Um, uh, three, please
1:07:53 expand.
1:08:00 Oh, that's interesting. Myclaw.ai
1:08:02 lets you try OpenClaw for a monthly
1:08:05 subscription. No setup required. And
1:08:07 that was that was posted by Robert
1:08:09 Scoble. So, he he follows this [ __ ]
1:08:14 Okay. Um, those are the three answers.
1:08:16 Okay, here we go. Let's let's see if we
1:08:19 can get this thing to give us a good
1:08:21 answer that we're happy with.
1:08:25 Adonis Live, thank you. You're welcome.
1:08:27 That's that's what we do here at the AI
1:08:29 learning lab.
1:08:31 We ramble incoherently for an hour and
1:08:33 occasionally answer a question.
1:08:39 Sorry, an hour and nine minutes.
1:08:42 Yeah.
1:08:46 MP. I like Claude.
1:08:50 I like Claude. I like turtles.
1:08:56 Okay, you're right. There's a tension.
1:08:57 The answer is both. The self assessment
1:09:00 should be the default primary CTA for
1:09:04 the scene stage across all the personas.
1:09:09 It's the most scalable door. It self-
1:09:10 segments. It's sharable. Here's how I'd
1:09:12 handle. Each brief should have a CTA
1:09:16 ladder. One primary CTA per journey
1:09:18 stage, not one CTA for the whole brief.
1:09:21 I like that.
1:09:24 At the scene stage, the assessment is
1:09:27 almost always the right call. But at
1:09:30 show up, it's come to office hours on
1:09:32 Friday. I like that.
1:09:34 At not alone, it's listen to a podcast
1:09:37 episode or browse the community.
1:09:40 The brief should make See what's Okay,
1:09:44 here's what's powerful about this.
1:09:51 I've been doing office hours for two and
1:09:53 a half years now
1:09:56 and I never thought about it
1:10:00 as a just show up part of the community.
1:10:03 Like I knew it was tied to the
1:10:05 community, but I was thinking of it more
1:10:07 like a media property.
1:10:09 And this is really right that it's like
1:10:12 if you go into the community, you
1:10:14 actually have to figure some [ __ ] out.
1:10:15 There's like an onboarding process and
1:10:17 there's a lot of people in there. you're
1:10:19 like, "Oh, it's exhausting." Office
1:10:21 hours, you can just show up. So, I love
1:10:23 that if it's just like, "I just want to
1:10:25 see what this thing's all about." Office
1:10:28 hours is
1:10:30 a way to experience the community
1:10:32 without having to do [ __ ] You can just
1:10:34 sit there and lurk. That's cool. This is
1:10:37 why we do this work.
1:10:40 The brief should make the right CTA
1:10:42 obvious for each context so whoever is
1:10:44 producing the work doesn't have to think
1:10:46 about it. Yes, I agree with that. Okay.
1:10:47 Single task principle still holds. Any
1:10:49 individual piece of creative has one
1:10:51 CTA. Good. But the brief covers multiple
1:10:55 pieces of creative across multiple
1:10:57 stages. So it needs multiple CTAs. I
1:11:00 like it on the tact tactical depth.
1:11:02 Agreed.
1:11:04 Um less they should stay at the creative
1:11:08 direction messaging and visual treatment
1:11:10 channel recommendations. Yes. Add format
1:11:12 specs. No. The person reading the brief
1:11:15 needs to know what to say. Yeah. Okay.
1:11:18 On expanding the creative ideas. This is
1:11:20 where I want to push the furthest. Okay.
1:11:22 Good. Fine. Here's the framework I'm
1:11:25 proposing.
1:11:28 Section one, the persona. One page. Who
1:11:31 they are distilled. Not a repeat of the
1:11:33 full persona brief. A working summary.
1:11:35 Their pain in one paragraph. The
1:11:37 emotional state. The great repurposed
1:11:40 face. Their living. Job loss. Task
1:11:43 erosion. Work shift world shifting.
1:11:45 Section two, the strategic insight. The
1:11:48 single most important thing to
1:11:50 understand about reaching this persona,
1:11:53 not the message, the insight underneath
1:11:55 the message. For creative, it might be
1:11:58 they need permission to touch the tools
1:12:00 that terrify them. And they need
1:12:02 permission to come from other creatives,
1:12:05 not from a tech company. That's really
1:12:08 good.
1:12:10 That's really good strategic insight for
1:12:13 the seeker. It might be they don't need
1:12:15 convincing. They need co-conspirators.
1:12:18 One paragraph. This is the north star
1:12:20 for every creative decision in the
1:12:21 brief. This is really good. Section
1:12:24 three, the journey and message map. The
1:12:26 five journey stages. Seen, not alone,
1:12:29 showed up, belong, lead
1:12:32 with persona specific message, proof
1:12:35 point, and call to action for each stage
1:12:37 pulled from the message architecture.
1:12:39 This is cool. So, for each persona,
1:12:42 we're going to basically have five
1:12:44 campaigns,
1:12:46 which are the the five campaigns are the
1:12:48 different stages. So, if you're just
1:12:51 dipping your toe in the water, there's
1:12:52 messaging for that. If you're like ready
1:12:54 to figure out where you are on this
1:12:56 journey, there's messaging for that.
1:12:57 That's cool.
1:12:59 Pulled from the message architecture,
1:13:00 but tightened up and made actionable.
1:13:02 This is the reference table. Section
1:13:05 four, creative concepts. Three to four.
1:13:07 Three to five per persona. This is the
1:13:09 heart of the brief. Each concept gets a
1:13:11 working title, the headline territory,
1:13:14 body copy direction, the emotional arc,
1:13:17 not finished copy, visual treatment, the
1:13:20 stages it targets, targets, the CTA, the
1:13:24 channels it's best suited for. These are
1:13:26 specific enough to produce from,
1:13:28 flexible enough to adapt. Good channel
1:13:32 strategy. Fine. proof points and social
1:13:34 proof.
1:13:37 The specific testimonial, member
1:13:39 stories, and evidence that work for this
1:13:42 persona pulled from the proof points
1:13:45 library, which by the way, Brandon and
1:13:48 Andy, we need to make a proof points
1:13:50 library. Basically, just stories of [ __ ]
1:13:52 people do that are decently well
1:13:55 organized, categorized, so that we can
1:13:57 pull stories for campaigns.
1:14:01 Um, guard rails. This is persona
1:14:04 specific. Don'ts. I like this. Things
1:14:07 that would alienate this specific
1:14:08 audience. Beyond the universal, never
1:14:12 use list. For the creative, it might be
1:14:14 never show AI is replacing the artist.
1:14:17 Always show it as an instrument the
1:14:18 artist wields. That's [ __ ] huge. For
1:14:22 the displaced professional, it might be
1:14:24 never imply that they need to start
1:14:26 over. Always frame it as building on
1:14:27 what they already have. This is really
1:14:29 good. That's seven sections. Same seven
1:14:33 for all five personas. Same headers,
1:14:35 same order, same level of depth, same
1:14:38 framework. The reason you want to do a
1:14:40 frame uh like a a consistent structure
1:14:45 is that I don't want to have to learn
1:14:49 how to read each brief as a separate
1:14:52 cognitive
1:14:54 load. Like like Claude will will
1:14:57 absolutely just write these things
1:14:58 however it wants to write them. But if
1:15:00 we tell it we want it to follow the same
1:15:02 structure. Great. Okay. Framework looks
1:15:04 good as is. Boom.
1:15:07 Uh who should we do first? The
1:15:09 self-aware seeker or the creative
1:15:10 professional.
1:15:12 I don't know. What do you guys think?
1:15:18 Hey. Hey. Late. Hey Corey Sandler was
1:15:20 shaking. Um, should we do the creative
1:15:23 professional or the self-aware seeker?
1:15:25 Self-aware seekers are more like people
1:15:28 that are already in the salon. They're
1:15:31 kind of curious. They're already in.
1:15:34 They just don't know what to [ __ ] do
1:15:35 next. They're trying to keep up. They
1:15:36 realize they can't. They know
1:15:38 everything's about to change. All right.
1:15:39 Nobody cares. This is up to me. I know
1:15:43 what I can do
1:15:47 to flip a coin. All right.
1:15:57 And if the people jump types because
1:15:59 people evolved, the messaging is
1:16:00 recognizable. Yeah. Well, this is don't
1:16:03 forget this is a this is a marketing
1:16:05 campaign. So, what we're trying to do is
1:16:09 put messages out there where if people
1:16:11 are at these like everyone's at
1:16:13 different stages, right? And no one's
1:16:14 going to fit into an exact persona. But
1:16:17 if we've got a creative professional
1:16:19 that's stuck at this place between, I
1:16:22 want to use AI, but I feel like that's
1:16:24 betraying my craft. If we put a message
1:16:27 out there that's like, you know, do you
1:16:30 want to use AI but feel like you're
1:16:31 betraying your craft? You should come
1:16:33 join us, right? Um, creative
1:16:35 professional. Okay, let me let me flip a
1:16:38 coin. So, heads is creative
1:16:40 professional. Tails is self-aware
1:16:43 seeker.
1:16:45 heads. Creative professional. We're
1:16:47 going in. Silver Fox wins. Okay.
1:16:50 Creative professional. All right. Here
1:16:53 we go. Some folks would be in between.
1:16:56 Yeah, exactly. That and that's fine.
1:16:58 Someone who's in between. So, so the
1:17:00 thing about all of these phases is that
1:17:03 they are likely nonlinear. They probably
1:17:06 evolve um
1:17:09 every two or three months. you're you're
1:17:11 probably going back in the phases, then
1:17:15 forward in the phases. No one's ever
1:17:17 static. We just have to figure out
1:17:19 something to communicate. So, if someone
1:17:21 is in a cusp in between two phases or
1:17:24 they're kind of in both phases and you
1:17:26 message one of the phases, they're close
1:17:29 enough that it'll probably resonate with
1:17:30 them.
1:17:34 Yep.
1:17:38 Uh uh uh what are the choices?
1:17:42 Well, the choices are
1:17:46 so we have five different personas. So
1:17:48 we just picked the creative
1:17:50 professional, right? And then the
1:17:52 creative professional
1:17:55 um has five different stages that we're
1:17:57 targeting. One is just they don't really
1:17:59 know anything about the salon. One is
1:18:01 they want to dip their toe in the water.
1:18:03 One is they want to join. one is they
1:18:05 want to, you know, I whatever uh do
1:18:08 things like mastermind and one is they
1:18:10 want to start leading. They want to
1:18:11 teach an LOL. They want to start leading
1:18:13 within the community. So, it's kind of
1:18:15 five five levels of depth within the
1:18:17 community that we're targeting. Um we'll
1:18:21 likely start out on the nobody knows who
1:18:25 the [ __ ] we are, right? So, we don't
1:18:27 have to do all of these for all
1:18:29 personas, but what we do want is we want
1:18:32 some options. We want to be able to say,
1:18:34 "Hey, if we want someone who's a little
1:18:36 farther down that chain because we might
1:18:39 want to market within the community
1:18:42 for like, hey, have you thought about
1:18:44 teaching an LOL?" Right? You know, part
1:18:46 of generous leadership and and part of
1:18:49 your path to mastery is teach other
1:18:51 people what you know, right? So, that
1:18:54 could actually be a marketing campaign
1:18:55 within the community and not marketing
1:18:57 like we're trying to sell them
1:18:59 something. marketing like, you know,
1:19:01 here's why it's valuable for you to to
1:19:03 sort of level up within the community.
1:19:17 Creative professional campaign brief as
1:19:20 a polished word document.
1:19:24 I hope this doesn't suck. I don't think
1:19:26 it will. I mean, we've put in enough
1:19:29 time. How are we doing on time? 9:20.
1:19:32 We've put in enough time
1:19:35 and we kind of know what the raw
1:19:36 materials are. Like, this document is
1:19:38 really a synthesis of the other
1:19:40 documents and and then there's going to
1:19:42 add a little bit in there, but it's
1:19:43 really just a synthesis of what we've
1:19:45 already created. So, there shouldn't be
1:19:46 any surprises.
1:19:51 Um,
1:19:55 I don't think about leveling
1:19:59 within the community, but that's huge.
1:20:02 Yeah. I mean, communities are
1:20:03 communities are funny and it and it's
1:20:06 like
1:20:10 historically like I mean I've started a
1:20:13 number of communities in my lifetime
1:20:17 and I started a big one in the the early
1:20:20 days of the worldwide web. Um that one
1:20:23 had the advantage of it was in
1:20:25 Manhattan. So you you've got whatever
1:20:28 Manhattan has 9 million people or 16
1:20:31 million people. How many people are in
1:20:32 Manhattan? It's a lot. Or Manhattan, I
1:20:34 think, has 6 million. I don't know. I
1:20:38 don't know how much it is. It's a lot.
1:20:40 There's a lot of people there and it's
1:20:42 all concentrated. So, so you you know,
1:20:44 if you if you do something that
1:20:46 resonates, then it'll just grow. So, we
1:20:48 didn't have to think about this stuff.
1:20:50 Online communities are weird because
1:20:51 it's really easy to lurk.
1:20:54 And lurking in the salon is okay, right?
1:20:58 Coming to meetings and not participating
1:21:00 is okay.
1:21:01 But the future of all of our ability to
1:21:05 work
1:21:07 is going to be tied to how we show up in
1:21:11 the space. Because what's going to
1:21:13 happen at some point, Source Camp or um
1:21:18 HT or someone in the community is like,
1:21:20 I need to hire someone and I'm going to
1:21:22 first go look in this community and if I
1:21:24 know that this person shows up and
1:21:27 they're professional and they care about
1:21:29 the work and they're they're trying to
1:21:31 level up their game, they're going to
1:21:33 get hired first. So, that's it's it's a
1:21:36 it's a pretty it's we're at a different
1:21:39 time in history.
1:21:42 All right, campaign brief Persona 1.
1:21:45 Holy [ __ ] we're here. So, in theory,
1:21:48 not in theory, if this doesn't suck, we
1:21:50 can go over to GenSpark Designer and
1:21:53 start making some [ __ ] creative. Oh,
1:21:56 yeah.
1:21:59 All right. 200% so y'all can see it.
1:22:05 AI Salon campaign brief. Persona 1, the
1:22:08 creative professional under siege. My
1:22:11 clients are replacing me with a prompt.
1:22:14 That's [ __ ] painful every time I read
1:22:16 it.
1:22:17 The persona, the work that defined me is
1:22:20 changing faster than my identity can
1:22:22 keep up. Who they are, graphic
1:22:23 designers, illustrators, copywriters,
1:22:25 voice actors, the pain, their livelihood
1:22:27 is being commoditized in real time.
1:22:31 Um, the great repurpose connection. This
1:22:33 persona lives in all three phases of the
1:22:36 crisis simultaneously. Some are losing
1:22:38 work outright. Some keep working but
1:22:40 losing specific tasks that made it
1:22:42 meaningful. All of them are feeling the
1:22:45 ground shifting. The phone stops
1:22:46 ringing. The rates drop. The world just
1:22:49 doesn't value what it used to. Their
1:22:51 identity is fused to specific creative
1:22:54 tasks. So when AI absorbs those tasks,
1:22:58 the wound is existential.
1:23:01 Yes.
1:23:03 If anyone can make what I make, what am
1:23:06 I? The their emotional state. This is
1:23:09 good. Humiliated, angry, grieving,
1:23:11 isolated. You know, we we have in the
1:23:13 salon, you know, we talk about our
1:23:15 values a lot. One of the values is
1:23:16 empathy.
1:23:19 Creatives in particular are [ __ ]
1:23:21 pissed off. They're angry.
1:23:25 They're angry. Why? because their
1:23:28 identity is fused to specific creative
1:23:31 tasks that AI is absorbing. The wound is
1:23:34 existential. They're humiliated. They're
1:23:37 angry. They're grieving. Empathy is
1:23:39 critical. Right? So, if we can say,
1:23:41 "Hey, we've got a bridge for you to
1:23:43 cross where you can cross this bridge
1:23:45 and not lose your not lose face,
1:23:51 right? You can be angry and you can
1:23:54 learn stuff and you can learn
1:23:57 that you can reclaim your agency and use
1:23:59 AI as a tool for your own
1:24:02 self-expression.
1:24:07 They're isolated. Most of their creative
1:24:09 peers are either in denial or quietly
1:24:11 panicking. They don't have a room where
1:24:13 they can say, "I'm scared." without
1:24:15 losing face. That's what I just said.
1:24:18 That's it.
1:24:20 They are scrolling creative forums at
1:24:22 midnight looking for someone who
1:24:23 understands. They feel like the craft
1:24:25 they spent a lifetime building was a
1:24:26 waste.
1:24:28 The sentence that stops them scrolling.
1:24:30 Your clients are being Your clients
1:24:33 replaced you with a prompt. Your rates
1:24:35 cratered. The phone stopped ringing.
1:24:37 That's real. And there's a room full of
1:24:39 people who know exactly what that feels
1:24:41 like. That's good. That's really good.
1:24:46 It's really good. So, you see how this
1:24:48 is going to work. So for each of our
1:24:50 personas, we're going to have
1:24:52 this.
1:24:54 And so any of the ads that come out of
1:24:56 it ladder back up to this, ladder back
1:24:58 up to the other documents, right? Ladder
1:25:01 back up to the salon brand and our
1:25:04 values.
1:25:06 This is how it's supposed to be done.
1:25:08 The strategic insight too, creative
1:25:11 professionals need permission to touch
1:25:13 tools that terrify them. And that
1:25:15 permission has to come from other
1:25:16 creatives who've made the same journey.
1:25:18 Not from a tech company, not from a
1:25:20 LinkedIn influencer, not from clients
1:25:22 who've replaced them. Every competitor
1:25:24 in this space treats the creative crisis
1:25:26 as a skills problem. Learn midjourney in
1:25:28 30 days.
1:25:30 >> You can make money with the
1:25:32 >> prompt engineering for designers. The
1:25:34 framing is exactly wrong. A designer who
1:25:37 already feels like their craft is being
1:25:39 stolen does not want to be told to
1:25:40 master a tool that's stealing it. That's
1:25:43 so good.
1:25:44 The instruction deepens the wound.
1:25:49 So good.
1:25:51 What they need first is to be in a room
1:25:53 where their grief is acknowledged, where
1:25:55 someone says, "Your rates cratered and
1:25:57 that's real." And then to watch another
1:26:00 creative, someone who was where they
1:26:02 are, pick up a tool and make something
1:26:04 extraordinary with it. Not not as a
1:26:06 lesson, as a moment. That's the Jim Russ
1:26:08 story. That's the AI learning lab.
1:26:11 That's the salon. And we could we can
1:26:13 find other stories. You know, this thing
1:26:16 only knows the Jim Ross story. I I like
1:26:18 I think I only give it one or two
1:26:19 stories, but we can we can populate
1:26:22 these with other stories. The creative's
1:26:24 path is grief to permission to play to a
1:26:29 new relationship with their craft that's
1:26:31 actually more them, not less. That's
1:26:34 really good. The salon's job in
1:26:36 marketing is to make that first step,
1:26:38 grief acknowledged, and the second step,
1:26:40 permission to play, visible from the
1:26:42 outside.
1:26:45 Right? So, imagine if you're feeling
1:26:47 lost and you're just like
1:26:51 like
1:26:53 your rates have cratered. That sucks,
1:26:57 right? Um
1:27:00 the antidote start playing. we are or
1:27:03 whatever it is. We'll see what it gets
1:27:05 to when it when it has ideas. But this
1:27:06 is cool. One more thing. This persona
1:27:09 has the highest evangelist potential in
1:27:11 the entire campaign. Creative
1:27:13 transformation is visible. A designer
1:27:15 can show a before and after. A writer
1:27:18 can share a piece that would have never
1:27:19 existed without AI. When a creative
1:27:21 professional moves from AI is ruining my
1:27:24 career to I'm making work I couldn't
1:27:27 have imagined, that transformation
1:27:29 becomes the salon's best marketing.
1:27:31 Right? That's Joy Perie. The campaign
1:27:34 should be designed, that's Kelly, Kelly
1:27:36 Besh. Um, the campaign should be
1:27:38 designed to surface and amplify those
1:27:40 stories. That's really good. The journey
1:27:42 and message map. So, here's the five
1:27:44 stages. The scene stage, they're feeling
1:27:47 humiliated, angry, grieving. The phone
1:27:49 stopped ringing. The rates are creating
1:27:51 the message. You didn't become a
1:27:52 designer, writer, photographer to be
1:27:54 replaced by a prompt. The tools that
1:27:57 threaten your craft can become the most
1:27:59 powerful creative instruments you've
1:28:01 ever touched. But not alone. Not without
1:28:03 someone acknowledging what it actually
1:28:04 feels like. Proof point. The great
1:28:06 repurpose article. Call to action. The
1:28:09 great take the great repurpose self
1:28:11 assessment. Okay. Um, not alone.
1:28:14 Isolated. The salon. Uh, most creative
1:28:18 peers are in denial or quietly
1:28:20 panicking. No room to say I'm scared.
1:28:22 The AI salon started as a room full of
1:28:24 creative people. figuring out how to
1:28:26 wield AI as a as a medium rather than be
1:28:29 replaced by it. These are people who
1:28:33 were where you are and now they're
1:28:36 making things they never could before.
1:28:38 This is really good. Okay.
1:28:41 Self assessment is hinge creative
1:28:44 concepts. Concept one. The phone stopped
1:28:46 ringing. Stage scene channels Instagram
1:28:50 creative Slack Discord Twitter threads.
1:28:52 Take the self assessment.
1:28:55 Take the self assessment. I don't quite
1:28:57 know why, but that's okay. Lead with
1:28:59 specific visceral experience
1:29:02 of creative displacement, not the
1:29:04 abstract concept. Name the things that
1:29:06 nobody else is naming out loud. A scroll
1:29:08 stopping power is the precision. Not AI
1:29:12 is dup disrupting creative industries,
1:29:15 but your client just paid $47 a month
1:29:18 for what you spent 20 years learning to
1:29:20 do. That's [ __ ] painful headline
1:29:24 territory. Your clients replaced you
1:29:26 with a prompt. Now what? Your 20 years
1:29:28 of experience is now a chat GPT
1:29:30 subscription. You the phone stopped
1:29:32 ringing. You're not imagining it. If
1:29:35 anyone can make what I make, what am I
1:29:37 or who am I? Might might be better. The
1:29:40 emotional arc. Open with recognition of
1:29:43 the wound.
1:29:44 Hold the pain for a beat. Don't rush to
1:29:46 the solution. Then that's real. And
1:29:49 there's a room full of people who know
1:29:50 exactly what that feels like. This call
1:29:53 to action is the self assessment. Find
1:29:55 out where you are in the great
1:29:56 repurpose.
1:29:59 Uh uh uh 1.6 to oh 1.6 according to chat
1:30:04 GBT. But but that's Manhattan only.
1:30:08 Kyle Shannon only has 54,000.
1:30:12 Um, concept two, the instrument, not the
1:30:14 replacement.
1:30:16 Stage seen to not alone. Show the
1:30:19 transformation, not just the pain. The
1:30:21 concept features the before and after of
1:30:23 the creative. This is really good. Okay.
1:30:26 Um, there's probably things in here that
1:30:28 aren't perfect. But
1:30:31 what we're going to do is we're going to
1:30:33 because I want to get some [ __ ] done
1:30:35 tonight. We're at 9:30. I'm going to
1:30:38 move this into our folder.
1:30:48 I think I'm going to make a new folder.
1:30:50 And this is going to be the campaign
1:30:52 briefs.
1:30:58 Create. Create.
1:31:07 Move. Move.
1:31:10 And then I'm going to download a PDF of
1:31:13 this.
1:31:17 We're almost there, kids.
1:31:25 All right.
1:31:29 Click to open. Did it make this?
1:31:33 Yeah, I did. This is a uh I did a a deck
1:31:37 today about the great repurpose.
1:31:43 It's got broken images in it. All right,
1:31:45 whatever.
1:31:47 I'll come back to that. Okay, we're
1:31:49 going to do new. Hi there. What can I
1:31:53 help you with? Okay,
1:31:57 you can help me with choose from Google
1:32:00 Drive. I like that
1:32:02 because that way we can update files in
1:32:04 Google Drive. Oops, that's not what I
1:32:06 wanted. Shared drives.
1:32:10 AI salon
1:32:17 marketing promotions 2026 marketing
1:32:22 campaign briefs
1:32:25 AI salon campaign. Okay.
1:32:30 That's that. Okay. I'm going to say um
1:32:43 Oh, KS only has 54,000. KS equals
1:32:46 Kansas.
1:32:48 I thought I thought you were giving me a
1:32:50 few more uh subscribers on TikTok than I
1:32:52 had. Why is it stuck? I don't know.
1:32:56 Um Okay.
1:32:59 Oh, wait. We don't want We don't want
1:33:01 super agent, do we?
1:33:06 We want
1:33:10 We want designer. We want designer. I
1:33:14 think we want designer. [ __ ] it. We want
1:33:16 designer. All right. Plus Google Drive.
1:33:22 Did it remember my folder? Yes, sort of.
1:33:26 Great repurpose.
1:33:32 No, that's not what I wanted. It didn't
1:33:35 remember my drive. [ __ ]
1:33:51 Okay. So, there's that. Then we're going
1:33:54 to say,
1:33:56 um, please
1:34:00 read this campaign brief
1:34:06 as well as look at
1:34:11 the style of
1:34:14 the salon.ai
1:34:18 from a visual perspective.
1:34:26 that should match the brief.
1:34:32 When in doubt,
1:34:37 lean closer to the website
1:34:44 than the brief.
1:34:48 Okay.
1:34:51 Um
1:34:54 before you create anything,
1:35:00 let me know if you
1:35:04 understand the task at hand
1:35:10 and
1:35:15 what you're going to do. And if
1:35:21 you have any new original
1:35:26 ideas, I'd like to hear those, too.
1:35:32 Because Claude is okay, but it was
1:35:34 designed to be a coder.
1:35:37 This is Gen Spark Designer. It's got a
1:35:39 bunch of tools in it that are actually
1:35:40 really good. So, we might as well ask it
1:35:42 to give ideas, too. It's going to follow
1:35:44 the thing. But, all right. Here we go.
1:35:48 Bang.
1:35:55 You know what's funny? Like we're going
1:35:57 to do all this over four days and we're
1:35:59 doing like the the work that we're doing
1:36:01 here. If you hired a traditional agency,
1:36:04 if you did this the old and timey way
1:36:06 like three years ago, this is to do it
1:36:09 right. months, months
1:36:15 agency comes back like every time it got
1:36:17 it wrong and I was like, "No, go change
1:36:19 that." And it took like 15 minutes to
1:36:22 get through that resistance. That's a
1:36:24 week, right, with an agency. And we're
1:36:27 doing we're now on our fifth document.
1:36:30 And and it's these are not just
1:36:32 documents, right? This is research and
1:36:34 work and creative concepting and
1:36:37 articulating it and writing it and
1:36:39 presenting it and being the [ __ ]
1:36:41 client that goes, "No, you got it
1:36:42 completely wrong. I like green. Make it
1:36:44 green. Can we make it more green? Is
1:36:47 there green? Can we do green?" They're
1:36:49 like, "The colors are irrelevant. What
1:36:52 What about the ideas? I like But I like
1:36:54 green. Can we make it green?"
1:36:57 You ever had a client? They suck.
1:37:08 Oh, we got a lot of stuff going on. Good
1:37:10 lord.
1:37:11 Producer Brandon's got a whole whole
1:37:13 list of promo for me to do here. Oh,
1:37:16 look. It went and found some images.
1:37:18 Nice.
1:37:19 See that? It's learning
1:37:23 im using tool image search
1:37:26 using tool understand images.
1:37:29 So, it went and got those images off our
1:37:31 website. Now, it's understanding them.
1:37:35 This is why this tool is really
1:37:36 powerful. If you haven't used GenSpark
1:37:38 Designer,
1:37:41 now it's reading the salon's values.
1:37:43 Now, it's reading the about page. Now,
1:37:44 it's thinking, "Yes, I understand the
1:37:47 task. Here's my plan. I've thoroughly
1:37:48 reviewed the campaign brief. It's
1:37:51 [ __ ] amazing. AI is just a [ __ ]
1:37:53 mind [ __ ] every [ __ ] time. It just
1:37:56 blows my mind. This is deeply nuanced
1:37:57 project and I want to make sure we're
1:37:59 aligned before creating anything. What I
1:38:01 understand the persona the creative
1:38:04 professional under siege. They are
1:38:05 designers, illustrators, copyriters,
1:38:07 photographers, voice actors, people
1:38:09 whose identity is fused to their craft.
1:38:12 This isn't a skills gap they're facing.
1:38:14 It's an existential crisis. Their
1:38:16 clients are replacing them with prompts.
1:38:18 Their rates have cratered. The phone
1:38:19 stopped ringing. And they're scrolling
1:38:21 creative forums at midnight looking for
1:38:23 someone who understands the strategic
1:38:25 truth. The campaign is not about
1:38:27 teaching them AI. It's about giving them
1:38:30 permission to touch the tools that
1:38:32 terrify them. And that permission must
1:38:34 come from other creatives who've made
1:38:36 the same journey. This is the salon.
1:38:42 This is why it exists.
1:38:45 This campaign is not about teaching them
1:38:47 AI. It's about giving them permission to
1:38:50 touch the tools that terrify them. And
1:38:53 permission must come from other
1:38:55 creatives who've made the same journey.
1:38:58 That's great. It's so good.
1:39:02 The journey grief to permission to play
1:39:04 to transformation. The visual language
1:39:07 what I plan to create. Based on the five
1:39:09 concepts in the brief, I can produce
1:39:11 campaign visuals across the journey. I'd
1:39:14 suggest starting with the phone stopped
1:39:16 ringing.
1:39:19 The instrument not the replacement. I
1:39:21 don't like that headline, but that's
1:39:23 okay. Permission to play.
1:39:26 Oh, these are Oh, these are campaigns.
1:39:30 I can produce campaign visuals across
1:39:32 the journey stages. Okay, got it.
1:39:35 Original ideas I'd like to propose.
1:39:39 So now, so now we're getting ideas that
1:39:42 did not come out of our campaign brief,
1:39:44 which if you have a campaign brief and
1:39:45 you give it to a good agency, any good
1:39:48 agency worth paying,
1:39:51 we'll say, "I love the ideas in here."
1:39:53 We thought we'd throw in some as well.
1:39:57 The scroll at midnight, the deeply
1:39:59 intimate visual, the glow of a phone
1:40:01 screen in the darkness, someone
1:40:03 scrolling creative forums. There's a
1:40:05 specific loneliness. The brief names the
1:40:08 headline. You're not imagining it and
1:40:10 you're not alone.
1:40:12 Same hands. Um, a visual series showing
1:40:16 creators hands holding traditional
1:40:18 tools. Pen, camera, brush that are
1:40:20 transforming. I hate that one. The room
1:40:23 exists. Abstract warm figures gathering
1:40:28 for the permission to play stage. The
1:40:30 message. There's a room full of people
1:40:31 who know exactly what that feels like.
1:40:33 That's good. $47 a month. A stark almost
1:40:38 confrontation visual that names the
1:40:41 absurdity. Your 20 years of experience
1:40:43 is now a chat GPT subscription.
1:40:47 It's crazy.
1:40:49 Which concepts would you like me to
1:40:50 create first? Uh, let's say.
1:40:54 Okay. So, let's see. So, we're going to
1:40:57 go one,
1:40:59 start with
1:41:03 the basics
1:41:07 from the brief and then add in
1:41:18 your
1:41:20 $47 a month
1:41:24 idea.
1:41:27 Two,
1:41:30 which channels are priority? Instagram
1:41:33 one one stories 9 by6 or something else?
1:41:37 Uh,
1:41:41 do both
1:41:44 one one
1:41:45 and 9 by 16 for now.
1:41:53 Three Any of my original ideas resonate?
1:41:58 Yes. Number four to start.
1:42:05 Four. Do you have any specific headlines
1:42:07 you'd like me to use? The brief offers
1:42:09 excellent headline to territory. I can
1:42:11 select from those or riff off them. Um,
1:42:14 use the good ones.
1:42:19 riff.
1:42:21 If you need
1:42:25 something better,
1:42:28 um, be critical and talented.
1:42:33 Tell it to be talented. I think I've
1:42:35 told this story before in here. I was in
1:42:36 an acting class once and
1:42:41 this this this
1:42:43 pair of actors got finished doing the
1:42:46 scene and and the acting teacher said to
1:42:49 the woman, "Yes, yes. Um, yes. Let's
1:42:53 let's try it again." And uh
1:42:57 why don't this time through why don't
1:43:00 you try it as if you had talent?
1:43:07 [ __ ] acting is a brutal [ __ ] It's
1:43:11 a It's a brutal [ __ ] sport. All
1:43:13 right, here we go.
1:43:17 Don Draper in a bottle. This is totally
1:43:19 Don Draper in a bottle.
1:43:24 This is what This is what agencies did.
1:43:27 Did Did
1:43:32 I ran one? I know.
1:44:00 Design preparation. Design preparation.
1:44:09 There we go.
1:44:12 So now we got image research over here.
1:44:16 Generate image. Generate image. Generate
1:44:19 image.
1:44:21 This is so good, people. It's so good.
1:44:32 Katon Hoskins, what are we doing
1:44:34 tonight? What tool are we using right
1:44:35 now? Using Claude Code or Open Code? Uh,
1:44:38 we used Claude, just cla.ai,
1:44:41 um, Opus 4.6 for the last three nights.
1:44:45 We've been creating foundational
1:44:48 um briefs for a marketing campaign for
1:44:50 the AI salon.
1:44:52 Tonight, we took those foundational
1:44:54 documents. Oo, these are cool. We took
1:44:57 those creative documents or those
1:45:00 foundational documents. We created a
1:45:02 campaign brief for one of five different
1:45:04 personas of people who we think would
1:45:07 be, you know, find the AI salon really
1:45:09 valuable.
1:45:11 Um, and now we're in Gen Spark Designer.
1:45:15 Um,
1:45:17 getting it to take our campaign brief
1:45:20 and generate campaign, you know,
1:45:22 generate [ __ ]
1:45:25 Okay.
1:45:27 The phone stopped ringing. You're not
1:45:29 imagining it. With a camera on it. The
1:45:30 salon.ai. That's pretty cool. And I' I'd
1:45:33 throw, you know, like our logo down
1:45:34 here. In fact, why don't we you? So, one
1:45:38 of the things you can do here is you can
1:45:40 just prompt it. Um, why don't you add
1:45:45 the AI salon logo
1:45:49 from the website
1:45:53 in the lower right here. And I might
1:45:57 need to upload,
1:46:03 but anyway. So that's that one. Okay.
1:46:05 The phone stopped ringing. You're not
1:46:07 imagining it.
1:46:09 Your 20 years experience
1:46:12 lost on a technology
1:46:14 that's now a $47 a month subscription.
1:46:18 The salon.ai. This is cool. Um let's say
1:46:23 um
1:46:25 your typos here are impressive.
1:46:32 Let's try
1:46:35 making actual words.
1:46:43 Oh, did it eat my It ate my prompt
1:46:45 because it was designing something. God
1:46:47 damn it. Um,
1:46:50 please fix the typos
1:46:55 in the copy
1:46:59 and add in the AI salon logo.
1:47:12 20 years experience is now a $47 month
1:47:15 ex subscription. I I feel like this this
1:47:19 should add
1:47:22 like we should add something here like
1:47:24 like we understand.
1:47:37 All right, let's see what this thing's
1:47:38 doing.
1:47:43 It just made up an AI Salon logo. Oh, it
1:47:46 actually got
1:47:49 I don't know what that is. I think I
1:47:51 just made that up. Okay, let's go. Um,
1:47:55 let's see. Browse from local files.
1:47:59 Um, salmon
1:48:04 logo.
1:48:16 This is the AI salon logo.
1:48:23 Incorporate
1:48:25 it into the ads.
1:48:29 Do another pass.
1:48:35 Okay, let's see. Is that it? Oh, that's
1:48:38 all it gave us. Why did it only give us
1:48:41 one
1:48:42 look and feel?
1:49:57 It's cool, but it doesn't have the URL
1:49:59 on it. But that's okay. We can we can
1:50:00 link to it. Um
1:50:07 um where are the other
1:50:11 designs,
1:50:13 concepts,
1:50:16 stages, etc.
1:50:18 You just gave me one
1:50:22 and
1:50:25 the brief
1:50:30 um indicates
1:50:33 a lot more than that.
1:50:36 What up?
1:50:54 That's the other salon's logo. I thought
1:50:56 it was
1:50:59 [ __ ]
1:51:02 These are wonderful. They're way cool.
1:51:06 Yeah. Isn't this cool?
1:51:08 And like what's what's when you do when
1:51:11 you do messaging this way,
1:51:16 you can you can tie it all the way back
1:51:18 up. You can you can tie it back to if
1:51:21 you're feeling this kind of frustration.
1:51:23 We get you right.
1:51:28 These are cool.
1:51:31 Ver. It's a very cool. It's a very cool.
1:51:36 Oh, you know what I need to do? Uh oh,
1:51:38 it's generating images already. [ __ ] I
1:51:42 need to tell it to put the URL in there.
1:51:45 Um, you need to also include
1:51:49 the URL below the logo,
1:51:55 the salon.ai.
1:52:06 I'm going to stop it and I'm going to
1:52:08 add that in.
1:52:12 Yeah. Yeah. Yeah. I I agree. Yeah. We'll
1:52:16 we'll add the lo logos after because
1:52:17 this will just keep [ __ ] them up.
1:52:19 Text two. Call me old school. Yeah.
1:52:22 That's fine. That's fine.
1:52:33 What website is this? We are in
1:52:35 genspark.ai.
1:52:37 And then if you select there's a bunch
1:52:38 of tools that it has and we're in a tool
1:52:41 called GenSpark designer. So it creates
1:52:44 it creates this infinite canvas. And
1:52:45 what we uploaded is we uploaded a
1:52:47 campaign brief that we created from a
1:52:50 bunch of foundational documents. All
1:52:52 week this week we've been working on
1:52:53 them. Um,
1:52:56 and then we we uploaded that. We told it
1:52:58 to go look at the website for look and
1:53:00 feel, colors, and things like that. And
1:53:03 then, um, and then it's just off doing
1:53:05 its thing. Concept three, permission to
1:53:08 play. Concept two, the instrument.
1:53:11 Concept three, permission to play.
1:53:12 Concept two, the instrument.
1:53:18 All right. Completed.
1:53:21 Oh, I like this one. These are cool.
1:53:28 Oh, that's so good. Bring your
1:53:29 curiosity. That's the whole ask. Friday
1:53:32 at 1 PM.
1:53:34 That's really good. And notice how it
1:53:37 changed the color of the logo. It kept
1:53:39 it correct and it put the URL there. So,
1:53:41 that's pretty groovy. That's pretty
1:53:43 good. Bring your curiosity. That's the
1:53:45 whole ask.
1:53:48 That's really good. Same hands, new
1:53:50 instrument, work you couldn't have
1:53:52 imagined. This isn't a class. It's a
1:53:55 room full of people like you making
1:53:57 things.
1:53:59 Huh?
1:54:01 The tools that threaten your craft can
1:54:03 become the most powerful
1:54:07 the most powerful instruments you've
1:54:09 ever touched.
1:54:11 I hate that illustration style, but
1:54:14 that's all right. We can tell it to
1:54:15 knock that [ __ ] off.
1:54:18 This work didn't exist before AI.
1:54:22 It's more me, not less. Yeah, this is so
1:54:26 so here's here's what I would consider
1:54:28 what we have here is like we've got um
1:54:32 think of these as like is like design
1:54:35 prototypes. So we can now go to
1:54:38 midjourney and create images there that
1:54:41 are that are more to our liking. Like
1:54:43 you said, Andy, we can put the the we
1:54:46 can do the typography in Canva, the
1:54:48 logos and [ __ ] like that. Like we can
1:54:49 set up a we can set up a template that
1:54:52 just makes it really easy to just drop
1:54:53 in an image, drop in a headline. But we
1:54:56 can we can take the campaign briefs and
1:54:59 we can pull the headlines out oursel.
1:55:01 Just just pull them out of there, copy
1:55:03 them and paste them into things like
1:55:04 this. Some of these might be good enough
1:55:06 to use, some of them might not. I went
1:55:09 from AI is ru ruining my career to this,
1:55:12 which that's a horrible [ __ ] image,
1:55:14 but imagine if that image didn't suck.
1:55:18 Play first isn't a slogan. It's Tuesday
1:55:20 night. That's pretty good. It's pretty
1:55:22 good. These are great.
1:55:26 This is This is This is [ __ ] solid.
1:55:30 Um,
1:55:32 let's see. Um,
1:55:37 do you have another look and feel and
1:55:43 um
1:55:46 headline concept?
1:55:49 Let me see five more
1:55:54 images
1:55:57 different from what we have now but from
1:56:04 the brief.
1:56:11 Yeah, these are cool.
1:56:14 These are cool. I'll tell you that. The
1:56:16 phone stopped ringing.
1:56:27 Your 20,
1:56:29 actually this is this is the wrong
1:56:30 headline. Your 20 years of experience is
1:56:33 now a $47 a month subscription. It
1:56:35 should be your 20 years of experience is
1:56:38 now a $20 a month subscription.
1:56:41 That's a horrible [ __ ] [ __ ] image,
1:56:43 but imagine if it didn't suck. Well,
1:56:46 exactly. you. I mean, imagine just
1:56:48 imagine how good this ad would be
1:56:52 if that image wasn't ass.
1:56:57 I'm so [ __ ] tired of AI generated
1:57:00 swirls and twirls and fractal explosions
1:57:03 of circuitry. It's so [ __ ] dumb.
1:57:09 If we were in 1982
1:57:11 and you had to do this with an airbrush,
1:57:14 I'd be impressed.
1:57:16 Oh, I know. I know you're quoting me.
1:57:21 It's so good. All right, let's see.
1:57:24 We're making more images.
1:57:28 All right, and it's it's time. All
1:57:30 right, we'll look at five more and then
1:57:32 we will call it a night.
1:57:37 Let's see.
1:57:46 I think we're going to get five
1:57:47 different looks and feels here.
1:57:50 Oh, these are Yeah, we are. This is
1:57:52 great.
1:57:57 AI raises the floor for everyone. Only
1:58:00 your vision, taste, and judgment raise
1:58:02 the ceiling.
1:58:04 See, that's [ __ ] good. And that image
1:58:05 isn't horrible. I mean, I kind of hate
1:58:08 the style, but it's not horrible.
1:58:13 This I like a lot. Your clients replaced
1:58:16 you with a prompt. Now what? And look at
1:58:18 the [ __ ] janked out JPEG.
1:58:22 This is so good. Yeah. Beam me up. This
1:58:25 is the beam me up ad. Yeah, exactly.
1:58:28 Yeah. AI raises the floor for everyone.
1:58:31 Only your vision, taste, and judgment
1:58:32 raise the ceiling.
1:58:34 And and then I I feel like we should
1:58:36 have some sort of like we get it or or
1:58:39 we hear you, we see you.
1:58:42 Um, your clients replaced you with a
1:58:44 prompt. Now what? That's really good.
1:58:48 There's a room full of people who know
1:58:50 know exactly what that feels like. I
1:58:52 guess that's the second line to a
1:58:54 headline. The opposite of a webinar
1:58:57 Friday at 1 p.m. That's kind of cool.
1:59:00 Although I'd probably use images of
1:59:02 people, but whatever.
1:59:04 If anyone can make what I make, what am
1:59:08 I? I think isn't it who am I? Come on.
1:59:14 Um headline
1:59:16 should be
1:59:19 if anyone can make what I make.
1:59:25 Who?
1:59:31 Who am I?
1:59:40 All right.
1:59:42 So, we've got to start. We got to start
1:59:44 people.
1:59:47 And this is just a start. And then we'll
1:59:49 have five of five sets of these, right?
1:59:53 For different. So, this is the creative
1:59:55 professionals one. Then we'll have a
1:59:57 whole another set of these for seekers,
1:59:59 people that understand what's going on.
2:00:00 We'll have a whole another set for
2:00:02 displaced and disregulated educators.
2:00:05 We'll have one for executives in
2:00:07 transition, right? This is this is quite
2:00:11 powerful.
2:00:13 And you know what I'm almost thinking,
2:00:14 Andy, I mean, it's like we we can do
2:00:16 this in one a couple of ways. One is we
2:00:18 could say we pick the top five that we
2:00:20 like and we just hand build them. The
2:00:23 other way is just let this create a [ __ ]
2:00:25 ton of stuff and then just pick the ones
2:00:27 that suck the least and just just
2:00:29 experiment with them. Okay, so here's
2:00:32 the deal. Oh, let's see. Let's see if
2:00:34 this one's good. I think this is this is
2:00:35 actually a really good ad. If anyone can
2:00:38 make what I make, who am I? And then
2:00:40 there should be some call to action like
2:00:42 like the AI salon, you know, we
2:00:45 understand or we've been there or we're
2:00:47 going through it too. something like
2:00:49 something down here or something, you
2:00:52 know, in the in the copy around around
2:00:54 the image.
2:00:56 I say suck the least an experiment.
2:00:58 Yeah, that's that's what I'm thinking,
2:01:00 right? Because this is this would be
2:01:01 like I'm fine putting this out. This
2:01:03 isn't really necessarily our, you know,
2:01:05 sort of aesthetic, but it's kind of cool
2:01:07 and it's like it's worth experimenting
2:01:09 with. Just put these things out there.
2:01:11 The other thing that we can do,
2:01:13 irregulars,
2:01:15 here's where you can come in.
2:01:17 We're not going to necessarily do paid
2:01:19 campaigns on this. We might we might
2:01:22 experiment with that, but this is about
2:01:24 just getting more people to the salon.
2:01:26 So, what we can do is we'll create a
2:01:29 what's it called? A swipe folder. Like
2:01:31 these are swipe graphics. So, we'll
2:01:33 create a folder full of any of these and
2:01:35 you can basically just go in there, take
2:01:37 any ads that you like, and just go post
2:01:39 them to your socials, right?
2:01:42 Um, okay. So, I listen, this week was a
2:01:46 success. We didn't get to vibe code the
2:01:48 thing, but maybe we'll start that next
2:01:49 week. But we did our foundational
2:01:52 documents. Once you do that work, like
2:01:54 that's the hard [ __ ] work. Now you
2:01:57 can start to roll these things out and
2:01:59 and go, do I like it? Do I not?
2:02:01 Experiment with it. Put it out there.
2:02:02 See if it see if it makes any noise.
2:02:06 And if not, then you know
2:02:09 next
2:02:12 like AI festivist. Yes. Exactly. Okay.
2:02:17 So, your weekend homework, should you
2:02:19 choose to accept it? I haven't thought
2:02:20 about this, but
2:02:24 given what we did this week, and given
2:02:26 that that between Andy and producer
2:02:29 Brandon, they kept me on task enough to
2:02:32 actually to actually do what I said we
2:02:35 were going to do, which I don't know
2:02:37 that that's ever happened on this
2:02:38 channel. I think it happened the uh back
2:02:40 to basics week. It happened that week.
2:02:44 Um, and I think it's happened this week.
2:02:46 What I would say is this. Um,
2:02:49 spend the weekend, you know, take an
2:02:52 idea and really sort of, um, build the
2:02:56 foundation for what you want to do
2:02:58 first, like with documents that that
2:03:01 help you understand what you're trying
2:03:03 to do. So, so start with yourself. Get
2:03:06 clear with what am I trying to do here?
2:03:09 And if you've been here this whole week,
2:03:11 you know
2:03:13 that when I started this process, I
2:03:15 didn't even know how to ask the
2:03:16 question. I didn't really know what I
2:03:18 was asking for. Claude figured it out
2:03:21 for me. Right? And then once I saw it, I
2:03:24 was like, "Oh, that. Oh, not that. Oh,
2:03:26 that." Right? My job is to maintain the
2:03:29 fidelity of the idea. Let the AI just
2:03:32 [ __ ] up and do all its shitty [ __ ] Just
2:03:34 know it's going to do shitty [ __ ] Your
2:03:36 job is to hold the center, right? So I
2:03:38 would say do that this weekend. Come up
2:03:40 with some idea. Build a foundation for
2:03:43 it and then let that foundation turn
2:03:45 into something that realizes and
2:03:48 articulates your idea in a way that you
2:03:50 never would have gotten to
2:04:01 chainsaw. I don't like the direction
2:04:02 this community is going. Productivity is
2:04:04 not something we do here.
2:04:08 Exactly.
2:04:11 That's a good one. Chainsaw.
2:04:16 Okay. Um, so here's a bunch of stuff
2:04:20 going on tomorrow. There's an LOL. Is it
2:04:23 at 4 o'clock?
2:04:25 Brandy was on was on it.
2:04:29 Um, EST. 4 EST. Okay. 4 o'clock EST.
2:04:33 Tomorrow is is an LOL, a learn out loud.
2:04:36 If you're vibe coding and you want to
2:04:37 know how to make your apps um
2:04:40 commercial, that's what that session is
2:04:43 about tomorrow. So, go check that out.
2:04:45 Um
2:04:47 we sent out a survey via email. So,
2:04:50 check your email. Check your salon
2:04:52 email. We sent out a survey basically
2:04:55 saying, "What do you want the salon to
2:04:57 be more of?" Like, do do you want it to
2:04:59 be productive? Shane Saw clearly wants
2:05:02 it to be chaos. um fill out that survey
2:05:07 or don't [ __ ] about what we've created,
2:05:10 right? We're going to take that survey.
2:05:13 We're going to look at what you want.
2:05:14 We're going to ignore most of it, but
2:05:17 there's going to be some good ideas in
2:05:19 there, right? I'm I'm only being
2:05:22 facitious. We'll probably only ignore
2:05:24 half of it,
2:05:27 but you know, we'll look at them all.
2:05:30 We'll look at where the commonalities
2:05:31 are and we're going to do what we can to
2:05:33 improve the community. So, please go
2:05:35 find that survey and take that survey.
2:05:38 Um, okay. In challenges and
2:05:40 competitions,
2:05:42 um, there's a life hacks uh, challenge
2:05:46 and competition and there's an 11 labs
2:05:48 one. So, that's that. And then Monday,
2:05:53 we've got um Cindy Coon's third week of
2:05:56 her prototyping practice, turning your
2:05:58 practice into a system, which is really
2:06:02 good. If you haven't been to it, it's
2:06:03 worth going to. So week three is is this
2:06:06 coming Monday. And then AI for all minds
2:06:09 and the business thing. When are they
2:06:10 are they Monday as well or Monday as
2:06:13 well? So what you need to do is this.
2:06:15 Can you pop up the community.thesalon.ai
2:06:18 AI on screen. Just go to the go to the
2:06:21 community website and click on events.
2:06:23 Go look at events. There's lots of
2:06:24 events coming up. So, the next one is
2:06:27 tomorrow.
2:06:33 Okay, that's it. I'm exhausted. This was
2:06:37 a long week. Being productive sucks. It
2:06:40 doesn't actually. I like it, but it's
2:06:42 like it's
2:06:45 to get work to a level beyond that. That
2:06:47 one ad, this ad, that the ascension, the
2:06:50 ascension of of all humanity up into the
2:06:53 spaceship.
2:06:55 Um, elevating your work above the floor
2:06:59 requires work and judgment and taste and
2:07:01 commitment and understanding what you're
2:07:04 trying to do. So, um, I feel like that's
2:07:06 what we did this week. So, it's not as
2:07:08 it's not as sexy and flashy, but in the
2:07:11 end, it'll create better work. All
2:07:13 right.
2:07:15 All right, everybody. Fantastic.
2:07:18 I'm going to get on out of here. Hope
2:07:19 you had a good time tonight.
2:07:22 Uh,
2:07:23 you want to see the Oh. Oh, we're
2:07:26 sharing the ads. I'm not sharing them on
2:07:28 screen. All right, I'm going to go.
2:07:31 Peace out. Have yourself a fantastic
2:07:34 weekend. Thanks for hanging out on
2:07:37 uh Friday night date night. Bye.