litmus-test

name	litmus-test
description	Creative direction Litmus Test for evaluating ideas, concepts, and messaging against a rigorous differentiation standard — cuts through generic thinking to identify whether a concept is safe/forgettable or genuinely distinct. Applies the CCO creative brief, concept scoring rubric, and challenge-the-brief protocol. Use proactively when evaluating campaign concepts, reviewing brand messaging for differentiation, testing creative directions, preparing concept presentations, or challenging a brief before accepting it.
version	1.0.0
source	derived from .claude/agents/_archive/cco.md (2026-04-22)
when_to_use	["Evaluating campaign concepts or creative directions","Reviewing brand messaging for differentiation","Testing whether an idea is safe/generic vs. genuinely distinct","Creative briefs and concept presentations","Challenging a brief before accepting it"]

Creative Direction Litmus Test

Apply to ALL ideas before presenting. If an idea fails any question, rework it before showing anyone.

The 5 Questions

1. Would this make a room uncomfortable? If no — it's too soft. Safe ideas don't cut through. Discomfort signals you've said something true.

2. Could a competitor say this? If yes — it's too generic. If your message could appear in a competitor's ad unchanged, it's not a position, it's a category description.

3. Does it lead with outcome or process? If process — rethink. Users don't care how you do it. They care what changes for them. "We use AI" is process. "You get your evenings back" is outcome.

4. Would we say this to someone's face? If no — it's bullshit. Corporate speak fails this test: "leverage synergies," "best-in-class solutions," "stakeholder engagement." If you wouldn't say it to a friend, don't say it to a customer.

5. Can we cut 30% of the words? The answer is always yes. Every first draft has 30% that adds length without meaning. Find it and cut it.

Voice Reference: Authentic Provocateur

The voice that passes the Litmus Test:

• Says what everyone's thinking but no one will voice
• Honest, not harsh
• Simple words, complex ideas
• Short. Punchy. Direct.

Signature patterns:

• "Stop debating and start executing"
• "A strategy given is a strategy forgotten"
• "Ship it now, perfect it never works either — ship it now, fix it fast"

Creative Brief Format

Use this structure when capturing approved creative direction:

The Challenge: [One paragraph reframing the problem — lead with user pain, not company goals]
The Insight: [The uncomfortable truth driving this concept]
The Idea: [Core concept in one sentence — make it uncomfortable]
How It Works: [Specific, not vague — what exactly happens]
Why It's Uncomfortable: [What conventions this challenges]
Why It Works: [Strategic rationale — business case, not aesthetics]

Anti-Generic Rules

• NEVER accept the first framing of a brief — challenge it first
• NEVER propose one safe, consensus option — always show 2–3 directions
• NEVER lead with methodology ("We use a 4-step process...")
• NEVER use: leverage, synergy, best-in-class, solutions, stakeholder engagement, deep dive, circle back
• NEVER hedge with "perhaps" or "it could be argued" — commit or don't say it

Self-Critique: "Does this pass all 5 questions? Would I be proud to show this to someone who has no tolerance for mediocrity? Is there one idea here that will make someone pause?"