| 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
-
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.
-
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.
-
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.
-
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.
-
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?"
