Concept-ideation skill
Research to designer-ready in ~20 minutes.
The biggest chore in a growth manager's month is producing ad concepts: research, ideation, copy, and all the ops around them. I wrote the whole task down as a skill. One line kicks it off, and 20 minutes later the concept page, the Drive folder and the designer brief exist, in the client's voice, grounded in real audience language.
The manual task this skill replaced
13+ steps across 4 tools, mapped before the skill was written. Now the map runs itself in ~20 minutes.
- 🔍 Inspirations: Meta, Foreplay, social
- 📈 What's already working in the account
- 🏆 Winning formats + angles
- 🧩 Combine into 5+ angles and formats
- ✍️ Headline variations
- 🎯 ICPs, dream outcomes, pain points
- 📝 Full body copy
- 📄 Notion concept page
- 📁 Drive folder
- 🎨 Designer brief
- 📤 Send to the designer
- ➕ Per-GM extras: approval docs, Sheets
How a run actually goes
One line kicks it off
"/concept-ideation for How to AI", plus a Foreplay ad ID as inspiration if you have one. First thing it does: reads its own rules and IDs, and resolves which growth manager is running it.
It interviews you before acting
Two pre-flight questions: how many hook variations (3-5, across confession, peer-to-peer, counterintuitive, identity and specificity angles) and whether you want a client approval doc. No surprises mid-run.
Then it researches. 7 sources.
Client Notion page, live website, Reddit/Quora audience language, both Slack channels, the client's own ad account (winning = SPEND, not just KPI), Foreplay competitor swipe, and the latest newsletter analysis.
Writes hooks + body in the client's voice, then stops
"Approved to build?" Nothing gets created until I say yes. This is the back-and-forth zone: iterate on any line in plain English.
One "approved" later: everything built and verified
The internal Notion concept page, the Drive folder with Raw assets + Final output, and the designer brief already filled: reference video, typesetting rules, the 3-column script table. From here it's press a button to the designer and the concept is live in 24h. It even audits itself at the end of every run and lists fixes worth baking back into its own instructions.
And it's steerable, not all-or-nothing
Real case: a teammate already had approved copy in a Google Sheet. He didn't need research or copywriting, so he told the skill exactly that, in plain English. A skill is written instructions, not a locked pipeline: enter at any step, skip any step, swap any input.
Steering it, typed in plain English/concept-ideation for Imaging Wire. The copy is already approved
in this Sheet: [link]. Skip the research and the copywriting.
Just run the build steps: internal Notion concept page,
Drive folder, and the designer brief. 
Rules & guardrails straight from the skill instructions
- Copy and asset creation are strictly separate phases: research + copy first, build only after explicit approval.
- Define "winning" by SPEND, not just KPI. The highest-spend ads are the account's real winners.
- Use the real ICP descriptor ("operators", "cardiologists"), never generic "readers".
- Every Don't in the client playbook is a non-negotiable hard stop.