The AmplifierPractice · In your field
Marketing and Business: the framework in your world
For marketers, founders, consultants and business teams: the framework as it plays out in the book, and the one step that changes most in your world.
In brief
What Step 1 looks like here: Sitting alone with the brief for an hour, no laptop, and writing what the person on the other end of this campaign should feel — not what the deliverables are. Then naming the misstep you are trying to avoid as precisely as the outcome you want.
A fintech client wants a ninety-second launch video, a thirty-second social cut and landing-page copy in six weeks. Vivek maps the entire flow himself before asking AI what he has missed; AI proposes a legal review (SEBI rules on how international stock returns can be described), a competitor benchmark, and a focus-group phase. He adds the first two after a real back-and-forth and declines the third with a clear reason: overkill at this scope.
He runs every task through the Decision Filter: brand positioning is human (tacit, judgement-heavy, depends on knowing the founder); script drafts are AI-assisted (generation, low cost, verifiable when he sees it); storyboarding is human; the voice-artist shortlist is AI-generated and the choice is his; social copy at scale is mostly AI, sampled and approved. He picks a different tool for each distinct task — a conversational model for scripts, an image generator for moodboards, a transcription tool for the client call — and, before ever prompting, writes down what he will judge the output against: benefit in the first thirty seconds, the SEBI disclaimer at the right moment, domestic not imported, ninety seconds at reading pace.
When the assembled video comes back technically fine but emotionally cold, he does not touch the footage. He rewrites his own definition of success and works forward. The video ships on time and beats the client's landing-page conversion target by sixty percent in the first month.
Read the full walkthrough in Chapter 7 of the book.
The fintech explainer, step by step
Every step, with what was decided and why.