Creative Weekly Sprint

Purpose

Weekly venue to plan, build, and ship paid-social ad concepts end-to-end. The structure is a 5-day sprint: Concept & Planning Mon → Creation Tue–Wed → Mid-week Review → Final QA + Launch by Fri. Adam organizes; the meeting is the primary venue where Max B. (Creative Strategist) operationalizes his role and gets coached into accountable shipping.

Sprint structure (per Asana project)

Phase	When	What happens
Concept & Planning	Monday meeting (this one)	Team presents Net New Concepts for ads. Every idea needs an inspiration link, script, or metric explaining why it should work. Plan what gets made for end-of-week launch.
Creation	Tue–Wed	2–3 days for internal creation. External (creators / affiliates) on their own time-expectancy. Submit ads to team analysis pipeline.
Mid-week review	Mid-week	What content can be used. Where we're at: "20 ads planned, 5 are review-ready" — give feedback.
Review & QA	End of week	Final QA on every ad in the launch pipeline. Review previously-launched ads for the data-feedback loop. Iteration tasks captured.

Hard definition

Net New Concept = New Ad Framework, New Angle. A Net New Ad is one where you're trying a brand new idea you've never tested before, not just changing small details on something you already ran.

This is the bar Adam holds the room to. "Change the headline" / "Change the hook" doesn't count.

What I want walking out

1. One thing that shipped last week — force the team to name it. If nothing shipped, that is the meta-conversation.
2. 2–3 Net New Concepts committed for this sprint, each with: owner, inspiration link / script / metric rationale, launch-by date (Friday)
3. Max B. specifically has 1 task with explicit DoD + a daily ship-check mechanism (5pm Slack screenshot of today's done thing in the channel)
4. One escalation to Hamish in his presence — even small. Models using him appropriately.

Talking points

• Open with the ship question, not the status question: "What shipped last week. What's shipping by Friday. What's blocked. In that order. No 'working on.'"
• Reaffirm the Net New Concept bar — first-meeting-of-the-week reset
• Asana board walkthrough: status of every active concept; reassign anything that's been "in motion" > 2 sprints
• Mid-week review structure for this week — name the time, name the deliverable
• Data-feedback loop: which previously-launched ads inform this week's concepts

What to listen for

• Max B.'s posture: is he proposing Net New Concepts (good), or change-the-headline iterations (coaching moment)? Is he stating clear DoD up front?
• Alan's velocity: capacity for next test, or buried? His answer caps how aggressive this sprint can be
• Hamish's read on the meeting itself: is he engaged with the bar or skeptical? His engagement signals whether the cadence is working

Coaching plays — Max B.

Play	Why
State DoD at the start of every brief	Forces specificity; can't fake against his own pre-stated DoD
Cap at 2 active tasks	Eliminates the "6 things at 30%" failure mode
Pair on the first 2–3 briefs end-to-end (Insight → Competitive Intel → Performance Data → Concept)	Role-doc has 3 inputs feeding 1 output; he's likely getting lost in inputs. Walk it once.
Daily 5pm Slack ship-check (screenshot of today's done thing)	Reframes identity from "in motion" to "ships." Builds visibility with Hamish + Alan.
Re-ground in the role doc	"As responsible for growth outcomes as media buying" — the line that reorients him every time

See Wiki/People/maximilian-b for the full role definition + behavioral pattern.

Coaching plays — team

• Force every concept to have an artifact attached (link, script, screenshot) before discussing — kills "I had this idea" non-conversations
• "What did the data tell us?" before "what's the next concept?" — locks the feedback loop

Pre-meeting checklist (do by 8:55am)

• Asana sprint board open in a tab
• Last week's concepts list — know which ones shipped vs slipped
• Reviewed Max B.'s Slack ship-checks from last week (if he started)
• One escalation queued for Hamish

Post-meeting log

Append-only. After each instance: what shipped, what got committed, what blocked.

2026-05-04 (next instance — fill in after the meeting)

• shipped last week: ?
• committed this sprint: ?
• max b. assigned task: ? · DoD: ? · daily ship-check: ?
• hamish escalation: ?
• blockers: ?

Cross-links

• Wiki/People/maximilian-b — Creative Strategist (highest-leverage coaching thread)
• Wiki/People/alan — Meta Lead
• Wiki/People/hamish — CEO (in the room)
• Context/Prime6 — company context
• Brands/primal-harvest/Roles/head-of-performance — Adam's role doc
• Asana project: https://app.asana.com/1/1201970654887837/project/1214176449866668/overview/1214180309660185 (authenticated; not auto-fetchable until Asana MCP is built)