Turn a verified proposition into a creative approach worth writing. Use this between the brief and the draft when expression is still an open strategic choice.
Inputs
Read the copy brief, product truth, approved positioning, brand voice, protected language,
available proof, and craft/copywriting/references/creative-canon.md. If the brief cannot
support one proposition, return to craft/copywriting-interview or the relevant strategy
skill before generating routes.
Develop routes
Write the plain proposition first. Then develop a small set of meaningfully different concepts. Three is a useful default for consequential work; use fewer when the brief already narrows the field.
Each route must specify:
- The observed human, product, category, or cultural truth.
- The single proposition.
- The creative mechanism: demonstration, character, reversal, wit, tension, ritual, comparison, or another earned device.
- The strongest proof and how it appears.
- The emotional register.
- The likely headline or opening territory.
- What the route can generate across required channels.
- Its largest weakness or reason to kill it.
Routes must differ in mechanism or point of view, not adjectives. Do not borrow the surface grammar, visual codes, or famous lines of a reference campaign. Do not use a provocative device that the product or company behavior cannot support.
Recommend and select
Recommend one route against the brief's objective, reader, proof, brand fit, extensibility, and production reality. State the tradeoff plainly. The human selects the consequential creative direction before the system builds a large asset set. A small, low-risk deliverable may proceed with the recommended route when the user asked the system to use its judgment.
Output
Deliver the routes in a compact comparable form, followed by one recommendation. Preserve
the selected route as project authority and pass it to craft/copywriting for drafting.