0:02 · 1 min Module 2 · Account Phase · Method: Problem → Understanding

Week 07 — Version One.

We make: a locked mission, a customer, a pitch — and a first brand look on the screen.

Hour 1 · lock · draw · pitch Every step · agency first, then yours Studio · brief → brand

0:03 – 0:10 · 7 min

"The purposes of a person's heart are deep waters,but one who has insight draws them out."

Proverbs 20:5 · Week 07

Stand-up · A round, not a discussion

1 · Read the best agency mission you found. Name its verb.

2 · Finish this: "My client this year is ___" — your venture, or you.

Thirty seconds each. Strongest verb goes on the board.

0:10 – 0:12 · 2 min

Today's Rule

Good enough to test.

Three options. One vote. Locked. The timer is the boss. When it hits zero, the best option wins.

Version one isn't final. A real person edits it this week. Their words beat an hour of ours.

"If AI takes the entry-level jobs, what's the point?" The point is you. People who can make a version one, test it on real people and direct the AI are the ones it can't replace.

0:12 – 0:24 · 12 min

Lock 1 · The Agency's Mission · Together

Finish it. Then lock it.

The formula: We strong verb who by how so that why it matters.

Where we left it · The Entrepreneur's Edge

"We empower¹ entrepreneurs² by coming alongside and giving them a creative edge³ so that ______________⁴."

1Verb — strong. Keep it?

2Who — which entrepreneurs? Local? Young?

3How — say it in fewer words.

4Why it matters — the open part. Three endings.

① See it · 2 minThe missions you found, plus Jonathan's Verb Bank. Steal a structure, not the words.

② Together · 8 minThree endings, one vote. The Account seat holds the pen.

③ Lock · 1 minRead it aloud. Write it on the charter.

④ Done · 1 minVersion one. A real person edits it later.

Check your verb · active · specific · no "successfully" · shortest true word — Jonathan's Verb Bank

08:00

0:24 – 0:36 · 12 min

Lock 2 · Your Mission · Yours

Three options. One vote. Locked.

Your venture"We ___ who by how so that why."

Example: "We keep neighborhood families riding by fixing bikes in their own driveway — so a flat tire never costs a Saturday."

Or you · your personal brand"I ___ who by how so that why."

Example: "I turn messy ideas into clear plans for small teams by asking the questions nobody asks — so they ship on time."

① Write · 5 minThree options on your Venture Card. A verb from the bank in each.

② Vote · 3 minTwo dots each. Not on your own.

③ Pick · 2 minThe founder chooses. Circle it.

④ Read · 2 minStand. Read it once. Locked.

Check your verb · active · specific · no "successfully" · shortest true word — Jonathan's Verb Bank

05:00

0:36 – 0:46 · 10 min

Draw · The Ideal Customer · Agency First, Then Yours

One person. Four lines.

Example · Spoke & Wrench's customer

"Dana, 41¹, drives to practice every weeknight². She says, 'I don't have time to haul a bike to the shop.'³ Not racers with $3,000 bikes.⁴"

1A real-sounding person — made-up first name, age.

2Their normal week — where the problem lives.

3Their words — the pain, in quotes.

4Not our customer — focus beats "everyone."

② Together · 3 minThe Entrepreneur's Edge. Draw the local entrepreneur who'd hire us.

③ Yours · 7 minDraw your customer — or, if your client is you, the person who'd hire or choose you.

0:46 – 1:00 · 14 min

Pitch · On Your Feet

Five sentences. Sixty seconds. Standing.

Example · Spoke & Wrench

"Don't you hate it when a flat tire wrecks a whole Saturday?¹ Busy parents can't get bikes to a shop.² So no ride to practice — and the nearest shop is 25 minutes away.³ I've fixed every bike on my street for two years.⁴ Spoke & Wrench: flat today, riding tonight.⁵"

1The hook — a question they already feel.

2The problem — who has it.

3Medicine — what it costs them.

4Your edge — why you.

5The close — your name and your promise.

① Write · 4 minFive sentences on your card.

② Pitch · 1 min eachStand. The timer runs.

③ Notes · 1 min eachThe pod: one keep, one change.

01:00

1:00 – 1:10 · 10 min Break

10:00

Out of the room. Studio starts on time — and it's on the screen.

1:10 – 1:15 · 5 min Studio · Slop First

What AI makes when it knows nothing.

The lazy promptMake a logo for an agency called The Entrepreneur's Edge.

Would a founder hire this agency? Be honest.
Does it know who we serve? Our mission? Our customer?
What's missing? Everything we locked this hour.

1:15 – 1:18 · See it · 3 min

Round 1 · See it · The Logo Prompt, Taken Apart

A prompt is a brief with a job.

The formula: who it is + what we know + the inspiration + what we need + how to give it back.

Example · Spoke & Wrench's logo prompt

"You are a senior brand designer.¹ Spoke & Wrench keeps neighborhood families riding by fixing bikes in their own driveway. Our customer is Dana, 41: "I don't have time to haul a bike to the shop."² It should feel quick, friendly and trustworthy. My sketch: a wrench crossed with a spoke inside a circle. Reference 1 for its bold, simple shapes; reference 2 for its warm hand-lettering. Avoid gears and racing stripes.³ Create three different logo directions, and don't copy any reference.⁴ Label each with the one idea it's built on. Use only what I gave you, and list anything you guessed.⁵"

1Who it is — give it a role.

2What we know — mission + customer, word for word.

3The inspiration — feel, sketch, references and why, what to avoid.

4What we need — the deliverable, and the line it can't cross.

5How to give it back — format, plus every guess listed.

Gather · feelThree feeling words. Not "cool" — "quick, friendly, trustworthy."

Gather · sketchYour logo sketch, described in one sentence.

Gather · two referencesOne for shape, one for type or color — and why each fits.

Gather · avoidOne look you don't want: a cliché, or a competitor's.

1:18 – 1:40 · Round 1 · Together · 22 min Round 1 · Together · The Entrepreneur's Edge · The Prompt in Four Parts

Your card is the instructions.

1 · Who it isGive it a role

"You are a senior creative strategist at a branding agency."

2 · What we knowThe card + the inspiration

Name · mission · the customer · the problem · why it's medicine · your edge — then three feeling words · your sketch · two references and why · what to avoid.

3 · What we needName the deliverable

A one-page creative brief: problem · who it's for · what they need to feel · our promise · tone · visual direction · what we still don't know.

4 · How to give it backSet the format

Plain words, short sentences, under 250 words — then list every assumption you made.

The rules · Use only what we give you · If it's missing, write "Unknown — ask a real person" · List every guess

That's what an agent runs on: your words, not its guesses.

In Round 1 · red pen → logos · 15 min

Round 1 · Together · Red Pen → Critic → Three Logos

Every guess is a question.

Example · a line from the AI's brief for Spoke & Wrench

"Dana is an eco-conscious parent¹ who values premium service²."

1Guessed — ask: “Do eco-friendly parts matter to you?”

2Guessed — ask: “What would you pay to have it fixed the same day?”

The pod's red pen · 4 min. Circle what's wrong. Underline what it guessed.

The Red Pen critic · 3 min. A second opinion on the agency's card. Where did it agree with us? Where is it wrong? Argue back with evidence.

Three logos, then choose — against the mission, out loud. You decided. The facilitator typed. The tool rendered.

1:40 – 2:40 · 3 rounds × 20 min Rounds 2–4 · Yours · Your Venture — or You

Now yours. Same steps.

Card → prompt · 5 — the founder fills the Brief Builder from their own card
Typed · 3 — the founder reads it aloud; the facilitator types it word for word
Red pen · 5 — the pod circles what's wrong, underlines what it guessed
Three logos · 5 — the brief + two references, next to the slop
The founder chooses · 2 — against the mission, out loud

1:40 · Round 2 2:00 · Round 3 2:20 · Round 4

2:40 – 3:00 · 20 min Proof + Close

Version one. Now test it.

Before you leave · photograph the agency's card, brief and logo — then your own.

This week · one real conversation with someone like your customer, with a parent's okay. Ask the three questions your red pen found. Log it on your Conversation Log.

Stuck for questions? · "What's the hardest part of ___?" · "What have you tried?" · "What would make this worth paying for?"

Next week · what real people said, and the Account phase closes.

Own It — I am the proof.

Entrepreneurship & Applied AI