# Glossary

One-line definitions for every defined term in this vault. Follow the `[[wikilink]]` to the full note.

## Concepts

- **[[concept-claude-cowork|Claude Cowork]]** — Agentic feature inside the Claude desktop app capable of autonomous browser navigation, file reading, and multi-step task completion.
- **[[concept-junior-strategist-paradigm|Junior Strategist AI Paradigm]]** — Mental model where AI is treated as a junior research assistant, never a replacement for senior strategic thinking.
- **[[concept-ad-library-strategic-analysis|Ad Library Strategic Analysis]]** — Extracting and synthesizing quantitative + qualitative data from competitor ad libraries to inform creative strategy.
- **[[concept-inferred-target-personas|Inferred Target Personas]]** — Buyer personas deduced from a brand's active ads (creative, copy, positioning) rather than from real customer data.
- **[[concept-agentic-ai-workflows|Agentic AI Workflows]]** — Workflows where AI autonomously sequences multi-step actions, uses external tools, and navigates obstacles without continuous human input.

## Contrarian Insights

- **[[contrarian-ai-replacement|Amplify, Don't Replace]]** — AI's highest use is amplifying human strategic thinking, not replacing it with idea-generation.
- **[[contrarian-ogilvy-research|Ogilvy as Research Director]]** — David Ogilvy titled himself "Research Director" — research, not the "big idea," is the foundation of effective advertising.

## Claims

- **[[claim-ai-wrong-job|AI Wrong-Job Claim]]** — Marketers fail with AI not from bad prompts but because they assign AI the wrong job (replacing strategy instead of doing research).
- **[[claim-celebrity-collabs-10x|10× Celebrity Multiplier]]** — Celebrity collaborations multiply engagement on beauty-brand Reels by roughly 10× (context-specific, not universal).
- **[[claim-founder-led-content|Founder-Led Content]]** — Founder-led content consistently outperforms generic brand content in engagement.
- **[[claim-youtube-x-underserved|YouTube/X Underserved]]** — YouTube and X are commonly underutilized platforms for B2B creators.

## Frameworks

- **[[framework-persona-research-automation|Automated Persona Research Deck]]** — Three-step framework: scrape reviews → break into personas with verbatim quotes → auto-generate deck in Gamma/Canva.

## Entities

- **[[entity-dara-denney|Dara Denney]]** — Digital-marketing creator and creative strategist; speaker of the source.
- **[[entity-claude|Claude]]** — Anthropic's LLM family; the desktop app is the host for Cowork.
- **[[entity-meta-ad-library|Meta Ad Library]]** — Public database of all active ads across Meta platforms (Facebook, Instagram, Messenger, Audience Network).
- **[[entity-ridge-wallet|Ridge Wallet]]** — DTC brand used as primary case study for both ad-library and review-scraping workflows.
- **[[entity-gamma|Gamma]]** — AI-powered presentation tool that converts text into slide decks.
- **[[entity-david-ogilvy|David Ogilvy]]** — Legendary advertising executive (Ogilvy & Mather), invoked to validate research-first methodology.

## Action Items

- **[[action-analyze-ad-libraries|Automate Ad Library Analysis]]** — Prompt Cowork on a Meta Ad Library URL → HTML strategy report.
- **[[action-automate-social-reports|Weekly Social Reports]]** — Prompt Cowork on profile URLs → cross-platform HTML performance report with do-more/do-less recs.
- **[[action-competitor-reel-analysis|Competitor Reel Analysis]]** — Prompt Cowork to analyze top-5 Reels from 3–4 competitors → spreadsheet + summary + HTML.

## Prerequisites

- **[[prereq-claude-desktop|Claude Desktop App]]** — Native macOS/Windows app; Cowork is desktop-only.
- **[[prereq-claude-pro|Claude Pro/Max Plan]]** — Pro ($20/mo) minimum; Max + Opus 4.6 recommended.
- **[[prereq-chrome-connector|Connectors (Chrome/Slack)]]** — Required for Cowork to access the browser and bypass scraping blocks.

## Quotes

- **[[quote-ai-wrong-job|"…asking AI to do the wrong job"]]** — Opening thesis.
- **[[quote-junior-strategist|"…my junior creative strategist"]]** — The paradigm in one sentence.
- **[[quote-amplify-strategic-thinking|"…amplify…spot opportunities"]]** — The amplification principle.

## Open Questions

- **[[question-ai-in-briefing|AI in Briefing & QA]]** — How does AI extend past research into creative briefs and QA? (deferred to possible follow-up.)

## Cross-Domain Terms (used but not noted separately)

- **Anthropic** — AI safety company; maker of Claude. https://www.anthropic.com/
- **Connector** — Integration toggle inside Claude Desktop granting access to external tools.
- **DTC** — Direct-to-Consumer; brands selling directly to end customers, bypassing traditional retail.
- **Longest-running ad** — Heuristic for high-performing/profitable creative; long runtime implies positive unit economics.
- **Opus 4.6** — Highest-reasoning Claude model variant, available on the Max plan.
- **Verbatim quote requirement** — Anti-hallucination prompt control requiring AI to surface real customer quotes per persona.