concept-grid

Read first: ../make-static-ads/references/ideas.md §1–4 (§1 the failure and what a demonstration is; §2 the method, whose A is the material for step 2 below; §3 the tests; §4 two short examples), ../make-static-ads/references/levels.md (what each creativity level keeps from the template). This step is the order of work. Reads: profile.md and what Step 1 found (product facts, customer words, history); the angles and level chosen in Step 2. Writes: board.md in the batch folder ads/batches/<YYYY-MM-DD>-<slug>/ (on a host with no files, in the batch file).

The order is fixed: angle → message → visual idea → style → template. The template never decides the message.

1. Angle

Each ad starts from the angle chosen in Step 2: one of the profile's angles, or a marked new one (the cap: ../make-static-ads/SKILL.md Step 2). Several ads may share an angle; they then need different messages.

2. Message

For each ad, the one thing it says, as a plain sentence, grounded in a product fact or customer situation with its source, or labelled (hypothesis). Draft two or three messages per angle and keep the strongest. The message must sound like the brand (the profile's voice and positioning), not like a generic ad.

3. Visual idea

For each message: the tension (want / obstacle / why this product belongs), then the picture. At bold, a physical event (ideas.md §2 C). At balanced, an event or scene that fits a template's layout. At close, a proven scene named in words ("product centred on a split comparison table"), so the idea is mostly in the message; the template step then finds a template that carries that scene. Draft two or three for the strongest messages before choosing. Browse templates or references now if you need more devices.