I look for patterns in performance (engagement, drop-offs, format) and form a clear hypothesis about what’s working or not. Then I test small changes—like hooks, tone, or structure—to see what actually improves results. For feedback, I focus on repeated, actionable points and ignore purely subjective opinions. The goal is to understand why something works and apply it consistently.

When I get a creative brief, I don’t treat it like instructions—I treat it like a problem to decode. First, I break down what’s actually being asked vs. what’s just surface-level wording. Most briefs say one thing but mean another (usually tied to a specific audience emotion or action). Then I focus on three things: Audience reality – What do they actually care about, not what the brand assumes they care about Natural voice – I avoid anything that sounds like marketing; if it feels forced or overly polished, I cut it Context – Where this content will live (social, ad, email, etc.) and how people behave there I usually sanity-check ideas by asking: Would I stop and pay attention to this, or scroll past it? If it doesn’t feel like something real people would engage with, it’s not authentic yet. Finally, I refine the tone and details so it feels specific, not generic—because authenticity comes from relevance, not just creativity.

i usually go through short form content related to particular content i'm going to work on.