Strategy & angles
Research produces observations. Strategy is what turns an observation into a specific, testable bet.
01
What it does
Takes what research and segmentation surfaced and commits to an angle: this message, for this segment, on this channel, expected to move a specific metric — not a vague content theme.
02
How it works
This is where a Hypothesis gets written, the first link in the loop described in How it works. A hypothesis that isn't specific enough to be wrong isn't useful — it can't produce a learning either way.
03
Why it compounds
Every angle that ships gets judged against its own prediction, which is what keeps strategy grounded in results instead of drifting toward whatever felt right that week.