How Pchol works: a six-stage creative process from first decision to public launch
Frame
Articulate the decision, audience, evidence, ambition, limits and definition of success.
The honey: one written decision statement and clear authority
Provoke
Develop distinct routes, surface the uncomfortable options, and state what each route wins and sacrifices.
The honey: a chosen direction, with its trade-offs understood and accepted
Make
Build the strategy, identity, product, narrative, campaign or experience in the medium where it must work.
The honey: a coherent system, not a slide collection
Prove
Test the critical assumptions with people, press logic, feasibility, cost, culture and operational reality.
The honey: evidence to support, revise or kill the idea
Produce
Lock scope, rights, partners, budget, schedule, safety, quality and launch. Get the work done.
The honey: shipped work with no mystery about responsibility
Compound
Attention earned, owned and paid, planned before the launch rather than after the assets exist. Then amplify it: measure what works, govern it, transfer it, license it, tour it, extend it, and amplify again.
The honey: capability and value that live on long after launch