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ChatGPT Guide for Strategists

The document serves as a guide for strategists on how to effectively utilize ChatGPT in developing and refining strategies. It outlines various steps and questions for creating benefit ladders, insights, and analogies, emphasizing the importance of using ChatGPT as a brainstorming tool rather than a final product creator. Additionally, it highlights the integration of initial research from tools like Perplexity.ai to inform strategic frameworks.

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yotowa9204
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© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
39 views

ChatGPT Guide for Strategists

The document serves as a guide for strategists on how to effectively utilize ChatGPT in developing and refining strategies. It outlines various steps and questions for creating benefit ladders, insights, and analogies, emphasizing the importance of using ChatGPT as a brainstorming tool rather than a final product creator. Additionally, it highlights the integration of initial research from tools like Perplexity.ai to inform strategic frameworks.

Uploaded by

yotowa9204
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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CHATGPT GUIDE

FOR STRATEGISTS
CHATGPT IS YOUR
STRATEGIC SIDEKICK
TO HELP YOU BUILD &
DEVELOP YOUR
STRATEGY.
TIMES TO USE CHATGPT
ADDS VALUE TO STRATEGY

STEPS Client Brief Research Creative Campaign


Brief Idea

OUTPUTS CREATIVE
BRIEF
CREATIVE
PRESENTATION

BENEFIT INSIGHTS ANALOGIES & ANALOGIES &


LADDER SHARPER SHARPER
WORDS WORDS
BRAND STRATEGY
BENEFIT LADDER
CONSUMER GOAL
ChatGPT gives you a draft of a
benefit ladder, a helpful input
for creative briefs, comms
FUNCTIONAL BENEFIT
frameworks and brand strategy.

Background Info: Benefit Ladder Exercise


PRODUCT FEATURES
STEPS IN BENEFITS LADDER

GO TO COPY/PASTE DECIDE WHAT USE AS KICK


CHATGPT SITE 4 PROMPTS FOR MAKES SENSE OFF POINT FOR
THE BENEFIT AND BUILD OUT RESEARCH INTO
LADDER THE LADDER BENEFITS &
GOALS
RESEARCH
CHATGPT QUESTIONS

What are the benefits symbolic of in people’s life?


What are these symbolic of in the lives of the
CONSUMER GOAL consumers of this product?
What are the threats/enemies to these factors in
society, not specifically the product?

FUNCTIONAL BENEFIT Why are these features important?


When are these benefits most important?

What are the 3 most popular features of (INSERT


PRODUCT FEATURES
PRODUCT) based on reviews?
EXAMPLE

BENEFIT LADDER PROMPT 4


Removing gender roles - Remove the pressure that
CONSUMER GOAL manual cleaning is a necessary aspect of feminine
domesticity.

Allows you to clean your home, when you’re not home


FUNCTIONAL BENEFIT Reduces the need for multiple cleaning product

Navigation and scheduling


PRODUCT FEATURES Multi-surface cleaning
CREATIVE BRIEF
INSIGHTS
ChatGPT predicts the most
logical answer.

Insights are the opposite.

Need to work GPT a little


harder.

Background Info: How To Find An Insight?


STEPS IN 4C’S PILOT RUN RESEARCH

GO TO COPY/PASTE WILL THE BRAND REFINE THE


CHATGPT SITE INSIGHT OWN THE INSIGHT
PROMPT CARDS INSIGHT? 90%
WITH YOUR WILL BE
BRAND WRONG.
CHATGPT QUESTIONS

Write 10 limitations for this brand and tell me why that is


actually a good thing?

What are 10 common held beliefs/cliches about the


category/brand? Write the polar opposite of these
statements?

Act like Demetri Martin, tell me 10 one liners about the


topic
Act like Iliza Shlesinger, tell me 10 one liner jokes about
the topic

List 10 r/showerthoughts for this brand


EXAMPLE
A place that feels nothing like home.

While other accommodation options


try and make it feel like a home, we
try and transport you somewhere
away from home so you can clear
your head.
PRESENTATION
ANALOGIES &
WORDS
Strategy becomes more
memorable with an analogy or
metaphor.

Let ChatGPT do the


brainstorming for you.
STEPS IN CRAFTING YOUR STRATEGY

WRITE GO TO COPY/PASTE ADD IN YOUR


STRATEGY CHATGPT SITE ANALOGY ANALOGY
PRESENTATION PROMPT CARDS
WITH YOUR
STRATEGY
CHATGPT QUESTIONS

Give me 10 famous stories for (add strategy)

Give me 10 analogies for (add strategy)

Give me 10 metaphors for (add strategy)


Description: A product that tastes
the same but made of different
ingredients. We are launching a
Philly Cream Cheese which is
actually made of oats, not dairy. It’s
close to the original thing and taste
as good.
Oatly Cream Cheese is the wolf in
sheep's clothing of Philly Cream
Cheese, it taste as good but is
actually made of oats.
GPT REQUIRES YOU TO
PLAY CREATIVE
DIRECTOR

NOT ARTIST
Creative Directors look at 100s
of ideas and only choose a
handful. Then refine these
ideas.

Artists start with one canvas


refines that piece.
ChatGPT works best when it
throw you lots of suggestions
and you play the editor.

Don’t think of it creating the


final product.
4C’S
PILOT RUN
RESEARCH
Perplexity.ai and GPT help with
initial research. Asking 20
questions Perplexity and GPT
provide the first draft of your
4C’s frameworks (Category,
Company, Culture, Customer)

Background Info: 4C’s Research Framework


STEPS IN 4C’S PILOT RUN RESEARCH

GO TO COPY/PASTE READ THROUGH SET FOLLOW UP


PERPLEXITY SITE 4Cs RECIPE ANSWERS QUESTION
& CHATGPT PROMPT CARDS
WITH YOUR
BRAND
EXAMPLE

CULTURE RESEARCH
COMPANY RESEARCH
In 60 seconds we find out:

Stripe is fighting for


financial inclusion.

Enemies are; lack of traditional


institutions, financial literacy,
discrimination, regulatory
barriers, infrastructure.

Use Perplexity for sourced


material. Use GPT more for CLICK TO VIEW

creative ideas that need to be


cross checked.

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