Goals Strategist

The Goals Strategist is the first of four in the Strategy phase. It turns your campaign objective into one Objective with three numeric Key Results. The three that follow all build on what Goals produces.

What it does

Goals produces one Objective and three Key Results, displayed in a table. Each Key Result has a numeric target range and source citations.

Key Results are upstream input levers (media, creative, or UX actions), not percentage restatements of the Objective. If your Objective is brand awareness growth, a Key Result targets a reach or frequency lever.

Target ranges are always numeric. When the brief names a specific target (e.g., "+10% purchase intent"), the strategist anchors a range around it (e.g., "+8-12%"). With no target specified, it derives one from attached documents, then Research outputs, then industry benchmarks.

Goals also determines a strategic focus category, written to the campaign record. The other strategists use it to orient their outputs; it's not visible in the Goals output, but shapes everything downstream.

Where to find it

Navigate to Strategy inside any brand or campaign (available after Research completes). Goals appears as the first of four tabs. A Strategy Summary appears separately once all four strategists finish.

How it works

The four strategists run sequentially: Goals first, then Audience, Comms, and Media. Goals reads your brand profile, campaign brief, Research category and competitor outputs, the Research one-pager, and any attached documents. Attached documents are read before pulling external benchmarks; Goals uses web research to validate target ranges, with up to six external queries. Goals takes roughly 2-3 minutes; the full Strategy run takes around 10-12 minutes.

What you can adjust

Document attachment — Attach documents from the Documents page before starting a Strategy run. Attached documents are the highest-priority source for target ranges, ahead of Research outputs and benchmarks.

Campaign brief inputs — A named KPI in the objective (e.g., "drive +15% trial signups") gives the strategist a concrete anchor. A vague objective produces wider ranges from benchmarks.

Refine — After a run completes, use the Refine button to submit feedback. Because the other three strategists depend on Goals, refining Goals triggers a full Strategy re-run. Prior versions stay in history and can be restored. See Refine for the full pattern.

Limits and known issues

• Goals failure fails the whole run. The other strategists have independent rerun capability; Goals does not. The entire Strategy run must be restarted.
• Target ranges depend on source quality. In niche or early-stage markets, benchmarks may be thin. Ranges still appear, but draw more on estimation than direct citation.
• Objective framing follows the brief. An under-specified brief produces under-specified output. Revisit the brief before running Strategy.
• Beta software. Outputs are not infallible. Validate Key Results against your team's judgment before briefing stakeholders or committing budgets.