INSIDE THE SYSTEM
From what, to where, to why. And from insight, to plan.
A structured system for turning
internal knowledge into clear strategic direction
Marketing’s always been about turning insight into advantage.
First, Positioning divided markets according to what each product stood for and gave every brand a place to own. Then Personalization used digital data to determine where each customer was in their journey and revolutionized the relevance of marketing communication.
Now Solutioning is harnessing the power of AI to reveal the why that actually drives customer action.
In their training to predict language, LLMs parse what amounts to an internet’s worth of content, billions upon billions of pieces of human speech, from reports to white papers, journals to forums, reviews to complaints.
That training gives them their startling fluency.
But, and herein lies the real breakthrough that Solutioning is
built on, it gives them something far more important than
fluency in language.
It makes LLMs fluent in human motivation.
A Perspective Without Equal
What’s more, Solutioning doesn’t just widen your view of the customer.
It also widens your view of your brand. You see, while your team knows your
product better than anyone else, they also live inside your category’s logic,
accepted claims, and legacy assumptions.
LLMs don’t. The same training that taught them language exposed them to
products, features, benefits, and behavior across every category, from every angle,
and all without any of the baggage that comes with daily interaction.
The bottom line is that by combining these expanded views, Solutioning now gives your
team a level of insight that, until now, required the experience and cost of a top agency.
What I found was a full strategic system
for identifying the best solutions we could offer
and orchestrating everything my team would need to bring them to life.”
Outputs that frame opportunity,
align stakeholders, and guide decisions
A System to Turn Insight into Assets. And Assets into Action.
Of course, ideas, however promising, don’t deliver much unless they’re understood, bought into, and stuck with. That means they need to be defined, explained, and codified in the form of all the communication tools that organizations need and know how to use.
That’s what Solutioning was built to do.
It shapes emerging directions into strategic platforms, sharper positioning, clearer briefs, and stronger decks, producing outputs that don’t just point to a stronger direction, but help build the internal consensus needed to make it real.
Proven strategic briefing tools that help sell ideas in,
align teams, and move work forward
What’s more, because both the Pilot and full engagement are guided by Liam Shannon, teams are not left alone with the tools. They work through the process with someone who has spent decades building brands inside both major agencies and major in-house organizations. And because Liam has also spent the last several years studying AI and LLMs in depth, teams leave not just with stronger strategic output, but with a much better understanding of how to work productively with these systems.
Liam Shannon
Executive Creative Director,
Aetna • Ogilvy • Hill Holliday • Vistaprint