Explore vs. Expand: Two Creative Tracks

INTELLIGEMS

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FERMAT

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Patrick Coddou is my business partner & COO at AJF Growth. He previously built, operated, and in 2022 exited Supply, a men's grooming business he co-founded with his wife. Follow him on X at https://x.com/soundslikecanoe.

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Most brands don’t have a creative problem—they have a process problem. In this episode, Andrew and AJF Growth COO Patrick Kadu break down how to operationalize creative so it consistently drives profit. We cover why the message is the asset, how to build a database of messages per brand, and how to bolt on a “hook library” that accelerates iteration without bloating your stack.

We also dig into Sora 2 (AI video) as a practical tool for 3–5 second hooks—where it works, where it fails, and how to deploy it without derailing your team. You’ll hear how we separate Explore vs. Expand in paid social, resist tool proliferation, and turn ideas into a repeatable process clients can trust. If you care about speed, clarity, and profitable growth (not just flashy toolS) then this is your operator’s guide.

What you’ll learn:

- A message-first framework that scales creative and protects margins

- How to stand up a “hook library” and plug it into weekly cadences

- When AI video (Sora 2) is ROI-positive for paid hooks—and when it isn’t

- The agency principle: performance + trust beats everything

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CHAPTER TITLES:

00:01:58 - Open AI & Sora 2

00:09:05 - Using AI For Content Creation For Your Brand

00:16:19 - Does Your Marketing Clients Want You To Do This?

00:19:54 - Ad Inspiration & Using Other User Content

00:22:50 - Explore & Expand

00:28:39 - Process Oriented Attack For Creatives

00:35:00 - Writing a Hook Strategy

00:39:04 - Will Meta Dox My Ad?

00:43:23 - Repeatable Process & Implementation

00:54:22 - 2 Key Aspects For Good Client Relationships

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ADMISSION

Get the best media buying training on the Internet + a free coaching call with Common Thread Collective's media buyers when you sign up for ADmission here: ⁠⁠https://www.youradmission.co/andrew-faris-podcast⁠

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FOLLOW UP WITH ANDREW

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Email: podcast@ajfgrowth.com

Work with Andrew: ⁠https://ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠