The hardest part of creative work isn't generating ideas — it's knowing why one idea is more likely to outperform another. Too often, creative reviews end with subjective feedback like "make the logo bigger" or "use a brighter colour," without explaining why those changes should improve performance.

I'm building Audience-First Creative Reasoning, an open-source framework that helps creative teams explain, evaluate, and improve creative decisions through audience-first thinking. Grounded in audience psychology and informed by evidence from marketing, behavioural science, and product experimentation, it provides a structured way to connect creative recommendations to how audiences perceive, interpret, and choose — making creative decisions more objective, repeatable, and closely aligned with business outcomes.

The framework is organised into ten gates, each exploring a fundamental principle of audience decision-making and how it translates into stronger creative recommendations. It's an evolving project, and I invite you to follow its progress on GitHub as I continue to develop, test, and refine the framework.