Instead of brainstorming subjectively and then seeking data to support a favorite idea, start with audience insights. Analyzing what content people already engage with defines the creative sandbox, leading to more effective campaigns from the outset and avoiding resource-draining failures.

To escape the echo chamber of AI-generated content, employ an "opposite start" strategy. Use AI tools to first identify the consensus view on a topic. Then, instruct the AI to systematically generate inversions and counter-arguments, providing a starting point that is inherently differentiated and more interesting than the mainstream take.

If your product is built on a contrarian belief that challenges the status quo, its marketing will naturally be opinionated and divisive. This isn't a manufactured tactic; it's an authentic reflection of your product's core philosophy, which inherently sparks the debate needed for virality.

To avoid generic brainstorming outcomes, use AI as a filter for mediocrity. Ask a tool like ChatGPT for the top 10 ideas on a topic, and then explicitly remove those common suggestions from consideration. This forces the team to bypass the obvious and engage in more original, innovative thinking.

Don't censor ideas early. The path to innovative marketing is generating a high volume of unconventional, even "bad," ideas. Most will fail, but the one or two that succeed can become massive multipliers for your brand, often requiring you to ask for forgiveness, not permission.

Tushy develops viral brand campaigns by filtering ideas through a critical lens: 'Would people outside this room actually care and talk about this?' They embrace a performance mindset, taking many 'shots on goal' to find ideas with true cultural resonance, even tracking metrics like 'post shares' in ad accounts.

Instead of asking an AI for generic topic ideas, prompt it to generate creative fuel in specific formats. Ask for 'spicy takes' (contrarian opinions) and 'story sparks' (narrative hooks) to get richer starting points for compelling content.

This simple mantra is their starting point for brainstorming. They generate attention and differentiation not by improving on the status quo, but by intentionally subverting it. This creates marketing that doesn't feel like marketing and ensures their product remains unique and memorable.

People often react negatively to the overuse of AI. By intentionally adding a trivial AI feature to a physical product, you can provoke debate and outrage online. This controversy generates comments and engagement, which feeds social media algorithms and boosts your product's visibility.