When prompting, especially with voice, use emotional and ambitious language. Pushing the AI to make something "brilliantly serendipitous" can elicit more creative responses, particularly from advanced models. This human-like interaction can improve output quality.

When prompting ChatGPT for scripts, add a final instruction: "tell me why that script should be engaging." This forces the AI to evaluate its own output against strategic goals, leading to better, more thoughtful suggestions and helping the creator understand the underlying strategy.

Most people use AI to perform tasks like writing copy. A more powerful application is using it as a strategic brainstorming partner. Ask it high-level questions about cultural trends and consumer behavior (e.g., 'Why did this artist pop?') to generate novel insights for your strategy.

The most effective way to use AI in product discovery is not to delegate tasks to it like an "answer machine." Instead, treat it as a "thought partner." Use prompts that explicitly ask it to challenge your assumptions, turning it into a tool for critical thinking rather than a simple content generator.

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.

The most effective way to use AI in creative fields is not as an automaton to generate final products, but as a tireless, hyper-knowledgeable writing partner. The human provides taste and direction, guiding the AI through back-and-forth exchanges to refine ideas and overcome creative blocks.

Instead of using AI to generate final creative work, use it as a tool for anti-inspiration. Figma's CEO asks generative AI for the "10 cliche ways to say this" so he can consciously push beyond the obvious and predictable. This technique helps creators find novel angles and maintain a unique voice.

The tendency for generative AI to "hallucinate" or invent information, typically a major flaw, is beneficial during ideation. It produces unexpected and creative concepts that human teams, constrained by their own biases and experiences, might never consider, thus expanding the solution space.

Shift away from the traditional model of drafting content yourself and asking AI for edits. Instead, leverage the AI's near-infinite output capacity to generate a wide range of initial ideas or drafts. This allows you to quickly identify patterns, discard unworkable concepts, and focus your energy on high-level refinement rather than initial creation.