What tokens are
Tokens are your compute budget for analysis and generation. The goal is not to spend as little as possible—it is to spend with intent and learn quickly.
Where tokens go
- Brand book analysis
- Concept and direction generation
- Channel asset generation (Search/Social/Email/Landing)
How to spend wisely
- Start with one direction.
- Generate one channel.
- Refine based on feedback.
- Expand only after you have a strong baseline.
Tip
The biggest waste is generating many variants before choosing a message. Decide the message first.