Danny MorrisThe problem
The channel targets high-income professionals: a sophisticated, sceptical audience. The owner needed research-backed, on-brand video outlines without researching every topic by hand, and needed to stay credible while publishing more, and more consistently. The brief arrived scattered across several documents, so the first job was pulling the brand's positioning into one place.
What I built
A nine-pillar system in Claude Projects, with a knowledge layer drawn from the client's own documents. Each pillar covers one area and keeps the output from straying from it:
- Foundation: core mission and non-negotiables
- Brand identity: tone, positioning and output standards
- Audience: who they are, how they think and what they respond to
- YouTube performance: titles, hooks and retention
- Voice and script: rhythm and natural framing, so it doesn't read as generic
- Plus: short-form, written content, success metrics and channel status
Why my video background mattered
The hooks follow retention principles from years of editing. The nine-stage outline mirrors how I build a video narrative: make the strongest case against the idea first, then turn it. The credibility test came from knowing what makes finance content trustworthy and what makes it feel like clickbait. I planned the short-form clips around natural, quotable moments.
What went wrong, and the fix
The first outline took a stance that contradicted what the client had already said on camera. The cause: the client's reference scripts hadn't been loaded into the system before that first output. I diagnosed the gap, loaded the scripts into the knowledge layer, and rebuilt the outline around the client's own framework. The revised outline matched the channel's strategy and was approved. The system now requires reference material before it produces anything that depends on positioning.
A sample of the output
Redacted. The client's name and positioning are removed, and the structure and sources are condensed.
| Claim | Source |
|---|---|
| White-collar workers own 80% of stocks | Federal Reserve, Survey of Consumer Finances |
| S&P 500 buybacks hit a $942.5B record in 2024 | S&P Dow Jones Indices |
| Norway's fund: $2.2T, 71% in equities | Norges Bank Investment Management |
Every claim in the delivered outline came with a clickable source. Looking back, the first one needed a second check: the Federal Reserve data shows the wealthiest households own most stocks, not white-collar workers as a group.
The outcome
I delivered the system and the client approved the revised outlines. The trial scored 73/100, with strong marks on systems thinking and architecture, and the main issue was the positioning error above, which I fixed. The project was at outline stage when the trial ended, with no video filmed yet. The engagement did not continue beyond the trial.