# 2026-02-02 Session Log

## Phat Foods Deck Review
- Reviewed 18-page brand strategy deck for Phat Foods (algae-based dairy fats)
- Created feedback doc in Notion: "Deck Review & Suggestions — Feb 2, 2026"
- Notion page: `2fb330c2-8646-8128-8aa7-c30feff87cbb`
- Deliverables produced:
  - **Brand Pillars** rewritten: "Fat, Dialed In", "Grown, Not Made", "Your Lab Coat, Our Lipids", "Receipts, Not Claims"
  - **Competitor killer lines** vs SAVOR, YALI BIO, MELT&MARBLE, NOURISH
  - **Positioning** in 3 versions (headline, elevator, technical)
  - **Image direction brief**: 3 visual directions (Lab Meets Kitchen, Nature Engineered, Bold Science)

## Tasks Added
- **Fronteira**: Change utilities to our name (electricity, water, gas) - linked to HOME - Marques Fronteira Move project
- **Today's tasks**: Finish one-pager structure for Agné (Spoken), Speak about app with Daniel

## Spoken Institute Project
- Created new project in Notion: "Spoken Institute" 
- Notion page: `2fb330c2-8646-81c7-9ae8-e03855efb382`
- Assaf dropped 3 files for review:
  1. branding_doc.pdf - conversation transcripts about "creative learning", "intuitive science"
  2. institute_for_ort.pdf - deck for ORT school network
  3. institute_one_pager.pdf - brand strategy with "Creative Evolution" spine
- Key concepts: Creative Evolution (Bergsonian), speech-first learning, "leaps not ladders", friction-positive
- One-pager structure elements: Context → Problem → Insight → What it is → Method → Who for → Outcome → Why it matters
- Assaf asked if Ogilvy/Anton can help - checked agents, only main available
- Offered to apply PM skills: positioning-craft, exec-comms, strategic-storytelling

## People Mentioned
- **Agné (Kremer)** - working on Spoken Institute branding/one-pager with Assaf
- **Daniel** - discussion about "app" planned for today