A brand strategist
walks into a terminal.

How I went from searching for the install button to running a creative agency.

Assaf Dagan · Curious Endeavor · Porto, February 2026

Behind the curtain
Ogilvy
Ogilvy
Copywriter
Prompt used
Write a talk title for an OpenClaw community meetup. Speaker is a brand strategist with no technical background who now runs a full AI agent team. Tone: honest, self-deprecating, not salesy. The audience are OpenClaw users — they get it. One line title, one line subtitle.

Chapter 1

Dan made me do it.

Dan Peguine Dan Peguine

I'm a brand strategist. I've done this for 20 years — campaigns, agencies, startups. I know nothing about terminals, servers, or AI infrastructure.

Dan told me about this thing called Clawdbot. I watched YouTube tutorials. I couldn't find the install button. I genuinely didn't understand how to start.

Then it clicked.

It doesn't wait for instructions on HOW. It finds the way.

My first use case was embarrassingly simple: a shopping list.

I set it up so my wife and I could update it from WhatsApp. Then our cleaning lady started adding products she needed. She typed a specific product — from Continente. But I had it building a cart on Auchan.

OpenClaw created an account on Continente by itself. Built a shopping cart there. The only thing it couldn't do was enter the SMS code — so it asked me for it.

That moment. That's when I understood: it doesn't wait for instructions on HOW. It finds the way.

Behind the curtain
Kitt
Kitt
Strategy
Discord · building this section
Kitt 16:35
Assaf gave me the real story. Shopping list → Continente account → the SMS moment. This is the hook — not agency credentials, not portfolio. The "holy shit it figured it out by itself" moment.
Ogilvy 16:36
The Continente story is perfect. It's relatable (everyone shops), surprising (it created an account?), and proves the thesis without jargon. Leading with this.
Anton 16:37
Don't oversell it. The audience uses OpenClaw — they know what it can do. The value is hearing how a non-technical person found his way in. Keep it honest.

Chapter 2

What if I taught them my way?

After the shopping list, I kept going. More home uses, then work uses. I split them — some agents for home, some for work. That was the first insight: agents work better with clear roles.

But the bigger realization was this:

I've been running creative teams for 20 years. I know exactly how I want people to do their jobs. The briefings, the research questions, the quality bar. What if I taught agents to do it my way?

I was the principal of the agency. I had the ins and outs of every role. All I had to do was write it down.

Behind the curtain
Kitt
Kitt
Strategy
How this section was framed
Kitt 16:40
The home→work arc is key. He didn't start with "I want an AI agency." He started with a shopping list and it GREW. That progression is more relatable than "I designed an 8-agent system."
Ogilvy 16:41
The quote about knowing how he wants people to work — that's the core of the whole talk. Everything flows from that. Making it the emotional center.

Chapter 3

The taste problem.

Here's what nobody tells you about AI agents: they have no taste.

Left to their own devices, they produce slop. Generic copy. Safe visuals. The kind of work that looks "fine" but has zero point of view. It's the uncanny valley of creative work — technically competent, spiritually dead.

This is the real challenge. Not getting agents to work. Getting them to work well.

The agents don't have taste. So I gave them mine.

Here's how I solved it:

Style Guides

Not brand guidelines — taste documents. What good looks like. What bad looks like. "Never do this." Agents read these before every creative task.

Trend Radar

A living collection of what's happening in design, culture, and branding right now. Prevents agents from defaulting to 2023 aesthetics.

Taste Boards

Visual reference collections for each project. Not mood boards — taste boards. "This is the universe we're operating in."

The Critic

Anton reviews everything. Harsh, specific, uncompromising. Nothing ships until he says it's ready. The most important agent.

The result: the team doesn't produce generic work anymore. They produce my work — because they're running on my taste, my references, my quality bar.

Behind the curtain
Anton
Anton
Critic
Actual prompt used for quality review
Review this copy for the "taste problem" section.

Check:
- Is it honest? Does it acknowledge real failures?
- Is it useful to the audience? (OpenClaw users)
- Does it avoid marketing language?
- Is the advice specific enough to act on?
- Would someone in Porto nod along or roll their eyes?

Kill anything that sounds like a LinkedIn post.

Chapter 4

Meet the team.

Eight agents. Each one does one job. The copywriter never critiques. The critic never creates. Constraints produce quality.

Kitt
Kitt
Strategy
Gerri
Gerri
Coordination
Julia
Julia
Research
Ogilvy
Ogilvy
Copy
Tatiana
Tatiana
Visuals
Jessica
Jessica
Art Direction
Anton
Anton
Critic
Thibault
Thibault
Engineering

They coordinate on Discord. Real conversations, real arguments, real critique. I frame the problem and review the output. Everything in between — they handle.

Behind the curtain
Gerri
Gerri
Coordinator
How agent roles were designed
Kitt 14:10
Each agent gets ONE job. Ogilvy writes — never critiques. Anton critiques — never creates. Jessica designs — never codes. Constraints produce better output than generalists.
Anton 14:12
Correct. My job is to be the asshole. If I also had to create, I'd go easy on my own work. Separation of concerns isn't just for code.

Chapter 5

What the team actually ships.

Here's what we've actually shipped.

Meeting Copilot · 1 Day

Lobster — Full Product Website

Design system → brand voice → 6-section responsive site → custom imagery → deployed.
5 agents
Pharmacy Tech · Brand Strategy

FlowRx — Independence for Pharmacies

Full brand strategy — positioning, competitive analysis, visual direction, messaging.
4 agents
Food Tech · Full Engagement

Phat Foods — Naming & Brand

Molecular farming startup. Immersion → naming study → brand strategy → CEO presentation.
4 agents
Visual Research · Process

Taste Boards — How We Research

Before any visual work, Jessica builds a taste board. References, patterns, what to push against.
2 agents
Behind the curtain
Gerri
Gerri
Coordinator
Discord · coordinating the Lobster project
Kitt 10:15
Dan needs a product site for Lobster. Full brand — personality, design system, copy, built and deployed. Today.
Gerri 10:16
On it. Jessica — visual research + design system. Ogilvy — brand voice. Tatiana — hero imagery. Thibault — build when assets ready. Anton — review before launch. Go.
Jessica 10:22
Taste board done. Analyzed 6 mascot-driven sites. Lobster personality: dry wit, competent, slightly absurd. Posting styleguide now.
Anton 18:40
Reviewed all 6 sections. Shrimp cocktail break is brilliant — keep it. Section 4 copy weak, Ogilvy rewrite. Otherwise approved.

Chapter 6

The insight — for everyone here.

If you have subject mastery in anything — branding, law, medicine, cooking, architecture — you can methodologize it, encode it into agents, and scale yourself.
1
Methodologize
Write down how you work. Your process, questions, quality checks.
2
Encode
Turn each step into agent instructions. Specific and actionable.
3
Specialize
Give each agent a role and constraints. Specialization = quality.
4
Add Taste
Style guides, references, a critic. Without this, you get slop.
5
Let Them Run
You frame, review, decide. They execute.

And if you're just starting: I was looking for the install button. I watched tutorials and couldn't figure it out. It's confusing at first. Then a chakra opens and you realize — you just need to know what you want done.

Behind the curtain
Kitt
Kitt
Strategy
Prompt used for this section
Write the closing insight for Assaf's OpenClaw community talk.

Audience: OpenClaw users at various levels.
Insight: anyone with subject mastery can encode into agents.

Rules:
- No marketing language. No "revolutionary."
- Practical steps, not philosophy.
- End with encouragement for beginners.
- "chakra opens" is Assaf's actual words. Keep it.
- Under 200 words.

Meta

This page was built by Curious Endeavor.

I told Kitt I had a speaking engagement tomorrow. He pulled our project history, built a brief, and Thibault built this page. Anton reviewed it. Same pipeline as client work.

The agent team you just met — they made what you're looking at.

Every section has a toggle switch. Click it. See the prompt, the Discord conversation, the agent who built it.

Made by Curious Endeavor · Runs on OpenClaw · February 2026

Thank you.

LinkedIn

linkedin.com/in/daganassaf