About WRKFLW

I'm Alex Morris — a freelance brand strategist and the person behind WRKFLW.

WRKFLW started as a personal tool — a system prompt I built to make AI useful for the kind of strategy work I actually do.

In short, WRKFLW codifies how I think about strategy work: start with what you don't know, map the landscape honestly, interrogate the problem before solving it, generate provocations and their implications, then build the brief as a set of options with trade-offs.

I open-sourced it because strategy frameworks shouldn't be gatekept, and because the best way to improve a tool is to let other people stress-test it.

I write about strategy, advertising and the existential dread of existence on STRAT_SCRAPS, my Substack.