# Ideas

This page summarizes the core ideas and frameworks developed or written about by Nate Lorenzen.

## Performance Branding
A marketing approach that combines brand storytelling with direct-response measurement.

## The IMPACT Advertising System
A framework for running marketing programs that combine incrementality testing, measurement rigor, and creative exploration.

## Novelty Search for Creative Testing
A system for discovering breakthrough creative ideas by prioritizing exploration over early optimization.

## The Agentcy Model
An agency structure where clients receive customized AI agent stacks to operate marketing systems.

## Billion Little Companies
The idea that AI will dramatically reduce the cost of starting and operating businesses, creating a massive expansion in entrepreneurship.

## Systems Over Goals
A philosophy that emphasizes building repeatable processes rather than relying on outcome-based targets.