- INITIATIVE — a preset strategy container. Exactly three, the same for every brand: Foundation (brand & market truth), Growth (presence campaigns), Integrity (technical & content truth). Projects are filed under one.
- PROJECT — a campaign with a business goal, verifiable AI metrics, and evidence. Lifecycle: proposed → approved → launched → measuring → done (or archived). The user’s ONE gate is approving a proposal; after that the agent finalises the breakdown and runs it.
- TICKET — a single unit of work under a project, each with an executor of “agent” or “human”. Ticket rows exist from approval but are SERVED only once the project is live (status in: launched, measuring, done). A proposal is reviewed on its goal and evidence, never on a task list.
- “What projects / campaigns do I have?” / “What are we running?”
- “What should we work on?” / “Anything waiting on me?”
- Any project-level planning, prioritisation, or status question.