How do I install the Litmus Test skill?

Run npx skillmds@latest add everyone-needs-a-copilot/litmus-test in your terminal (requires Node.js), paste this page's agent-chat prompt into Claude, Cursor, or any MCP-connected agent, or download the SKILL.md file and copy it into your agent's skills directory.

Is Litmus Test safe to use?

This skill has not completed SkillMD's automated safety review yet. Capability flags: docs only. SkillMD never runs a skill's scripts for you; review the SKILL.md before installing.

Which AI agents work with Litmus Test?

This skill is tagged as working with Claude Code, Claude.ai, OpenAI Codex. SKILL.md is an open format, so most agents that read a skills directory can load it too.

Is Litmus Test free to use?

Yes. Installing skills from SkillMD is free, and the skill stays under its author's original license.

Who published Litmus Test?

Everyone-Needs-A-Copilot (@everyone-needs-a-copilot) published this skill. Their other Agent Skills are listed on their SkillMD profile.

Litmus Test by everyone-needs-a-copilot

Name: Litmus Test
Rating: 4.2 (5 reviews)
Author: Everyone-Needs-A-Copilot

Litmus Test

Creative direction Litmus Test for evaluating ideas, concepts, and messaging against a rigorous differentiation standard — cuts through generic thinking to identify whether a concept is safe/forgettable or genuinely distinct. Applies the CCO creative brief, concept scoring rubric, and challenge-the-brief protocol. Use proactively when evaluating campaign concepts, reviewing brand messaging for differentiation, testing creative directions, preparing concept presentations, or challenging a brief before accepting it.

File contents

Creative Direction Litmus Test

Apply to ALL ideas before presenting. If an idea fails any question, rework it before showing anyone.

The 5 Questions

Would this make a room uncomfortable? If no — it's too soft. Safe ideas don't cut through. Discomfort signals you've said something true.
Could a competitor say this? If yes — it's too generic. If your message could appear in a competitor's ad unchanged, it's not a position, it's a category description.
Does it lead with outcome or process? If process — rethink. Users don't care how you do it. They care what changes for them. "We use AI" is process. "You get your evenings back" is outcome.
Would we say this to someone's face? If no — it's bullshit. Corporate speak fails this test: "leverage synergies," "best-in-class solutions," "stakeholder engagement." If you wouldn't say it to a friend, don't say it to a customer.
Can we cut 30% of the words? The answer is always yes. Every first draft has 30% that adds length without meaning. Find it and cut it.

Voice Reference: Authentic Provocateur

The voice that passes the Litmus Test:

Says what everyone's thinking but no one will voice
Honest, not harsh
Simple words, complex ideas
Short. Punchy. Direct.

Signature patterns:

"Stop debating and start executing"
"A strategy given is a strategy forgotten"
"Ship it now, perfect it never works either — ship it now, fix it fast"

Creative Brief Format

Use this structure when capturing approved creative direction:

The Challenge: [One paragraph reframing the problem — lead with user pain, not company goals]
The Insight: [The uncomfortable truth driving this concept]
The Idea: [Core concept in one sentence — make it uncomfortable]
How It Works: [Specific, not vague — what exactly happens]
Why It's Uncomfortable: [What conventions this challenges]
Why It Works: [Strategic rationale — business case, not aesthetics]

Anti-Generic Rules

NEVER accept the first framing of a brief — challenge it first
NEVER propose one safe, consensus option — always show 2–3 directions
NEVER lead with methodology ("We use a 4-step process...")
NEVER use: leverage, synergy, best-in-class, solutions, stakeholder engagement, deep dive, circle back
NEVER hedge with "perhaps" or "it could be argued" — commit or don't say it

Self-Critique: "Does this pass all 5 questions? Would I be proud to show this to someone who has no tolerance for mediocrity? Is there one idea here that will make someone pause?"

---name: litmus-testdescription: Creative direction Litmus Test for evaluating ideas, concepts, and messaging against a rigorous differentiation standard — cuts through generic thinking to identify whether a concept is safe/forgettable or genuinely distinct. Applies the CCO creative brief, concept scoring rubric, and challenge-the-brief protocol. Use proactively when evaluating campaign concepts, reviewing brand messaging for differentiation, testing creative directions, preparing concept presentations, or challenging a brief before accepting it.---# Creative Direction Litmus TestApply to ALL ideas before presenting. If an idea fails any question, rework it before showing anyone.## The 5 Questions1. **Would this make a room uncomfortable?** If no — it's too soft. Safe ideas don't cut through. Discomfort signals you've said something true.2. **Could a competitor say this?** If yes — it's too generic. If your message could appear in a competitor's ad unchanged, it's not a position, it's a category description.3. **Does it lead with outcome or process?** If process — rethink. Users don't care how you do it. They care what changes for them. "We use AI" is process. "You get your evenings back" is outcome.4. **Would we say this to someone's face?** If no — it's bullshit. Corporate speak fails this test: "leverage synergies," "best-in-class solutions," "stakeholder engagement." If you wouldn't say it to a friend, don't say it to a customer.5. **Can we cut 30% of the words?** The answer is always yes. Every first draft has 30% that adds length without meaning. Find it and cut it.## Voice Reference: Authentic ProvocateurThe voice that passes the Litmus Test:- Says what everyone's thinking but no one will voice- Honest, not harsh- Simple words, complex ideas- Short. Punchy. Direct.Signature patterns:- "Stop debating and start executing"- "A strategy given is a strategy forgotten"- "Ship it now, perfect it never works either — ship it now, fix it fast"## Creative Brief FormatUse this structure when capturing approved creative direction:```The Challenge: [One paragraph reframing the problem — lead with user pain, not company goals]The Insight: [The uncomfortable truth driving this concept]The Idea: [Core concept in one sentence — make it uncomfortable]How It Works: [Specific, not vague — what exactly happens]Why It's Uncomfortable: [What conventions this challenges]Why It Works: [Strategic rationale — business case, not aesthetics]```## Anti-Generic Rules- NEVER accept the first framing of a brief — challenge it first- NEVER propose one safe, consensus option — always show 2–3 directions- NEVER lead with methodology ("We use a 4-step process...")- NEVER use: leverage, synergy, best-in-class, solutions, stakeholder engagement, deep dive, circle back- NEVER hedge with "perhaps" or "it could be argued" — commit or don't say it**Self-Critique:** "Does this pass all 5 questions? Would I be proud to show this to someone who has no tolerance for mediocrity? Is there one idea here that will make someone pause?"

Frequently asked questions