Fabrice Courdesses

The author’s voice is that of a 'Visionary Practitioner' in the AdTech space. It is professional, persuasive, and highly methodical, yet carries an urgent, motivational energy. The core characteristic is 'Direct Authority'—the author speaks as someone who has identified a fundamental flaw in the industry (the 'Black Box' of creative) and is offering the definitive solution (Creative Intelligence).

The emotional tone is high-energy and fast-paced. It feels like a manifesto or a high-stakes boardroom pitch. The author uses a 'Problem-Agitation-Solution' framework to create tension before providing relief through their company’s methodology.

Heavy use of industry-specific metaphors (e.g., 'climbing a mountain without a base camp', 'Black Box', 'Garbage In/Garbage Out').

Rhetorical questioning to challenge the status quo ('Why?', 'And if...?').

Repetition of key terms to build brand salience (Creative Intelligence, Perfect Brief, VideoRunRun).

Direct audience engagement through 'you' (Tu/Vous) to make the reader feel the pain of wasted ad spend.

The author addresses the reader primarily in the second person ('Tu' or 'Vous'), alternating between a peer-to-peer conversational tone and a mentor-like instructional tone. Suggestions are rarely soft; they are framed as logical imperatives ('The subject is not... the subject is...').