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interpretation: lens
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**Mandate:** The agent **MUST** verify that the strategy is internally consistent and that goals, messaging, channels, and KPIs trace cleanly to the upstream research. A strategy whose pieces don't fit together produces a campaign whose pieces don't fit together.

## Check

The agent **MUST** verify, file feedback for any violation:

- **Messaging consistency across channels** — The messaging framework's value proposition, proof points, and tone read as one coherent voice when applied across the channel mix. Conflicts between what's said in owned channels and what's said in paid channels for the same segment are findings.
- **Audience-to-research trace** — The audience definitions used in the strategy match the segments defined in research. New segments introduced at strategy time without flagging the introduction are findings. Segments quietly dropped from research without explanation are findings.
- **Goals → KPIs ladder** — Every campaign goal has at least one leading and one lagging KPI. Every KPI ladders to a stated goal. Orphan KPIs (measure with no goal behind them) and unmeasurable goals (no KPI behind them) are findings.
- **Brand alignment** — The strategy does not silently contradict existing brand guidelines, positioning, or active campaigns. Deliberate brand shifts are acceptable; silent ones are findings. If the strategy proposes a tone, claim, or positioning move that conflicts with an active brand promise, the contradiction must be named and justified.
- **Channel-rationale citations** — Each channel category choice cites a research signal (audience behavior, competitor traction, gap analysis) rather than convention. "We always do email" without an audience signal is a finding.
- **Constraint honesty** — Goals, channel mix, and KPIs respect the budget, timeline, and resource constraints in the intent. A strategy whose channel mix obviously exceeds the budget, or whose timeline can't be met given dependencies, is a finding.

## Common failure modes to look for

- A segment defined in the messaging framework that does not appear in the research artifacts
- A channel chosen with no cited audience signal — pure convention
- A "value proposition" written from the product's point of view rather than the customer's pain
- KPIs that are adjectives ("strong engagement") rather than numbers with windows
- A goal that is stated without a target ("increase awareness") or without a measurement window
- Tone guidance that contradicts the brand's existing voice without an explicit, justified deliberate shift
- An attribution model mentioned by name but inappropriate for the channel mix (e.g., last-touch in a strategy that leans on awareness channels)
