The map

The whole framework at a glance

Twenty-eight competencies across seven domains, crossed by three threads. Move the level selector to read, across the entire map, what each competency means at that level of mastery.

A reminder: this map describes a territory, not a pathway. Nobody is expected to master the whole, and there is no imposed order of progression.

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N1 Discovery N2 Application N3 Adaptation N4 Orchestration

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Change level to read the matching descriptor inside every competency.

Domain 1

GATHER

Receiving, evaluating and organising information and digital cultures

1.1 Search and source information Is able to formulate a search by varying keywords, and to identify the author, date and medium of a piece of content found. Is able to cross-check at least three independent sources on the same subject and to distinguish a primary source from a repost. Is able to build a multi-tool search strategy (engines, specialised databases, AI, archives) adapted to a precise creative objective. Is able to design a reproducible sourcing methodology for a newsroom or a collective project, and to arbitrate cases where sources contradict one another. 1.2 Assess reliability and detect manipulation Is able to explain why a piece of content may be false or misleading, and to name at least two indicators of unreliability. Is able to apply a systematic verification checklist and to spot a plausible piece of synthetic content. Is able to evaluate contradictory sources on a contentious subject and to produce an honest synthesis, uncertainties included. Is able to design a complete verification scheme and to settle ambiguous cases, where signals of reliability contradict one another. 1.3 Organise your monitoring and information diet Is able to describe what they consume online and to distinguish chosen content from endured content. Is able to compose a deliberate basket of sources and to remove or add items according to explicit criteria. Is able to maintain an organised monitoring system whose captures demonstrably feed their creative output. Is able to run a documented personal knowledge system in daily use, and to design shared monitoring for a team. 1.4 Read digital cultures and codes Is able to explain a meme or a code from a community they frequent, and to identify who produces and funds a medium they consume. Is able to identify the aesthetic and discursive codes of a given community and to spot content that breaches them. Is able to decode a community unknown to them and to render its implicit codes. Is able to anticipate cultural shifts and to identify emerging formats before they become widespread.

Domain 2

ANALYSE

Understanding the systems that distribute, measure and generate content

2.1 Understand recommendation algorithms Is able to explain in their own words why two people do not see the same feed, and to recognise that a piece of content was recommended to them rather than chosen. Is able to name the main signals read by an algorithm and to deliberately adjust their consumption or publishing accordingly. Is able to analyse the distribution of their own content from real metrics, to formulate a hypothesis for improvement and to test it. Is able to compare the recommendation logics of several platforms, to anticipate the effect of an algorithm change on a strategy, and to turn that into distribution decisions. 2.2 Understand the platform and attention economy Is able to explain how a free application makes money. Is able to analyse the economic incentives behind a platform feature or decision. Is able to produce a structured analysis of the business model and biases of a major platform. Is able to assess the systemic effects of a shift in the attention economy and to steer strategy accordingly. 2.3 Read and interpret data Is able to read the basic statistics of a piece of content and to explain what each metric actually measures. Is able to distinguish a meaningful indicator from a vanity metric for a given objective. Is able to run a comparative test and to draw from it a measurable improvement to their creative work. Is able to build a creative steering dashboard and to distinguish what the data can settle from what it cannot. 2.4 Understand artificial-intelligence systems Is able to explain that a generative AI produces probable outputs rather than truths, and to cite an error they have observed. Is able to anticipate which types of task an AI handles reliably, riskily, or not at all. Is able to analyse the effects of an AI system on a given creative practice: quality, costs, lead times, rights. Is able to inform collective choices regarding AI: adoption, usage charter, training needs.

Domain 3

CREATE

Imagining, conceiving and giving a singular form to an intention

3.1 Generate and develop ideas Is able to produce several distinct ideas on a given subject and to choose one, explaining the choice. Is able to use a constraint (format, duration, tone) to renew the treatment of an ordinary subject. Is able to feed a regular practice through a personal system for capturing and developing ideas. Is able to facilitate the ideation of a collective and to bring original concepts to the surface. 3.2 Build a voice and a narrative identity Is able to identify what distinguishes the creators they admire, and to name their own interests, values and tone. Is able to write their creator sentence and to produce content that conforms to it. Is able to maintain coherence of point of view over several months, perceptible to their audience. Is able to be identifiable to their audience without a signature, and to hold that voice across several formats and registers without diluting it. 3.3 Master narrative Is able to identify hook, tension and resolution in content they enjoy, and to tell an anecdote in a structured way. Is able to produce coherent narrative content in at least two different formats. Is able to adapt a narrative arc to audience and channel with measurable effect. Is able to design narrative architectures — series, universes, recurring formats — and to hold them coherent over time. 3.4 Design for an audience Is able to say whom a piece of content addresses and what it seeks to produce in its recipient. Is able to adapt the same message to two different audiences. Is able to test the actual reception of a piece of content and to adjust it accordingly. Is able to formalise audience-centred design into an explicit, reusable method, and to adjust it to an audience they do not know in advance.

Domain 4

MAKE

Producing, augmenting and publishing with a conscious level of quality

4.1 Produce recorded content Is able to produce, with nothing more than a phone, carefully made content in at least two different media. Is able to produce finished content applying the quality fundamentals of each medium. Is able to hold consistent quality within a regular format and a coherent visual identity. Is able to direct a multi-format production with a coherent art direction. 4.2 Speak live Is able to speak clearly for two minutes on a prepared subject, to camera or to an audience. Is able to host a structured spoken format including interaction. Is able to host a live with audience engagement and to react to the unexpected. Is able to improvise with ease, to hold long formats, and to run a multi-speaker live session without losing the thread. 4.3 Create with artificial intelligence Is able to obtain a usable result from an AI by specifying context and constraints, and to correct an inadequate output. Is able to tell a good output from a mediocre one with no visible error, and to rework it up to the target level. Is able to produce a complete piece of work by steering the AI and to justify each split between human and machine. Is able to design reusable instruction systems and to architect a production chain where AI occupies a decided, controlled and revisable place. 4.4 Systematise production and publishing Is able to publish a piece of content correctly on a platform: suitable format, description, rights respected, basic accessibility. Is able to adapt a piece of content into several native formats and to hold a publishing rhythm over several weeks. Is able to build a reproducible production chain, partly automated, accessible and documented. Is able to design a fully systematised one-to-many content architecture, with quality supervision.

Domain 5

COLLABORATE

Creating with others and building relationships of trust

5.1 Co-create in a team Is able to hold a defined role in a collective project and to give respectful, precise feedback on a peer's work. Is able to integrate contradictory feedback and to move a shared production forward. Is able to coordinate a project bringing together several contributors through to delivery. Is able to direct a complex creative ecosystem — team, suppliers, AI systems — and to develop its members. 5.2 Credit and respect the rights of others Is able to correctly credit a source, an image or a piece of music in their own content. Is able to choose resources whose licence is compatible with the intended use, and to explain why. Is able to practise a creative remix that is legally grounded and fair to the source works. Is able to define the rights and credits policy of a collective project and to arbitrate borderline cases. 5.3 Interact and conduct yourself online Is able to adapt their expression to the space of exchange and to identify toxic behaviour. Is able to respond publicly to criticism in a constructive way. Is able to moderate a space of exchange and to defuse an emerging conflict. Is able to define the conversation policy of a brand or a community and to handle a sensitive situation. 5.4 Build and nurture a community Is able to take an active part in a community and to explain what holds it together. Is able to engage an existing audience with participatory formats. Is able to build a community and to nurture it over time with measurable engagement. Is able to create a self-sustaining community ecosystem with shared governance.

Domain 6

VENTURE

Turning an idea into a project that exists

6.1 Frame and pitch a creative project Is able to state a project in one sentence (what, for whom, why) and to present it in one minute. Is able to frame a project in writing: objective, audience, first version, means required. Is able to define a relevant minimum version and to pitch the project until real support is obtained. Is able to structure large-scale projects and to win over demanding stakeholders. 6.2 Prototype, test, iterate Is able to show a first imperfect version of their work and to gather opinions. Is able to turn feedback into concrete improvements. Is able to run iteration cycles with explicit decision criteria. Is able to establish a culture of experimentation within a collective project. 6.3 Manage resources and priorities Is able to break a project into dated stages and to meet the first deadline. Is able to prioritise between competing tasks and to justify the trade-offs made. Is able to steer a complete project within its constraints and to replan when the unexpected occurs. Is able to steer several projects and contributors in parallel with shared management tools. 6.4 Take risks and bounce back Is able to publish or exhibit a creative work despite apprehension, and to describe what the experience taught them. Is able to analyse a failure or a disappointment without being reduced to it, and to draw a concrete action from it. Is able to take a calculated risk — new format, new audience — and to manage its consequences. Is able to take calibrated risks under uncertainty, to decide without a guarantee of outcome, and to turn a major failure into a deliberate reorientation.

Domain 7

MONETISE

Turning a creative project into an economy and into durable assets

7.1 Understand and choose revenue models Is able to explain how the creators they follow make a living. Is able to compare several revenue models for a given project, with their advantages and risks. Is able to test and validate a first revenue model on their own activity. Is able to manage a diversified set of revenues and to model how they may evolve. 7.2 Protect and capitalise on intellectual property Is able to explain that a creation belongs to them from the moment it is made, and what others may or may not do with it. Is able to choose the licence under which they share a creation and to assess its consequences. Is able to secure their creations and to spot intellectual-property clauses in a simple contract. Is able to structure intellectual property into something valuable and to manage their rights actively. 7.3 Negotiate and run your activity Is able to explain what a creation really costs — time, equipment, know-how — and why free has a price. Is able to draw up a simple quote and to present the value of their work. Is able to conduct a complete negotiation, from offer to agreement. Is able to run a complex activity — subcontracting, accounting, planning — and long-term partnerships. 7.4 Build platform-independent assets Is able to explain what they would lose if their main platform closed tomorrow. Is able to open and sustain an owned channel alongside the platforms. Is able to map their digital dependencies and to secure the most critical ones. Is able to build a resilient presence in which most of the value rests on owned assets.

The three transversal threads

The threads do not add to the twenty-eight competencies: they qualify the way all of them are exercised. Discern, Sustain and Reinvent run through the seven domains the way ethics, endurance and adaptability run through any practice.

T1 Discern Creative ethics and responsibility Is able to identify manipulative or deceptive content and to explain what makes it problematic. Is able to apply systematic transparency rules in their own content. Is able to run their work through an ethical checklist before publishing, and to arbitrate ambiguous cases. Is able to design the ethical standards of a collective or a project and to arbitrate cases where principles conflict. T2 Sustain Energy, attention and creative health Is able to identify what captures and scatters their attention, and to trial a personal rule of digital hygiene. Is able to put in place lasting rituals protecting their attention and their energy. Is able to regulate their relationship to metrics and to exposure, and to hold a sustainable pace of creation. Is able to last without burning out over the long term, and to look after the creative health of a collective. T3 Reinvent Learning, unlearning, pivoting Is able to learn a new creative skill on their own from online resources. Is able to conduct a structured learning process and to document it. Is able to detect a loss of momentum, to decide on a change of trajectory and to execute it. Is able to build a twelve- to thirty-six-month trajectory with scenarios, and to pivot before circumstances force it.