Four stages.
One pipeline.
Every North TK workflow follows the same shape — capture, qualify, shape, ship. What changes between companies is the content in each stage, not the stages themselves. Traceability from signal to campaign is built in, not bolted on.
Catch everything. Sort later.
Most companies lose signal because capture is an afterthought. North TK inverts the assumption: every source is always on, every input is indexed, nothing waits for a human to decide whether it matters.
A customer quote from a Gong call, a competitor move in a news feed, a Slack thread, a product milestone from an engineering update — all enter the same inbox, tagged and searchable from the moment they land.
- Slackchannels, DMs
- Gongcalls, transcripts
- Emailforwards, threads
- URLsnews, social, docs
- Meetingsnotes, recordings
- CSV / APIbulk imports
Signal becomes story-candidate.
A signal is data. A brief is a point of view. Promoting a signal to a brief means adding the three things that turn noise into narrative: context, corroboration, and ownership.
Briefs are structured — every one has a claim, supporting signals, a named owner, a status. They route through review, they accumulate comments, they mature. Nothing gets to the next stage without a human deciding it should.
- Claimone sentence
- Signalssources cited
- Contextwhy now
- Ownernamed
- Statusdraft → published
- Traceabilityfull history
Briefs become arcs.
Storylines are where editorial judgment enters the system. A good storyline stitches three or four briefs into a single narrative with a beginning, a middle, and a point. They're where "we have customer proof" turns into "here's the story our customers are telling us."
A storyline survives across campaigns — the same arc can produce a press release in March, a keynote in June, and a board deck in September. The scaffolding persists; the surface changes.
- Thesisthe arc
- Supporting briefs3–6 typical
- Proof pointsquotes, stats, moments
- Audienceswho it's for
Storylines become artifacts.
The final stage is dispatch — turning a storyline into whatever channel needs it. A campaign is the shipped thing: a press release, a blog post, a sales deck, a landing page, a founder post.
Because every campaign inherits its storyline's briefs and signals, every claim is traceable. If a journalist asks where a stat came from, the answer is three clicks away.
- Press releaseembargo-ready
- Blog / long-formCMS export
- Sales deckPPTX / Keynote
- Landing pageHTML / CMS
- Email / socialscheduled
Opinions we hold.
Capture is always-on
Signal that depends on a human remembering to log it is signal you've already lost. Capture is automatic or it doesn't exist.
Traceability is non-negotiable
Every claim in a campaign links back to the signals that support it. No provenance, no ship.
Humans decide, systems remember
Editorial judgment belongs to people. The work of carrying context across time belongs to software.
Writers write. Systems don't.
We don't generate your press release. We put the right signals and briefs in front of the right person at the right time.
Process is the product
The four stages are not a UI; they're the product. Tooling that lets you skip them is tooling that ships noise.
Reliability beats ambition
A reliable, transparent workflow that runs every week beats a brilliant one that runs occasionally.