Cut criteria

Cut criteria answer a mean question: if this is sharp, on-model, and disloyal, does it die? If your answer is “maybe we can use it somewhere,” you do not have a cut. You have a folder.

Write tests, not vibes

“If I remove the product and it is still a coach reel, it dies.” “If there is a flute of champagne, it dies.” “If a sidebar appears, revert.” Those are criteria. “Has to feel premium” is how slop negotiates.

Beauty is not loyalty

The dangerous take is the beautiful one. Ugly off-brief is easy to kill. Pretty off-brief gets a champion in the room. Criteria exist to protect you from that champion — including when the champion is you.

FAQ

Who owns the cut in a team?

One name. Committees lower the line. The AI Creative Director can take advice. They cannot outsource the last no.