Advanced F: Format as Cognitive Tool
Philip Topham
Board & Executive AI Advisor | Founder of CRAFT Thinking™ | Generative AI Strategist | Guiding boards & CEOs to clarity, confidence & results in an AI-driven world
When working with AI, most leaders focus on content—what the model generates. But equally important is format—how that output is structured.
In CRAFT Thinking™, Format starts simple: “Show me a list.” “Write it as a memo.” “Summarize in bullet points.”
But in Advanced CRAFT, Format is more than packaging. It’s a thinking scaffold—a way to sharpen clarity, reveal blind spots, and accelerate better decisions.
Why Format Changes the Conversation
The structure you choose directly influences the insights you see:
A list highlights variety.
A matrix forces trade-offs.
A timeline uncovers cause and effect.
Same data. Different shape. Different decisions.
Using Format as a Thinking Tool
Strategic leaders can leverage format to make hidden patterns visible:
Comparisons: Pros/cons tables, decision matrices.
Connections: Flow diagrams, mind maps.
Priorities: Ranked lists, weighted scoring.
Foresight: Scenarios, timelines, “future histories.”
The right format doesn’t just display information. It changes what you notice and therefore, how you act.
Role vs. Action: Where Format Fits
Role = the mindset you set for AI throughout the conversation. Example: “Act as a strategist who always frames insights in decision-ready formats.”
Action = a specific one-time request. Example: “Reformat this list into a cost vs. strategic value matrix.”
If you want AI to consistently sharpen thinking, make it part of its Role. If you just need a different lens once, make it an Action.
Example: Spotting the Blind Spot
A leadership team reviews a long market expansion report. On paper, all regions look attractive.
Then the same data is reframed into a 2×2 grid: Ease of Entry vs. Long-Term Profitability.
Suddenly, one market jumps out—high effort, low return.
The facts didn’t change. The format did.
Why This Matters for Leaders
Leaders don’t just need more information. They need better models for seeing and deciding.
When you change the format, you reshape the mental model and mental models drive decisions.
In Advanced CRAFT Thinking™, Format isn’t decoration. It’s a lever for better judgment.
✅ If this resonates, I’m exploring more advanced CRAFT elements—like how Target (who and what you write for) shapes strategy in my Substack blog.
“Think format is just about how AI presents answers? It’s not—it’s about how you think. In my latest Substack, I go deeper into how Advanced CRAFT Thinking™ uses Format as a cognitive tool to sharpen leadership decisions.
👉 Read the full breakdown here: Advanced F: Format as Cognitive Tool