PPC Hub Lisbon · 24 Sep 2026 · end of day one · planning board v2
The patterns talk, mapped
Thesis: psychology becomes the seasoning, patterns become the meal. The talk teaches ways of using AI the room has never seen, climbing the six trust levels from where they are to where you are, with the tools / operating system / human stack doing the positioning work and ExtraHuman carrying the close.
Mood: hopeful, "wow, I didn't know that". Mix: 60 to 70% for the intermediate user, 20 to 30% advanced. No Google Ads tactics. You are the hinge between day one (the tools) and day two (the AI).
① Running order
Eleven beats, built for a 45-minute slot (flex notes at the bottom if it turns out to be 30). Orange numbers mark the turns. The psychology survives as a tag on a few beats, never as the frame.
If the slot is 30 minutes: beats 5 and 6 drop to two patterns each (Owner's Manual + The Judge, then The Race + The Org Chart Rebuilt), beat 8 folds into beat 6, and everything else keeps its length. The open, the dissolve, the stack and the close are load-bearing; the pattern count is the accordion.
② The twelve patterns
Each pattern is scored out of 100 for how well it earns stage time in this talk. Foundation patterns serve the 60 to 70%; advanced patterns are the 20 to 30% layer. Every pattern carries its trust level, a PPC-flavoured example, a demo idea, and where it sits on the stack. Expect 4 foundation + 4 advanced to make the cut.
Cut candidates: The Second Opinion folds into The Race (same demo shows it), and The Council can live as a single line inside The Judge if time is tight. Nothing below 80 should fight for a slot on its own.
③ Seven ways to spine it
Divergent options for the overall structure. Scores are out of 10. G is the recommendation: option A's skeleton, with B's org-chart morph stolen as a demo and C's future scene available as a cold open if you want a bolder start.
④ The stack (the positioning move)
One slide does all the political work. You praise PPCOS out loud and place it with a diagram. The room draws the conclusion themselves: tools sit at the bottom, the operating system compounds in the middle, and the human appreciates at the top.
THE HUMAN appreciates
Judgement, taste, direction, relationships, the ability to say what good is. This is ExtraHuman territory and the close of the talk. The seventh trust level lives here too: helping other humans do this.
THE OPERATING SYSTEM compounds
Context, skills, tools, evals, memory. It comes in three flavours: your brain (your career, your patterns, your book of work), the client brain (one per client: history, context, what good means for them), and the agency brain (the shared one a team plugs into). Every pattern in the talk runs on this layer.
THE TOOLS change
Google Ads, GA4, scripts, sheets, and PPCOS: the best Google Ads application layer there is, built by the people who put this event on. Named, praised, and placed.
"Tools change. The OS compounds. The human appreciates."
The political playbook
Praise PPCOS by name, specifically. Say what it actually does well (it saves the room from hand-rolling their ads workflows) and credit the hosts. Warm and true beats vague and polite.
Let the diagram do the bounding. You never say "PPCOS is only ads". You place it in the tool layer, the brain in the OS layer, and the room does the ranking privately. Nothing to clip, nothing to resent.
Never say "just". No "just a tool", no "only Google Ads", no out-loud ranking of anyone under anything.
No pitch anywhere. ads2ai never appears. ExtraHuman is presented as an idea the room can adopt, not a thing they can buy. The only calls to action are the Monday question and a QR to a free artefact.
The hinge line: "Day one gave you the best tools in the game. Day two is about what runs them. This talk is the staircase between the two."
Your authority beat: you built and sold one of the best agencies in Australia, and you have spent the three years since building the operating system layer. One sentence, placed at the org-chart pattern, never as a bio slide.
Where each flavour shows up in the talk
Client brain carries the foundation patterns: the Owner's Manual and The Judge are both "one per client" ideas, which is the version this room adopts first.
Agency brain carries the org-chart pattern and the night shift: shared context, many agents, one team.
Your brain carries the career thread and the close: the thing you build that compounds for you, whoever employs you and whatever the tools become. This is the hopeful line for every in-house person and freelancer in the room.
⑤ Demos & delivery
Ranked by wow-per-unit-of-risk. The recommended kit is three recordings, one no-tech live moment, and one live stunt with a pre-baked fallback. Nothing on stage depends on venue wifi except the stunt, and the stunt degrades gracefully.
Staging rules: every recording gets big captions (rooms hear badly), every live moment gets one visible attempt and a recorded fallback on the next slide, and the deck itself is part of the evidence ("my agents built this deck and every diagram in it").
⑥ Opens & closes
The open buys attention, the close converts it into behaviour. The Monday question is locked as the final line; everything else is up for grabs.
Openers, scored
Closes, scored
Recommended combination: open with the do-quote and start the minute-one agent inside the same two minutes. Close with the callback reveal and QR, then ExtraHuman three ways, then end on the Monday question with nothing after it. No "any questions?" slide; let the question sit.
⑦ Titles & open questions
Title options, scored
Open questions (answers change the build)
Slot length and Q&A. The running order assumes 45 minutes. Thirty minutes is a different accordion setting, not a different talk.
Stage internet and screen setup. The minute-one agent stunt needs a connection and a rehearsal at the venue; everything else runs offline.
How visibly can PPCOS appear? Praise needs no permission; screenshots or product walk-throughs do. Worth one message to the hosts.
What is on day two's agenda? The advanced patterns must not repeat the day-two speakers. Get the agenda and aim one notch past whatever their most advanced session covers.
The Avinash numbers. Source the exact figures and check you are comfortable using them attributed. The threat beat leans on them.
Recording rights. If the talk is filmed, the artefact page and demos become content spin-offs; plan them once, use them for a year.
What the brain does not hold yet
The day-two agenda and speaker list for PPC Hub Lisbon, so the advanced layer can be pitched one step beyond it.
PPC Hub's own positioning language for PPCOS, so the praise uses their words rather than a guess.
The source deck for Avinash's fee-compression figures, and confirmation of the exact percentages.