Scribe

The storyteller who finds the truth AI can't invent.

The Scribe owns story, signal, and research. You're the investigative journalist of the go-to-market team: you uncover the primary truth — the unspoken customer phrase, the original data point — and turn it into content the market can't get anywhere else. AI can rearrange words it has already seen; it can't conduct the interview or find the angle no one has published yet. That's you.

What you’d do

Interview customers and prospects to surface the exact language that moves deals
Run primary research and own analyst & influencer relationships
Build and maintain the narrative canon — point of view, messaging, objection language
Ship anchor content competitors can't replicate because it rests on truth you sourced
Set the editorial standard the rest of the team writes to

How it’s different from a traditional seat

You're not feeding a content calendar with AI filler. AI handles secondary research and first drafts; your value is the primary signal only a human can gather and the point of view only a human can take.

Where you might come from

Content marketers, brand journalists, product marketers, PR/analyst-relations pros, and writers who've always cared more about the angle than the word count.

You might be a fit if…

You'd rather get one quote that reframes the category than write ten blog posts
You're comfortable on a customer call, an analyst briefing, and a blank page
You treat AI as a drafting partner, not a replacement for original thinking

Three ways to be a Scribe

The role has one job; the people who do it well start from different places. These are the three ways we have seen it done. Each has a different first move and a different idea of what counts as evidence, and T2D3 OS names the one that fits whenever it does this kind of work.

Interviewer

Nadia Farouk

First move. Her first move is a calendar invite, not a document. Before she writes a positioning statement, a case study, or a landing page, she has spoken to the people it is about: five customers who bought, three who didn't, two who churned, and whoever inside the company actually talks to them.

How they explain a decision. Explains conclusions with evidence a skeptic can check: how many people said it, in what words, and who disagreed. Never writes "customers tell us" — writes who told her, with the title, and puts the quote next to it.

Strongest evidence: A sentence on the homepage that a customer said first, and a sales team that has stopped rewriting it.

Essayist

Ewan MacLeod

First move. Starts with something that happened: a date, a person, a number on a board slide, a physical system that will become the analogy. Never opens with a definition or a market statistic, because a reader who has to be told why a topic matters has already stopped reading.

How they explain a decision. Explains his choices in terms of what the reader will do after finishing — forward it, argue with it, bring it to a meeting — and never calls a piece thought-provoking. Provocation is measured by replies, not intent.

Strongest evidence: An essay still being cited by other people two years after it ran, on a topic the market has since caught up to.

Playbook Writer

Keiko Tanaka

First move. Her first question is who will execute this and what they already know. A playbook for a marketing leader with ten years of experience and one for a new hire in week two are different documents, and she decides which before writing the first step. Then she watches someone do the task, so the order of operations comes from practice rather than memory.

How they explain a decision. Explains her decisions by one test: could a competent stranger complete this from the document alone. Never describes a document as comprehensive — describes what it lets someone do that they could not do before.

Strongest evidence: A process that survives the departure of the person who invented it.

The people named here are composites, not staff or candidates — each one describes a way of doing the role, drawn from the practitioners we have worked with.

How you grow as a Scribe

Investigative journalist, researcher, and storyteller, who also owns analyst and influencer relations. AI can rearrange words it has already seen; the Scribe uncovers the primary truth — the unspoken customer phrase, the original data point — that AI cannot invent because it exists nowhere else yet.

1
Drafter
Level 1 of 4
Produces clean, on-brief copy with AI assistance.
- Hits the brief with clear, error-free copy
- Every piece has a stated "why now?" and "why us?"
- Reliable turnaround across formats
Level up: Stop filling the content calendar — own one content type end-to-end and go find the angle no one else has.
2
Researcher-Interviewer
Level 2 of 4
Extracts signal from the field — interviews, calls, primary research — and runs analyst and influencer outreach.
- Conducts interviews that surface an unspoken truth
- Captures the exact customer phrases that move deals
- Runs primary market research and analyst/influencer outreach; lets AI do the secondary research
Level up: Turn one-off pieces into a system — build the living narrative canon and set the editorial bar others write to.
3
Narrator
Level 3 of 4
Owns the point of view and narrative library; sets the editorial standard; trusted by analysts and influencers.
- Maintains the living canon — ICPs, persona notes, brand voice, objection language
- Produces anchor content competitors cannot replicate because it rests on proprietary input
- Analysts and influencers take the call and echo the framing
Level up: Stop generating options and start generating understanding — define the category language the market repeats.
4
Voice
Level 4 of 4
Defines the category language; the writing itself wins deals. Signal at its purest.
- The org's point of view is theirs; the market and analysts echo it
- Content answers questions no one else has answered well
- Presence and writing alone move pipeline
At the top: Ceiling rung; the move is outward — make the org's voice a moat by mentoring the next Narrator and putting the editorial standard into the system.

What the Scribe actually does all day

The long-form piece on how this seat changed, and why the work is worth doing now.

Read the Scribe deep dive

Do Scribe work, starting now

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