Clarity for decisions you can’t take back
But must carry forward
Great Lab provides direction for product, AI, brand, and creative work — and stay close until it becomes real.
For founders and leaders who need one direction everyone can execute the same way.
Based in Abu Dhabi · Operating from Berlin
For founders and leaders who need one direction everyone can execute the same way.
Based in Abu Dhabi · Operating from Berlin
When to bring Great Lab in
When to bring Great Lab in
Bring us in when the decision must hold under pressure and become real work.
This is for:
CEOs and founders
Facing directional choices that create different futures
CEOs and founders
Facing directional choices that create different futures
CEOs and founders
Facing directional choices that create different futures
Leaders
Accountable for product, operations, or brand decisions
Leaders
Accountable for product, operations, or brand decisions
Leaders
Accountable for product, operations, or brand decisions
Teams
Where “alignment” is mentioned, but missing in practice
Teams
Where “alignment” is mentioned, but missing in practice
Teams
Where “alignment” is mentioned, but missing in practice
This is not for:
• Execution-only requests
• Aesthetic-only branding
• Situations where direction is already fixed
• Execution-only requests
• Aesthetic-only branding
• Situations where direction is already
fixed
What we do
What we do
What We Do
Three areas we work on
Product & AI direction
What belongs in the MVP, what the system should optimize for, where AI creates value vs. avoidable complexity.
Brand & positioning
What this actually is, who it’s for, and how to explain it without reopening internal debate.
Creative & art direction
What the work should feel like, what visual logic serves the intent, and where restraint matters more than expression.
Product & AI direction
What belongs in the MVP, what the system should optimize for, where AI creates value vs. avoidable complexity.
Brand & positioning
What this actually is, who it’s for, and how to explain it without reopening internal debate.
Creative & art direction
What the work should feel like, what visual logic serves the intent, and where restraint matters more than expression.
Product & AI direction
What belongs in the MVP, what the system should optimize for, where AI creates value vs. avoidable complexity.
Brand & positioning
What this actually is, who it’s for, and how to explain it without reopening internal debate.
Creative & art direction
What the work should feel like, what visual logic serves the intent, and where restraint matters more than expression.
AI, brand, and creative execution are not the value. They’re the contexts where clarity must hold.
How direction becomes usable
How direction becomes usable
How direction becomes usable
Four steps to make direction hold
1. Signal
Identifying what matters — separating it from noise.
1. Signal
Identifying what matters — separating it from noise.
2. Direction
Defining what this is — and what it is not.
2. Direction
Defining what this is — and what it is not.
3. Focus
Removing what isn’t required to move forward.
3. Focus
Removing what isn’t required to move forward.
4. Grounding
Staying close as intent moves into execution, protecting it from distortion.
4. Grounding
Staying close as intent moves into execution, protecting it from distortion.
1. Signal
Identifying what matters — separating it from noise.
3. Focus
Removing what isn’t required to move forward.
2. Direction
Defining what this is — and what it is not.
4. Grounding
Staying close as intent moves into execution, protecting it from distortion.
Great Lab works with your existing team or helps assemble the right one. The role is to set the direction, then lead or guide the people who build it.
About
About
About
Who’s behind Great Lab
Founder
Great Lab is led by Dmitrii Keshishev — a product and creative leader who’s built digital platforms, led transformation programs, and directed award-level work across media and advertising.
His work has been recognized by the Webby Awards, the Shorty Awards, and the Digiday Media Awards.
Recent work
Recent work
Recent work
Patterns of work
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
Building an AI-automation workflow that turns a short input into an execution-ready performance creative strategy — audience hypotheses, messaging, hooks, routes, and asset-ready briefs. ▶︎ Early runs reduced strategy cycle time by up to ~20× and lowered strategy cost by ~3× — while keeping the final decision-making with humans.
AI & Product Direction · Creative Strategy Systems · Performance Marketing
1/5
Automating performance creative strategy with AI
Built custom analytics dashboards and automated reporting for leadership, production, and business teams — while introducing a KPI system for commercial teams. ▶︎ Teams stopped debating “what’s happening” and started acting on shared definitions.
Product Direction · Data & Measurement Systems · Operating Rhythm
2/5
Turning visibility into decisionable leadership signals
Led a cross-functional team across brand strategy, identity, corporate type development, events, and creative communications to take a new media brand in the Middle East from intent to launch. ▶︎ One direction held across many specialist streams — without drift.
Brand Direction · Creative Direction · Grounding Through Execution
3/5
Launching a new brand with many moving parts
Digitized B2B video subscriptions, integrated Salesforce, and launched new subscription products — making access simpler for startups and publishers. ▶︎ The business became repeatable — less improvisation, more reliable execution.
Product Direction · Monetization & Packaging · Systems Integration
4/5
Productizing a complex B2B business so it can scale
Restructured creative teams across agencies — aligning skill sets, improving communication, and streamlining workflows to increase collaboration and tender win rates. ▶︎ Clearer ownership, cleaner handoffs, and decisions that survived execution pressure.
Operating Model · Team Structure · Process & Workflow Design
5/5
Restructuring teams so the work stops drifting
FAQ
FAQ
FAQ
Your questions, answered with clarity
Do you build and execute?
Is this strategy consulting?
What kinds of decisions do you help with?
What’s the typical engagement format?
What deliverables do you produce?
How do we start?
Do you build and execute?
Is this strategy consulting?
What kinds of decisions do you help with?
What’s the typical engagement format?
What deliverables do you produce?
How do we start?
Do you build and execute?
Is this strategy consulting?
What kinds of decisions do you help with?
What’s the typical engagement format?
What deliverables do you produce?
How do we start?
When the decision is expensive — and the direction isn’t clear yet.
When the decision is expensive — and the direction isn’t clear yet.
