Do I need to configure everything before using MITPO?

No. The product works before everything is configured, but output quality improves materially once your brand context is in place. Start with the basics: category, audience, promise, and voice. Everything else can be filled in as you use it.

Should I start with the MITPO Assistant or Campaigns?

Start with the MITPO Assistant when the strategy is still forming. Start with Campaigns when the audience, angle, and objective are already clear enough to turn into execution. The two are meant to work in sequence, not in parallel.

What is the fastest way to get value?

Set up the brand profile, run one competitor read using Spy mode, ask one real strategic question in the MITPO Assistant, and turn that answer into a campaign brief or launch direction. Most teams find their first sharp output within one session.

What is the difference between Spy and Scout?

Spy gives you a full report on one competitor: positioning, SEO keywords, social presence, and weaknesses. Scout finds competitors you did not know about and gives you a short brief on each.

What is the difference between the MITPO Assistant and a Research session?

The MITPO Assistant is a conversational partner that reasons over your brand context and the current conversation. Research runs a deeper web search and answers with sources. Use Research when you need current market data, not just strategic reasoning. Research is counted in sessions, not credits: Free gets 1 a month, Starter 25 a day, Growth 75 a day, and Scale 300 a day. Past the daily count, chat switches to fast mode until it resets, or you can keep researching for 2 credits a run.

How do I get a full research report?

On paid plans, when an answer is worth a full report, "Go deeper" appears under it in the chat. It opens a Deep Research plan for the same question that shows the cost before you start, and nothing runs until you approve it. Deep Research is not on the Free plan.

How many personas should I make at the start?

Usually one. A strong first persona is more useful than three weak ones. Start with the buyer you most want to win and be specific about their role, pain, and buying context. Add more only after the first one is genuinely sharp.

How does Brand Voice work?

Open Settings → Brands. "Read my site" reads your website, and under Sources you can add documents (PDF, DOCX, TXT, or MD) such as a brand guide or past posts. MITPO suggests tone, style, and voice items across the Look, Voice, and Audience & offers tabs, and only what you keep is used. The more specific and representative your source material, the sharper the results.

What happens to credits if I do not use them?

The Free plan’s 100 credits are a one-time grant and do not refill. Subscription credits reset each billing cycle and do not roll over. Credits from one-time packs never expire - anything you buy stays in your balance until you use it. You can check your remaining credits in the account settings.

Where do product updates live?

Use the Changelog for shipped updates with dates and context. Use the docs pages for guidance on how each surface is meant to be used. The Changelog is the authoritative record of what has changed.