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ConceptsPlatform mental model
Concept

Platform mental model

10ex is a single platform for AI-driven marketing and lead-gen. Five primitives matter. If you understand these, the rest of the product slots into place.

  1. Leads. People, with company context. Imported, enriched, segmented.
  2. Knowledge. Your brand context, ICPs, past outputs. The thing every agent reads first.
  3. Connectors. Providers 10ex reads from and writes to (Gmail, Webflow, Google Ads, HubSpot, etc.).
  4. Agents. CrewAI-powered crews, hireable from the Agent Store. Each runs an end-to-end motion.
  5. Flows. Orchestration that ties triggers (CRM events, schedules) to agent runs.

Most playbooks compose these in the same order: Connector → Knowledge → Segment → Agent → Flow.

Why this order matters

Skip a primitive and you pay later. Hire Nova before connecting Gmail and the run refuses. Hire Marcus/Blog before filling brand voice and the output sounds like everyone else’s. Wire a flow before the agent works in isolation and you’ll be debugging two layers at once.

The Launchpad enforces this order automatically. If you want to go off-script, follow the same sequence by hand.

How agents and flows differ

A common misunderstanding: agents and flows do the same thing. They don’t.

  • Agents do one thing well, on demand. Hire Marcus, ask for a blog, get a blog.
  • Flows orchestrate agents and side-effects on a schedule or event. A flow might watch for new MQLs, hand them to Marcus/Prospector for enrichment, then to Nova for sequencing.

Use agents for one-shot work. Use flows when the same shape of work happens repeatedly without you watching.

Common questions

Where do I start? Brand knowledge, then Launchpad. Launchpad picks the agents for you.

Do I need to set up flows on day one? No. Hire one agent, run it manually, see the shape. Wire flows when you have a repeatable motion.

What’s missing from this model? Approvals. Some agents pause before irreversible side-effects. See Approval workflows.

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ConceptsThe cast: named agents