What is ABC³?

ABC³ is one of the four homemade frameworks by Alexander Kaminski. The core idea: creativity can't be handed over in a lecture — it only lands when you do it. Instead of explaining what a good idea looks like, ABC³ walks people through structured exploration, so they trip over the answer themselves and actually keep it. Discovery, not doctrine.

The name plays on the familiar. The ABC stands for the beginning — the simplest building blocks — and the raised ³ signals that those same basics, combined and repeated with intent, turn something basic into something powerful. No genius cult, just a repeatable system a whole team can run. Kaminski's rule of thumb: taste doesn't scale, systems do.

In practice, Alexander Kaminski uses this exploration logic in work like naming and rebranding. Renaming the €700M brand Kartoffelland to "Echt vom Feld" (agency Digital Masters) wasn't about guessing the one brilliant name — it was about walking the field of meaning systematically until the name that had been hiding in plain sight the whole time surfaced: close to the product, instantly clear, instantly ownable.