Benjamin Gabay

Chapter 1: Germinal, a millimetre-sized work organisation

In recent years a truly streamlined organisation in the field of services has been possible in the digital economy.

Benjamin Gabay
machine growth

Do not reinvent the existing

At Germinal, we're killing ourselves by not reinventing what already exists! Our goal is to link what already exists. We're not Gutenberg, but we proceed in the same way.

the process is new but the materials are not

Fast Rewind: He developed a process that gave rise to modern typography and distinguishes itself from the old methods by rationalizing and harmonizing the various techniques. To do this, he "only" reuses elements that already existed! In other words, the process is new but the materials are not. This is how he introduced the printing press, which allows uniform and fast printing!

Anyway, that's what we do! We optimize production and to do this we link elements together in 2 ways:

  • By a millimetric organization of the work
  • By software linking execution and methodology

A scientific organisation of work as a framework for thinking

Extremely practical for the structuring of production chains, the implementation of a scientific organisation of work has proved its worth over the last century. Taylorism and Fordism are best known for the advent of mass production of physical commodities. The direct effects of Taylorism were the increase in wages that allowed workers to afford the car it produced while reducing their working hours. Its deleterious effects are also and above all well known. That is why it must be overcome.

Que s'apelorio Germinalism 😆

On a more serious note, for some years now a real organisation of work in the field of services has been possible in the digital economy. All digital products are powerful enough to be connected to each other via APIs and artificial intelligence is (just) starting to be sufficient to obtain interesting results.

Germinal is fully in line with this trend. We don't want to reinvent the wheel, to code what already exists (besides it's an unfortunate current trend), we want to intelligently link production tools so as to :

  • overboost test production
  • guarantee a quality standard.

That's all well and good, but how do we do it?

Well, then we get equipped and we execute! How do we do that? By creating a digital exo-skeleton.

We equip ourselves by creating an exoskeleton!

To equip ourselves, we create an exo-skeleton. That's the role of Maxime - notre CTO - et his team. His perimeter? Automate what's possible to allow more time for human reflection.

  • Almost automated website creation. This page, for example, is a perfect example of a Germinal production. It was realized in 13h. This includes design, copywriting (content) and integration. By the end of the year, our ambition is to halve the production time. 
  • Automated and structured launch of advertisements on the main advertising networks. 
  • Automated configuration of analytics and conversion points to measure the effectiveness of our actions
  • Reconciliation of data between Analytics and advertising agencies for reporting. 
  • Creation of a system to understand exactly the data-driven personae!
  • Creation of a "design system" to obtain unique and fast designs without constantly reworking identical elements. The goal here is not to think in "screens" or "pages" but in a system of components. We'll write an article especially about this!
  • Automated email sending
  • Sequenced and automated sending of offline mailings
  • and so on

Everything is currently under construction, but we are currently evaluating the speed gains at about 8 hours on a facebook campaign launch, 8 hours on reporting, about ten hours on landing page creation and design and 1h30 on tracking.

The exoskeleton will be finished in its first version at the end of the year.

For the customer, it is therefore not only a substantial acceleration of its execution, but it is also the guarantee of having a quality standard.

We estimate that the exoskeleton will be finished in its first version by the end of the year. This first version is entirely built in a simple Google spreadsheet to speed up production and remain agile. It is only an MVP.

We link the automations

That's where Paco and his team come in. His goal? In addition to ensuring that all the services provided by Germinal are carried out correctly, his role is to understand the "inputs" required for each task. Thus, without going into too much detail, a simple "landing" or "destination page" requires 13 elements to be created and checked. These are therefore 13 entry points to give to the machine.

Of course, before discovering them you have to have executed a lot.

A simple Technical Stack as part of our MVP for a powerful result!

Nothing faggoty! As we said... the beauty of Germinal is not the tool itself but the way it links what already exists to multiply its value tenfold! This allows us to manage today the production of about fifteen iterations simultaneously and it's perfectly scalable!

  • Asana for task management
  • Google Drive for storage of customer data
  • The Google API (a great friend of Maxime's)
  • Everhour to measure the time it takes to complete each task
  • Slack for team interaction
  • Google Analytics to centralize data
  • Google Tag Manager to automate tracking
  • Forrest Admin to reconcile data


If we do, we will have created a true exoskeleton, a Go To Market Machine, enabling frictionless, streamlined and fast digital asset production. This is also why Germinal is not just an agency.