What Is AAURI™?

Every Purple Duck Strategy Studio project flows through AAURI™, a framework designed to drive audience action. AAURI™ eliminates guesswork and waste, delivering strategy that’s faster to market, easier to scale, and measurably more effective. Created by Krista Moats, AAURI™ is what we use to form strategy that influences what people do, believe, or remember. AAURI™ is what Purple Duck Strategy Studio uses to create successful outcome for clients.

The acronym stands for: Audience | Attention | Understand | Remember | Influence

How AAURI™ Works

AAURI begins and ends with influence: the outcome you're trying to achieve. Everything in between is designed to align with what your audience cares about, how they consume information, and what will make it stick.

How to Make Messages That Matter With AAURI™

AAURI™ is like a recipe for getting people to pay attention and take action.
It helps you make messages that are clear, fun, and easy to follow!

🎯 A = Audience
Who are you talking to?
Think about what they care about and what might get them interested.

📣 A = Attention
How can you get their attention?
Maybe a cool picture, a funny title, or something surprising.

🧠 U = Understand
How will they understand your message?
Use simple words, fun examples, or a short video.

🔁 R = Remember
How will they remember it?
Say it more than once, use a rhyme, or make it stand out.

🚀 I = Influence
What do you want them to do?
Click a button, learn something, or tell a friend.

🎉 AAURI™ helps you share smart ideas that people will notice, remember, and care about!
Created by Krista Moats at the University of Notre Dame