@aicopycoders/exodus 2026.6.2400

package/assets/references/awareness-framework.md

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+# Awareness Framework — The 5 Buckets
+
+This is the awareness-level framework for the Genesis writing process. Every brief gets classified into one of these five levels. The classification sets the starting place of the ad and which primer Genesis uses.
+
+**The Critical Rule:** The job is ALWAYS the same — install the mechanism → create desire → bridge to product. The ONLY difference between awareness levels is the starting place. Don't treat them as different jobs. Same job, different entry point.
+
+> **Exodus note on primers.** In this workspace, primers are **foundation fields**, not files. The cold primer is `primerUnawareProblemAware` (unaware + problem-aware winning ads); the warm primer is `primerSolutionProductAware` (solution + product-aware winning ads). Set them with the `exodus-foundation` skill. `--awareness <level>` on a Genesis run selects which primer the bots receive.
+
+---
+
+## Bucket 1: UNAWARE — Surface What's Hidden
+
+### Core Jobs:
+- Bring "symptom" to surface
+- Bring desire for a new opportunity to surface
+- Create dissatisfaction/instability with the status quo
+
+### What This Means:
+The reader doesn't know they have a problem, or doesn't know a solution category exists. You start with raw curiosity, symptom, or problem.
+
+### Towards (Opportunity):
+Surface an opportunity they don't know exists. The ad reveals something new — a possibility, a hidden advantage, a discovery — that creates desire from scratch.
+
+### Away (Problem):
+Surface a threat they don't know exists. The ad reveals a hidden danger, a silent symptom, an invisible risk — creating urgency from awareness itself.
+
+### Example Hooks:
+- "How are ancient teeth — buried for thousands of years — still perfectly preserved… while ours rot even though we brush twice a day?" (paradox → hidden mechanism)
+- "Watch what nuts do to your body. Cashews aren't actually nuts — they're part of the poison ivy family." (pure education frame)
+
+### Primer: `primerUnawareProblemAware` (cold)
+
+---
+
+## Bucket 2: PROBLEM AWARE — Align With the Problem Model (UMP)
+
+### Core Jobs:
+- Move them from SYMPTOM to your ROOT CAUSE (it's not X, it's Y)
+- Install your Unique Mechanism of the Problem (UMP)
+- Undo/accommodate false beliefs about other "models"
+
+### What This Means:
+The reader knows they have a problem but doesn't know what's really causing it. You start with their known problem and reframe the cause.
+
+### Towards (Root Factor of Success):
+Show them the root factor behind the results they want — the thing they've been missing.
+
+### Away (Root Cause):
+Reframe from the surface symptom to the real root cause — the mechanism they didn't know about.
+
+### Example Hooks:
+- "This will make you stop snoring instantly. If you don't fix snoring, you'll have the same fate as Margaret Thatcher." (reframes "annoying noise" → "your brain is suffocating 80 times a night")
+- "Paying your bills on time raises your credit score, right. Wrong." (installs a new belief about the real cause)
+
+### Primer: `primerUnawareProblemAware` (cold)
+
+---
+
+## Bucket 3: SOLUTION AWARE — Align With the Solution Model (UMS)
+
+### Core Jobs:
+- Get them to accept your SPECIFIC APPROACH as right
+- Install your Unique Mechanism of the Solution (UMS)
+- Prove differentiation and superiority
+
+### What This Means:
+The reader knows solutions exist. They're comparing options. You start with the solution category and prove yours is best.
+
+### Towards (Your Path to the Opportunity):
+Position your solution as the clearest, fastest, most reliable route to the outcome they want.
+
+### Away (Your Fix for Their Problem):
+Systematically dismantle alternatives and position yours as the only one addressing root cause.
+
+### Example Hooks:
+- "This is the simplest way to silence snoring at home. I tried these popular anti-snoring solutions so you don't have to." (dismantles each alternative, then positions the product)
+- "Just 12 minutes a day with this NASA-inspired device gave me my hairline back." (differentiates through mechanism + authority)
+
+### Primer: `primerSolutionProductAware` (warm)
+
+---
+
+## Bucket 4: PRODUCT AWARE — Win the Comparison
+
+### Core Jobs:
+- Make yours the OBVIOUS CHOICE
+- Create a ton of vendor trust
+- Prove differentiation and superiority (own the category)
+
+### What This Means:
+The reader knows your product exists. They're deciding between you and alternatives.
+
+### Towards (Best Path to Success):
+Focus on what makes your product uniquely effective — features, results, social proof.
+
+### Away (Best Fix Available):
+Compare directly against named alternatives and win on every dimension that matters.
+
+### Primer: `primerSolutionProductAware` (warm)
+
+---
+
+## Bucket 5: MOST AWARE — Remove Friction
+
+### Core Jobs:
+- Give them a reason to ACT NOW
+- Create urgency, scarcity
+- Remove all friction
+
+### Towards (Opportunity-Based Urgency):
+Limited-time bonus, exclusive access, the cost of waiting in terms of missed benefits.
+
+### Away (Problem-Based Urgency):
+Every day without the product, the problem compounds. The cost of inaction is specific and measurable.
+
+### Primer: none needed (Most Aware ads are direct offers)
+
+---
+
+## Towards vs Away Quick Reference
+
+| Bucket | Towards | Away |
+|--------|---------|------|
+| Unaware | Surface an opportunity they don't know exists | Surface a threat they don't know exists |
+| Problem Aware | Explain what creates success | Explain what causes their problem |
+| Solution Aware | Show your path to the opportunity | Show your fix for their problem |
+| Product Aware | Prove you're the best path to success | Prove you're the best fix available |
+| Most Aware | Create opportunity-based urgency | Create problem-based urgency |
+
+---
+
+## Primer Mapping (Exodus foundation fields)
+
+| Awareness Level | `--awareness` value | Primer field |
+|----------------|---------------------|--------------|
+| Unaware | `unaware` | `primerUnawareProblemAware` (cold) |
+| Problem Aware | `problem-aware` | `primerUnawareProblemAware` (cold) |
+| Solution Aware | `solution-aware` | `primerSolutionProductAware` (warm) |
+| Product Aware | `product-aware` | `primerSolutionProductAware` (warm) |
+| Most Aware | (direct offer) | none |
+
+**Rules:** Choose ONE primer per run. Never mix awareness buckets in a single run. The job is always install mechanism → create desire → bridge to product; only the starting place changes.
+
+---
+
+## The 7 Critical Beliefs (Primary Targets)
+
+Every sale requires belief transformation. The most powerful beliefs to target:
+
+1. **UNIQUE MECHANISM** — OLD: "My problem is caused by [surface symptom]" → NEW: "It's caused by [specific mechanism] that only this addresses"
+2. **FAILED ALTERNATIVES** — OLD: "I've tried everything" → NEW: "What I tried was doomed because it didn't address [mechanism]"
+3. **ESCALATING COST** — OLD: "This is manageable" → NEW: "This is actively getting worse and costing me daily"
+4. **CONSTRAINT REMOVAL** — OLD: "I don't have time/money/discipline" → NEW: "I already have everything needed"
+5. **PERSONAL AUTHORITY** — OLD: "Another guru selling snake oil" → NEW: "This person discovered it through struggle"
+6. **RISK REVERSAL** — OLD: "I'll waste my money" → NEW: "This works or costs nothing"
+7. **NOW-OR-NEVER** — OLD: "Maybe later" → NEW: "This opportunity won't remain available"

package/assets/references/cast-video.md

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+# CAST — a generative grammar for video ad formats
+
+> Part of the creative-strategy framework set; compact index lives in `exodus-strategist`.
+> A faceted system for **decoding any video ad** into its parts and **generating infinite new
+> ones** — while staying human-readable. This is a *thinking* framework: the base Exodus CLI
+> ships copy and statics, so use CAST to decode references, brief video concepts, and choose
+> the Re-Skin knob during iterations (`iterations.md`). Video rendering itself is roadmap.
+
+> **The big idea (the $100M-on-Meta thesis):** the new *mechanism* isn't a new claim — it's
+> the **creative format itself.** A never-seen format resets the market's sophistication clock
+> on two levels: the **human brain** (novelty hijacks attention) and the **machine** (Meta
+> can't slot it next to your existing winners, so it finds a fresh audience). The desire is
+> the permanent payload; **the format is the vehicle, and it must change constantly.** The
+> real asset isn't any one format — it's a *system for manufacturing novelty faster than the
+> market copies it.*
+
+---
+
+## The grammar: CAST = 4 axes
+
+A video ad = a point across four independent axes. Decode any ad → its 4 coordinates
+(**reverse**). Pick an empty/novel combination → a new format (**generate**).
+
+| Axis | The question | Values (open lists) |
+|---|---|---|
+| **C — Conceit** | What social shape / skit / premise does it mimic? | talking-head/yapper · podcast · street interview · customer call · cue cards · whiteboard · green-screen react · tutorial/demo · listicle · skit · text-thread · thumb-fight · news/doc … *(open — this is where new types are born; a conceit is a specific TYPE/vehicle, never a generic "story")* |
+| **A — Actor** | Who's on screen / whose credibility? | *buckets below* |
+| **S — Style** | What substrate / visual look? | live-action · AI-3D (Pixar) · AI-2D cartoon · claymation · motion-graphics · screen-capture · static-in-motion · composite |
+| **T — Terrain** | Where is it set? | bedroom/native · office/studio · street/outdoor · in-use (gym/kitchen) · abstract/none |
+
+### Actor buckets (the trust ladder — *whose word are we trusting?*)
+
+| Bucket | = |
+|---|---|
+| **Unseen** | no figure — product, hands, b-roll, screen |
+| **Peer** | a real customer / someone like me |
+| **Creator** | hired relatable talent (UGC actor) |
+| **Founder** | the maker / brand insider |
+| **Authority** | credentialed expert (doctor, coach, scientist) |
+| **Celebrity** | borrowed fame |
+| **Character** | fictional/animated persona (mascot, Pixar character) |
+
+---
+
+## Why CAST and not a flat list
+
+The old cut — "Human-first / VO+B-roll / AI animation" — feels off because **each one keys
+off a different axis**: Human-first = *who* (Actor), VO+B-roll = *how it's delivered*, AI
+animation = *how it's rendered* (Style). They're not siblings; they're three different axes
+flattened into one list. CAST promotes each trait to its own axis → MECE-ish, reversible, and
+generative.
+
+**Two things deliberately cut** (they failed the *"type-definer or variation-knob?"* test):
+- **Delivery** (sync / VO / text-on-screen) → mostly determined by Conceit + Actor; the free
+  part (VO ↔ text) is already an iterations knob, not a type axis.
+- **Fidelity / polish** (ugly → branded) → that's the existing native ↔ templated ↔ branded
+  wrapper tied to **awareness**, and it's *emergent* from Actor + Style + Terrain. It crosses
+  all of Creative (statics too), so it stays as that layer — not a CAST axis.
+
+---
+
+## The discipline: stable core, test one knob
+
+Same "turn one knob" rule as the iterations (CASHED) framework. Hold most of CAST stable,
+move one axis:
+
+- **Novelty (resets the sophistication clock):** a new **Conceit** or a new **Style** value.
+  This is net-new — what makes an ad feel never-seen.
+- **Diversity (varies a known winner):** swap **Actor** or **Terrain**. Same format, fresh
+  face/place — scales a winner without resetting anything.
+
+So: to *manufacture novelty* → push **C** and **S**. To *scale a winner* → vary **A** and
+**T**.
+
+**The DR skeleton is NOT a CAST axis.** It's the constant payload *underneath* every ad:
+hook → story → problem → agitate → sell-against → benefits → product → unique mechanism →
+offer. CAST describes the **vehicle**; the skeleton is the **engine**. Keep them separate or
+you re-tangle them.
+
+---
+
+## Reverse test — real ads decoded into CAST
+
+| Ad | Conceit | Actor | Style | Terrain | Novelty came from |
+|---|---|---|---|---|---|
+| AI "Pixar" VSL | story/VSL | Character | **AI-3D** | animated | **Style** |
+| Thumb Fight | **thumb-fight** | Creator | live-action | native | **Conceit** |
+| 3-person POV founder | multi-person POV | Founder | live-action | — | Conceit |
+| 2D AI cartoon founder | explainer | Founder | **AI-2D** | animated | **Style × Actor cross** |
+| Cue Card | **cue-cards** | hands/Peer | live-action | neutral | Conceit |
+| Customer Call | **phone-call** | Peer + Founder | live/screen-cap | abstract | Conceit |
+
+The grid tells you *where each ad's novelty lives* — and the best ones are often a **cross**
+nobody had run (Founder × AI-2D).
+
+**Weak seams to watch:** Conceit ↔ Style can bleed on AI (resolution: render = Style, story
+= Conceit); some Conceits presume a Terrain (street-interview → street). Minor. **Conceit
+carries the most weight and is the most generative — it's the engine room.**
+
+---
+
+## The Conceit Engine
+
+Conceit is the one axis where novelty actually lives, so it's the only thing you point a
+creativity pass at. Everything downstream just *applies* the conceit.
+
+```
+   what's working  ──┐
+   (organic + swipes  │
+    + your own ads) ──┤──►  CONCEIT pass  ──►  new conceits
+                       │   (abstracts the *shape*,   (cue-card, customer-call,
+   formats you've ────┘    not the copy)              thumb-fight, + net-new)
+   already unlocked
+```
+
+1. **Feed** — a read on what's winning *organically* and in *ads* (the same STORMING / swipe
+   sources Ideation already uses).
+2. **Abstract the shape, not the words** — "2-voice overheard call," "hands swapping cards" —
+   then recombine and invent new ones.
+3. **Output** — each new conceit becomes its **own primer**: winning examples of that format
+   + a light wrapper. Same primer philosophy, teaching the *vehicle* instead of the words.
+
+---
+
+## How this plugs into primers (the two-layer model)
+
+A primer = **raw winning ads + a light meta-instruction wrapper.** Today Exodus primers are
+cut by **awareness** and are copy-native. Conceit reveals a second, orthogonal layer:
+
+- **Payload primers** *(what exists today)* — cut by **awareness × length**. Teach *what to
+  say and where to enter* = the DR engine. Stable per segment.
+- **Conceit primers** *(the new layer)* — cut by **format**. Teach *what shape to pour it
+  into* = the vehicle.
+
+**Apply them in sequence — don't multiply them into slots** (awareness × conceit = slot
+explosion):
+
+```
+payload primer (what to say) → conceit primer (what shape) → Style / Actor / Terrain (production) → scripted ad
+```
+
+Hold the payload stable (segment + awareness + mechanism — the brand truth) and **swap the
+conceit** → a net-new-*feeling* ad with zero new research. One winning payload × 5 conceits =
+5 ads that reset the clock. **That's the novelty machine.**
+
+### What a conceit primer encodes
+Winning ads of that conceit + a light wrapper for: **(a)** beat → structure mapping,
+**(b)** register/voice, **(c)** the conceit's native hook type, **(d)** visual-direction cues
+(where Style/Terrain plug in).
+
+| Conceit | Beat → structure | Voice | Native hook |
+|---|---|---|---|
+| **Cue-card** | one beat per card, ≤8 words | terse, declarative | card 1 = pattern-interrupt line |
+| **Customer-call** | beats → two-voice turns | overheard, unpolished | friend's confession/question |
+| **Street-interview** | beats → Q&A; respondents stack proof | reactive, real | interviewer's provocation |
+| **Thumb-fight** | beats wrap a UI interaction | 4th-wall-breaking | "stop scrolling, put your thumb here" |
+
+---
+
+## One-line summary
+
+**CAST (Conceit · Actor · Style · Terrain) decodes any video and generates new ones. Conceit
+is the creative slot — point one pass at it, fed by what's working, outputting new
+conceits-as-primers. The DR skeleton stays constant underneath; the conceit is the vehicle
+you swap to manufacture novelty faster than the market copies it.**

package/assets/references/copy-blocks.md

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+# Copy Blocks — P3C2 (the building blocks of persuasion)
+
+> Part of the creative-strategy framework set; compact index lives in `exodus-strategist`.
+> The five Copy Blocks are the "lego blocks" of copy. Treat them as **thinking tools, not a
+> procedure** — master them until they're automatic, then throw away the ladder. *Clarity is
+> king: never sacrifice clarity for something cute.* You improve almost ANY copy two ways:
+> **add a missing block** or **make an existing block stronger.** ~90% of all copy feedback
+> reduces to one of those two moves — including the feedback you'll give a Genesis draft.
+
+> **P3C2 = Pain · Promise · Proof · Constraints · Curiosity** (+ a bonus **Conditions** block).
+
+**The metaphor:** the prospect is in *Pain Country* and wants the *Promised Land* across the
+canyon. **Curiosity** is the helicopter that carries them across · **Proof** is the pilot
+(they won't board if they don't trust it) · **Constraints** are the baggage they must drop ·
+**Conditions** is the dynamite set to blow if they don't get in now.
+
+**The Persuasion Equation:** `VALUE = PROMISE × (PROOF × CURIOSITY) / CONSTRAINTS × CONDITIONS`.
+Use it as a scoring lens on any draft: which term is weak, which is missing, which is
+carrying the piece.
+
+---
+
+## 1 · PAIN — what they want to get RID of
+An urgent problem negatively affecting their life that they desperately want solved. Use
+**problem tokens** — the symptoms as they're *lived* ("messy carpets," not "digestive
+issues").
+
+**The Pain Chain** — expressions sequenced to warm up and "turn the knife":
+General → Specific → Specific → Specific → **Cinematic** (a concrete movie of the pain in
+daily life) → **Emotional** (the inner feeling) → **Core Wound** (the deepest existential
+fear). *"The point of good persuasion is for the prospect to feel understood."* — Hormozi
+
+## 2 · PROMISE — what they want to GAIN
+The reversal of the pain into the desired outcome / identity gain. **Promise Ladder:**
+General → Specific ×3 → **Cinematic** → **Emotional** → **Core Transformation.** Two rules:
+**(1) it's hard to overdo Promises** — most people underdo them; be generous, lather them on
+(Promise raises the energy of the copy). **(2) Always anchor to the one Core Transformation**
+they're really after. Live on the **edge of believability** — almost too good to be true,
+but plausible enough they *want* to believe.
+
+## 3 · PROOF — reason to believe
+*"Proof is more important than promise."* — Bencivenga. It's about creating the **feeling**
+of proof, not winning a legal argument.
+- **Siamese Twin:** pair every Promise with Proof right after it.
+- **Balance Scale:** *never make the claim bigger than the proof.* Big promise → big proof.
+  (This is the same instinct as the "proof placement follows claim strength" quality bar:
+  outlandish claims need proof immediately, in the hook itself.)
+- **5 categories / 22 types:** **Psychological** (jargon, candid communication, explanatory
+  reasoning, logic, guarantees) · **Experiential** (testable, demos, trials/samples,
+  challenges, comparisons, before/after) · **Empirical** (studies, stats, infographics) ·
+  **Credible** (certifications, track record, expert endorsements, media, awards) · **Social**
+  (testimonials/UGC, case studies, engagement).
+- **Rules of thumb:** match proof level to promise level · hard-to-fake = stronger ·
+  **Experiential is the strongest** (people draw their own conclusion — show, don't tell) ·
+  **Psychological is the most useful + underused** (high strength-to-effort, grounded in
+  perception). And the standing rule: **verify every proof point a bot hands you** — Genesis
+  fabricates studies and stats; fact-check before anything ships.
+
+## 4 · CONSTRAINTS — what holds them back (dissolve these)
+Objections/restrictions that inhibit the sale — conscious and subconscious. **The Big Three:
+Money · Time · Effort** (minimize all of them).
+- **The Resonance Hierarchy** — how constraints get built: **Experiences → Beliefs → Values
+  → Identity** (formed bottom-up). But prospects **interact top-down**, and **Identity is the
+  most crystallized** → if your message conflicts with their identity, you trigger an
+  autopilot rejection. So **appease Identity, avoid conflicting with Values**, then rework
+  the pyramid from the ground up. *Molding identities is literally how you "build buyers"* —
+  people buy to reinforce who they are or to become who they want to be. Experiences/Beliefs
+  are the malleable playground.
+- **Dissolve via A.W.E.:** **Acknowledge** the belief and its validity ("I used to think
+  that too, and it makes sense…") → **Wedge** a counterexample that creates a *both/and*
+  reality (not either/or) → **Elaborate** the new option. Counterexample types: scientific
+  evidence · news · history · anecdotes · analogies · paradoxical questions.
+
+## 5 · CURIOSITY (Mechanism) — the bridge from Pain → Promise
+The most important and most differentiated block — where you draw out what's unique. **"Curiosity
+is a new, simple, unique, exciting way to go from Pain to Promise."** Lives in headlines,
+hooks, fascinations, mechanisms, and names. (This is the home of UMP/UMS — the unique
+mechanism of the *problem* and of the *solution*; the named reason this works when
+everything else failed.) Make it strong on **two dimensions:**
+
+- **INSIGHT** (the "aha"): **Simple · Easy · Explanatory · Novel.** *Simple* = few moving
+  parts (rule of 1). *Easy* = feels easy to DO (the anti-constraint). *Explanatory* = a
+  **bigger idea that eats the old one** (Einstein > Newton) — acknowledges the old idea's
+  success, explains its failure, handles edge cases. *Novel* = new but not too far out — the
+  **Epiphany Threshold** is ~level 6–8 of 10 (level 0 = everyone knows; level 10 = the
+  bullshit-detector trips).
+- **CHARACTERIZATION** (the name / how you frame it): **Evocative Naming** (reveal just
+  enough — "Hidden Constipation," not "Gut Cleanse") · **Idea Caricatures** (follow
+  associations/analogies to exaggerate the sexy/taboo/exciting aspects — the highest-leverage
+  art) · **Intuition Pumps** (match the prospect's "body feel" — e.g. "Joint Drought" →
+  "5-Second Joint Hydration Trick").
+- **The Curiosity Quadrant** (where to pull the idea from): **External/Internal ×
+  Problem/Solution × General/Specific** — External = what the market already believes,
+  Internal = your new insight. Apply **rhetorical frames** to any belief — **Reversals · Gaps
+  · Patterns · Mirroring · Simplifiers** — to spin hooks.
+
+## Bonus · CONDITIONS — the offer terms
+More a feature of the OFFER than the copy, but powerful when you have them: **Qualifications**
+(call-out language) · **Conversion Triggers** (urgency/scarcity) · **Risk Reversal**
+(guarantees, "you don't pay," money-back, trials) · **Value Adds** (bonuses/discounts) ·
+**Terms & Structure** (payment plans, financing). Combine with Curiosity + Proof so the offer
+doesn't sound like everyone else's.
+
+---
+
+## Making ANY block stronger — CRAVES
+**Clear · Relevant · Accurate · Visual · Expressive · Specific.**
+- **Accurate** is the big one — pull the market's *exact words* from reviews, comments,
+  forums, calls. *"It's not how hard you hit; it's hitting the exact reflex point on the
+  knee."*
+- **Visual** — ~50% of the brain is visual; make Pain/Promise a movie they can watch.
+- **Expressive** — use visceral, connotation-soaked language (power words) — *don't overdo
+  it.*
+- **Specific** — "$500–1,500/day" beats "profit"; "10 lbs of lean muscle" beats "build
+  muscle."
+
+## Copy Velocity — drench the copy, cut filler
+`Copy Velocity = (# of blocks / # of words) × 100`. Higher = more concentrated. The best copy
+DRENCHES itself in blocks and limits words not tied to one. (A metaphor, not an exact science
+— clarity still wins.)
+
+## How to apply
+1. **Recognize** the blocks (and their absence) in any piece — including a Genesis draft.
+2. **Add missing blocks** — e.g. a headline with only Pain+Promise gets stronger by adding
+   Constraints ("…without cold outreach"), then Curiosity (a named method), then Credibility
+   ("9-figure copywriter reveals…").
+3. **Strengthen existing blocks** with CRAVES.
+
+This is the vocabulary for *steering* a writing pass: instead of "make it better," name the
+block. "Add Proof right after that Promise (Siamese Twin)." "The Curiosity is weak — give the
+mechanism an evocative name." That's how you turn a bot draft into a finished ad.
+
+---
+
+*Genesis depth (not reproduced here):* the full Copy Blocks writing prompt, the power-word
+banks (greed/fear/anger/curiosity/lazy/lust/safety), the Pain Matrix, and the trained
+extraction bots all live inside Genesis. The methods above are yours to apply by hand on any
+draft; the trained tooling runs them at scale.