@domandigital/craft 0.13.0 → 0.15.0

package/dist/index.js

@@ -490,9 +490,9 @@ function fluidClamp(minPx, maxPx, minViewport, maxViewport, rootPx = 16) {
   const interceptRem = round((minPx - slope * minViewport) / rootPx);
   const slopeVw = round(slope * 100);
   const preferred = interceptRem === 0 ? `${slopeVw}vw` : `${interceptRem}rem + ${slopeVw}vw`;
-  const lower = Math.min(minRem, maxRem);
+  const lower2 = Math.min(minRem, maxRem);
   const upper = Math.max(minRem, maxRem);
-  return `clamp(${lower}rem, ${preferred}, ${upper}rem)`;
+  return `clamp(${lower2}rem, ${preferred}, ${upper}rem)`;
 }
 function fluidType(options = {}) {
   const {
@@ -1286,7 +1286,7 @@ function phrases(patterns, label, source = (ctx) => ctx.blocks, skip = () => fal
   };
 }
 var escape = (s) => s.replace(/[.*+?^${}()|[\]\\]/g, "\\$&").replace(/'/g, "['\u2019]?").replace(/ /g, "\\s+");
-var wordList = (words2) => new RegExp(`\\b(?:${[...words2].sort((a, b) => b.length - a.length).map(escape).join("|")})\\b`, "i");
+var wordList = (words3) => new RegExp(`\\b(?:${[...words3].sort((a, b) => b.length - a.length).map(escape).join("|")})\\b`, "i");
 var quoted = (m) => `"${m}"`;
 var AI_WORDS = [
   "tapestry",
@@ -2124,8 +2124,8 @@ function documents(ctx) {
   const docs = [];
   for (const [path, blocks] of byPath) {
     const text = blocks.map((b) => withoutHeadings(b.text)).join("\n");
-    const words2 = countWords(text);
-    if (words2 >= MIN_WORDS) docs.push({ path, blocks, words: words2 });
+    const words3 = countWords(text);
+    if (words3 >= MIN_WORDS) docs.push({ path, blocks, words: words3 });
   }
   return docs;
 }
@@ -2250,14 +2250,14 @@ function contractionHits(ctx) {
   for (const doc2 of documents(ctx)) {
     if (doc2.words < 800) continue;
     const text = doc2.blocks.map((b) => withoutHeadings(b.text)).join("\n");
-    const count3 = (text.match(CONTRACTION) ?? []).length;
-    const rate = count3 * 1e3 / doc2.words;
+    const count4 = (text.match(CONTRACTION) ?? []).length;
+    const rate = count4 * 1e3 / doc2.words;
     if (rate < 1) {
       const first = sentences(doc2)[0];
       hits.push({
         path: doc2.path,
         offset: first?.offset ?? 0,
-        message: `${count3} contraction${count3 === 1 ? "" : "s"} in ${thousands(doc2.words)} words. Prose with none reads stiff; formal legal pages are the exception`
+        message: `${count4} contraction${count4 === 1 ? "" : "s"} in ${thousands(doc2.words)} words. Prose with none reads stiff; formal legal pages are the exception`
       });
     }
   }
@@ -2269,14 +2269,14 @@ function rhythmHits(ctx) {
     const list = sentences(doc2);
     if (list.length < 40) continue;
     const lengths = list.map((s) => countWords(s.text));
-    const mean = lengths.reduce((a, b) => a + b, 0) / lengths.length;
-    const sd = Math.sqrt(lengths.reduce((a, b) => a + (b - mean) ** 2, 0) / lengths.length);
-    const cv = sd / mean;
-    if (cv < 0.42) {
+    const mean2 = lengths.reduce((a, b) => a + b, 0) / lengths.length;
+    const sd2 = Math.sqrt(lengths.reduce((a, b) => a + (b - mean2) ** 2, 0) / lengths.length);
+    const cv2 = sd2 / mean2;
+    if (cv2 < 0.42) {
       hits.push({
         path: doc2.path,
         offset: list[0].offset,
-        message: `${list.length} sentences averaging ${mean.toFixed(1)} words with little variation (spread ${cv.toFixed(2)}, reads metronomic below 0.42)`
+        message: `${list.length} sentences averaging ${mean2.toFixed(1)} words with little variation (spread ${cv2.toFixed(2)}, reads metronomic below 0.42)`
       });
     }
   }
@@ -2290,19 +2290,19 @@ function repeatHits(ctx) {
     const whole = /* @__PURE__ */ new Map();
     const runs = /* @__PURE__ */ new Map();
     for (const s of sentences(doc2)) {
-      const words2 = normal(s.text);
-      if (words2.length < RUN || !/[.!?]["'’”)]*$/.test(s.text)) continue;
+      const words3 = normal(s.text);
+      if (words3.length < RUN || !/[.!?]["'’”)]*$/.test(s.text)) continue;
       if (/^\s*\[\^[\w-]+\]:/.test(s.text)) continue;
-      const key = words2.join(" ");
+      const key = words3.join(" ");
       const earlier = whole.get(key);
       if (earlier) {
-        hits.push({ path: doc2.path, offset: s.offset, message: `the same sentence appears twice (${words2.length} words)`, excerpt: s.text.slice(0, 120) });
+        hits.push({ path: doc2.path, offset: s.offset, message: `the same sentence appears twice (${words3.length} words)`, excerpt: s.text.slice(0, 120) });
         continue;
       }
       whole.set(key, s);
       let reported = false;
-      for (let i = 0; i + RUN <= words2.length && !reported; i += 1) {
-        const run = words2.slice(i, i + RUN).join(" ");
+      for (let i = 0; i + RUN <= words3.length && !reported; i += 1) {
+        const run = words3.slice(i, i + RUN).join(" ");
         const seen = runs.get(run);
         if (seen && seen.key !== key) {
           hits.push({ path: doc2.path, offset: s.offset, message: `shares a ${RUN}-word run with an earlier sentence: "${run}"`, excerpt: s.text.slice(0, 120) });
@@ -2359,11 +2359,11 @@ function headingEchoHits(ctx) {
   const hits = [];
   for (const { file } of longFiles(ctx)) {
     for (const heading of headings(file)) {
-      const words2 = normal(heading.text);
-      if (words2.length < 4) continue;
+      const words3 = normal(heading.text);
+      if (words3.length < 4) continue;
       const after = file.text.slice(heading.end, heading.end + 600).trimStart().replace(/^\s*(?:<\/?(?:p|div|section)\b[^>]*>\s*)*/i, "");
-      const opening = normal(after.split(/\n\s*\n/)[0] ?? "").slice(0, words2.length);
-      if (opening.join(" ") === words2.join(" ")) {
+      const opening = normal(after.split(/\n\s*\n/)[0] ?? "").slice(0, words3.length);
+      if (opening.join(" ") === words3.join(" ")) {
         hits.push({ path: file.path, offset: heading.offset, message: `the heading "${heading.text}" is repeated as the first words under it` });
       }
     }
@@ -2371,7 +2371,7 @@ function headingEchoHits(ctx) {
   return hits;
 }
 var FILLER_WORDS = "boiler van kitchen garden studio market street window roof tile paint brush ladder hedge lawn fence gate shop counter oven bread flour kettle chair table shelf lamp cable socket switch meter valve pipe tap sink drain gutter brick mortar timber plank screw bolt hinge lock key door frame glass mirror towel basin morning evening winter summer spring autumn monday tuesday friday weekend hour minute week month year fitted checked cleaned painted mended booked quoted delivered collected measured sanded sealed wired local quiet small large early late busy bright warm dry".split(" ");
-function filler(words2, seed = 1, options = {}) {
+function filler(words3, seed = 1, options = {}) {
   const { contractions = true, uniform } = options;
   const shape = [5, 17, 9, 24, 6, 13, 31, 8, 11, 4, 20, 15];
   let state = seed;
@@ -2380,16 +2380,16 @@ function filler(words2, seed = 1, options = {}) {
     return state % n;
   };
   const out = [];
-  let count3 = 0;
+  let count4 = 0;
   let i = 0;
-  while (count3 < words2) {
+  while (count4 < words3) {
     const length = uniform ?? shape[i % shape.length];
     const s = [];
     for (let w = 0; w < length; w += 1) s.push(FILLER_WORDS[next(FILLER_WORDS.length)]);
     if (contractions && i % 6 === 2) s.splice(1, 0, "we're");
     s[0] = s[0].charAt(0).toUpperCase() + s[0].slice(1);
     out.push(`${s.join(" ")}.`);
-    count3 += s.length;
+    count4 += s.length;
     i += 1;
   }
   const paragraphs = [];
@@ -3529,64 +3529,76 @@ export function IntroCinematic() { return <AnimatePresence /> }`),
   }
 ];
 
-// src/character/house.ts
-var HOUSE = {
-  "em-dash": { tier: "block", label: "em dash, use a full stop or a comma" },
-  emoji: { tier: "block", label: "emoji" },
-  "not-just-but": { tier: "block", label: "contrastive negation. The template is the tell, not the sentiment. Say the positive claim" },
-  "no-x-no-y": {
-    tier: "block",
-    label: '"No X, no Y" list. Defining the brand by what it is not, itemised, is the same template as contrastive negation'
-  },
-  "no-x-badge": { tier: "block", label: 'standalone "No X" badge. Reads as a slapped-on kicker, and worse when reused across pieces' },
-  "ai-phrase": { tier: "block", label: "AI tell" },
-  "plainer-word": { tier: "block", label: "a plainer word exists. Name the mechanism instead" },
-  "plain-english": { tier: "block", label: 'use "properly explained"' },
-  buzzword: { tier: "block", label: "forbidden phrase" },
-  "negative-reassurance": { tier: "block", label: "negative reassurance, say what they get" },
-  // Evidence of a pasted chat reply, not a matter of style. Moved from review
-  // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
-  "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
-  "review-phrase": { tier: "review", label: "review tier" },
-  "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
-  "stock-phrase": { tier: "review", label: "stock phrase" },
-  "hollow-imperative": { tier: "review", label: "hollow imperative" },
-  "rhetorical-opener": { tier: "review", label: "rhetorical question opener" },
-  "staccato-triplet": { tier: "review", label: "staccato triplet" },
-  "where-x-meets-y": { tier: "review", label: "'where X meets Y'" },
-  "ing-tail": { tier: "review", label: "empty -ing tail" },
-  "vague-attribution": { tier: "review", label: "unnamed source" },
-  "closing-summary": { tier: "review", label: "closing summary" },
-  "false-range": { tier: "review", label: "false range" },
-  "placeholder": { tier: "review", label: "unfilled placeholder" },
-  // Every estate hit so far is real (38 in five DD articles, 2026-09-24), but
-  // a proposal can honestly say "the attached research". Review until measured there.
-  "prompt-context": { tier: "review", label: "prompt context: the model naming its own inputs" },
-  "question-reveal": { tier: "review", label: "staged reveal" },
-  "inline-label-list": { tier: "review", label: "bold-label bullets" },
-  "phrase-density": { tier: "review", label: "density" },
-  "aphorism-density": { tier: "review", label: "density" },
-  "contraction-scarcity": { tier: "review", label: "density" },
-  "sentence-rhythm": { tier: "review", label: "density" },
-  "repeated-sentence": { tier: "review", label: "repetition" },
-  "heading-shape": { tier: "review", label: "headings" },
-  "heading-echo": { tier: "review", label: "headings" },
-  // Banned only "when vague", per the rules. Too noisy for a sweep.
-  "vague-word": { tier: "explicit", label: "vague" }
-};
-function houseRule(id, name = id) {
-  return HOUSE[id] ?? { tier: "review", label: name };
-}
-var HOUSE_LOCKED = "the house blocking tier cannot be lowered by a repo. A genuine one-off takes copy-ok on its line; a rule that is wrong is changed in craft's house.ts and COPY.md";
-function holdHouseBlocks(exceptions, severity) {
-  const blocks = (tell) => HOUSE[tell]?.tier === "block";
-  const refusedSeverity = Object.entries(severity).filter(([tell, o]) => blocks(tell) && o.level !== "block").map(([tell]) => tell);
-  return {
-    exceptions: exceptions.filter((e) => !blocks(e.tell)),
-    refused: exceptions.filter((e) => blocks(e.tell)),
-    severity: Object.fromEntries(Object.entries(severity).filter(([tell]) => !refusedSeverity.includes(tell))),
-    refusedSeverity
+// src/snapshot/types.ts
+var SNAPSHOT_VERSION = 2;
+
+// src/snapshot/fixture.ts
+function makeSnapshot(patch = {}) {
+  const base = {
+    version: SNAPSHOT_VERSION,
+    url: "https://example.test/",
+    capturedAt: "2026-09-23T00:00:00.000Z",
+    viewport: { width: 1440, height: 900 },
+    pageHeight: 4200,
+    ground: "rgb(255, 255, 255)",
+    colours: {
+      backgrounds: [
+        { value: "rgb(255, 255, 255)", area: 6e6, chars: 0 },
+        { value: "rgb(31, 58, 46)", area: 9e4, chars: 0 }
+      ],
+      text: [
+        { value: "rgb(28, 28, 26)", area: 0, chars: 5200 },
+        { value: "rgb(31, 58, 46)", area: 0, chars: 300 }
+      ]
+    },
+    fonts: [
+      { family: "S\xF6hne", chars: 4200, displayChars: 0, italicChars: 0, weights: [400, 500] },
+      { family: "Tiempos Headline", chars: 900, displayChars: 900, italicChars: 0, weights: [500] }
+    ],
+    headings: [
+      { level: 1, family: "Tiempos Headline", sizePx: 64, weight: 500, italic: false, italicPart: false, text: "Boilers fixed the same day in Brackley", top: 180 },
+      { level: 2, family: "Tiempos Headline", sizePx: 36, weight: 500, italic: false, italicPart: false, text: "What we fix", top: 1100 }
+    ],
+    controls: [
+      { kind: "button", radiusPx: 4, heightPx: 44, background: "rgb(31, 58, 46)", text: "Book a visit" },
+      { kind: "link", radiusPx: 4, heightPx: 44, background: "rgb(255, 255, 255)", text: "Call 01280 000000" },
+      { kind: "button", radiusPx: 4, heightPx: 40, background: "rgb(31, 58, 46)", text: "Send" },
+      { kind: "link", radiusPx: 4, heightPx: 40, background: "rgb(31, 58, 46)", text: "See prices" }
+    ],
+    sections: [
+      { top: 0, height: 800, kind: "hero", label: "Boilers fixed the same day in Brackley", cards: 0, iconCards: 0, hiddenAtLoad: false },
+      { top: 800, height: 900, kind: "text", label: "What we fix", cards: 0, iconCards: 0, hiddenAtLoad: false },
+      { top: 1700, height: 900, kind: "cards", label: "Recent jobs", cards: 3, iconCards: 0, hiddenAtLoad: false },
+      { top: 2600, height: 700, kind: "text", label: "Prices", cards: 0, iconCards: 0, hiddenAtLoad: false },
+      { top: 3300, height: 900, kind: "text", label: "Contact", cards: 0, iconCards: 0, hiddenAtLoad: false }
+    ],
+    effects: {
+      glass: 0,
+      gradientText: 0,
+      gradients: [],
+      glows: 0,
+      gridBackgrounds: 0,
+      marquees: 0,
+      hairlineShadowCards: 0,
+      eyebrowChip: false
+    },
+    motion: { hiddenSections: 0, sections: 5, animations: 0, introOverlay: false },
+    metrics: {
+      fontSizes: [14, 16, 20, 36, 64],
+      fontWeights: [400, 500],
+      radii: ["4px"],
+      shadows: [],
+      spacingOnScalePct: 96,
+      bodyLineLengthCh: 68,
+      bodyFontSizePx: 17
+    }
   };
+  const out = { ...base };
+  for (const [key, value] of Object.entries(patch)) {
+    const current = base[key];
+    out[key] = value && typeof value === "object" && !Array.isArray(value) && current && typeof current === "object" && !Array.isArray(current) ? { ...current, ...value } : value;
+  }
+  return out;
 }
 
 // src/character/parse.ts
@@ -3759,15 +3771,15 @@ var blank = (s) => s.replace(/[^\n]/g, " ");
 function readsAsProse(value) {
   if (value.length < 12 || !/\s/.test(value)) return false;
   if (looksLikeClasses(value) || looksLikeAddress(value)) return false;
-  const words2 = withoutMarkup(value);
-  if (looksLikeCode(words2) || /[<>]/.test(words2)) return false;
-  return /[a-zA-Z]{3,}\s+[a-zA-Z]{2,}/.test(words2);
+  const words3 = withoutMarkup(value);
+  if (looksLikeCode(words3) || /[<>]/.test(words3)) return false;
+  return /[a-zA-Z]{3,}\s+[a-zA-Z]{2,}/.test(words3);
 }
 function withoutMarkup(value) {
   return value.replace(/<\/?[a-zA-Z][^<>]*>/g, " ").replace(/\$\{[^}]*\}/g, " ").replace(/\{\{[^}]*\}\}/g, " ").replace(/&(?:#\d+|#x[0-9a-f]+|[a-z]+);/gi, "'");
 }
-function looksLikeCode(words2) {
-  return /[{}]|;\s*(?:\n|$)|\s=\s|===?|=>|\b(?:const|let|var|function|import|export)\s/.test(words2);
+function looksLikeCode(words3) {
+  return /[{}]|;\s*(?:\n|$)|\s=\s|===?|=>|\b(?:const|let|var|function|import|export)\s/.test(words3);
 }
 var UTILITY = /^(?:flex|grid|block|inline|hidden|contents|relative|absolute|fixed|sticky|static|rounded|border|shadow|underline|italic|uppercase|lowercase|capitalize|truncate|container|group|peer|transition|antialiased|prose|sr-only|outline|ring|grow|shrink|isolate|invisible|visible|collapse)$/;
 function looksLikeClasses(value) {
@@ -3920,76 +3932,664 @@ function extractStrings(file) {
   return [];
 }
 
-// src/snapshot/types.ts
-var SNAPSHOT_VERSION = 2;
+// src/character/facts.ts
+var MONTH = "(?:Jan(?:uary)?|Feb(?:ruary)?|Mar(?:ch)?|Apr(?:il)?|May|Jun(?:e)?|Jul(?:y)?|Aug(?:ust)?|Sep(?:t(?:ember)?)?|Oct(?:ober)?|Nov(?:ember)?|Dec(?:ember)?)";
+var PATTERNS = [
+  ["url", /\bhttps?:\/\/[^\s<>"'`)\]]+|\bwww\.[^\s<>"'`)\]]+/gi],
+  ["email", /\b[\w.+-]+@[\w-]+(?:\.[\w-]+)+\b/g],
+  ["phone", /(?:\+44\s?\(?0?\)?\s?|\b0)\d(?:[\s-]?\d){8,9}\b/g],
+  ["postcode", /\b[A-Z]{1,2}\d[A-Z\d]?\s?\d[A-Z]{2}\b/g],
+  ["money", /[£$€]\s?\d[\d,]*(?:\.\d{1,2})?(?:\s?(?:k|m|bn)\b)?|\b\d[\d,]*(?:\.\d{1,2})?\s?(?:pounds|GBP)\b/gi],
+  ["date", new RegExp(`\\b\\d{1,2}(?:st|nd|rd|th)?\\s+${MONTH}\\b(?:\\s+\\d{4})?|\\b${MONTH}\\s+\\d{1,2}(?:st|nd|rd|th)?\\b(?:,?\\s+\\d{4})?|\\b${MONTH}\\s+\\d{4}\\b|\\b\\d{1,2}\\/\\d{1,2}\\/\\d{2,4}\\b|\\b(?:19|20)\\d{2}\\b`, "g")],
+  ["time", /\b\d{1,2}(?:[:.]\d{2})?\s?(?:am|pm)\b|\b\d{1,2}:\d{2}\b/gi],
+  ["number", /\b\d[\d,]*(?:\.\d+)?%?|\b\d+(?:\.\d+)?\s?(?:per ?cent)\b/gi]
+];
+var NAME = /[A-Z][a-zA-Z’'&-]*[a-zA-Z](?:\s+(?:of|and|&|the)?\s*[A-Z][a-zA-Z’'&-]*[a-zA-Z])*/g;
+var normalise = (kind, value) => {
+  const v = value.trim();
+  if (kind === "phone") return v.replace(/[^\d+]/g, "").replace(/^\+44\(?0?\)?/, "0").replace(/^\+44/, "0");
+  if (kind === "money" || kind === "number") return v.replace(/[\s,]/g, "").toLowerCase();
+  if (kind === "postcode") return v.replace(/\s/g, "").toUpperCase();
+  if (kind === "url") return v.replace(/[.,;:]+$/, "").toLowerCase();
+  return v.replace(/\s+/g, " ").toLowerCase();
+};
+function visibleText(file) {
+  const prose = /\.(md|markdown|mdx|txt)$/i.test(file.path);
+  return (prose ? extractCopy(file) : extractStrings(file)).map((b) => b.text).join("\n");
+}
+function protectedFacts(text) {
+  const facts = [];
+  let rest = text;
+  const mask = (start, length) => {
+    rest = rest.slice(0, start) + " ".repeat(length) + rest.slice(start + length);
+  };
+  for (const [kind, pattern] of PATTERNS) {
+    for (const m of [...rest.matchAll(pattern)]) {
+      const value = m[0].replace(/[.,;:]+$/, "");
+      facts.push({ kind, value, key: `${kind}:${normalise(kind, value)}` });
+      mask(m.index ?? 0, m[0].length);
+    }
+  }
+  const lines = rest.split("\n");
+  for (const line of lines) {
+    if (/^\s{0,3}#{1,6}\s/.test(line)) continue;
+    for (const m of line.matchAll(NAME)) {
+      const at = m.index ?? 0;
+      const before = line.slice(0, at).trimEnd();
+      const opensSentence = before === "" || /[.!?:"“(>*-]$/.test(before) || /^\s*(?:[-*+]|\d+\.)$/.test(before);
+      const word = m[0];
+      const acronym = /^[A-Z]{2,}$/.test(word);
+      if (opensSentence && !acronym && !/\s/.test(word)) continue;
+      if (word === "I") continue;
+      facts.push({ kind: "name", value: word, key: `name:${normalise("name", word)}` });
+    }
+  }
+  return facts;
+}
+var unique = (facts) => [...new Map(facts.map((f4) => [f4.key, f4])).values()];
+function compareFacts(before, after) {
+  const a = unique(protectedFacts(before));
+  const b = unique(protectedFacts(after));
+  const inA = new Set(a.map((f4) => f4.key));
+  const inB = new Set(b.map((f4) => f4.key));
+  return {
+    before: a.length,
+    after: b.length,
+    lost: a.filter((f4) => !inB.has(f4.key)),
+    added: b.filter((f4) => !inA.has(f4.key))
+  };
+}
+function formatComparison(result, beforePath, afterPath) {
+  const lines = [`craft copy compare: ${beforePath} -> ${afterPath}`, `  ${result.before} protected facts before, ${result.after} after`];
+  if (result.lost.length) {
+    lines.push("", `  Lost (${result.lost.length}): restore each, or say why it went`);
+    for (const f4 of result.lost) lines.push(`    ${f4.kind.padEnd(9)} ${f4.value}`);
+  }
+  if (result.added.length) {
+    lines.push("", `  Added (${result.added.length}): each needs a source, or it is invented`);
+    for (const f4 of result.added) lines.push(`    ${f4.kind.padEnd(9)} ${f4.value}`);
+  }
+  if (!result.lost.length && !result.added.length) lines.push("", "  Every fact kept, nothing added.");
+  return lines.join("\n");
+}
 
-// src/snapshot/fixture.ts
-function makeSnapshot(patch = {}) {
-  const base = {
-    version: SNAPSHOT_VERSION,
-    url: "https://example.test/",
-    capturedAt: "2026-09-23T00:00:00.000Z",
-    viewport: { width: 1440, height: 900 },
-    pageHeight: 4200,
-    ground: "rgb(255, 255, 255)",
-    colours: {
-      backgrounds: [
-        { value: "rgb(255, 255, 255)", area: 6e6, chars: 0 },
-        { value: "rgb(31, 58, 46)", area: 9e4, chars: 0 }
+// src/character/specificity.ts
+var TRADE_NOUNS = [
+  // heating, plumbing, electrical
+  "boiler",
+  "radiator",
+  "combi",
+  "cylinder",
+  "thermostat",
+  "underfloor heating",
+  "heat pump",
+  "solar panel",
+  "plumbing",
+  "plumber",
+  "leak",
+  "toilet",
+  "shower",
+  "bathroom",
+  "wet room",
+  "drain",
+  "fuse board",
+  "fuseboard",
+  "consumer unit",
+  "rewire",
+  "socket",
+  "ev charger",
+  "electrician",
+  "gas engineer",
+  "power flush",
+  "landlord certificate",
+  "eicr",
+  // building and outside
+  "extension",
+  "loft conversion",
+  "loft",
+  "kitchen",
+  "roof",
+  "roofer",
+  "gutter",
+  "chimney",
+  "driveway",
+  "patio",
+  "fence",
+  "fencing",
+  "decking",
+  "window",
+  "conservatory",
+  "plastering",
+  "plasterer",
+  "render",
+  "brickwork",
+  "bricklayer",
+  "tiling",
+  "tiler",
+  "flooring",
+  "carpet",
+  "joinery",
+  "joiner",
+  "carpenter",
+  "staircase",
+  "damp",
+  "scaffolding",
+  "garage conversion",
+  "lawn",
+  "hedge",
+  "tree surgery",
+  "stump",
+  "landscaping",
+  "gardener",
+  "gate",
+  "locksmith",
+  "pest control",
+  "wasp",
+  "cleaning",
+  "oven",
+  "end of tenancy",
+  // vehicles
+  "mot",
+  "tyre",
+  "brake",
+  "clutch",
+  "cambelt",
+  "exhaust",
+  "gearbox",
+  "valeting",
+  // personal and health
+  "haircut",
+  "skin fade",
+  "beard",
+  "barber",
+  "balayage",
+  "nails",
+  "lashes",
+  "massage",
+  "physio",
+  "physiotherapy",
+  "osteopath",
+  "chiropractor",
+  "dentist",
+  "dental",
+  "implant",
+  "brace",
+  "invisalign",
+  "hygienist",
+  "optician",
+  "eye test",
+  "vet",
+  "grooming",
+  "dog walking",
+  "personal trainer",
+  "yoga",
+  "pilates",
+  // professional
+  "accountant",
+  "tax return",
+  "bookkeeping",
+  "payroll",
+  "vat",
+  "self assessment",
+  "solicitor",
+  "conveyancing",
+  "probate",
+  "divorce",
+  "lasting power of attorney",
+  "mortgage",
+  "surveyor",
+  "architect",
+  "planning permission",
+  "building regulations",
+  // web and digital, for the agency's own pages
+  "website",
+  "web design",
+  "seo",
+  "hosting",
+  "google business profile",
+  "online shop",
+  "ecommerce",
+  // food and hospitality
+  "breakfast",
+  "lunch",
+  "dinner",
+  "coffee",
+  "bakery",
+  "cake",
+  "catering",
+  "wedding",
+  "venue"
+];
+var STOCK_FIGURES = [
+  /\b24\s?\/\s?7\b/gi,
+  /\b24[\s-]hours?\b/gi,
+  /\b1[01]0\s?%/g,
+  /\b(?:5|five)[\s-]?star\b/gi,
+  /#\s?1\b/g,
+  /\bno\.?\s?1\b/gi,
+  /\b365\s+days\b/gi
+];
+var NOT_NAMES = new Set(
+  "a an the and of for to in on at by with your you our we us it get free quote quotes call now today book booking contact learn more read see view explore discover start started home about services service quality trusted trust expert experts expertise professional professionals best solutions solution digital team welcome why choose how works local reliable affordable fast friendly premium leading excellence excellent results success growth business businesses customer customers client clients care support help new our story mission vision values innovation innovative modern simple easy smart better great amazing perfect ultimate transform elevate empower unlock experience experienced dedicated passionate committed tailored bespoke seamless peace mind can do all every everything more less here there this that what who where when need needs make difference satisfaction guaranteed".split(" ")
+);
+var BRIEF_STOP = new Set(
+  "a an the and or of for to in on at by with from who that which what their they them its it is are was were be been being has have had do does did can will would should could may might must this these those there here as into over under business company small local family run based owned services service provides provide offering offers people customers clients home homes house houses area areas around near across nearby town city county village uk".split(" ")
+);
+var WORD2 = /[A-Za-z0-9£$€][\w'’£$€%.,-]*/g;
+var countWords2 = (text) => (text.match(WORD2) ?? []).length;
+var escape2 = (s) => s.replace(/[.*+?^${}()|[\]\\]/g, "\\$&");
+var termPattern = (term) => new RegExp(`(?<![\\w\xA3$\u20AC])${term.split(/\s+/).map(escape2).join("[\\s-]+")}(?:s|es)?(?![\\w])`, "i");
+var TRADE_PATTERNS = TRADE_NOUNS.map((t) => [t, termPattern(t)]);
+var SMALL_WORDS = /* @__PURE__ */ new Set(["a", "an", "the", "and", "or", "of", "in", "on", "at", "to", "for", "by", "with", "from"]);
+function caseless(line) {
+  const words3 = line.match(/[A-Za-z][A-Za-z’'-]*/g) ?? [];
+  const letters = words3.filter((w) => w.length >= 2);
+  if (letters.length >= 3 && letters.filter((w) => w === w.toUpperCase()).length / letters.length >= 0.6) return "shout";
+  const content = letters.filter((w) => !SMALL_WORDS.has(w.toLowerCase()));
+  if (content.length >= 3 && content.filter((w) => /^[A-Z]/.test(w)).length / content.length >= 0.8) return "title";
+  return null;
+}
+var maskStock = (text) => STOCK_FIGURES.reduce((t, re) => t.replace(re, (m) => " ".repeat(m.length)), text);
+function briefTerms(brief) {
+  const terms = /* @__PURE__ */ new Set();
+  for (const w of brief.match(/[A-Za-z][A-Za-z’'&-]*/g) ?? []) {
+    const lower2 = w.toLowerCase();
+    if (/^[A-Z]/.test(w) && w.length >= 3 && !BRIEF_STOP.has(lower2) && !NOT_NAMES.has(lower2)) terms.add(lower2);
+  }
+  for (const [term, re] of TRADE_PATTERNS) if (re.test(brief)) terms.add(term);
+  for (const f4 of protectedFacts(maskStock(brief))) if (f4.kind !== "name") terms.add(f4.value.toLowerCase());
+  return [...terms];
+}
+function specifics(text, brief) {
+  const found = /* @__PURE__ */ new Map();
+  const add = (kind, value) => {
+    const key = value.toLowerCase().replace(/\s+/g, " ").trim();
+    if (key && !found.has(key)) found.set(key, { kind, value, key });
+  };
+  for (const raw of text.split("\n")) {
+    const line = maskStock(raw);
+    if (!line.trim()) continue;
+    const capitals = caseless(line);
+    for (const f4 of protectedFacts(line)) {
+      if (f4.kind === "name") {
+        if (capitals === "shout") continue;
+        if (capitals === "title") {
+          for (const acronym of f4.value.match(/\b[A-Z]{2,}\b/g) ?? []) add("name", acronym);
+          continue;
+        }
+        const words3 = f4.value.split(/\s+/);
+        const named = (w) => !NOT_NAMES.has(w.toLowerCase()) && w !== "&";
+        const first = words3.findIndex(named);
+        if (first === -1) continue;
+        const last = words3.length - 1 - [...words3].reverse().findIndex(named);
+        add("name", words3.slice(first, last + 1).join(" "));
+        continue;
+      }
+      add(f4.kind, f4.value);
+    }
+    for (const [term, re] of TRADE_PATTERNS) {
+      const m = re.exec(line);
+      if (m) add("trade", term);
+    }
+  }
+  if (brief) {
+    for (const term of briefTerms(brief)) {
+      if ([...found.keys()].some((k) => k === term || k.split(" ").includes(term))) continue;
+      if (termPattern(term).test(text)) add("brief", term);
+    }
+  }
+  return [...found.values()];
+}
+function specificity(text, brief) {
+  const list = specifics(text, brief);
+  const words3 = countWords2(text);
+  const trade = list.filter((s) => s.kind === "trade").length;
+  const hard = list.length - trade;
+  return {
+    words: words3,
+    specifics: list,
+    hard,
+    trade,
+    perHundred: words3 ? Math.round(list.length / words3 * 1e3) / 10 : 0,
+    generic: hard === 0 && trade < 2
+  };
+}
+var NOT_SERVICE_ROLES = /* @__PURE__ */ new Set(["testimonials", "team", "faq", "contact", "logos", "stats", "cta-band", "footer-cta", "marquee"]);
+var SERVICE_ROLES = /* @__PURE__ */ new Set(["features", "process", "pricing", "cards"]);
+var SERVICE_LABEL = /\bservices?\b|\bwhat we (?:do|fix|offer|make|build)\b|\bhow we\b|\bour work\b|\bwe (?:fix|fit|install|repair|build|offer|make)\b/i;
+function sentencesOf(blocks) {
+  const out = [];
+  for (const block of blocks) {
+    for (const m of block.matchAll(/[^.!?]+[.!?]*/g)) {
+      const s = m[0].trim();
+      if (countWords2(s) >= 3) out.push(s);
+    }
+  }
+  return [...new Set(out)];
+}
+function pageCopy(snapshot) {
+  const withText2 = snapshot.sections.filter((s) => s.text);
+  if (!snapshot.firstScreenText && withText2.length === 0) return null;
+  const hero = [...snapshot.firstScreenText ?? [], ...snapshot.sections.filter((s) => s.kind === "hero").flatMap((s) => s.text ?? [])];
+  const services = snapshot.sections.filter((s) => s.kind !== "hero" && !NOT_SERVICE_ROLES.has(s.role ?? s.kind)).filter((s) => SERVICE_ROLES.has(s.role ?? s.kind) || SERVICE_LABEL.test(s.label)).flatMap((s) => s.text ?? []);
+  const all = [...snapshot.firstScreenText ?? [], ...withText2.flatMap((s) => s.text ?? [])];
+  return { url: snapshot.url, hero: sentencesOf(hero), services: sentencesOf(services), all };
+}
+function side(page, other, brief) {
+  const otherKeys = new Set(specifics(other.all.join("\n"), brief).map((s) => s.key));
+  const sentences3 = [.../* @__PURE__ */ new Set([...page.hero, ...page.services])];
+  const interchangeable = sentences3.filter((s) => !specifics(s, brief).some((x) => !otherKeys.has(x.key)));
+  return {
+    url: page.url,
+    sentences: sentences3.length,
+    interchangeable,
+    share: sentences3.length ? Math.round(interchangeable.length / sentences3.length * 1e3) / 1e3 : null,
+    perHundred: specificity(sentences3.join("\n"), brief).perHundred
+  };
+}
+function compareCompetitor(ours, competitor, brief) {
+  return { ours: side(ours, competitor, brief), competitor: side(competitor, ours, brief), brief: Boolean(brief) };
+}
+var pctOf = (share) => share === null ? "no sentences" : `${Math.round(share * 100)}%`;
+function formatCompetitor(result) {
+  const row = (label, s) => `    ${label.padEnd(11)} ${s.interchangeable.length} of ${s.sentences} (${pctOf(s.share)}), ${s.perHundred} specifics per 100 words`;
+  const lines = [
+    `craft copy compare: ${result.ours.url} against ${result.competitor.url}`,
+    "  Hero and service sentences holding nothing the other page does not also say:",
+    row("ours", result.ours),
+    row("competitor", result.competitor)
+  ];
+  if (result.brief) lines.push("  The brief's own terms were recognised on both pages.");
+  if (result.ours.interchangeable.length) {
+    lines.push("", "  Interchangeable on ours: add the job, the place, the price or the name only this business has");
+    for (const s of result.ours.interchangeable.slice(0, 12)) lines.push(`    "${s.length > 110 ? `${s.slice(0, 107)}...` : s}"`);
+    if (result.ours.interchangeable.length > 12) lines.push(`    and ${result.ours.interchangeable.length - 12} more`);
+  } else {
+    lines.push("", "  Every hero and service sentence on ours holds something the competitor does not say.");
+  }
+  return lines.join("\n");
+}
+
+// src/character/tells/specificity.ts
+var count = (n, one, many = `${one}s`) => `${n} ${n === 1 ? one : many}`;
+var snapHit = (s, message, excerpt) => ({ path: s.url, offset: 0, message, excerpt: excerpt ?? message });
+var ENTITIES = { amp: "&", nbsp: " ", rsquo: "\u2019", lsquo: "\u2018", ldquo: "\u201C", rdquo: "\u201D", quot: '"', apos: "'", "#39": "'", pound: "\xA3" };
+function literalText(inner) {
+  const t = inner.replace(/\{\s*(["'`])\s*\1\s*\}/g, " ").replace(/<br\s*\/?>/gi, " ").replace(/<[^>]+>/g, " ");
+  if (/[{}]/.test(t)) return null;
+  return t.replace(/&(#?\w+);/g, (m, e) => ENTITIES[e] ?? m).replace(/\s+/g, " ").trim();
+}
+var HOME_FILE = /(?:^|\/)app\/(?:\([^/]+\)\/)*page\.(?:tsx|jsx|mdx)$|(?:^|\/)pages\/index\.(?:tsx|jsx|astro|vue|mdx)$|(?:^|\/)routes\/(?:\([^/]+\)\/)*\+page\.svelte$|^(?:(?:public|src|site|www)\/)?index\.html?$|(?:^|\/)[\w-]*(?:hero|home)[\w-]*\.(?:tsx|jsx|astro|vue|svelte|html?)$/i;
+var HOME_URL = /^https?:\/\/[^/?#]+(?:\/(?:[a-z]{2}(?:-[a-z]{2})?\/?)?(?:index\.html?)?)?(?:[?#].*)?$/i;
+var H1 = /<h1\b[^>]*>([\s\S]*?)<\/h1>/gi;
+var NEXT_P = /<p\b[^>]*>([\s\S]*?)<\/p>/i;
+function headlines(ctx) {
+  const out = [];
+  for (const file of ctx.files) {
+    if (fileKind(file.path) !== "markup" || !HOME_FILE.test(file.path)) continue;
+    for (const m of file.text.matchAll(H1)) {
+      const h1 = literalText(m[1]);
+      if (!h1) continue;
+      const after = file.text.slice((m.index ?? 0) + m[0].length, (m.index ?? 0) + m[0].length + 1200);
+      const p = NEXT_P.exec(after);
+      const sub = p ? literalText(p[1]) : null;
+      out.push({ path: file.path, offset: m.index ?? 0, h1, text: [h1, sub].filter(Boolean).join("\n") });
+    }
+  }
+  return out;
+}
+var GENERIC_MESSAGE = "the headline and the line under it name nothing particular: no place, name, number, price or job";
+var STANDING_CLAIM = /(?<![\w#])(?:trusted|reliable|reputable|award[- ]winning|top[- ]rated|best[- ]rated|highly (?:rated|recommended|experienced|skilled|qualified)|fully (?:qualified|certified|accredited|licensed|insured)|(?:qualified|certified|accredited|approved|registered|experienced|expert) (?:engineers?|electricians?|plumbers?|builders?|technicians?|installers?|team|tradesmen|professionals?|staff)|(?:years|decades) of experience|(?:5|five)[- ]star (?:service|rated|reviews?)|(?:happy|satisfied) (?:customers|clients)|(?:customers|clients) (?:love|trust|recommend)|number one|no\.? ?1|#1)(?![\w])/i;
+var PROOF_NAMES = [
+  "Gas Safe",
+  "NICEIC",
+  "NAPIT",
+  "ELECSA",
+  "Stroma",
+  "TrustMark",
+  "Which? Trusted Trader",
+  "Checkatrade",
+  "TrustATrader",
+  "Rated People",
+  "MyBuilder",
+  "Federation of Master Builders",
+  "FMB",
+  "Guild of Master Craftsmen",
+  "OFTEC",
+  "HETAS",
+  "CIPHE",
+  "APHC",
+  "CHAS",
+  "SafeContractor",
+  "Constructionline",
+  "FENSA",
+  "CERTASS",
+  "MCS",
+  "RECC",
+  "BPEC",
+  "City & Guilds",
+  "NVQ",
+  "CSCS",
+  "Worcester Bosch",
+  "Vaillant",
+  "Viessmann",
+  "BAFE",
+  "NSI",
+  "SSAIB",
+  "BPCA",
+  "RICS",
+  "CIOB",
+  "RIBA",
+  "ICAEW",
+  "ACCA",
+  "CIMA",
+  "SRA",
+  "Law Society",
+  "GDC",
+  "GMC",
+  "HCPC",
+  "CQC",
+  "Ofsted",
+  "ISO 9001",
+  "ISO 27001",
+  "Cyber Essentials",
+  "Companies House",
+  "FCA",
+  "Trustpilot",
+  "Feefo",
+  "Reviews.io",
+  "Yell",
+  "Houzz"
+];
+var escape3 = (s) => s.replace(/[.*+?^${}()|[\]\\]/g, "\\$&");
+var PROOF_NAME = new RegExp(`(?<![\\w])(?:${PROOF_NAMES.map(escape3).join("|")})(?![\\w])`);
+var PROOF_NAME_ANY_CASE = new RegExp(PROOF_NAME.source, "i");
+var PROOF_PATTERNS = [
+  PROOF_NAME,
+  /\bGoogle (?:reviews?|rating)\b|\breviews? on Google\b/i,
+  // A rating or a count of reviews: "4.9 out of 5", "rated 5", "212 reviews".
+  /\b[1-5](?:\.\d)?\s?(?:\/\s?5|out of 5)\b|\brated\s+[1-5](?:\.\d)?\b|★{3,}|\b\d[\d,]*\+?\s+(?:verified\s+)?(?:reviews|ratings)\b/i,
+  // A registration or licence number.
+  /\b(?:reg(?:istration|istered)?|licen[cs]e|membership|company)\s*(?:no\.?|number|#)\s*:?\s*[A-Z0-9-]{4,}/i
+];
+var isQuote = (block) => /^["“]/.test(block) && block.split(/\s+/).length >= 8 || /^[—–-]\s*[A-Z]/.test(block);
+function sectionHasProof(s, section, index) {
+  if ((section.role ?? section.kind) === "testimonials") return true;
+  const text = section.text ?? [];
+  if (text.some((b) => isQuote(b) || PROOF_PATTERNS.some((re) => re.test(b)))) return true;
+  return (s.images ?? []).some((i) => i.section === index && i.role === "logo" && PROOF_NAME_ANY_CASE.test(`${i.alt ?? ""} ${i.src}`));
+}
+function unprovenClaims(s) {
+  const proof = s.sections.map((section, i) => sectionHasProof(s, section, i));
+  const out = [];
+  s.sections.forEach((section, i) => {
+    if (!section.text || proof[i] || proof[i - 1] || proof[i + 1]) return;
+    for (const sentence of sentencesOf(section.text)) {
+      const m = STANDING_CLAIM.exec(sentence);
+      if (m) out.push({ claim: m[0], sentence, section: section.label });
+    }
+  });
+  return out;
+}
+var withText = (texts, patch = () => ({})) => {
+  const base = makeSnapshot();
+  return { ...base, sections: base.sections.map((sec, i) => ({ ...sec, text: texts[i] ?? [], ...patch(i) })) };
+};
+var CLAIM_TEXT = ["What we fix", "Our fully qualified engineers are trusted by homeowners across the county."];
+var SPECIFICITY_COPY_TELLS = [
+  {
+    id: "generic-hero-claim",
+    name: "Headline that fits any business",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "The first thing a visitor reads on the home page names no place, no person, no price and no job, so it would fit every competitor's site unchanged. A model writes it when it has nothing particular to say.",
+    fix: 'Put what only this business can say on the first screen: the job, the town, a price, the name. "Boilers fixed the same day in Brackley" beats "Quality you can trust".',
+    detect: (ctx) => headlines(ctx).filter((h) => specificity(h.text).generic).map((h) => ({ path: h.path, offset: h.offset, message: GENERIC_MESSAGE, excerpt: h.h1 })),
+    fixtures: {
+      flag: [
+        { path: "app/page.tsx", text: '<section>\n  <h1 className="text-6xl">Quality you can trust</h1>\n  <p>We deliver reliable solutions tailored to your needs.</p>\n</section>' },
+        // Shouted and Title Case: its capitals are not names, and its figures are stock.
+        { path: "index.html", text: "<h1>YOUR VISION, OUR EXPERTISE</h1>\n<p>24/7 Support And 100% Satisfaction Guaranteed For Every Customer</p>" }
       ],
-      text: [
-        { value: "rgb(28, 28, 26)", area: 0, chars: 5200 },
-        { value: "rgb(31, 58, 46)", area: 0, chars: 300 }
+      pass: [
+        { path: "app/page.tsx", text: '<h1 className="text-6xl">Boilers fixed the same day in Brackley</h1>' },
+        // A stock headline rescued by the line under it.
+        { path: "index.html", text: "<h1>Quality you can trust</h1>\n<p>Gas Safe registered engineers in Northampton since 2009.</p>" },
+        // Two trade nouns say what the business does.
+        { path: "index.html", text: "<h1>Plumbing and boiler repairs</h1>" },
+        // The words come from data: nothing to read.
+        { path: "app/page.tsx", text: '<h1 className="text-6xl">{site.headline}</h1>' },
+        // Another page's headline is a label, not the site's claim.
+        { path: "app/privacy/page.tsx", text: "<h1>Privacy policy</h1>\n<p>This policy explains how we use your data.</p>" }
       ]
     },
-    fonts: [
-      { family: "S\xF6hne", chars: 4200, displayChars: 0, italicChars: 0, weights: [400, 500] },
-      { family: "Tiempos Headline", chars: 900, displayChars: 900, italicChars: 0, weights: [500] }
-    ],
-    headings: [
-      { level: 1, family: "Tiempos Headline", sizePx: 64, weight: 500, italic: false, italicPart: false, text: "Boilers fixed the same day in Brackley", top: 180 },
-      { level: 2, family: "Tiempos Headline", sizePx: 36, weight: 500, italic: false, italicPart: false, text: "What we fix", top: 1100 }
-    ],
-    controls: [
-      { kind: "button", radiusPx: 4, heightPx: 44, background: "rgb(31, 58, 46)", text: "Book a visit" },
-      { kind: "link", radiusPx: 4, heightPx: 44, background: "rgb(255, 255, 255)", text: "Call 01280 000000" },
-      { kind: "button", radiusPx: 4, heightPx: 40, background: "rgb(31, 58, 46)", text: "Send" },
-      { kind: "link", radiusPx: 4, heightPx: 40, background: "rgb(31, 58, 46)", text: "See prices" }
-    ],
-    sections: [
-      { top: 0, height: 800, kind: "hero", label: "Boilers fixed the same day in Brackley", cards: 0, iconCards: 0, hiddenAtLoad: false },
-      { top: 800, height: 900, kind: "text", label: "What we fix", cards: 0, iconCards: 0, hiddenAtLoad: false },
-      { top: 1700, height: 900, kind: "cards", label: "Recent jobs", cards: 3, iconCards: 0, hiddenAtLoad: false },
-      { top: 2600, height: 700, kind: "text", label: "Prices", cards: 0, iconCards: 0, hiddenAtLoad: false },
-      { top: 3300, height: 900, kind: "text", label: "Contact", cards: 0, iconCards: 0, hiddenAtLoad: false }
-    ],
-    effects: {
-      glass: 0,
-      gradientText: 0,
-      gradients: [],
-      glows: 0,
-      gridBackgrounds: 0,
-      marquees: 0,
-      hairlineShadowCards: 0,
-      eyebrowChip: false
-    },
-    motion: { hiddenSections: 0, sections: 5, animations: 0, introOverlay: false },
-    metrics: {
-      fontSizes: [14, 16, 20, 36, 64],
-      fontWeights: [400, 500],
-      radii: ["4px"],
-      shadows: [],
-      spacingOnScalePct: 96,
-      bodyLineLengthCh: 68,
-      bodyFontSizePx: 17
+    rendered: {
+      detect: (s) => {
+        if (!s.firstScreenText || !HOME_URL.test(s.url)) return [];
+        const text = s.firstScreenText.join("\n");
+        if (!text.trim() || !specificity(text).generic) return [];
+        const h1 = s.headings.find((h) => h.level === 1 && h.top < s.viewport.height);
+        return [snapHit(s, `the first screen names nothing particular: no place, name, number, price or job`, h1?.text ?? s.firstScreenText[0])];
+      },
+      fixtures: {
+        flag: [
+          makeSnapshot({ firstScreenText: ["Quality you can trust", "We deliver reliable solutions tailored to your needs."], headings: [{ ...makeSnapshot().headings[0], text: "Quality you can trust" }] }),
+          makeSnapshot({ firstScreenText: ["YOUR VISION, OUR EXPERTISE", "24/7 support. 100% satisfaction. 5-star service."] })
+        ],
+        pass: [
+          makeSnapshot(),
+          makeSnapshot({ firstScreenText: ["Boilers fixed the same day in Brackley", "From \xA385, with the part on the van."] }),
+          makeSnapshot({ firstScreenText: ["Quality plumbing you can trust", "Boilers, radiators and underfloor heating."] }),
+          // A first screen that is a picture and nothing else is not judged on its words.
+          makeSnapshot({ firstScreenText: [] }),
+          // Nor is any page but the home page.
+          makeSnapshot({ url: "https://example.test/privacy", firstScreenText: ["Privacy policy", "This policy explains how we use your data."] })
+        ]
+      }
     }
+  }
+];
+var SPECIFICITY_RENDERED_TELLS = [
+  {
+    id: "unproven-claim",
+    name: "Claim with no proof next to it",
+    generation: 1,
+    severity: "warn",
+    surface: "rendered",
+    why: `"Trusted", "fully qualified" and "award-winning" ask the visitor to take the business's word for it. A page built with no reviews and no registration number makes the claim anyway, with nothing beside it.`,
+    fix: "Put the proof where the claim is: the Gas Safe or NICEIC number, the named review with its town, the rating and where it was left. Or cut the claim.",
+    rendered: {
+      detect: (s) => {
+        if (!s.sections.some((x) => x.text)) return [];
+        const found = unprovenClaims(s);
+        if (found.length === 0) return [];
+        const first = found[0];
+        const where = first.section ? `"${first.section}"` : "an unnamed section";
+        return [snapHit(s, `${count(found.length, "claim")} with no review or accreditation within one section: "${first.claim}" in ${where}`, first.sentence)];
+      },
+      fixtures: {
+        flag: [
+          withText([["Boilers fixed the same day in Brackley"], CLAIM_TEXT]),
+          // Proof two sections away is not next to the claim.
+          withText([["Boilers fixed the same day in Brackley"], CLAIM_TEXT, ["Recent jobs"], ["\u201CThey turned up on time and fixed the boiler in an hour.\u201D", "Sam, Brackley"]], (i) => i === 3 ? { role: "testimonials" } : {})
+        ],
+        pass: [
+          makeSnapshot(),
+          withText([["Boilers fixed the same day in Brackley"], ["Our fully qualified engineers are Gas Safe registered, number 123456."]]),
+          withText([["Boilers fixed the same day in Brackley"], CLAIM_TEXT, ["What customers said"]], (i) => i === 2 ? { role: "testimonials" } : {}),
+          withText([["Rated 4.9 out of 5 from 212 reviews on Google"], CLAIM_TEXT]),
+          {
+            ...withText([["Boilers fixed the same day in Brackley"], CLAIM_TEXT]),
+            images: [{ src: "https://example.test/img/gas-safe-register.svg", host: "example.test", width: 96, height: 96, top: 1200, role: "logo", alt: "Gas Safe Register", decorative: false, section: 1, background: false }]
+          }
+        ]
+      }
+    }
+  }
+];
+
+// src/character/house.ts
+var HOUSE = {
+  "em-dash": { tier: "block", label: "em dash, use a full stop or a comma" },
+  emoji: { tier: "block", label: "emoji" },
+  "not-just-but": { tier: "block", label: "contrastive negation. The template is the tell, not the sentiment. Say the positive claim" },
+  "no-x-no-y": {
+    tier: "block",
+    label: '"No X, no Y" list. Defining the brand by what it is not, itemised, is the same template as contrastive negation'
+  },
+  "no-x-badge": { tier: "block", label: 'standalone "No X" badge. Reads as a slapped-on kicker, and worse when reused across pieces' },
+  "ai-phrase": { tier: "block", label: "AI tell" },
+  "plainer-word": { tier: "block", label: "a plainer word exists. Name the mechanism instead" },
+  "plain-english": { tier: "block", label: 'use "properly explained"' },
+  buzzword: { tier: "block", label: "forbidden phrase" },
+  "negative-reassurance": { tier: "block", label: "negative reassurance, say what they get" },
+  // Evidence of a pasted chat reply, not a matter of style. Moved from review
+  // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
+  "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
+  "review-phrase": { tier: "review", label: "review tier" },
+  "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
+  "stock-phrase": { tier: "review", label: "stock phrase" },
+  "hollow-imperative": { tier: "review", label: "hollow imperative" },
+  "rhetorical-opener": { tier: "review", label: "rhetorical question opener" },
+  "staccato-triplet": { tier: "review", label: "staccato triplet" },
+  "where-x-meets-y": { tier: "review", label: "'where X meets Y'" },
+  "ing-tail": { tier: "review", label: "empty -ing tail" },
+  "vague-attribution": { tier: "review", label: "unnamed source" },
+  "closing-summary": { tier: "review", label: "closing summary" },
+  "false-range": { tier: "review", label: "false range" },
+  "placeholder": { tier: "review", label: "unfilled placeholder" },
+  // Every estate hit so far is real (38 in five DD articles, 2026-09-24), but
+  // a proposal can honestly say "the attached research". Review until measured there.
+  "prompt-context": { tier: "review", label: "prompt context: the model naming its own inputs" },
+  "question-reveal": { tier: "review", label: "staged reveal" },
+  "inline-label-list": { tier: "review", label: "bold-label bullets" },
+  "phrase-density": { tier: "review", label: "density" },
+  "aphorism-density": { tier: "review", label: "density" },
+  "contraction-scarcity": { tier: "review", label: "density" },
+  "sentence-rhythm": { tier: "review", label: "density" },
+  "repeated-sentence": { tier: "review", label: "repetition" },
+  "heading-shape": { tier: "review", label: "headings" },
+  "heading-echo": { tier: "review", label: "headings" },
+  // A threshold on a count, not a named pattern: a person decides whether the
+  // headline needed a particular. Review until its estate hits are read.
+  "generic-hero-claim": { tier: "review", label: "headline that fits any business" },
+  // Banned only "when vague", per the rules. Too noisy for a sweep.
+  "vague-word": { tier: "explicit", label: "vague" }
+};
+function houseRule(id, name = id) {
+  return HOUSE[id] ?? { tier: "review", label: name };
+}
+var HOUSE_LOCKED = "the house blocking tier cannot be lowered by a repo. A genuine one-off takes copy-ok on its line; a rule that is wrong is changed in craft's house.ts and COPY.md";
+function holdHouseBlocks(exceptions, severity) {
+  const blocks = (tell) => HOUSE[tell]?.tier === "block";
+  const refusedSeverity = Object.entries(severity).filter(([tell, o]) => blocks(tell) && o.level !== "block").map(([tell]) => tell);
+  return {
+    exceptions: exceptions.filter((e) => !blocks(e.tell)),
+    refused: exceptions.filter((e) => blocks(e.tell)),
+    severity: Object.fromEntries(Object.entries(severity).filter(([tell]) => !refusedSeverity.includes(tell))),
+    refusedSeverity
   };
-  const out = { ...base };
-  for (const [key, value] of Object.entries(patch)) {
-    const current = base[key];
-    out[key] = value && typeof value === "object" && !Array.isArray(value) && current && typeof current === "object" && !Array.isArray(current) ? { ...current, ...value } : value;
-  }
-  return out;
 }
 
 // src/snapshot/fonts.ts
@@ -4109,7 +4709,7 @@ function blueToPurple(s) {
   }
   return hits;
 }
-var count = (n, one, many = `${one}s`) => `${n} ${n === 1 ? one : many}`;
+var count2 = (n, one, many = `${one}s`) => `${n} ${n === 1 ? one : many}`;
 var RENDERED_PATHS = {
   "reflex-font": {
     detect: reflexFonts(REFLEX_FONTS_1),
@@ -4147,11 +4747,11 @@ var RENDERED_PATHS = {
     }
   },
   "gradient-text": {
-    detect: (s) => s.effects.gradientText > 0 ? [hit(s, `${count(s.effects.gradientText, "heading")} painted with a gradient`)] : [],
+    detect: (s) => s.effects.gradientText > 0 ? [hit(s, `${count2(s.effects.gradientText, "heading")} painted with a gradient`)] : [],
     fixtures: { flag: [makeSnapshot({ effects: { gradientText: 1 } })], pass: [makeSnapshot()] }
   },
   "glass-panel": {
-    detect: (s) => s.effects.glass > 0 ? [hit(s, `${count(s.effects.glass, "translucent blurred panel")}`)] : [],
+    detect: (s) => s.effects.glass > 0 ? [hit(s, `${count2(s.effects.glass, "translucent blurred panel")}`)] : [],
     fixtures: { flag: [makeSnapshot({ effects: { glass: 2 } })], pass: [makeSnapshot()] }
   },
   "cream-palette": {
@@ -4229,7 +4829,7 @@ var RENDERED_PATHS = {
     detect: (s) => {
       const radial = s.effects.gradients.filter((g) => g.radial).length;
       const n = s.effects.glows + radial;
-      return n > 0 ? [hit(s, `${count(n, "soft glow")} behind the content`)] : [];
+      return n > 0 ? [hit(s, `${count2(n, "soft glow")} behind the content`)] : [];
     },
     fixtures: {
       flag: [makeSnapshot({ effects: { glows: 1 } }), makeSnapshot({ effects: { gradients: [{ stops: ["rgba(99, 102, 241, 0.3)", "rgba(0, 0, 0, 0)"], area: 9e5, radial: true }] } })],
@@ -4237,11 +4837,11 @@ var RENDERED_PATHS = {
     }
   },
   "grid-background": {
-    detect: (s) => s.effects.gridBackgrounds > 0 ? [hit(s, `${count(s.effects.gridBackgrounds, "graph-paper background")}`)] : [],
+    detect: (s) => s.effects.gridBackgrounds > 0 ? [hit(s, `${count2(s.effects.gridBackgrounds, "graph-paper background")}`)] : [],
     fixtures: { flag: [makeSnapshot({ effects: { gridBackgrounds: 1 } })], pass: [makeSnapshot()] }
   },
   marquee: {
-    detect: (s) => s.effects.marquees > 0 ? [hit(s, `${count(s.effects.marquees, "endless scrolling strip")}`)] : [],
+    detect: (s) => s.effects.marquees > 0 ? [hit(s, `${count2(s.effects.marquees, "endless scrolling strip")}`)] : [],
     fixtures: { flag: [makeSnapshot({ effects: { marquees: 1 } })], pass: [makeSnapshot()] }
   },
   "thin-border-wide-shadow": {
@@ -4359,9 +4959,14 @@ function faceDistance(a, b) {
   if (a.family.toLowerCase() === b.family.toLowerCase()) return 0;
   return a.class === b.class ? 0.5 : 1;
 }
+var ACCENT_SCALE = 0.3;
+var GROUND_SCALE = 0.15;
+var SHARED_PART = 0.2;
+var ACCENT_SHARED = ACCENT_SCALE * SHARED_PART;
+var GROUND_SHARED = GROUND_SCALE * SHARED_PART;
 function fingerprintDistance(a, b) {
-  const accent = a.accent && b.accent ? clamp(deltaEOk(a.accent, b.accent) / 0.3) : a.accent || b.accent ? 1 : 0;
-  const ground = clamp(deltaEOk(a.ground, b.ground) / 0.15);
+  const accent = a.accent && b.accent ? clamp(deltaEOk(a.accent, b.accent) / ACCENT_SCALE) : a.accent || b.accent ? 1 : 0;
+  const ground = clamp(deltaEOk(a.ground, b.ground) / GROUND_SCALE);
   const type = 0.6 * faceDistance(a.display, b.display) + 0.4 * faceDistance(a.body, b.body);
   const shape = a.roundness === null || b.roundness === null ? a.roundness === b.roundness ? 0 : 0.5 : clamp(Math.abs(a.roundness - b.roundness) / 0.5);
   const motion = clamp(Math.abs(a.motion - b.motion));
@@ -4472,8 +5077,8 @@ function sharedChoices(target2, runs) {
   const out = [];
   for (const [part, values] of Object.entries(mine)) {
     for (const value of values) {
-      const count3 = all.filter((c) => c[part].includes(value)).length;
-      if (count3 / runs.length >= 0.25) out.push({ part, value, runs: count3, of: runs.length });
+      const count4 = all.filter((c) => c[part].includes(value)).length;
+      if (count4 / runs.length >= 0.25) out.push({ part, value, runs: count4, of: runs.length });
     }
   }
   return out.sort((a, b) => b.runs - a.runs);
@@ -4496,10 +5101,10 @@ var STOP = new Set(
 function grams(text) {
   const out = /* @__PURE__ */ new Set();
   for (const clause of text.toLowerCase().replace(/[’']/g, "'").split(/[.!?;:|()\u2013\u2014\u00b7•]+|,\s/)) {
-    const words2 = clause.match(/[a-z][a-z'-]*/g) ?? [];
+    const words3 = clause.match(/[a-z][a-z'-]*/g) ?? [];
     for (let n = 2; n <= 4; n += 1) {
-      for (let i = 0; i + n <= words2.length; i += 1) {
-        const g = words2.slice(i, i + n);
+      for (let i = 0; i + n <= words3.length; i += 1) {
+        const g = words3.slice(i, i + n);
         if (STOP.has(g[0]) || STOP.has(g[n - 1])) continue;
         if (g.filter((w) => !STOP.has(w)).length < 2) continue;
         out.add(g.join(" "));
@@ -4666,7 +5271,7 @@ function closestComponents(a, b, role) {
 }
 function estateComponentPairs(register, role) {
   const out = [];
-  const s = register.sites;
+  const s = register.sites.filter((site) => site.fingerprint);
   for (let i = 0; i < s.length; i += 1) {
     for (let j = i + 1; j < s.length; j += 1) {
       const c = closestComponents(s[i].fingerprint, s[j].fingerprint, role);
@@ -4947,7 +5552,7 @@ var picture = (patch = {}) => ({
 var withImages = (images) => ({ ...makeSnapshot(), images });
 var AI_XMP = { digitalSourceType: "trainedAlgorithmicMedia", source: "xmp", c2pa: false, bytes: 48e3 };
 var NOTHING = { digitalSourceType: null, source: null, c2pa: false, bytes: 48e3 };
-var count2 = (n, one, many = `${one}s`) => `${n} ${n === 1 ? one : many}`;
+var count3 = (n, one, many = `${one}s`) => `${n} ${n === 1 ? one : many}`;
 var IMAGERY_TELLS = [
   {
     id: "stock-photo",
@@ -4962,7 +5567,7 @@ var IMAGERY_TELLS = [
         const found = (s.images ?? []).filter((i) => i.role === "photo" || i.role === "illustration").map((i) => ({ image: i, from: stockSource(i) })).filter((x) => x.from);
         if (found.length === 0) return [];
         const names = [...new Set(found.map((x) => x.from))].join(", ");
-        return [hit3(s, `${count2(found.length, "picture")} from ${names}`, found[0].image.src)];
+        return [hit3(s, `${count3(found.length, "picture")} from ${names}`, found[0].image.src)];
       },
       fixtures: {
         flag: [
@@ -4987,7 +5592,7 @@ var IMAGERY_TELLS = [
         const found = (s.images ?? []).filter((i) => i.role === "avatar").map((i) => ({ image: i, from: stockAvatarSource(i) })).filter((x) => x.from);
         if (found.length === 0) return [];
         const names = [...new Set(found.map((x) => x.from))].join(", ");
-        return [hit3(s, `${count2(found.length, "portrait")} from ${names}`, found[0].image.src)];
+        return [hit3(s, `${count3(found.length, "portrait")} from ${names}`, found[0].image.src)];
       },
       fixtures: {
         flag: [
@@ -5012,7 +5617,7 @@ var IMAGERY_TELLS = [
         if (found.length === 0) return [];
         const first = found[0].provenance;
         const where = first.source === "xmp" ? "its XMP metadata" : first.source === "c2pa" ? "its Content Credentials" : "its metadata";
-        return [hit3(s, `${count2(found.length, "image")} labelled as made by a generative model (${first.digitalSourceType} in ${where})`, found[0].src)];
+        return [hit3(s, `${count3(found.length, "image")} labelled as made by a generative model (${first.digitalSourceType} in ${where})`, found[0].src)];
       },
       fixtures: {
         flag: [
@@ -5037,7 +5642,7 @@ var IMAGERY_TELLS = [
         if (!s.images || s.sections.length < 4) return [];
         if (s.images.some((i) => i.role === "photo")) return [];
         const icons = s.images.filter((i) => i.role === "icon" || i.role === "illustration").length;
-        return [hit3(s, `no photograph on the page${icons ? `: ${count2(icons, "icon or illustration", "icons and illustrations")} instead` : ""}`)];
+        return [hit3(s, `no photograph on the page${icons ? `: ${count3(icons, "icon or illustration", "icons and illustrations")} instead` : ""}`)];
       },
       fixtures: {
         flag: [
@@ -5052,11 +5657,13 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.11";
+var CATALOGUE_VERSION = "2026.09.12";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
+  ...SPECIFICITY_COPY_TELLS,
   ...RENDERED_TELLS,
-  ...IMAGERY_TELLS
+  ...IMAGERY_TELLS,
+  ...SPECIFICITY_RENDERED_TELLS
 ];
 function tellById(id) {
   return CATALOGUE.find((t) => t.id === id);
@@ -5133,7 +5740,7 @@ function report(tells, files, run, options) {
     catalogueVersion: CATALOGUE_VERSION,
     findings,
     rejectedExceptions: rejected,
-    excepted: [...excepted].map(([e, count3]) => ({ tell: e.tell, because: e.because, count: count3 })),
+    excepted: [...excepted].map(([e, count4]) => ({ tell: e.tell, because: e.because, count: count4 })),
     suppressed,
     summary: {
       files: files.length,
@@ -5174,7 +5781,7 @@ function runTell(tell, files) {
 }
 function catalogueTable() {
   const rows = CATALOGUE.map(
-    (t) => `| \`${t.id}\` | ${t.generation} | ${t.surface}${t.rendered ? " + rendered" : ""} | ${t.severity} | ${t.name} | ${t.why.replace(/\|/g, "\\|")} |`
+    (t) => `| \`${t.id}\` | ${t.generation} | ${t.surface}${t.rendered && t.surface !== "rendered" ? " + rendered" : ""} | ${t.severity} | ${t.name} | ${t.why.replace(/\|/g, "\\|")} |`
   );
   return [
     `Catalogue version \`${CATALOGUE_VERSION}\`, ${CATALOGUE.length} tells.`,
@@ -5239,87 +5846,6 @@ function formatReport(report2, title) {
   return lines.join("\n").replace(/^\n/, "");
 }
 
-// src/character/facts.ts
-var MONTH = "(?:Jan(?:uary)?|Feb(?:ruary)?|Mar(?:ch)?|Apr(?:il)?|May|Jun(?:e)?|Jul(?:y)?|Aug(?:ust)?|Sep(?:t(?:ember)?)?|Oct(?:ober)?|Nov(?:ember)?|Dec(?:ember)?)";
-var PATTERNS = [
-  ["url", /\bhttps?:\/\/[^\s<>"'`)\]]+|\bwww\.[^\s<>"'`)\]]+/gi],
-  ["email", /\b[\w.+-]+@[\w-]+(?:\.[\w-]+)+\b/g],
-  ["phone", /(?:\+44\s?\(?0?\)?\s?|\b0)\d(?:[\s-]?\d){8,9}\b/g],
-  ["postcode", /\b[A-Z]{1,2}\d[A-Z\d]?\s?\d[A-Z]{2}\b/g],
-  ["money", /[£$€]\s?\d[\d,]*(?:\.\d{1,2})?(?:\s?(?:k|m|bn)\b)?|\b\d[\d,]*(?:\.\d{1,2})?\s?(?:pounds|GBP)\b/gi],
-  ["date", new RegExp(`\\b\\d{1,2}(?:st|nd|rd|th)?\\s+${MONTH}\\b(?:\\s+\\d{4})?|\\b${MONTH}\\s+\\d{1,2}(?:st|nd|rd|th)?\\b(?:,?\\s+\\d{4})?|\\b${MONTH}\\s+\\d{4}\\b|\\b\\d{1,2}\\/\\d{1,2}\\/\\d{2,4}\\b|\\b(?:19|20)\\d{2}\\b`, "g")],
-  ["time", /\b\d{1,2}(?:[:.]\d{2})?\s?(?:am|pm)\b|\b\d{1,2}:\d{2}\b/gi],
-  ["number", /\b\d[\d,]*(?:\.\d+)?%?|\b\d+(?:\.\d+)?\s?(?:per ?cent)\b/gi]
-];
-var NAME = /[A-Z][a-zA-Z’'&-]*[a-zA-Z](?:\s+(?:of|and|&|the)?\s*[A-Z][a-zA-Z’'&-]*[a-zA-Z])*/g;
-var normalise = (kind, value) => {
-  const v = value.trim();
-  if (kind === "phone") return v.replace(/[^\d+]/g, "").replace(/^\+44\(?0?\)?/, "0").replace(/^\+44/, "0");
-  if (kind === "money" || kind === "number") return v.replace(/[\s,]/g, "").toLowerCase();
-  if (kind === "postcode") return v.replace(/\s/g, "").toUpperCase();
-  if (kind === "url") return v.replace(/[.,;:]+$/, "").toLowerCase();
-  return v.replace(/\s+/g, " ").toLowerCase();
-};
-function visibleText(file) {
-  const prose = /\.(md|markdown|mdx|txt)$/i.test(file.path);
-  return (prose ? extractCopy(file) : extractStrings(file)).map((b) => b.text).join("\n");
-}
-function protectedFacts(text) {
-  const facts = [];
-  let rest = text;
-  const mask = (start, length) => {
-    rest = rest.slice(0, start) + " ".repeat(length) + rest.slice(start + length);
-  };
-  for (const [kind, pattern] of PATTERNS) {
-    for (const m of [...rest.matchAll(pattern)]) {
-      const value = m[0].replace(/[.,;:]+$/, "");
-      facts.push({ kind, value, key: `${kind}:${normalise(kind, value)}` });
-      mask(m.index ?? 0, m[0].length);
-    }
-  }
-  const lines = rest.split("\n");
-  for (const line of lines) {
-    if (/^\s{0,3}#{1,6}\s/.test(line)) continue;
-    for (const m of line.matchAll(NAME)) {
-      const at = m.index ?? 0;
-      const before = line.slice(0, at).trimEnd();
-      const opensSentence = before === "" || /[.!?:"“(>*-]$/.test(before) || /^\s*(?:[-*+]|\d+\.)$/.test(before);
-      const word = m[0];
-      const acronym = /^[A-Z]{2,}$/.test(word);
-      if (opensSentence && !acronym && !/\s/.test(word)) continue;
-      if (word === "I") continue;
-      facts.push({ kind: "name", value: word, key: `name:${normalise("name", word)}` });
-    }
-  }
-  return facts;
-}
-var unique = (facts) => [...new Map(facts.map((f4) => [f4.key, f4])).values()];
-function compareFacts(before, after) {
-  const a = unique(protectedFacts(before));
-  const b = unique(protectedFacts(after));
-  const inA = new Set(a.map((f4) => f4.key));
-  const inB = new Set(b.map((f4) => f4.key));
-  return {
-    before: a.length,
-    after: b.length,
-    lost: a.filter((f4) => !inB.has(f4.key)),
-    added: b.filter((f4) => !inA.has(f4.key))
-  };
-}
-function formatComparison(result, beforePath, afterPath) {
-  const lines = [`craft copy compare: ${beforePath} -> ${afterPath}`, `  ${result.before} protected facts before, ${result.after} after`];
-  if (result.lost.length) {
-    lines.push("", `  Lost (${result.lost.length}): restore each, or say why it went`);
-    for (const f4 of result.lost) lines.push(`    ${f4.kind.padEnd(9)} ${f4.value}`);
-  }
-  if (result.added.length) {
-    lines.push("", `  Added (${result.added.length}): each needs a source, or it is invented`);
-    for (const f4 of result.added) lines.push(`    ${f4.kind.padEnd(9)} ${f4.value}`);
-  }
-  if (!result.lost.length && !result.added.length) lines.push("", "  Every fact kept, nothing added.");
-  return lines.join("\n");
-}
-
 // src/character/claims.ts
 var CLAIM_KINDS = /* @__PURE__ */ new Set(["money", "number", "date"]);
 var PROPER = "[A-Z][\\w&.\u2019'-]*(?:\\s+(?:of|and|&|the|for)?\\s*[A-Z][\\w&.\u2019'-]*)*";
@@ -5339,9 +5865,9 @@ var ATTRIBUTION = [
 ];
 var LINK2 = /\[([^\]]+)\]\((https?:\/\/[^)\s]+)\)|\bhttps?:\/\/[^\s<>"')\]]+/g;
 function cleanName(raw) {
-  const words2 = raw.trim().replace(/[.,;:]+$/, "").split(/\s+/);
-  while (words2.length && NOT_A_SOURCE.test(words2[0])) words2.shift();
-  return words2.join(" ").replace(/(?:’s|'s)(?=\s|$).*$/, "").trim();
+  const words3 = raw.trim().replace(/[.,;:]+$/, "").split(/\s+/);
+  while (words3.length && NOT_A_SOURCE.test(words3[0])) words3.shift();
+  return words3.join(" ").replace(/(?:’s|'s)(?=\s|$).*$/, "").trim();
 }
 var IMPERATIVE = /^(?:Add|Use|Check|Make|Get|Set|Include|Create|Update|List|Keep|Ask|Write|Track|Test|Claim|Build|Link|Submit|Verify|Review|Fix|Remove|Upload|Respond|Reply|Choose|Pick|Start|Run|Open|Install|Connect|Enable|Turn|Put|Give|Send|Book|Call|Read|See|Try|Compare|Aim|Target|Avoid|Post|Share|Mark|Tag)$/;
 var atStart = (sentence, index) => /^[\s*_"“”’(>#|-]*(?:\d{1,3}[.)]\s*)?[\s*_]*(?:[\w ]+:\**\s*)?$/.test(sentence.slice(0, index)) || /\|\s*\**$/.test(sentence.slice(0, index));
@@ -5434,6 +5960,207 @@ function formatClaims(report2, label = "craft copy claims") {
   return lines.join("\n");
 }
 
+// src/character/shape.ts
+var ABBREVIATIONS = /\b(?:e\.g|i\.e|etc|vs|Mr|Mrs|Ms|Dr|St|No|approx|incl|Ltd|Co|Inc|Jr|Sr)\./g;
+var DOT = "\0";
+function splitSentences(text) {
+  const guarded = text.replace(/\s+/g, " ").replace(ABBREVIATIONS, (m) => m.replace(/\./g, DOT)).replace(/(\d)\.(\d)/g, `$1${DOT}$2`);
+  return guarded.split(/(?<=[.!?]["'’”)]*)\s+(?=["'‘“(]?[A-Z0-9£$€])/).map((s) => s.split(DOT).join(".").trim()).filter((s) => words(s).length > 0);
+}
+var WORD3 = /[A-Za-z0-9£$€][A-Za-z0-9£$€%'’-]*/g;
+function words(text) {
+  return text.match(WORD3) ?? [];
+}
+var lower = (w) => w.toLowerCase().replace(/’/g, "'");
+var FUNCTION_WORDS = new Set(
+  "a an the this that these those my your our their his her its we you they i he she it me us them and or but nor so yet for if when while where whereas because although though unless once since until as than of to in on at by with from into onto over under about after before between through during without within across is are was were be been being am do does did done have has had will would can could may might must shall should not no every each all any some more most many much few such own same other only just also very too there here what which who whom whose how why then which's it's you'll we'll you're we're they're don't won't can't isn't aren't".split(" ")
+);
+var ITEM = "[A-Za-z0-9\xA3$\u20AC'\u2019-]+(?: [A-Za-z0-9\xA3$\u20AC'\u2019-]+){0,5}";
+var TRICOLON = new RegExp(`(${ITEM}), (${ITEM}),? (and|or) (${ITEM})(?=[,.;:!?)]|$)`, "g");
+function tricolons(sentence) {
+  const s = sentence.replace(/\s+/g, " ");
+  const out = [];
+  for (const m of s.matchAll(TRICOLON)) {
+    const [, aSpan, b, , c] = m;
+    const bWords = words(b);
+    const cWords = words(c);
+    if (bWords.length === 0 || cWords.length === 0 || cWords.length > 6) continue;
+    const aWords = words(aSpan);
+    const a = aWords.slice(-Math.max(1, bWords.length));
+    const lead = lower(bWords[0]);
+    const parallel = bWords.length >= 2 && FUNCTION_WORDS.has(lead) && (lower(cWords[0]) === lead || lower(a[0]) === lead);
+    out.push({ text: m[0], parallel });
+  }
+  return out;
+}
+var STACKED = /,\s+(?:and|but|so|or)\s+(?:if|when|where|once|unless|provided)\b[^,.;!?]{1,60},/i;
+function stackedConditional(sentence) {
+  return STACKED.test(sentence);
+}
+var SUBORDINATOR = /\b(?:if|when|which|because|so|while|where)\b/gi;
+function clauseDepth(sentence) {
+  return (sentence.match(/,/g) ?? []).length + (sentence.match(SUBORDINATOR) ?? []).length;
+}
+var HEDGES = [
+  "if it's a fit",
+  "if it is a fit",
+  "where needed",
+  "if needed",
+  "as needed",
+  "where appropriate",
+  "if appropriate",
+  "as appropriate",
+  "as required",
+  "where required",
+  "if required",
+  "where possible",
+  "if possible",
+  "where relevant",
+  "if relevant",
+  "depending on",
+  "can help",
+  "tend to",
+  "tends to",
+  "may",
+  "might",
+  "could",
+  "typically",
+  "usually",
+  "generally",
+  "often",
+  "potentially",
+  "likely"
+];
+var HEDGE = new RegExp(`\\b(?:${HEDGES.map((h) => h.replace(/'/g, "['\u2019]").replace(/ /g, "\\s+")).join("|")})\\b`, "gi");
+var CONDITIONAL_CLOSE = /\b(?:if|unless|where|provided|depending)\b/i;
+function hedgeCount(text) {
+  return (text.match(HEDGE) ?? []).length;
+}
+function hedgedClose(sentences3) {
+  const last = sentences3[sentences3.length - 1];
+  if (!last) return false;
+  HEDGE.lastIndex = 0;
+  return HEDGE.test(last) || CONDITIONAL_CLOSE.test(last);
+}
+var NOMINAL = /^[a-z]{3,}(?:tion|sion|ment|ness|ity|ance|ence)s?$/;
+var NOT_NOMINAL = new Set(
+  [
+    "nation station ration lotion potion portion question moment cement comment element garment segment fragment apartment document ointment",
+    "city pity entity quality sentence science audience silence balance finance distance instance entrance substance romance province"
+  ].join(" ").split(" ").flatMap((w) => [w, `${w}s`])
+);
+function nominalisations(text) {
+  return words(text).filter((w) => {
+    const l = lower(w);
+    return NOMINAL.test(l) && !NOT_NOMINAL.has(l);
+  }).length;
+}
+var PRONOUN_OPENER = /^["'‘“(]?(?:you|your|we|our)\b/i;
+var TRANSITION_OPENER = /^["'‘“(]?(?:however|moreover|additionally|furthermore|thus|therefore|consequently|in addition|as a result|ultimately|overall|importantly|notably)\b/i;
+var IMPERSONAL_OPENER = /^["'‘“(]?(?:it is|it's|it’s|there is|there are|there's|there’s)\b/i;
+var NOT_PARTICIPLE = new Set(
+  "thing nothing something anything everything bring string spring sting swing king ring sing wing during morning evening ceiling building meeting wedding pudding clothing lightning including".split(" ")
+);
+function participialClauses(sentence) {
+  let n = 0;
+  for (const m of sentence.matchAll(/,\s+([A-Za-z]{2,}ing)\b/g)) if (!NOT_PARTICIPLE.has(lower(m[1]))) n += 1;
+  const open = sentence.match(/^["'‘“(]?([A-Z][a-z]{2,}ing)\b[^,]{0,60},/);
+  if (open && !NOT_PARTICIPLE.has(lower(open[1]))) n += 1;
+  return n;
+}
+function phrasalCoordinations(sentence) {
+  let n = 0;
+  for (const m of sentence.matchAll(/(^|[^,]\s)([A-Za-z][a-z'’-]{2,}) (?:and|or) ([A-Za-z][a-z'’-]{2,})\b/g)) {
+    const a = lower(m[2]);
+    const b = lower(m[3]);
+    if (FUNCTION_WORDS.has(a) || FUNCTION_WORDS.has(b) || a.endsWith("ly") || b.endsWith("ly")) continue;
+    n += 1;
+  }
+  return n;
+}
+function skeleton(sentence) {
+  const out = [];
+  for (const w of words(sentence)) {
+    const l = lower(w);
+    const token = FUNCTION_WORDS.has(l) ? l : "_";
+    if (token === "_" && out[out.length - 1] === "_") continue;
+    out.push(token);
+  }
+  return out;
+}
+function skeletonRepeat(sentences3) {
+  const grams2 = /* @__PURE__ */ new Map();
+  let total = 0;
+  for (const s of sentences3) {
+    const sk = skeleton(s);
+    for (let i = 0; i + 4 <= sk.length; i += 1) {
+      const g = sk.slice(i, i + 4).join(" ");
+      grams2.set(g, (grams2.get(g) ?? 0) + 1);
+      total += 1;
+    }
+  }
+  if (total === 0) return 0;
+  let repeated = 0;
+  for (const count4 of grams2.values()) if (count4 > 1) repeated += count4;
+  return repeated / total;
+}
+var mean = (xs) => xs.reduce((s, x) => s + x, 0) / xs.length;
+var sd = (xs) => {
+  const m = mean(xs);
+  return Math.sqrt(xs.reduce((s, x) => s + (x - m) ** 2, 0) / xs.length);
+};
+function cv(xs, min) {
+  if (xs.length < min) return null;
+  const m = mean(xs);
+  return m === 0 ? null : sd(xs) / m;
+}
+function shapeOf(text) {
+  const ss = splitSentences(text);
+  const wordCount = words(text).length;
+  const per100 = (n) => wordCount === 0 ? 0 : 100 * n / wordCount;
+  const share = (re) => ss.length === 0 ? 0 : ss.filter((s) => re.test(s)).length / ss.length;
+  const tri = ss.flatMap(tricolons);
+  const commas = (text.match(/,/g) ?? []).length;
+  return {
+    sentences: ss.length,
+    words: wordCount,
+    tricolons: tri.length,
+    parallelTriads: tri.filter((t) => t.parallel).length,
+    stackedConditionals: ss.filter(stackedConditional).length,
+    clauseDepth: ss.length === 0 ? 0 : mean(ss.map(clauseDepth)),
+    sentenceCv: cv(ss.map((s) => words(s).length), 3),
+    hedgeRate: per100(hedgeCount(text)),
+    hedgedClose: hedgedClose(ss),
+    nominalisationRate: per100(nominalisations(text)),
+    pronounOpenerShare: share(PRONOUN_OPENER),
+    transitionOpenerShare: share(TRANSITION_OPENER),
+    impersonalOpenerShare: share(IMPERSONAL_OPENER),
+    commasPerSentence: ss.length === 0 ? 0 : commas / ss.length,
+    commasPer100: per100(commas),
+    participialRate: ss.length === 0 ? 0 : ss.reduce((s, x) => s + participialClauses(x), 0) / ss.length,
+    coordinationRate: per100(ss.reduce((s, x) => s + phrasalCoordinations(x), 0)),
+    skeletonRepeat: skeletonRepeat(ss)
+  };
+}
+function shapeMoves(f4) {
+  const out = [];
+  if (f4.parallelTriads > 0) out.push("parallel triad");
+  else if (f4.tricolons > 0) out.push("tricolon");
+  if (f4.stackedConditionals > 0) out.push("stacked conditional");
+  if (f4.hedgedClose) out.push("hedged close");
+  if (f4.participialRate > 0) out.push("participial clause");
+  return out;
+}
+function paragraphUniformity(paragraphs) {
+  return cv(
+    paragraphs.map((p) => words(p).length).filter((n) => n > 0),
+    4
+  );
+}
+function isBlurb(f4) {
+  return f4.sentences >= 2 && f4.sentences <= 8 && f4.words >= 20 && f4.words <= 160;
+}
+
 // src/character/baseline.ts
 var BASELINE_VERSION = 1;
 function fnv1a(text) {
@@ -5729,7 +6456,9 @@ function visualMeasures(img, maxSamples = 1e6) {
 }
 
 // src/direction/types.ts
-var DIRECTION_VERSION = 1;
+var DIRECTION_VERSION = 2;
+var DIRECTION_VERSIONS = [1, 2];
+var CUSTOMER_KINDS = ["review", "enquiry", "conversation", "search"];
 var SOURCE_KINDS = [
   "livery",
   "shopfront",
@@ -5743,9 +6472,413 @@ var SOURCE_KINDS = [
   "trade",
   "print",
   "photo",
-  "founder"
+  "founder",
+  ...CUSTOMER_KINDS,
+  "reference"
 ];
 var CHOICE_KEYS = ["accent", "ground", "display", "body", "shape", "motif", "signature"];
+var CONSIDERATION = ["low", "considered", "high"];
+var PAGE_TYPES = ["home", "service", "about", "pricing", "booking", "contact", "article", "landing"];
+var HIERARCHY_FIELDS = ["primaryAction", "order", "lead", "journey"];
+
+// src/direction/reason.ts
+var PROPOSED = "PROPOSED:";
+var PREFERENCE = /\b(?:client (?:likes|liked|wants|wanted|asked|chose|prefers?)|(?:we|they|i) (?:like|liked|love|loved|prefer)|on[- ]trend|trendy|popular|brand (?:colou?r|font|guidelines?) (?:is|are|says?))\b/i;
+var MOOD = /\b(?:modern|clean|fresh|professional|trustworthy|premium|elegant|sleek|timeless|minimal(?:ist)?|bold|vibrant|friendly|approachable|luxur(?:y|ious)|sophisticated|contemporary|stylish|warm|inviting|high[- ]end)\b/gi;
+var CONVENTION = new RegExp(
+  [
+    // authority
+    String.raw`industry[- ]standard`,
+    String.raw`best[- ]practices?`,
+    String.raw`the norm\b`,
+    String.raw`standard (?:layout|structure|practice|pattern|format)`,
+    String.raw`tried[- ]and[- ]tested`,
+    String.raw`proven (?:layout|structure|pattern|format)`,
+    // the crowd
+    String.raw`(?:most|other|typical|many|all|similar)\s+(?:\w+\s+){0,2}(?:web)?sites\b`,
+    String.raw`competitors?(?:'|’)?s?\b`,
+    String.raw`(?:like|as) (?:everyone|everybody|all the others|the rest)\b`,
+    String.raw`commonly used`,
+    String.raw`(?:what|how) (?:everyone|others|the industry) (?:does|do|uses?)`,
+    // familiarity
+    String.raw`familiar (?:layout|structure|pattern|format|order|shape|design)`,
+    String.raw`recogni[sz]able (?:layout|structure|pattern|format|order)`,
+    String.raw`conventional(?:ly)?\b`,
+    String.raw`(?:visitors|users|people|customers|anyone) (?:are|is) used to`,
+    String.raw`feels? (?:at home|comfortable|familiar)(?: with)?(?: the)? (?:layout|site|page|structure|design)?`,
+    String.raw`intuitive(?:ly)?\b`,
+    String.raw`as usual\b`,
+    String.raw`what (?:visitors|users|people) expect\b`
+  ].join("|"),
+  "i"
+);
+var GENERIC = new Set(
+  "customer customers visitor visitors client clients people person someone business businesses service services website site page pages want wants need needs help first before after know feel time work good right sure make find look looking trust reason reasons thing things just really very able also".split(" ")
+);
+var STOP2 = /* @__PURE__ */ new Set(["with", "that", "this", "from", "their", "they", "have", "been", "were", "which", "what", "when", "where", "there", "about", "into", "onto", "over", "same", "each", "every", "your", "them", "then", "than", "will", "would", "could", "should", "because", "so", "the", "and"]);
+var VALUE_WORDS = /* @__PURE__ */ new Set(["green", "blue", "navy", "black", "white", "cream", "grey", "gray", "gold", "yellow", "orange", "purple", "violet", "pink", "brown", "teal", "bottle", "dark", "light", "deep", "pale", "bright", "colour", "color", "font", "face", "serif", "sans", "type", "lettering"]);
+function contentWords(text) {
+  return new Set(
+    (text.toLowerCase().match(/[a-z][a-z'’-]{3,}/g) ?? []).map((w) => w.replace(/['’]s$/, "").replace(/['’]/g, "")).filter((w) => !STOP2.has(w) && !VALUE_WORDS.has(w) && !GENERIC.has(w))
+  );
+}
+var stem = (w) => w.replace(/(?:ing|ers|er|ed|es|s)$/, "");
+function shares(a, b) {
+  const bs = new Set([...b].map(stem));
+  return [...a].filter((w) => bs.has(stem(w)));
+}
+function jobWords(job) {
+  return contentWords(
+    [
+      job.statement?.verb,
+      job.statement?.object,
+      job.statement?.context,
+      job.functional?.value,
+      job.emotional?.value,
+      job.social?.value,
+      ...Array.isArray(job.objections) ? job.objections : [],
+      ...Array.isArray(job.language) ? job.language : []
+    ].filter((x) => typeof x === "string").join(" ")
+  );
+}
+var isCustomerVoice = (s) => Boolean(s && CUSTOMER_KINDS.includes(s.kind));
+function checkReason(input) {
+  const problems = [];
+  const err = (field, message) => problems.push({ severity: "error", at: `${input.at}.${field}`, message });
+  const because = typeof input.because === "string" ? input.because.trim() : "";
+  const evidence = Array.isArray(input.evidence) ? input.evidence.filter((e) => typeof e === "string") : [];
+  if (input.evidence !== void 0 && (!Array.isArray(input.evidence) || input.evidence.some((e) => typeof e !== "string"))) err("evidence", "evidence must be a list of source ids");
+  const ids = new Map(input.sources.filter((s) => s && typeof s.id === "string").map((s) => [s.id, s]));
+  if (because.split(/\s+/).filter(Boolean).length < 8) {
+    err("because", "a reason is at least a sentence. Without one this is a default, however good it looks.");
+    return problems;
+  }
+  if (because.startsWith(PROPOSED)) {
+    err("because", "a proposal, not yet a decision. Check it against the source, then rewrite the reason in your own words.");
+    return problems;
+  }
+  if (PREFERENCE.test(because)) err("because", "that is a preference, not a reason. Say what in the client's world this comes from.");
+  const moods = because.match(MOOD) ?? [];
+  if (moods.length >= 2) err("because", `"${moods.join(", ")}" describes a mood, not a source. Name the thing it comes from.`);
+  const convention = because.match(CONVENTION);
+  if (convention) {
+    err("because", `"${convention[0]}" is the category's default speaking, not a reason. Say what in this client's job or world it answers.`);
+  }
+  const needsEvidence = input.tie !== "job";
+  if (needsEvidence && evidence.length === 0) err("evidence", "cite at least one source");
+  for (const id of evidence) if (!ids.has(id)) err("evidence", `no source called "${id}"`);
+  if (input.tie === "customer") {
+    for (const id of evidence) {
+      if (ids.has(id) && !isCustomerVoice(ids.get(id))) err("evidence", `"${id}" is a ${ids.get(id).kind}. The job is evidenced by the customer's own words: ${CUSTOMER_KINDS.join(", ")}.`);
+    }
+  }
+  if (input.tie === "source") {
+    for (const id of evidence) {
+      if (isCustomerVoice(ids.get(id))) err("evidence", `"${id}" is customer voice. Token decisions need a physical source or an outside-category reference.`);
+    }
+  }
+  if (problems.length) return problems;
+  const words3 = contentWords(because);
+  if (input.tie === "job") {
+    if (!input.job) {
+      err("because", "a structural reason is checked against the job, and the file has no job map yet");
+    } else if (shares(words3, jobWords(input.job)).length === 0) {
+      err("because", "the reason does not use this client's job (its statement, objections or the customer's words). A reason that would fit any client's site is a default.");
+    }
+  } else {
+    const cited = evidence.map((id) => ids.get(id));
+    const tied = cited.some((s) => words3.has(s.id) || shares(words3, contentWords(`${s.note} ${s.lettering ?? ""}`)).length > 0);
+    if (!tied) err("because", `the reason does not mention what its evidence shows (${evidence.join(", ")}). Say what on it this comes from.`);
+  }
+  return problems;
+}
+
+// src/direction/job.ts
+var JOB_VERBS = new Set(
+  "find choose pick book get fix stop avoid know feel understand compare decide keep protect prepare plan sort arrange replace repair learn prove show recover reduce save spend hire check see buy sell move start finish handle manage meet reach return treat look end make give take bring hand leave trust rely feel prove explain secure settle solve restore improve change become stay pass sign agree ask call reassure justify confirm".split(" ")
+);
+var LABEL_WORDS = /* @__PURE__ */ new Set(["website", "websites", "site", "sites", "page", "pages", "homepage", "web", "online", "presence", "company", "business", "services", "service", "local", "best", "good", "an", "a", "the", "for", "uk"]);
+var NOUNISH = /(?:tion|sion|ment|ness|ity|site|page)$/;
+var words2 = (s) => s.toLowerCase().match(/[a-z][a-z'’-]*/g) ?? [];
+function isCategoryLabel(object, brief = "") {
+  const trade = /* @__PURE__ */ new Set([...TRADE_NOUNS.flatMap((t) => t.split(" ")), ...words2(brief).filter((w) => w.length > 3)]);
+  const ws = words2(object);
+  return ws.length > 0 && ws.every((w) => LABEL_WORDS.has(w) || trade.has(w) || trade.has(w.replace(/s$/, "")));
+}
+var normalise2 = (s) => s.toLowerCase().replace(/[“”"‘’'.,!?;:()-]/g, " ").replace(/\s+/g, " ").trim();
+function validateJob(job, sources, ctx = {}) {
+  const problems = [];
+  const err = (at, message) => problems.push({ severity: "error", at: `job${at}`, message });
+  const warn = (at, message) => problems.push({ severity: "warn", at: `job${at}`, message });
+  if (!job || typeof job !== "object" || Array.isArray(job)) {
+    err("", "no job map: say what the visitor is trying to get done, in their words, before deciding structure or look");
+    return { problems, decided: false };
+  }
+  const j = job;
+  const ids = new Map(sources.map((s) => [s.id, s]));
+  const st = j.statement;
+  if (!st || typeof st !== "object") err(".statement", "a job statement is verb, object and context");
+  else {
+    const verb = typeof st.verb === "string" ? st.verb.trim().toLowerCase() : "";
+    if (!verb) err(".statement.verb", "what the visitor is trying to do, as a verb: find, choose, book, fix");
+    else if (verb.split(/\s+/).length > 3 || NOUNISH.test(verb) || TRADE_NOUNS.includes(verb)) err(".statement.verb", `"${st.verb}" is not a verb. A job starts with what the visitor is trying to do.`);
+    else if (!JOB_VERBS.has(verb.split(/\s+/)[0])) warn(".statement.verb", `"${st.verb}" is not a verb craft knows. Check it says what the visitor does, not what the site is.`);
+    const object = typeof st.object === "string" ? st.object.trim() : "";
+    if (words2(object).length < 3) err(".statement.object", "the object needs a few words: what they are trying to get, and what makes it hard");
+    else if (isCategoryLabel(object, ctx.brief)) err(".statement.object", `"${object}" names the category, not the job. Say what the visitor needs from it: "an electrician they can trust with a dangerous fault".`);
+    if (typeof st.context !== "string" || words2(st.context).length < 3) err(".statement.context", "the context: when, under what pressure, or what they are trying to avoid");
+  }
+  for (const part of ["functional", "emotional", "social"]) {
+    const p = j[part];
+    if (!p || typeof p !== "object") {
+      err(`.${part}`, `the ${part} side of the job, with the customer-voice source that shows it`);
+      continue;
+    }
+    if (typeof p.value !== "string" || words2(p.value).length < 6) err(`.${part}.value`, "a sentence: what they need, in the terms they would use");
+    else problems.push(...checkReason({ at: `job.${part}`, because: p.value, evidence: p.evidence, sources, tie: "customer" }).map((x) => ({ ...x, at: x.at.replace(/\.because$/, ".value") })));
+  }
+  const c = j.consideration;
+  if (!c || typeof c !== "object") err(".consideration", `how long and how carefully they decide: ${CONSIDERATION.join(", ")}`);
+  else {
+    if (!CONSIDERATION.includes(c.value)) err(".consideration.value", `one of ${CONSIDERATION.join(", ")}`);
+    problems.push(...checkReason({ at: "job.consideration", because: c.because, evidence: c.evidence, sources, tie: "customer" }));
+  }
+  const objections = Array.isArray(j.objections) ? j.objections : [];
+  if (objections.length === 0) err(".objections", "what stops them: the worries they bring to the page");
+  objections.forEach((o, i) => {
+    if (typeof o !== "string" || words2(o).length < 3) err(`.objections[${i}]`, "an objection is a few words: what they worry about");
+  });
+  const evidence = Array.isArray(j.evidence) ? j.evidence : [];
+  const voice = evidence.map((id) => ids.get(id)).filter(isCustomerVoice);
+  if (evidence.length === 0 || voice.length === 0) err(".evidence", "cite the reviews, enquiries or conversations the job comes from");
+  for (const id of evidence) if (!ids.has(id)) err(".evidence", `no source called "${id}"`);
+  const language = Array.isArray(j.language) ? j.language : [];
+  if (language.length === 0) err(".language", "quote the customer: the words they use for the problem");
+  const texts = voice.map((s) => normalise2(`${s.note} ${ctx.readSource?.(s) ?? ""}`));
+  language.forEach((q, i) => {
+    if (typeof q !== "string" || !q.trim()) return err(`.language[${i}]`, "an empty quote");
+    const n = normalise2(q);
+    if (!texts.some((t) => t.includes(n))) warn(`.language[${i}]`, `"${q}" is not in any cited source's note or file. Quote it from the source, or it may be invented.`);
+  });
+  return { problems, decided: problems.every((p) => p.severity !== "error") };
+}
+
+// src/direction/hierarchy.ts
+var SECTION_ROLES = [
+  "hero",
+  "logos",
+  "stats",
+  "cards",
+  "marquee",
+  "text",
+  "other",
+  "cta-band",
+  "footer-cta",
+  "pricing",
+  "testimonials",
+  "faq",
+  "process",
+  "features",
+  "team",
+  "contact"
+];
+var POSITIONS = /* @__PURE__ */ new Set([...SECTION_ROLES, "header", "sticky"]);
+function considerationTied(because, job) {
+  const text = because.toLowerCase();
+  const level = job.consideration?.value;
+  if (level && new RegExp(`\\b${level}\\b`).test(text)) return true;
+  const said = contentWords(because);
+  return (Array.isArray(job.objections) ? job.objections : []).some((o) => typeof o === "string" && [...contentWords(o)].some((w) => said.has(w)));
+}
+function validateHierarchy(hierarchy, job, sources) {
+  const problems = [];
+  const err = (at, message) => problems.push({ severity: "error", at: `hierarchy${at}`, message });
+  const pages = [];
+  if (!hierarchy || typeof hierarchy !== "object" || Array.isArray(hierarchy)) {
+    err("", "no hierarchy: decide what the home page leads with, where it asks, and the order, each from the job");
+    return { problems, pages };
+  }
+  const h = hierarchy;
+  for (const key of Object.keys(h)) if (!PAGE_TYPES.includes(key)) err(`.${key}`, `not a page type craft knows. Page types are: ${PAGE_TYPES.join(", ")}`);
+  if (!h.home) err(".home", "no home page hierarchy: the home page is where most visitors start");
+  for (const page of PAGE_TYPES) {
+    const p = h[page];
+    if (!p) continue;
+    let decided = 0;
+    const at = (f4) => `hierarchy.${page}.${f4}`;
+    const reason = (where, because, evidence) => checkReason({ at: where, because, evidence, sources, tie: "job", job });
+    const count4 = (found) => {
+      problems.push(...found);
+      if (!found.some((x) => x.severity === "error")) decided += 1;
+    };
+    if (!p.primaryAction) err(`.${page}.primaryAction`, "not decided yet");
+    else {
+      const a = p.primaryAction;
+      const found = [];
+      if (typeof a.value !== "string" || !a.value.trim()) found.push({ severity: "error", at: `${at("primaryAction")}.value`, message: "what the visitor is asked to do" });
+      const positions = Array.isArray(a.positions) ? a.positions : [];
+      if (positions.length === 0) found.push({ severity: "error", at: `${at("primaryAction")}.positions`, message: 'where the ask sits: one place, or several ("hero", "footer-cta")' });
+      for (const pos of positions) if (!POSITIONS.has(pos)) found.push({ severity: "error", at: `${at("primaryAction")}.positions`, message: `"${pos}" is not a section role, "header" or "sticky"` });
+      const r = reason(at("primaryAction"), a.because, a.evidence);
+      found.push(...r);
+      if (r.length === 0 && job && typeof a.because === "string" && !considerationTied(a.because, job)) {
+        found.push({
+          severity: "error",
+          at: `${at("primaryAction")}.because`,
+          message: `say how the job's consideration (${job.consideration?.value ?? "not set"}) or one of its objections leads to asking here. Placement evidence is mixed, so the reason is what decides it.`
+        });
+      }
+      count4(found);
+    }
+    const order = Array.isArray(p.order) ? p.order : [];
+    if (order.length < 2) err(`.${page}.order`, "the running order, two sections or more, each with why it sits there");
+    else {
+      const found = [];
+      order.forEach((o, i) => {
+        if (!o || !SECTION_ROLES.includes(o.role)) found.push({ severity: "error", at: `${at("order")}[${i}].role`, message: `a section role: ${SECTION_ROLES.join(", ")}` });
+        found.push(...reason(`${at("order")}[${i}]`, o?.because));
+      });
+      count4(found);
+    }
+    if (!p.lead) err(`.${page}.lead`, "not decided yet");
+    else {
+      const found = [];
+      if (typeof p.lead.value !== "string" || !p.lead.value.trim()) found.push({ severity: "error", at: `${at("lead")}.value`, message: "what the page leads with" });
+      found.push(...reason(at("lead"), p.lead.because));
+      count4(found);
+    }
+    const journey = Array.isArray(p.journey) ? p.journey : [];
+    if (journey.length < 2) err(`.${page}.journey`, "the stages the visitor goes through, two or more, each with why");
+    else {
+      const found = [];
+      journey.forEach((s, i) => {
+        if (!s || typeof s.stage !== "string" || !s.stage.trim()) found.push({ severity: "error", at: `${at("journey")}[${i}].stage`, message: "name the stage" });
+        found.push(...reason(`${at("journey")}[${i}]`, s?.because));
+      });
+      count4(found);
+    }
+    pages.push({ page, decided, total: HIERARCHY_FIELDS.length });
+  }
+  return { problems, pages };
+}
+function renderedOrder(snapshot) {
+  const sections = snapshot.sections ?? [];
+  if (sections.length === 0 || !sections.every((s) => s.role)) return null;
+  return sections.map((s) => s.role).filter((r) => r !== "other");
+}
+function checkOrder(declared, page, snapshot, strict = false) {
+  if (!declared || !Array.isArray(declared.order)) return [{ severity: strict ? "error" : "warn", at: `hierarchy.${page}`, message: "no declared hierarchy for this page: its running order cannot be checked" }];
+  const rendered = renderedOrder(snapshot);
+  if (!rendered) return [{ severity: "warn", at: `hierarchy.${page}.order`, message: "the snapshot has no section roles (version 1): take a fresh one to check the order" }];
+  const said = declared.order.map((o) => o.role).filter((r) => r !== "other");
+  if (said.join(",") === rendered.join(",")) return [];
+  return [{ severity: strict ? "error" : "warn", at: `hierarchy.${page}.order`, message: `the page runs ${rendered.join(", ")}; the file says ${said.join(", ")}` }];
+}
+
+// src/direction/research.ts
+function tradeOf(brief) {
+  const text = brief.toLowerCase();
+  return TRADE_NOUNS.filter((t) => new RegExp(`\\b${t.replace(/ /g, "\\s+")}s?\\b`).test(text));
+}
+function categoryMatchesBrief(category, brief) {
+  const known = tradeOf(category);
+  if (tradeOf(brief).some((t) => known.includes(t))) return true;
+  const label = category.trim().replace(/^(?:(?:a|an|the|local|independent)\s+)+/i, "");
+  if (!label) return false;
+  const escaped = label.replace(/[.*+?^${}()|[\]\\]/g, "\\$&").replace(/\s+/g, "\\s+");
+  return new RegExp(`\\b${escaped}s?\\b`, "i").test(brief);
+}
+function researchPrompt(input) {
+  const trade = tradeOf(input.brief);
+  const category = trade.length ? trade.join(", ") : "this kind of business";
+  const who = input.client ? `${input.client}: ${input.brief}` : input.brief;
+  const lines = [
+    "# Research brief: the customer's job",
+    "",
+    `The business: ${who}`,
+    "",
+    "Find out about the people who hire a business like this, not about the businesses. Answer each question with sources: reviews, forum threads, Q&A sites, complaints, search suggestions. Quote people's own words and link to where they said them.",
+    "",
+    "1. **The situation.** What has just happened, or is about to, when someone starts looking? What pressure are they under: time, money, safety, someone else waiting on them?",
+    '2. **The job.** What are they trying to get done, in one sentence that starts with a verb? What would "done" look like to them?',
+    "3. **Objections.** What do they worry about before getting in touch? What has gone wrong for them, or people they know, before?",
+    "4. **Their words.** The phrases they actually use for the problem and for what they want. Quote them exactly.",
+    "5. **Who else is involved.** Who do they have to explain or justify the choice to (a partner, a landlord, a tenant, a manager), and what would make them look good or bad to that person?",
+    "6. **Consideration.** Do they decide in minutes, days or months? What do they compare before deciding?",
+    "7. **Where they look.** What do they search for, and where do they ask?",
+    "",
+    "## Do not",
+    "",
+    `- Do not describe, list, rank or summarise what ${category} websites look like, or how they are laid out.`,
+    '- Do not suggest colours, fonts, layouts, sections or visual "inspiration" from this category.',
+    "- Do not summarise competitors' marketing. Their claims are the category average; the customer's words are the point.",
+    "- Do not invent quotes. If you cannot find a source for something, say so."
+  ];
+  if (input.visual) {
+    lines.push(
+      "",
+      "# Visual references, from outside the category",
+      "",
+      `Separately, and only from outside ${category}: find things this business already resembles or shares a world with. Print, signage, packaging, tools, vehicles, uniforms, places, materials, other trades and crafts. For each, say what it is, where it is from, and what about it could carry over.`,
+      "",
+      `Nothing from a ${category} website, and nothing from a web design gallery.`
+    );
+  }
+  return `${lines.join("\n")}
+`;
+}
+
+// src/estate/direction.ts
+function summariseDirection(d) {
+  const c = d.choices ?? {};
+  const home = d.hierarchy?.home;
+  const s = {};
+  if (typeof c.accent?.value === "string" && c.accent.value) s.accent = c.accent.value;
+  if (typeof c.ground?.value === "string" && c.ground.value) s.ground = c.ground.value;
+  if (typeof c.display?.value === "string" && c.display.value) s.display = normaliseFamily(c.display.value);
+  if (typeof c.body?.value === "string" && c.body.value) s.body = normaliseFamily(c.body.value);
+  if (typeof c.shape?.value === "string" && c.shape.value) s.shape = c.shape.value;
+  if (Array.isArray(home?.order) && home.order.length) s.order = home.order.filter((o) => o && typeof o.role === "string").map((o) => o.role);
+  if (typeof home?.primaryAction?.value === "string" && home.primaryAction.value) {
+    s.primaryAction = home.primaryAction.value;
+    s.positions = Array.isArray(home.primaryAction.positions) ? [...home.primaryAction.positions] : [];
+  }
+  return s;
+}
+var delta = (a, b) => {
+  const x = a ? parseColour(a) : null;
+  const y = b ? parseColour(b) : null;
+  return x && y ? deltaEOk(x.oklch, y.oklch) : null;
+};
+var same = (a, b) => Boolean(a && b && a.trim().toLowerCase() === b.trim().toLowerCase());
+function compareDirections(a, b) {
+  const shared = [];
+  const accentDelta = delta(a.accent, b.accent);
+  const groundDelta = delta(a.ground, b.ground);
+  if (accentDelta !== null && accentDelta <= ACCENT_SHARED) shared.push(`accent (\u0394E ${accentDelta.toFixed(3)})`);
+  if (groundDelta !== null && groundDelta <= GROUND_SHARED) shared.push(`ground (\u0394E ${groundDelta.toFixed(3)})`);
+  if (a.display && b.display && same(normaliseFamily(a.display), normaliseFamily(b.display))) shared.push(`${normaliseFamily(a.display)} headline`);
+  if (a.body && b.body && same(normaliseFamily(a.body), normaliseFamily(b.body))) shared.push(`${normaliseFamily(a.body)} body`);
+  if (same(a.shape, b.shape)) shared.push(`shape "${a.shape}"`);
+  let orderDistance = null;
+  if (a.order?.length && b.order?.length) {
+    orderDistance = levenshtein(a.order, b.order) / Math.max(a.order.length, b.order.length);
+    if (orderDistance <= SHARED_PART) shared.push(orderDistance === 0 ? "the same section order" : "nearly the same section order");
+  }
+  if (same(a.primaryAction, b.primaryAction) && [...a.positions ?? []].sort().join(",") === [...b.positions ?? []].sort().join(",")) shared.push(`"${a.primaryAction}" asked in the same places`);
+  const surface = shared.filter((s) => /^(?:accent|ground|shape)|headline$/.test(s)).length;
+  const flagged = surface >= 2 || orderDistance !== null && orderDistance <= SHARED_PART;
+  return { shared, accentDelta, groundDelta, orderDistance, flagged };
+}
+function compareToDeclared(target2, sites, exclude) {
+  return sites.filter((s) => s.direction && s.id !== exclude).map((s) => ({ id: s.id, ...compareDirections(target2, s.direction) })).sort((x, y) => y.shared.length - x.shared.length || (x.accentDelta ?? 1) - (y.accentDelta ?? 1));
+}
+function formatDirectionMatches(label, matches) {
+  const lines = [`${label}: declared directions in the estate (ranked, not judged: no sibling line yet)`];
+  for (const m of matches) lines.push(`  ${m.id.padEnd(20)} ${m.flagged ? "LOOK  " : "      "}${m.shared.length ? `shares ${m.shared.join(", ")}` : "nothing shared"}`);
+  if (matches.length === 0) lines.push("  no site in the register has a declared direction yet: craft estate add --direction <file>");
+  return lines.join("\n");
+}
 
 // src/direction/licences.ts
 var LICENCES = [
@@ -5859,13 +6992,6 @@ function licencesJson() {
 }
 
 // src/direction/validate.ts
-var PREFERENCE = /\b(?:client (?:likes|liked|wants|wanted|asked|chose|prefers?)|(?:we|they|i) (?:like|liked|love|loved|prefer)|on[- ]trend|trendy|popular|what (?:everyone|competitors) (?:uses?|does)|brand (?:colou?r|font|guidelines?) (?:is|are|says?))\b/i;
-var MOOD = /\b(?:modern|clean|fresh|professional|trustworthy|premium|elegant|sleek|timeless|minimal(?:ist)?|bold|vibrant|friendly|approachable|luxur(?:y|ious)|sophisticated|contemporary|stylish|warm|inviting|high[- ]end)\b/gi;
-var VALUE_WORDS = /* @__PURE__ */ new Set(["green", "blue", "navy", "black", "white", "cream", "grey", "gray", "gold", "yellow", "orange", "purple", "violet", "pink", "brown", "teal", "bottle", "dark", "light", "deep", "pale", "bright", "colour", "color", "font", "face", "serif", "sans", "type", "lettering"]);
-var STOP2 = /* @__PURE__ */ new Set(["with", "that", "this", "from", "their", "they", "have", "been", "were", "which", "what", "when", "where", "there", "about", "into", "onto", "over", "same", "each", "every"]);
-function words(text) {
-  return new Set((text.toLowerCase().match(/[a-z][a-z'-]{3,}/g) ?? []).map((w) => w.replace(/'s$/, "")).filter((w) => !STOP2.has(w) && !VALUE_WORDS.has(w)));
-}
 function tellFor(key, value) {
   if (key === "accent") {
     const c = parseColour(value);
@@ -5882,44 +7008,58 @@ function tellFor(key, value) {
   }
   return null;
 }
+var MIN_TOKENS = 5;
+var emptyLayers = () => ({ job: false, hierarchy: [], tokens: { decided: 0, total: CHOICE_KEYS.length }, complete: false });
 function validateDirection(input, ctx = {}) {
   const problems = [];
   const err = (at, message) => problems.push({ severity: "error", at, message });
   const warn = (at, message) => problems.push({ severity: "warn", at, message });
   if (!input || typeof input !== "object" || Array.isArray(input)) {
     err("", "art-direction.json must be a JSON object");
-    return { valid: false, problems, decided: 0 };
+    return { valid: false, problems, decided: 0, layers: emptyLayers() };
   }
   const d = input;
   const legacy = d.version === void 0 && d.choices === void 0 && Array.isArray(d.exceptions);
   if (legacy) {
     warn("", "exceptions only: run craft direction init to record the choices and their reasons");
-    return { valid: true, problems, decided: 0 };
+    return { valid: true, problems, decided: 0, layers: emptyLayers() };
   }
-  if (d.version !== DIRECTION_VERSION) err("version", `version must be ${DIRECTION_VERSION}`);
+  if (!DIRECTION_VERSIONS.includes(d.version)) err("version", `version must be ${DIRECTION_VERSIONS.join(" or ")}`);
+  else if (d.version === 1) warn("version", "version 1: the job map and the hierarchy are not recorded, so the site cannot be decided. Move to version 2 (craft direction init --out) and add them.");
   if (typeof d.client !== "string" || !d.client.trim()) err("client", "name the client");
   if (typeof d.brief !== "string" || d.brief.trim().split(/\s+/).length < 8) err("brief", "the brief needs a sentence: who, where, and what they do");
-  const sources = Array.isArray(d.sources) ? d.sources : [];
+  const rawSources = Array.isArray(d.sources) ? d.sources : [];
+  const sources = rawSources.filter((s) => Boolean(s && typeof s === "object" && !Array.isArray(s)));
   if (!Array.isArray(d.sources)) err("sources", "sources must be a list");
   if (sources.length === 0) err("sources", "no sources: a reason needs something in the client's world to point at");
   const ids = /* @__PURE__ */ new Set();
-  sources.forEach((s, i) => {
+  rawSources.forEach((s, i) => {
     const at = `sources[${i}]`;
-    if (!s || typeof s !== "object") return err(at, "a source must be an object");
+    if (!s || typeof s !== "object" || Array.isArray(s)) return err(at, "a source must be an object");
     if (typeof s.id !== "string" || !/^[a-z0-9][a-z0-9-]*$/.test(s.id)) err(`${at}.id`, "id must be short kebab-case");
     else if (ids.has(s.id)) err(`${at}.id`, `"${s.id}" is used twice`);
     else ids.add(s.id);
     if (!SOURCE_KINDS.includes(s.kind)) err(`${at}.kind`, `kind must be one of: ${SOURCE_KINDS.join(", ")}`);
     if (typeof s.note !== "string" || s.note.trim().split(/\s+/).length < 3) err(`${at}.note`, "say what it is and where");
-    if (s.path && ctx.pathExists && !/^https?:/.test(s.path) && !ctx.pathExists(s.path)) err(`${at}.path`, `${s.path} does not exist`);
-    for (const [j, c] of (s.colours ?? []).entries()) if (!parseColour(c)) err(`${at}.colours[${j}]`, `"${c}" is not a colour`);
+    if (s.path !== void 0 && typeof s.path !== "string") err(`${at}.path`, "a path must be text");
+    if (typeof s.path === "string" && ctx.pathExists && !/^https?:/.test(s.path) && !ctx.pathExists(s.path)) err(`${at}.path`, `${s.path} does not exist`);
+    if (s.colours !== void 0 && !Array.isArray(s.colours)) err(`${at}.colours`, "colours must be a list");
+    for (const [j, c] of (Array.isArray(s.colours) ? s.colours : []).entries()) if (typeof c !== "string" || !parseColour(c)) err(`${at}.colours[${j}]`, `"${c}" is not a colour`);
+    if (s.kind === "reference") {
+      if (typeof s.category !== "string" || !s.category.trim()) err(`${at}.category`, "say where the reference comes from: print, a place, another trade");
+      else if (/\b(?:web ?sites?|web design|competitors?|dribbble|behance|awwwards|themeforest)\b/i.test(s.category) || categoryMatchesBrief(s.category, typeof d.brief === "string" ? d.brief : "")) {
+        err(`${at}.category`, `"${s.category}" is inside the client's category. A reference must come from outside it, or it hands back the category average.`);
+      }
+      if (typeof s.path === "string" && /^https?:/.test(s.path)) warn(`${at}.path`, "a web page as a reference: check it is not a site in the client's category");
+    }
+    if (/\bcompetitor(?:s|['’]s)?\b/i.test(`${s.note} ${s.category ?? ""}`)) err(at, "a source cannot be a competitor's website; use customer voice or a reference from outside the category");
   });
   const choices = d.choices && typeof d.choices === "object" ? d.choices : {};
   if (!d.choices || typeof d.choices !== "object") err("choices", "choices must be an object");
   const exceptions = Array.isArray(d.exceptions) ? d.exceptions : [];
   let decided = 0;
   for (const key of Object.keys(choices)) {
-    if (!CHOICE_KEYS.includes(key)) err(`choices.${key}`, `not a choice craft knows. Choices are: ${CHOICE_KEYS.join(", ")}. Layout and navigation stay conventional.`);
+    if (!CHOICE_KEYS.includes(key)) err(`choices.${key}`, `not a choice craft knows. Choices are: ${CHOICE_KEYS.join(", ")}. Record section order and the primary action in hierarchy.`);
   }
   for (const key of CHOICE_KEYS) {
     const c = choices[key];
@@ -5936,44 +7076,9 @@ function validateDirection(input, ctx = {}) {
       err(`${at}.value`, `"${c.value}" is not a colour`);
       ok = false;
     }
-    const because = typeof c.because === "string" ? c.because.trim() : "";
-    const evidence = Array.isArray(c.evidence) ? c.evidence : [];
-    if (because.split(/\s+/).filter(Boolean).length < 8) {
-      err(`${at}.because`, "a reason is at least a sentence. Without one this is a default, however good it looks.");
-      ok = false;
-    } else if (because.startsWith("PROPOSED:")) {
-      err(`${at}.because`, "a proposal, not yet a decision. Check it against the source, then rewrite the reason in your own words.");
-      ok = false;
-    } else {
-      if (PREFERENCE.test(because)) {
-        err(`${at}.because`, "that is a preference, not a reason. Say what in the client's world this comes from.");
-        ok = false;
-      }
-      const moods = because.match(MOOD) ?? [];
-      if (moods.length >= 2) {
-        err(`${at}.because`, `"${moods.join(", ")}" describes a mood, not a source. Name the thing it comes from.`);
-        ok = false;
-      }
-    }
-    if (evidence.length === 0) {
-      err(`${at}.evidence`, "cite at least one source");
-      ok = false;
-    }
-    for (const id of evidence) {
-      if (!ids.has(id)) {
-        err(`${at}.evidence`, `no source called "${id}"`);
-        ok = false;
-      }
-    }
-    if (ok) {
-      const cited = sources.filter((s) => evidence.includes(s.id));
-      const reasonWords = words(because);
-      const tied = cited.some((s) => reasonWords.has(s.id) || [...words(`${s.note} ${s.lettering ?? ""}`)].some((w) => reasonWords.has(w)));
-      if (!tied) {
-        err(`${at}.because`, `the reason does not mention what its evidence shows (${evidence.join(", ")}). Say what on it this comes from.`);
-        ok = false;
-      }
-    }
+    const reasons = checkReason({ at, because: c.because, evidence: c.evidence, sources, tie: "source" });
+    problems.push(...reasons);
+    if (reasons.length) ok = false;
     if (typeof c.value === "string") {
       const tell = tellFor(key, c.value);
       if (tell && !exceptions.some((e) => e.tell === tell)) {
@@ -6009,7 +7114,33 @@ function validateDirection(input, ctx = {}) {
     }
     if (ok) decided += 1;
   }
-  return { valid: problems.every((p) => p.severity !== "error"), problems, decided };
+  let job = false;
+  let hierarchy = [];
+  if (d.version === 2) {
+    const j = validateJob(d.job, sources, { brief: typeof d.brief === "string" ? d.brief : "", readSource: ctx.readSource });
+    problems.push(...j.problems);
+    job = j.decided && d.job !== void 0;
+    const h = validateHierarchy(d.hierarchy, d.job, sources);
+    problems.push(...h.problems);
+    hierarchy = h.pages;
+    if (ctx.snapshot) problems.push(...checkOrder(d.hierarchy?.[ctx.page ?? "home"], ctx.page ?? "home", ctx.snapshot, ctx.strict));
+  }
+  if (ctx.estate?.length) {
+    for (const m of compareToDeclared(summariseDirection(d), ctx.estate, ctx.estateId)) {
+      if (m.flagged) warn("", `close to ${m.id}'s declared direction: shares ${m.shared.join(", ")}. Decide which of these should differ before either site is built.`);
+    }
+  }
+  if (ctx.strict) {
+    for (const p of problems) if (p.severity === "warn" && /the page (?:does not show|sets|runs)/.test(p.message)) p.severity = "error";
+  }
+  const home = hierarchy.find((p) => p.page === "home");
+  const complete = job && Boolean(home) && hierarchy.every((p) => p.decided === p.total) && decided >= MIN_TOKENS;
+  return {
+    valid: problems.every((p) => p.severity !== "error"),
+    problems,
+    decided,
+    layers: { job, hierarchy, tokens: { decided, total: CHOICE_KEYS.length }, complete: complete && problems.every((p) => p.severity !== "error") }
+  };
 }
 
 // src/direction/init.ts
@@ -6028,11 +7159,31 @@ function initDirection(input) {
     body: empty(fp.body.family),
     ...fp.roundness !== null ? { shape: empty(fp.roundness >= 0.45 ? "pill buttons" : fp.roundness <= 0.05 ? "square corners" : `corners at ${Math.round(fp.roundness * 100)}% of button height`) } : {}
   } : {};
+  const part = () => ({ value: "", evidence: [] });
   return {
     $schema: "https://unpkg.com/@domandigital/craft/art-direction.schema.json",
     version: DIRECTION_VERSION,
     client: input.client ?? "",
     brief: input.brief ?? "",
+    // Empty on purpose, like the reasons: the first validate lists the job and the structure as undecided.
+    job: {
+      statement: { verb: "", object: "", context: "" },
+      functional: part(),
+      emotional: part(),
+      social: part(),
+      consideration: { value: "low", because: "", evidence: [] },
+      objections: [],
+      language: [],
+      evidence: []
+    },
+    hierarchy: {
+      home: {
+        primaryAction: { value: "", positions: [], because: "" },
+        order: fp?.sections?.length ? fp.sections.map((s) => ({ role: s.role, because: "" })) : [],
+        lead: { value: "", because: "" },
+        journey: []
+      }
+    },
     sources: [],
     choices,
     ...input.exceptions?.length ? { exceptions: input.exceptions } : {}
@@ -6040,7 +7191,6 @@ function initDirection(input) {
 }
 
 // src/direction/propose.ts
-var PROPOSED = "PROPOSED:";
 function srgbToLinear2(c) {
   return c <= 0.04045 ? c / 12.92 : ((c + 0.055) / 1.055) ** 2.4;
 }
@@ -6102,7 +7252,13 @@ function accentCandidates(input) {
       const parsed = parseColour(c);
       if (!parsed || !chromatic(parsed.oklch)) continue;
       const o = parsed.oklch;
-      const siblings = (input.estate ?? []).map((e) => ({ id: e.id, d: e.fingerprint.accent ? deltaEOk(o, e.fingerprint.accent) : 1 }));
+      const siblings = [
+        ...(input.estate ?? []).map((e) => ({ id: e.id, d: e.fingerprint.accent ? deltaEOk(o, e.fingerprint.accent) : 1 })),
+        ...(input.declared ?? []).flatMap((e) => {
+          const p = parseColour(e.accent);
+          return p ? [{ id: `${e.id} (declared)`, d: deltaEOk(o, p.oklch) }] : [];
+        })
+      ];
       const nearest2 = siblings.sort((a, b) => a.d - b.d)[0];
       const penalty = isAiViolet(o) ? 1 : 0;
       out.push({
@@ -6169,7 +7325,7 @@ function addSite(register, site) {
 }
 function sharedParts(a, b, d = fingerprintDistance(a, b)) {
   const out = [];
-  const close = (k) => d.parts[k] <= 0.2;
+  const close = (k) => d.parts[k] <= SHARED_PART;
   if (close("accent")) out.push(a.accent || b.accent ? `${hueName(a.accent)} accent` : "no accent");
   if (close("type")) {
     if (a.display.family === b.display.family) out.push(`${a.display.family} headline`);
@@ -6184,14 +7340,14 @@ function sharedParts(a, b, d = fingerprintDistance(a, b)) {
 }
 function compareToEstate(target2, register, options = {}) {
   const at = options.siblingAt ?? SIBLING_AT;
-  return register.sites.filter((s) => s.id !== options.exclude).map((s) => {
+  return register.sites.filter((s) => s.id !== options.exclude && s.fingerprint).map((s) => {
     const d = fingerprintDistance(target2, s.fingerprint);
     return { id: s.id, distance: d.total, sibling: d.total < at, shared: sharedParts(target2, s.fingerprint, d) };
   }).sort((a, b) => a.distance - b.distance);
 }
 function estatePairs(register, siblingAt = SIBLING_AT) {
   const out = [];
-  const s = register.sites;
+  const s = register.sites.filter((site) => site.fingerprint);
   for (let i = 0; i < s.length; i += 1) {
     for (let j = i + 1; j < s.length; j += 1) {
       const d = fingerprintDistance(s[i].fingerprint, s[j].fingerprint);
@@ -6311,8 +7467,16 @@ function characterReport(input, copyTells = /* @__PURE__ */ new Set()) {
   }
   if (input.direction) {
     const d = input.direction;
-    const raised2 = !d.valid || d.decided < MIN_DECIDED;
-    signals.push({ id: "reasons", raised: raised2, detail: `${d.decided} of 7 choices decided with a reason${d.valid ? "" : ", art-direction.json has errors"}` });
+    const layers = d.layers;
+    const raised2 = !d.valid || d.decided < MIN_DECIDED || !layers.complete;
+    const pages = layers.hierarchy.map((p) => `${p.page} ${p.decided} of ${p.total}`).join(", ");
+    const detail = [
+      `job ${layers.job ? "decided" : "not decided"}`,
+      `hierarchy ${pages || "not decided"}`,
+      `${d.decided} of 7 choices decided with a reason`
+    ].join("; ");
+    signals.push({ id: "reasons", raised: raised2, detail: `${detail}${d.valid ? "" : ", art-direction.json has errors"}` });
+    if (!layers.job) actions.push({ area: "direction", what: "Write the job map: what the visitor is trying to get done, from reviews, enquiries and conversations. Run craft direction research for the questions.", why: "structure and look are decided from the job", priority: 1 });
     for (const p of d.problems) {
       const key = p.at.match(/^choices\.(\w+)/)?.[1];
       if (p.severity === "error" || p.message === "not decided yet") {
@@ -6330,11 +7494,11 @@ function characterReport(input, copyTells = /* @__PURE__ */ new Set()) {
   const order = ["direction", "type", "colour", "shape", "effects", "motion", "layout", "copy"];
   const merged = [];
   for (const a of actions) {
-    const same = a.choice && a.area !== "direction" && a.area !== "copy" ? merged.find((m) => m.choice === a.choice && m.area === a.area) : void 0;
-    if (same) {
+    const same2 = a.choice && a.area !== "direction" && a.area !== "copy" ? merged.find((m) => m.choice === a.choice && m.area === a.area) : void 0;
+    if (same2) {
       const fromTell = /\(\S+, gen \d\)/.test(a.why);
-      same.why = `${same.why}; ${fromTell ? a.why : `${a.what.replace(/\.$/, "")} (${a.why})`}`;
-      same.priority = Math.min(same.priority, a.priority);
+      same2.why = `${same2.why}; ${fromTell ? a.why : `${a.what.replace(/\.$/, "")} (${a.why})`}`;
+      same2.priority = Math.min(same2.priority, a.priority);
     } else merged.push({ ...a });
   }
   const unique2 = merged.filter((a, i) => merged.findIndex((b) => b.area === a.area && b.what === a.what) === i);
@@ -6411,6 +7575,8 @@ function retrofitPlan(report2, direction) {
   return lines.join("\n");
 }
 export {
+  ACCENT_SCALE,
+  ACCENT_SHARED,
   AI_PHRASES,
   AI_SOURCE_TYPES,
   AI_VIOLET,
@@ -6421,10 +7587,14 @@ export {
   CATALOGUE_VERSION,
   CHOICE_KEYS,
   COMPONENT_ROLES,
+  CONSIDERATION,
+  CONVENTION,
+  CUSTOMER_KINDS,
   DEFAULT_IGNORE,
   DENSITIES,
   DENSITY_NAMES,
   DIRECTION_VERSION,
+  DIRECTION_VERSIONS,
   DISTANCE_WEIGHTS,
   DURATION_MS,
   DURATION_S,
@@ -6434,6 +7604,12 @@ export {
   ESTATE_VERSION,
   EXIT_RATIO,
   FINGERPRINT_VERSION,
+  FUNCTION_WORDS,
+  GROUND_SCALE,
+  GROUND_SHARED,
+  HIERARCHY_FIELDS,
+  HOME_FILE,
+  HOME_URL,
   HOUSE,
   HOUSE_BUDGET,
   HOUSE_LOCKED,
@@ -6444,11 +7620,15 @@ export {
   LIGHTNESS_CURVE,
   MIN_DECIDED,
   MIN_RUNS,
+  MOOD,
   NEGATIVE_REASSURANCE,
   NULL_VERSION,
+  PAGE_TYPES,
   PILL_LIMIT,
   PLAINER_WORDS,
+  PREFERENCE,
   PROMO_BADGE,
+  PROOF_NAMES,
   PROPOSED,
   PROVENANCE_SCAN_BYTES,
   RAMP_STEPS,
@@ -6460,17 +7640,24 @@ export {
   REVEAL_LIMIT,
   REVIEW_PHRASES,
   SCALE,
+  SECTION_ROLES,
   SHADCN_LIMIT,
   SHADCN_PRIMITIVES,
+  SHARED_PART,
   SIBLING_AT,
   SNAPSHOT_VERSION,
   SOURCE_KINDS,
   SPACE_STEPS,
+  SPECIFICITY_COPY_TELLS,
+  SPECIFICITY_RENDERED_TELLS,
   SPRING,
+  STANDING_CLAIM,
   STOCK_AVATAR_HOSTS,
+  STOCK_FIGURES,
   STOCK_PHOTO_HOSTS,
   STOCK_PHRASES,
   TELL_HEAVY,
+  TRADE_NOUNS,
   TYPE_STEPS,
   TYPICAL_AT,
   VAGUE_WORDS,
@@ -6481,22 +7668,32 @@ export {
   applyHouseGate,
   applySeverity,
   auditSnapshot,
+  briefTerms,
   catalogueTable,
   characterReport,
   checkCopy,
+  checkOrder,
   checkPair,
+  checkReason,
   checkRestraint,
   choicesOf,
+  clauseDepth,
   closestComponents,
+  compareCompetitor,
+  compareDirections,
   compareFacts,
+  compareToDeclared,
   compareToEstate,
   componentDistance,
   componentShared,
   componentTypicalities,
   componentTypicality,
   componentsOf,
+  contentWords,
+  countWords2 as countWords,
   craftTokens,
   createBaseline,
+  cv,
   deltaEOk,
   deltaEOkHex,
   densityCss,
@@ -6519,11 +7716,15 @@ export {
   fontClass,
   formatClaims,
   formatComparison,
+  formatCompetitor,
+  formatDirectionMatches,
   formatHex,
   formatReport,
   globToRegExp,
   groundName,
   harvest,
+  hedgeCount,
+  hedgedClose,
   hexToOklch,
   holdHouseBlocks,
   houseRule,
@@ -6534,49 +7735,75 @@ export {
   inSrgbGamut,
   initDirection,
   isAiViolet,
+  isBlurb,
+  isCategoryLabel,
   isCream,
+  jobWords,
   layoutDistance,
   licencesJson,
   makeSnapshot,
   motionTokens,
   namedSources,
   nearest,
+  nominalisations,
   normaliseFamily,
   nullPrompt,
   oklchToHex,
   oklchToRgb,
+  pageCopy,
   paletteFromPixels,
+  paragraphUniformity,
   parseBaseline,
   parseColour,
   parseCraftConfig,
   parseHex,
+  participialClauses,
+  phrasalCoordinations,
   propose,
   protectedFacts,
   ramp,
   rampFromAnchors,
   readSnapshot,
+  renderedOrder,
+  researchPrompt,
   retrofitPlan,
   runTell,
   scanProvenance,
   scanSource,
   sectionRhythm,
   semantic,
+  sentencesOf,
   severityExceptions,
+  shapeMoves,
   shapeName,
+  shapeOf,
+  words as shapeWords,
   sharedParts,
   shouldAnimate,
   siblingLine,
+  skeleton,
+  skeletonRepeat,
+  specificity,
+  specifics,
+  splitSentences,
+  stackedConditional,
   stockAvatarSource,
   stockSource,
+  summariseDirection,
   tailwindV3Preset,
   tailwindV4Theme,
   tellById,
   toGamut,
   toJson,
   toSarif,
+  tradeOf,
+  tricolons,
   typeFeatureTokens,
   typicality,
+  unprovenClaims,
   validateDirection,
+  validateHierarchy,
+  validateJob,
   visibleText,
   visualMeasures,
   wcagContrast,