@jairodri/huckleberry-cli 1.0.2 → 1.1.0

package/skills/positioning-angles/references/schwartz-sophistication.md

@@ -0,0 +1,166 @@
+# Eugene Schwartz's Market Sophistication Levels
+
+From "Breakthrough Advertising" — the framework that explains why the same angle works in one market and fails in another.
+
+---
+
+## The core insight
+
+Copy cannot create desire. It can only channel existing desires onto your product.
+
+But different markets are at different stages of awareness and sophistication. The angle that works at Stage 1 will fail at Stage 4. You must match your approach to where the market actually is.
+
+---
+
+## The 5 stages of market sophistication
+
+### Stage 1: The Pioneer
+
+**Market condition:** You're first. No one has made this claim before.
+
+**Customer mindset:** "I've never heard of a solution to this problem."
+
+**The winning angle:** Simple, direct claim of the promise.
+
+> "Take this pill and lose weight."
+
+No proof needed. No mechanism required. The claim itself is news.
+
+**Why it works:** Novelty creates attention. The market has no reference point, so a straightforward promise is compelling.
+
+**Real example:** The first weight loss pill ads. The first "make money from home" offers. The first productivity software.
+
+---
+
+### Stage 2: The Enlarger
+
+**Market condition:** Competition has arrived. Multiple players making similar promises.
+
+**Customer mindset:** "I've heard this before. Why should I believe YOU?"
+
+**The winning angle:** Enlarge the claim. Be more specific, more dramatic, more quantified.
+
+> "Take this pill and lose weight—up to 20 pounds in just 6 weeks!"
+
+Add specificity: numbers, timeframes, magnitudes.
+
+**Why it works:** The market now compares claims. Bigger/faster/more specific stands out.
+
+**Real example:** "Lose weight" became "Lose 30 pounds in 30 days" became "Lose 47 pounds in 47 days"—the escalation race.
+
+---
+
+### Stage 3: The Mechanism Introducer
+
+**Market condition:** Claims have been enlarged to the point of skepticism. Customers don't believe big promises anymore.
+
+**Customer mindset:** "I've heard all the promises. How does this actually work?"
+
+**The winning angle:** Introduce the mechanism—the unique HOW behind the promise.
+
+> "Take this pill that blocks fat absorption in your intestines, and lose up to 20 pounds in 6 weeks."
+
+The mechanism makes the claim believable. It's not magic; it's science/process/method.
+
+**Why it works:** Skeptical markets need reasons to believe. The mechanism provides that reason.
+
+**Real example:** "A new European discovery" or "NASA-developed technology" or "The patented [Name] system."
+
+---
+
+### Stage 4: The Mechanism Enlarger
+
+**Market condition:** Mechanisms have been introduced. Now there are competing mechanisms.
+
+**Customer mindset:** "Your mechanism vs. their mechanism—why is yours better?"
+
+**The winning angle:** Enlarge or enhance the mechanism. Make it more proprietary, more proven, more sophisticated.
+
+> "The ONLY pill with the patented MegaBlock formula—clinically proven to block 3x more fat absorption than leading alternatives."
+
+Add proof: clinical studies, patents, exclusive technology, before/after data.
+
+**Why it works:** When mechanisms compete, credibility wins. Stronger proof, more proprietary systems, better-documented results.
+
+**Real example:** All the "clinically proven" claims, patent numbers in ads, celebrity endorsements.
+
+---
+
+### Stage 5: The Identity Stage
+
+**Market condition:** Everything has been tried. Claims exhausted. Mechanisms exhausted. The market is jaded.
+
+**Customer mindset:** "I don't believe any of you. But I believe in myself and my tribe."
+
+**The winning angle:** Shift from product claims to identity and belonging.
+
+> "For women who've tried everything and refuse to give up on themselves."
+
+Not about the product. About who the customer IS and who they want to become.
+
+**Why it works:** When rational claims fail, emotional and identity-based appeals cut through. The customer buys to express who they are, not to get a promised result.
+
+**Real example:** Apple's "Think Different." Nike's "Just Do It." Harley-Davidson. Any brand that sells belonging over features.
+
+---
+
+## How to identify your market's stage
+
+**Stage 1 signals:**
+- You're explaining what the category IS
+- Customers say "I didn't know that was possible"
+- Few or no direct competitors
+- Sales conversations are educational
+
+**Stage 2 signals:**
+- Competitors exist with similar promises
+- Customers compare options
+- You're being asked "why you vs. [competitor]?"
+- Claims are escalating across the market
+
+**Stage 3 signals:**
+- Customer skepticism is high
+- "I've tried things like this before" objection
+- Competitors all sound the same
+- You need to explain WHY your approach works
+
+**Stage 4 signals:**
+- Multiple mechanisms competing
+- Proof and credibility are the differentiators
+- Customers are research-heavy before buying
+- Reviews and testimonials heavily influence decisions
+
+**Stage 5 signals:**
+- Brand loyalty matters more than features
+- Customers identify with certain brands
+- Emotional/aspirational marketing dominates
+- Commodity features, differentiation through personality
+
+---
+
+## The strategic implications
+
+**Don't run a Stage 4 campaign in a Stage 1 market.**
+You'll overwhelm customers with proof they don't need yet.
+
+**Don't run a Stage 1 campaign in a Stage 4 market.**
+Simple claims will be dismissed as naive or deceptive.
+
+**Match your angle to the stage:**
+- Stage 1: Announce the promise
+- Stage 2: Enlarge the promise
+- Stage 3: Introduce the mechanism
+- Stage 4: Prove and enlarge the mechanism
+- Stage 5: Sell identity and belonging
+
+---
+
+## Moving to a new stage
+
+Sometimes the smart move is to CREATE a new stage by introducing something the market hasn't seen.
+
+- Introduce a new mechanism (move market from Stage 2 to Stage 3)
+- Create a new category frame (reset to Stage 1)
+- Build identity-based positioning (leapfrog to Stage 5)
+
+The company that moves first to the next stage often dominates that stage.

package/skills/positioning-angles/references/unique-mechanism.md

@@ -0,0 +1,162 @@
+# The Unique Mechanism
+
+From Todd Brown and direct response marketing tradition — the "how" that makes promises believable.
+
+---
+
+## The core insight
+
+In crowded markets, everyone makes similar promises. "Lose weight." "Make money." "Get more leads."
+
+Promises alone don't differentiate. What differentiates is the MECHANISM—the unique HOW behind the promise.
+
+The mechanism answers: "Why will this work when other things I've tried haven't?"
+
+---
+
+## Why mechanisms matter
+
+**The psychology of failed attempts:**
+
+Your prospect has probably tried to solve this problem before. They've bought courses, hired consultants, downloaded apps, read books. Many of those attempts failed.
+
+When they see your promise, their brain immediately says: "I've heard this before. It didn't work."
+
+The mechanism breaks through that skepticism. It gives them HOPE that this time is different—because the APPROACH is different.
+
+> "You've tried diets before. But you've never tried a diet that works WITH your metabolic type instead of against it. That's the difference."
+
+---
+
+## The three types of mechanisms
+
+### Type 1: The Existing Mechanism (Named)
+
+You already have something unique. You just haven't named it or emphasized it.
+
+**Process:** Look at what you actually DO differently. Even small differences can become mechanisms when properly named and positioned.
+
+**Example:** Every copywriter writes headlines. But ONE copywriter names their approach "The Fascination Formula" and suddenly it's a mechanism.
+
+**The technique:** Take something you do and give it a proprietary name. "The X Method." "The Y System." "The Z Framework."
+
+---
+
+### Type 2: The Unspoken Mechanism (Revealed)
+
+Your competitors have this too, but they don't talk about it. You claim it by speaking first.
+
+**Process:** Look at the process, ingredients, or approach that's common in your industry but never explained to customers.
+
+**Example:** Claude Hopkins' Schlitz beer campaign. All breweries sterilized bottles with steam. Hopkins explained the process in detail—and Schlitz became associated with "purity" even though competitors did the same thing.
+
+**The technique:** Explain the "behind the scenes" that customers don't know about. The one who explains it first owns it.
+
+---
+
+### Type 3: The Transubstantiated Mechanism (Innovated)
+
+You've actually created something new. A genuine innovation in approach.
+
+**Process:** This requires actual R&D or methodology development. You've built something competitors can't claim because they don't have it.
+
+**Example:** A genuinely new algorithm, a proprietary process developed through testing, a methodology created from original research.
+
+**The technique:** Document, name, and protect the innovation. Make it central to your positioning.
+
+---
+
+## How to find your mechanism
+
+### Step 1: Map your process
+
+Write out every step of how you deliver results. Don't skip the "obvious" steps—those might be your mechanism.
+
+- What do you do first?
+- What information do you gather?
+- What analysis do you perform?
+- What's your sequence or framework?
+- What do you do that others skip?
+
+### Step 2: Identify the difference
+
+Compare your process to alternatives:
+- What do you do that DIY approaches don't?
+- What do you do that competitors skip?
+- Where do you invest extra effort?
+- What's your counterintuitive step?
+
+### Step 3: Name it
+
+The name matters. It should sound:
+- Proprietary (like you invented it)
+- Specific (not generic)
+- Memorable (easy to repeat)
+- Benefit-oriented (hints at outcome)
+
+**Good names:** "The Profit First Method," "The StoryBrand Framework," "The SPIN Selling System"
+
+**Weak names:** "Our approach," "The comprehensive method," "Our process"
+
+### Step 4: Explain why it works
+
+The mechanism needs a "reason why." Not just "we do X" but "we do X BECAUSE..."
+
+> "We use the Metabolic Mapping approach BECAUSE your body burns fat differently based on your unique hormone profile. Generic diets ignore this, which is why they fail."
+
+The "because" creates belief.
+
+---
+
+## Mechanism language patterns
+
+**The "Unlike" Pattern:**
+> "Unlike traditional approaches that [common method], we use [mechanism] to [benefit]."
+
+**The "Discovery" Pattern:**
+> "After [research/testing/experience], we discovered that [insight]. That's why we developed [mechanism]."
+
+**The "The Problem With" Pattern:**
+> "The problem with [common approach] is [flaw]. [Mechanism] solves this by [how]."
+
+**The "The Secret" Pattern:**
+> "The secret most [experts] won't tell you is [insight]. [Mechanism] leverages this by [how]."
+
+---
+
+## Testing your mechanism
+
+**The Believability Test:**
+Does the mechanism make the promise MORE believable? If not, it's not working.
+
+**The Differentiation Test:**
+Could a competitor claim the exact same mechanism? If yes, you need to make it more specific or proprietary.
+
+**The Explanation Test:**
+Can you explain why the mechanism works in 2-3 sentences? If it takes longer, simplify.
+
+**The "Oh, that's different" Test:**
+When you describe your mechanism, do prospects say some version of "I haven't tried that" or "That makes sense"? If they say "I've heard that before," the mechanism isn't differentiated enough.
+
+---
+
+## Mechanism mistakes
+
+1. **No mechanism at all** — Just making promises without explaining how
+2. **Generic mechanism** — "We use proven strategies" (says nothing)
+3. **Unbelievable mechanism** — Sounds too good or too magical
+4. **Unexplained mechanism** — Named but never explained
+5. **Irrelevant mechanism** — Technically different but doesn't affect results
+
+---
+
+## Mechanism in the value equation
+
+The mechanism directly impacts "Perceived Likelihood of Achievement" in Hormozi's value equation:
+
+**Value = (Dream Outcome × Perceived Likelihood) / (Time × Effort)**
+
+A strong mechanism increases perceived likelihood because it gives the prospect a REASON to believe results are achievable.
+
+Without a mechanism: "Maybe this will work for me."
+With a mechanism: "This approach addresses why things haven't worked before. It should work this time."

package/skills/pricing-strategy/SKILL.md

@@ -0,0 +1,346 @@
+---
+name: pricing-strategy
+description: "When the user wants help with pricing decisions, packaging, monetization strategy, or subscription models."
+category: strategy
+tier: strategy
+reads:
+  - brand/positioning.md
+  - brand/audience.md
+  - brand/competitors.md
+writes:
+  - marketing/pricing/strategy.md
+triggers:
+  - pricing
+  - pricing tiers
+  - freemium
+  - how much should I charge
+  - pricing page
+metadata:
+  version: 1.2.0
+---
+
+# Pricing Strategy
+
+You are an expert in pricing and monetization strategy. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.
+
+## On Activation
+
+1. Check if `brand/` directory exists in the project root
+2. If it exists, read `brand/positioning.md`, `brand/audience.md`, and `brand/competitors.md` for context
+3. Use that context and only ask for information not already covered or specific to this task
+
+---
+
+## Agent Workflow
+
+Follow these phases in order. Do not skip phases.
+
+### Phase 1: Gather Context
+
+Ask these questions (skip any already answered by brand/ files):
+
+**Business Context:**
+- What type of product? (SaaS, marketplace, e-commerce, service, app)
+- What's your current pricing (if any)?
+- What's your target market? (SMB, mid-market, enterprise, consumer)
+- What's your go-to-market motion? (self-serve, sales-led, hybrid)
+
+**Value and Competition:**
+- What's the primary value you deliver?
+- What alternatives do customers consider?
+- How do competitors price?
+
+**Current Performance (if applicable):**
+- Current conversion rate, ARPU, churn rate?
+- Any feedback on pricing from customers/prospects?
+
+**Goals:**
+- Optimizing for growth, revenue, or profitability?
+- Moving upmarket or expanding downmarket?
+
+### Phase 2: Research Competitors
+
+If web search is available (Exa MCP or firecrawl), research competitor pricing:
+- Find 3-5 direct competitors' pricing pages
+- Document their tiers, price points, value metrics, and positioning
+- Identify gaps and opportunities
+
+**If web search is unavailable:** Ask the user to provide competitor pricing tiers directly. Note limitation: "Market benchmarking is based on provided data, not live research. Validate competitor pricing before finalizing strategy."
+
+### Phase 3: Identify Value Metric
+
+Using the fundamentals below, determine the right value metric. Ask: "As a customer uses more of [metric], do they get more value?" If yes, it's a good metric.
+
+### Phase 4: Design Tier Structure
+
+Using [references/tier-structure.md](references/tier-structure.md), design tiers:
+- Choose number of tiers (default: 3 Good-Better-Best)
+- Map features to tiers based on persona needs
+- Differentiate tiers clearly (feature gating, usage limits, support level)
+
+### Phase 5: Set Price Points
+
+Apply value-based pricing:
+- **Ceiling:** Customer's perceived value
+- **Your price:** Between alternatives and perceived value
+- **Floor:** Next best alternative
+- Apply pricing psychology (anchoring, charm pricing, round pricing)
+
+### Phase 6: Write Deliverable
+
+Write `marketing/pricing/strategy.md` using this template:
+
+```markdown
+# Pricing Strategy: [Product Name]
+
+## Overview
+- **Product type:** [SaaS / Marketplace / etc.]
+- **Target market:** [SMB / Enterprise / Consumer]
+- **Go-to-market:** [Self-serve / Sales-led / Hybrid]
+- **Optimizing for:** [Growth / Revenue / Profitability]
+
+## Value Metric
+- **Metric:** [What you charge for]
+- **Why:** [How it aligns with value delivered]
+- **Scales with:** [What grows as customer gets more value]
+
+## Competitive Landscape
+| Competitor | Lowest Tier | Mid Tier | Highest Tier | Value Metric |
+|------------|-------------|----------|--------------|--------------|
+| [Name] | [Price] | [Price] | [Price] | [Metric] |
+
+## Recommended Tier Structure
+
+### [Tier 1 Name] — $[Price]/mo
+- **For:** [Target persona]
+- **Includes:** [Key features and limits]
+- **Purpose:** [Why this tier exists]
+
+### [Tier 2 Name] — $[Price]/mo (Recommended)
+- **For:** [Target persona]
+- **Includes:** [Key features and limits]
+- **Purpose:** [Why this tier exists]
+
+### [Tier 3 Name] — $[Price]/mo
+- **For:** [Target persona]
+- **Includes:** [Key features and limits]
+- **Purpose:** [Why this tier exists]
+
+## Pricing Psychology Applied
+- **Anchoring:** [How highest tier anchors perception]
+- **Recommended badge:** [Which tier and why]
+- **Annual discount:** [% and rationale]
+
+## Price Increase Strategy
+[When and how to raise prices as product matures]
+
+## Risks and Mitigations
+| Risk | Mitigation |
+|------|------------|
+| [e.g., Too cheap signals low quality] | [e.g., Round pricing, premium positioning] |
+```
+
+### Phase 7: Handoff
+
+Tell the user: "Pricing strategy written to `marketing/pricing/strategy.md`. Here's the summary: [2-3 sentences with specific price recommendations]. Suggested next steps: [specific skills]."
+
+Recommend related skills:
+- Need a pricing page? → /page-cro
+- Cancel flow and churn prevention? → /churn-prevention
+- Psychology for pricing page? → /marketing-psychology
+- Need to validate with research? → See [references/research-methods.md](references/research-methods.md)
+
+---
+
+## Pricing Fundamentals
+
+### The Three Pricing Axes
+
+**1. Packaging** -- What's included at each tier?
+- Features, limits, support level
+- How tiers differ from each other
+
+**2. Pricing Metric** -- What do you charge for?
+- Per user, per usage, flat fee
+- How price scales with value
+
+**3. Price Point** -- How much do you charge?
+- The actual dollar amounts
+- Perceived value vs. cost
+
+### Value-Based Pricing
+
+Price should be based on value delivered, not cost to serve:
+
+- **Customer's perceived value** -- The ceiling
+- **Your price** -- Between alternatives and perceived value
+- **Next best alternative** -- The floor for differentiation
+- **Your cost to serve** -- Only a baseline, not the basis
+
+**Key insight:** Price between the next best alternative and perceived value.
+
+---
+
+## Value Metrics
+
+### What is a Value Metric?
+
+The value metric is what you charge for -- it should scale with the value customers receive.
+
+**Good value metrics:**
+- Align price with value delivered
+- Are easy to understand
+- Scale as customer grows
+- Are hard to game
+
+### Common Value Metrics
+
+| Metric | Best For | Example |
+|--------|----------|---------|
+| Per user/seat | Collaboration tools | Slack, Notion |
+| Per usage | Variable consumption | AWS, Twilio |
+| Per contact/record | CRM, email tools | Email platforms |
+| Per transaction | Payments, marketplaces | Stripe |
+| Flat fee | Simple products | Basecamp |
+
+### Choosing Your Value Metric
+
+Ask: "As a customer uses more of [metric], do they get more value?"
+- If yes -> good value metric
+- If no -> price doesn't align with value
+
+---
+
+## Brand Integration
+
+- **positioning.md** -> Premium positioning supports premium pricing. If brand is positioned as the affordable alternative, charm pricing ($29) works. If positioned as the premium choice, round pricing ($100) signals quality.
+- **audience.md** -> Willingness to pay varies by persona. Enterprise buyers care about ROI, not price. Indie developers care about value per dollar. Price anchoring targets the persona's reference points.
+- **competitors.md** -> Competitor pricing sets the reference frame. Price above competitors only if positioning justifies it. Price below only if you can sustain the margin.
+
+---
+
+## Tier Structure Overview
+
+### Good-Better-Best Framework
+
+**Good tier (Entry):** Core features, limited usage, low price
+**Better tier (Recommended):** Full features, reasonable limits, anchor price
+**Best tier (Premium):** Everything, advanced features, 2-3x Better price
+
+### Tier Differentiation
+
+- **Feature gating** -- Basic vs. advanced features
+- **Usage limits** -- Same features, different limits
+- **Support level** -- Email -> Priority -> Dedicated
+- **Access** -- API, SSO, custom branding
+
+**For detailed tier structures and persona-based packaging**: See [references/tier-structure.md](references/tier-structure.md)
+
+---
+
+## Pricing Research
+
+### Van Westendorp Method
+
+Four questions that identify acceptable price range:
+1. Too expensive (wouldn't consider)
+2. Too cheap (question quality)
+3. Expensive but might consider
+4. A bargain
+
+Analyze intersections to find optimal pricing zone.
+
+### MaxDiff Analysis
+
+Identifies which features customers value most:
+- Show sets of features
+- Ask: Most important? Least important?
+- Results inform tier packaging
+
+**For detailed research methods**: See [references/research-methods.md](references/research-methods.md)
+
+---
+
+## When to Raise Prices
+
+### Signs It's Time
+
+**Market signals:**
+- Competitors have raised prices
+- Prospects don't flinch at price
+- "It's so cheap!" feedback
+
+**Business signals:**
+- Very high conversion rates (>40%)
+- Very low churn (<3% monthly)
+- Strong unit economics
+
+### Price Increase Strategies
+
+1. **Grandfather existing** -- New price for new customers only
+2. **Delayed increase** -- Announce 3-6 months out
+3. **Tied to value** -- Raise price but add features
+4. **Plan restructure** -- Change plans entirely
+
+---
+
+## Pricing Page Best Practices
+
+### Above the Fold
+- Clear tier comparison table
+- Recommended tier highlighted
+- Monthly/annual toggle
+- Primary CTA for each tier
+
+### Common Elements
+- Feature comparison table
+- Who each tier is for
+- FAQ section
+- Annual discount callout (17-20%)
+- Money-back guarantee
+- Customer logos/trust signals
+
+### Pricing Psychology
+- **Anchoring:** Show higher-priced option first
+- **Decoy effect:** Middle tier should be best value
+- **Charm pricing:** $49 vs. $50 (for value-focused)
+- **Round pricing:** $50 vs. $49 (for premium)
+
+---
+
+## Anti-Patterns
+
+| Anti-pattern | Why it fails | Instead |
+|-------------|-------------|---------|
+| Copying competitor pricing without analysis | Competitors may be mispriced themselves, or their positioning may not match yours — copying inherits their mistakes | Research competitors to understand their positioning, then price based on YOUR value |
+| Recommending prices without understanding the value metric | Without knowing what customers pay for, tier boundaries are arbitrary and upgrades feel forced | Always identify the value metric first — price follows value |
+| Skipping competitor research and guessing market rates | Users make real business decisions on this output — unresearched numbers can cost thousands in lost revenue | Use Exa MCP or ask user for competitor data before setting price points |
+| Producing generic "charge more" advice | Vague advice is indistinguishable from a blog post — the user came here for specific, actionable numbers | Commit to specific numbers with justification tied to research |
+| Recommending 5+ tiers for a new product | Paradox of choice — too many tiers causes decision paralysis and increases support complexity | Start with 3 tiers (Good-Better-Best). Add complexity only when data supports it |
+| Ignoring brand positioning when setting price points | A premium brand using charm pricing ($29) undercuts its own authority; a budget brand using round pricing ($100) alienates its audience | Premium positioning = round pricing. Budget positioning = charm pricing. Always align |
+
+---
+
+## Pricing Checklist
+
+### Before Setting Prices
+- [ ] Defined target customer personas
+- [ ] Researched competitor pricing (use Exa MCP or firecrawl)
+- [ ] Identified your value metric
+- [ ] Conducted willingness-to-pay research
+- [ ] Mapped features to tiers
+
+### Pricing Structure
+- [ ] Chosen number of tiers
+- [ ] Differentiated tiers clearly
+- [ ] Set price points based on research
+- [ ] Created annual discount strategy
+- [ ] Planned enterprise/custom tier
+
+---
+
+## Related Skills
+
+- **churn-prevention**: For cancel flows, save offers, and reducing revenue churn
+- **page-cro**: For optimizing pricing page conversion
+- **marketing-psychology**: For pricing psychology principles