@rubix0270/arboris 1.0.0

package/prisma/skills/brand-discovery/references/10_purpose-why.md

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+# Module 10 — Purpose / Why
+
+> **Frameworks:** Sinek Golden Circle · Lencioni organisational purpose
+>
+> **Goal:** Surface the brand's core belief — the Why that exists independently
+> of what the organisation sells or how it delivers. Captures the founding
+> conviction, not the elevator pitch.
+
+---
+
+## Raw
+
+<!-- Verbatim quotes, stories, and examples captured during the interview.
+     Record exact language — paraphrase belongs in Synthesis, not here.
+     Include speaker attribution if multi-founder session. -->
+
+### Core belief (why does this exist?)
+
+### The behavioural How (values in action, not poster slogans)
+
+### What the brand refuses to be or do
+
+### Founder quotes strong enough to become internal anchors
+
+---
+
+## Synthesis
+
+<!-- Your interpretation of the raw material.
+     Write three sections: formulations, open questions, contradictions. -->
+
+### Candidate Why formulations (offer 2–3 versions, vary register and specificity)
+
+1.
+2.
+3. ### Open questions / threads to pursue in later modules
+
+### Contradictions or tensions between participants (multi-founder only)
+
+### How does this Why constrain or enable positioning? (bridge to Module 20)

package/prisma/skills/brand-discovery/references/20_positioning.md

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+# Module 20 — Positioning
+
+> **Frameworks:** Dunford *Obviously Awesome* · Moore crossing-the-chasm template ·
+> Jobs-to-be-done lens
+>
+> **Goal:** Define the brand's competitive frame — who it's for, what category it
+> competes in, what it does uniquely, and why that matters to the target client.
+> Output is the raw material for a positioning statement the brand can act on.
+
+---
+
+## Raw
+
+<!-- Verbatim quotes and examples. Record exact language. -->
+
+### Who is the target client? (role, company type, situation)
+
+### What category does the brand compete in? (how clients currently solve this problem)
+
+### What makes the brand different from alternatives in that category?
+
+### What does the target client care about most? (the value they get that others can't match)
+
+### Competitive alternatives named by the founder (include "do nothing" / "hire in-house")
+
+### Phrases or metaphors the founder uses naturally to describe what they do
+
+---
+
+## Synthesis
+
+### Positioning statement draft (Dunford template)
+> For **[target client]** who **[situation / JTBD]**, **[brand name]** is the
+> **[category]** that **[unique value]**. Unlike **[alternatives]**, we
+> **[key differentiator]**.
+
+### Alternative framings (vary the category or the differentiator)
+
+1.
+2. ### White-space hypothesis (what no competitor is claiming that this brand could own)
+
+### Open questions / ambiguities
+
+### Tensions with Module 10 Why (flag any contradictions for Module 90 reconciliation)

package/prisma/skills/brand-discovery/references/30_audience-niche.md

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+# Module 30 — Audience & Niche
+
+> **Frameworks:** Baker *The Business of Expertise* · Ideal Client Profile (ICP) ·
+> Pain / trigger / desired outcome lens
+>
+> **Goal:** Make the target audience concrete enough to brief a copywriter or run
+> a paid campaign — not a demographic sketch, but a psychographic and situational
+> portrait of the best client the brand wants more of.
+
+---
+
+## Raw
+
+<!-- Verbatim quotes and examples. -->
+
+### Who is the ideal client? (describe a specific person, not a segment)
+
+### What situation or trigger brings them to look for help?
+
+### What have they tried before and why did it fall short?
+
+### What does success look like to them? (in their words, not the brand's)
+
+### What do they fear or want to avoid?
+
+### Worst-fit clients (who the brand doesn't want to work with, and why)
+
+### Quotes or stories from real past clients that illustrate the ideal fit
+
+---
+
+## Synthesis
+
+### Ideal Client Profile (ICP)
+
+| Dimension | Description |
+|---|---|
+| Role / title | |
+| Organisation type & size | |
+| Trigger situation | |
+| Primary pain | |
+| Desired outcome | |
+| Budget signal | |
+| Red-flag / disqualifier | |
+
+### Psychographic portrait (2–3 sentences: how this person thinks, what they value, what they distrust)
+
+### Niche hypothesis (the smallest viable market the brand could credibly own)
+
+### Audience segments to test (if there is ambiguity about primary vs secondary ICP)
+
+### Open questions / threads for Module 20 positioning reconciliation

package/prisma/skills/brand-discovery/references/40_personality-archetype.md

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+# Module 40 — Personality & Archetype
+
+> **Frameworks:** Mark & Pearson 12 brand archetypes · J. Aaker 5 brand personality
+> dimensions (sincerity / excitement / competence / sophistication / ruggedness)
+>
+> **Goal:** Establish the brand's character — how it would behave if it were a
+> person. Personality governs tone, visual register, and what feels "on brand"
+> versus "wrong". A sharp archetype makes a hundred small decisions automatic.
+
+---
+
+## Raw
+
+<!-- Verbatim quotes and projective-technique responses. -->
+
+### "If the brand were a person, how would they walk into a room?"
+
+### Archetype instinct (which of the 12 resonates immediately, and why?)
+> Creator · Caregiver · Ruler · Jester · Regular Person · Lover · Hero ·
+> Outlaw · Magician · Innocent · Sage · Explorer
+
+### Three adjectives the founder uses most naturally to describe the brand's character
+
+### One brand or public figure the founder admires but the brand should NOT become (and specifically what to avoid)
+
+### One brand or public figure whose personality register the brand aspires to
+
+### How should the brand make clients feel? (not think — feel)
+
+---
+
+## Synthesis
+
+### Primary archetype + shadow
+
+| | |
+|---|---|
+| **Primary archetype** | (name + 1-line why) |
+| **Secondary / shadow** | (what the primary archetype risks becoming; what keeps it honest) |
+
+### J. Aaker personality scores (1–5, 5 = strongly applies)
+
+| Dimension | Score | Evidence |
+|---|---|---|
+| Sincerity (warm, honest, down-to-earth) | | |
+| Excitement (daring, spirited, imaginative) | | |
+| Competence (reliable, intelligent, successful) | | |
+| Sophistication (upper-class, charming) | | |
+| Ruggedness (outdoorsy, tough) | | |
+
+### Personality in action (3 behavioural guidelines derived from the archetype)
+
+1.
+2.
+3. ### What the brand must never sound or look like (the anti-personality)
+
+### Open questions / tensions with Module 50 Voice

package/prisma/skills/brand-discovery/references/50_voice-tone.md

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+# Module 50 — Voice & Tone
+
+> **Frameworks:** Brand voice spectrum (formal <-> casual, serious <-> playful,
+> distant <-> warm, conventional <-> irreverent) · Content-type tone matrix
+>
+> **Goal:** Codify the brand's verbal register precisely enough that two different
+> writers produce copy that sounds like the same person. Voice is constant;
+> tone shifts by context (home page vs. error message vs. proposal cover).
+
+---
+
+## Raw
+
+<!-- Verbatim quotes and examples from the interview.
+     Collect actual copy samples the founder likes or hates. -->
+
+### Copy the founder admires (from their own brand or others) — include the source
+
+### Copy the founder dislikes or finds "wrong register" — what specifically is wrong?
+
+### Words or phrases the brand uses all the time (even informally)
+
+### Words or phrases the brand actively avoids
+
+### How should the brand sound on: a sales page? an error message? a proposal?
+
+### "We always…" / "We never…" statements about how the brand communicates
+
+---
+
+## Synthesis
+
+### Voice spectrum (mark the brand's position on each axis)
+
+| Axis | 1 | 2 | 3 | 4 | 5 | Notes |
+|---|---|---|---|---|---|---|
+| Formal ←→ Casual | | | | | | |
+| Serious ←→ Playful | | | | | | |
+| Distant ←→ Warm | | | | | | |
+| Conventional ←→ Irreverent | | | | | | |
+| Minimal ←→ Expressive | | | | | | |
+
+### Voice statement (one paragraph a writer can internalise)
+
+### Tone matrix by content type
+
+| Content type | Tone shift | Example phrase |
+|---|---|---|
+| Homepage headline | | |
+| Case study / evidence | | |
+| Proposal / commercial | | |
+| Error / apology | | |
+| Social / informal | | |
+
+### The three things to check every draft against
+
+1.
+2.
+3. ### Open questions / tensions with Module 40 Personality

package/prisma/skills/brand-discovery/references/60_narrative-story.md

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+# Module 60 — Narrative / Story
+
+> **Frameworks:** Neumeier trueline · Brand story arc (context → conflict →
+> resolution → invitation) · Hero's journey (brand as guide, client as hero)
+>
+> **Goal:** Crystallise the brand's founding story and its narrative arc — the
+> conflict it was built to resolve, the transformation it delivers, and the
+> invitation it extends to clients. The trueline is the single sentence that
+> holds every story the brand tells.
+
+---
+
+## Raw
+
+<!-- Verbatim quotes and stories. -->
+
+### The founding story (what happened, when, why this — not the polished version)
+
+### The conflict or frustration that made the brand necessary
+
+### What the world looks like when the brand's work succeeds (the transformation)
+
+### A client story that best illustrates what the brand does and why it matters
+
+### What would be lost if the brand didn't exist? (brand obituary prompt)
+
+### The invitation: what does the brand ask clients to do or believe?
+
+---
+
+## Synthesis
+
+### Trueline draft (Neumeier: "[Brand] is the only [category] that [unique claim].")
+
+> ### Alternative truelines (2–3 variations, vary level of abstraction)
+
+1.
+2.
+3. ### Brand story arc
+
+| Beat | Content |
+|---|---|
+| **Context** (the world before) | |
+| **Conflict** (what's broken / wrong) | |
+| **Resolution** (what the brand does about it) | |
+| **Invitation** (what the client is asked to do) | |
+
+### The brand as guide (not hero) — what the client achieves, not the brand
+
+### Open questions / tensions with Module 20 Positioning and Module 10 Why

package/prisma/skills/brand-discovery/references/70_founder-tension.md

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+# Module 70 — Founder Brand vs Organisation Brand
+
+> **Frameworks:** Enns *Win Without Pitching* · Personal brand vs institutional
+> brand spectrum
+>
+> **Goal:** Map the relationship between the founder's personal reputation and the
+> organisation's brand. Clarify how much equity each carries, what the healthy
+> boundary is, and how to sequence personal vs organisation brand investment.
+> Unresolved founder-brand tension is a common scaling bottleneck.
+
+---
+
+## Raw
+
+<!-- Verbatim quotes. -->
+
+### Is the founder personally known in the market? How?
+
+### Do clients buy the founder or the organisation? (ask for evidence, not instinct)
+
+### What happens to the brand if the founder steps back or is unavailable?
+
+### What does the founder want for their personal brand in 3–5 years?
+
+### What does the organisation's brand need to be able to do independently?
+
+### Where has the founder-brand been an asset? Where has it been a constraint?
+
+---
+
+## Synthesis
+
+### Current state: where on the spectrum?
+
+```
+[Founder IS the brand] ←————————→ [Organisation brand stands alone]
+         1         2         3         4         5
+```
+Current position: `___`   Target position (3-year): `___`
+
+### What the founder brand should own (and keeps owning)
+
+### What the organisation brand needs to own (independently of the founder)
+
+### Transition plan sketch (if moving from founder-centric toward institutional)
+
+### Risk if nothing changes
+
+### Open questions / threads for Module 90 Synthesis

package/prisma/skills/brand-discovery/references/90_SYNTHESIS.md

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+# Module 90 — Master Brandbook (Synthesis)
+
+> **Frameworks:** Kapferer Brand Identity Prism · Aaker brand system (identity /
+> personality / associations / equity)
+>
+> **Goal:** Reconcile all seven preceding modules into a single, actionable
+> brandbook. This document is the source of truth the brand uses to brief
+> designers, writers, and external collaborators. It resolves tensions between
+> modules, commits to specific formulations, and translates them into practical
+> guidelines.
+
+---
+
+## Raw
+
+<!-- Module 90 consolidates outputs from Modules 10–70; minimal new raw input is
+     collected here. Capture any final founder statements or corrections made
+     during the synthesis pass below. -->
+
+---
+
+## Synthesis
+
+### 1. The Why (from Module 10)
+
+> **Core belief:**
+>
+> **Behavioural How (values in action):**
+>
+> **What we refuse to be:**
+
+---
+
+### 2. Positioning (from Module 20)
+
+> **Positioning statement:**
+> For **[target client]** who **[situation]**, **[brand name]** is the
+> **[category]** that **[unique value]**. Unlike **[alternatives]**, we
+> **[key differentiator]**.
+>
+> **White-space the brand owns:**
+
+---
+
+### 3. Audience (from Module 30)
+
+> **Ideal Client Profile (one-paragraph portrait):**
+>
+> **Niche the brand is building toward:**
+>
+> **Red-flag / disqualifier:**
+
+---
+
+### 4. Kapferer Brand Identity Prism
+
+| Facet | Content |
+|---|---|
+| **Physique** (visible, tangible brand attributes) | |
+| **Personality** (character if the brand were a person) | |
+| **Culture** (values and principles behind the brand) | |
+| **Relationship** (how the brand relates to clients) | |
+| **Reflection** (how clients see themselves using this brand) | |
+| **Self-image** (how clients feel inside when using this brand) | |
+
+---
+
+### 4b. Aaker Brand System (from Module 40)
+
+> **Primary archetype** (Mark & Pearson):
+>
+> **Secondary archetype** (if present):
+>
+> **Aaker brand identity** — four dimensions:
+> - *Brand as product:*
+> - *Brand as organisation:*
+> - *Brand as person (personality):*
+> - *Brand as symbol:*
+>
+> **Brand associations** (3–5 key associations the brand should own):
+>
+> **Brand equity signals** (what clients would lose if this brand disappeared):
+
+---
+
+### 5. Voice & Tone summary (from Module 50)
+
+> **Voice statement (one paragraph):**
+>
+> **The three checks every draft must pass:**
+> 1.
+> 2.
+> 3.
+
+---
+
+### 6. Narrative assets (from Module 60)
+
+> **Trueline:**
+>
+> **Brand story arc (one paragraph, usable as an About page starting point):**
+
+---
+
+### 7. Founder / organisation brand boundary (from Module 70)
+
+> **What the founder brand owns:**
+>
+> **What the organisation brand owns:**
+
+---
+
+### 8. Tensions resolved (record any module-to-module conflicts and how they were settled)
+
+| Tension | Module A | Module B | Resolution |
+|---|---|---|---|
+| | | | |
+
+---
+
+### 9. Open questions deferred to next session
+
+<!-- Anything that couldn't be resolved with the current data. -->
+
+---
+
+### 10. Practical next steps
+
+<!-- 3–5 concrete actions the brand can take based on this brandbook. -->
+
+1.
+2.
+3.

package/prisma/skills/brand-voice/SKILL.md

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+---
+name: brand-voice
+description: Build a source-derived writing style profile from real posts, essays, launch notes, docs, or site copy, then reuse that profile across content, outreach, and social workflows. Use when the user wants voice consistency without generic AI writing tropes.
+metadata:
+  origin: ECC
+---
+
+# Brand Voice
+
+Build a durable voice profile from real source material, then use that profile everywhere instead of re-deriving style from scratch or defaulting to generic AI copy.
+
+## When to Activate
+
+- the user wants content or outreach in a specific voice
+- writing for X, LinkedIn, email, launch posts, threads, or product updates
+- adapting a known author's tone across channels
+- the existing content lane needs a reusable style system instead of one-off mimicry
+
+## Source Priority
+
+Use the strongest real source set available, in this order:
+
+1. recent original X posts and threads
+2. articles, essays, memos, launch notes, or newsletters
+3. real outbound emails or DMs that worked
+4. product docs, changelogs, README framing, and site copy
+
+Do not use generic platform exemplars as source material.
+
+## Collection Workflow
+
+1. Gather 5 to 20 representative samples when available.
+2. Prefer recent material over old material unless the user says the older writing is more canonical.
+3. Separate "public launch voice" from "private working voice" if the source set clearly splits.
+4. If live X access is available, use `x-api` to pull recent original posts before drafting.
+5. If site copy matters, include the current ECC landing page and repo/plugin framing.
+
+## What to Extract
+
+- rhythm and sentence length
+- compression vs explanation
+- capitalization norms
+- parenthetical use
+- question frequency and purpose
+- how sharply claims are made
+- how often numbers, mechanisms, or receipts show up
+- how transitions work
+- what the author never does
+
+## Output Contract
+
+Produce a reusable `VOICE PROFILE` block that downstream skills can consume directly. Use the schema in [references/voice-profile-schema.md](references/voice-profile-schema.md).
+
+Keep the profile structured and short enough to reuse in session context. The point is not literary criticism. The point is operational reuse.
+
+## Affaan / ECC Defaults
+
+If the user wants Affaan / ECC voice and live sources are thin, start here unless newer source material overrides it:
+
+- direct, compressed, concrete
+- specifics, mechanisms, receipts, and numbers beat adjectives
+- parentheticals are for qualification, narrowing, or over-clarification
+- capitalization is conventional unless there is a real reason to break it
+- questions are rare and should not be used as bait
+- tone can be sharp, blunt, skeptical, or dry
+- transitions should feel earned, not smoothed over
+
+## Hard Bans
+
+Delete and rewrite any of these:
+
+- fake curiosity hooks
+- "not X, just Y"
+- "no fluff"
+- forced lowercase
+- LinkedIn thought-leader cadence
+- bait questions
+- "Excited to share"
+- generic founder-journey filler
+- corny parentheticals
+
+## Persistence Rules
+
+- Reuse the latest confirmed `VOICE PROFILE` across related tasks in the same session.
+- If the user asks for a durable artifact, save the profile in the requested workspace location or memory surface.
+- Do not create repo-tracked files that store personal voice fingerprints unless the user explicitly asks for that.
+
+## Downstream Use
+
+Use this skill before or inside:
+
+- `content-engine`
+- `crosspost`
+- `lead-intelligence`
+- article or launch writing
+- cold or warm outbound across X, LinkedIn, and email
+
+If another skill already has a partial voice capture section, this skill is the canonical source of truth.

package/prisma/skills/brand-voice/references/voice-profile-schema.md

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+# Voice Profile Schema
+
+Use this exact structure when building a reusable voice profile:
+
+```text
+VOICE PROFILE
+=============
+Author:
+Goal:
+Confidence:
+
+Source Set
+- source 1
+- source 2
+- source 3
+
+Rhythm
+- short note on sentence length, pacing, and fragmentation
+
+Compression
+- how dense or explanatory the writing is
+
+Capitalization
+- conventional, mixed, or situational
+
+Parentheticals
+- how they are used and how they are not used
+
+Question Use
+- rare, frequent, rhetorical, direct, or mostly absent
+
+Claim Style
+- how claims are framed, supported, and sharpened
+
+Preferred Moves
+- concrete moves the author does use
+
+Banned Moves
+- specific patterns the author does not use
+
+CTA Rules
+- how, when, or whether to close with asks
+
+Channel Notes
+- X:
+- LinkedIn:
+- Email:
+```
+
+Guidelines:
+
+- Keep the profile concrete and source-backed.
+- Use short bullets, not essay paragraphs.
+- Every banned move should be observable in the source set or explicitly requested by the user.
+- If the source set conflicts, call out the split instead of averaging it into mush.