b2c-app-builder 0.221.39

package/knowledge/growth/influencer-sponsorship-engine.md

@@ -0,0 +1,224 @@
+# Influencer Sponsorship Engine
+
+Use this when growth depends on paying established creators to integrate the app into their own content: sponsorship DMs and calls, flat/CPM/view-guarantee deal structures, brand-account credibility, meme/topic-page amplification, or per-deal payback tracking.
+
+This reference factors in a user-provided consumer-app monetization playbook ("How to Scale Your App to $10K/Month", George Lampropoulos, 2026 — the operator behind Wrestle AI). Treat it as a practitioner case study, not universal law: borrow the deal mechanics and qualification filters, verify every rate against the current niche, and reject the tactics the Rejected Tactics section names.
+
+Scope split: `ugc-creator-engine.md` owns founder-run creator operations — hired micro-creators posting on new niche accounts the program controls, where the algorithm is the distribution engine. This file owns sponsoring creators who already have an audience, where the creator's existing reach and trust are the distribution engine. Both record into `growth/UGC_PLAYBOOK.md`. Load `viral-growth-loops.md` when sponsored content is expected to feed a product-led loop, and `paid-user-acquisition.md` when spend moves to ad platforms.
+
+## Contents
+
+- Fit Gate
+- The Five-Second Demo Moment
+- Brand Account Credibility
+- Prospecting: Engineer The Feed
+- Creator Qualification
+- Outreach
+- The Call And The Deal
+- Integration Formats
+- After The Post
+- Meme And Topic Pages
+- Economics And Measurement
+- Channel Sequencing
+- Rejected Tactics
+- Outputs
+- Common Failure Modes
+
+## Fit Gate
+
+Sponsorships are a strong candidate when:
+
+- the app has a demo moment a creator can show in 5-15 seconds that a viewer understands without narration (next section)
+- the niche has identifiable creators whose audience matches the paying buyer, not just the topic
+- onboarding, paywall, and attribution can convert and measure a traffic spike (`onboarding-conversion.md`, `analytics-attribution.md`)
+- the founder has approved a sponsorship budget; every creator payment, contract, and public post is founder-gated
+
+Deprioritize sponsorships when there is no visible product moment, the audience is committee-led or high-ticket enterprise, or the category is regulated and claims cannot be reviewed — the same disqualifiers as the `ugc-creator-engine.md` fit gate. Record the fit decision in `growth/UGC_PLAYBOOK.md` and trace it into `state/LAUNCH_TRACE.md`.
+
+## The Five-Second Demo Moment
+
+A sponsorship buys 10-15 seconds inside someone else's video. The unit being sold is not the app; it is one moment that makes a viewer stop and want to try it without a word of explanation. The playbook's examples all share the shape: perform one obvious action, receive personalized feedback the viewer cannot get anywhere else (photograph food → calories; upload a match → what you did wrong).
+
+This is the sponsorship-facing test of the magical moment in [`eleven-star-experience.md`](../experience/eleven-star-experience.md): if the defining product moment cannot be shown convincingly in five seconds of screen time inside a creator's normal content, either the moment needs redesign before creator spend starts, or sponsorships are the wrong first channel. Work the test backward during ideation: before the spec hardens, describe the 5-second clip a creator would drop into their content, then confirm the product actually produces that clip truthfully. A moment that only demos with staged data fails the fit gate.
+
+Push the demo moment in roughly nine of ten sponsored posts. Rotate a secondary feature only when a specific creator's audience saturates (per-creator returns dip across consecutive posts), and expect the secondary uptick to be smaller. The headline stays the headline.
+
+## Brand Account Credibility
+
+The brand's own social account does two jobs at once and must be set up before outreach starts:
+
+- **Sales funnel.** A viewer who sees the app tagged in a creator's post clicks through to the brand page. Three strong pinned demos plus a clear bio CTA turn that click into an educated, primed store visit. Warm traffic gets warmer.
+- **Negotiating position.** Creators check the profile before replying. A page showing collab posts with other creators reads as "these are the going rates"; an empty page reads as "no-name app" and doubles the quoted price.
+
+Setup checklist:
+
+- clean bio: who this is, what the app does, one CTA link
+- 3 pinned product demos built from the five-second demo moment
+- collab-post every sponsored video with the creator so both audiences see it and the page accumulates visible partnerships
+- platform verification is a paid decision — route through [`paid-tool-routing.md`](../operations/paid-tool-routing.md) and check the current price; do not quote it from memory
+- grow followers with content and collab posts only; purchased followers are a Rejected Tactic
+
+## Prospecting: Engineer The Feed
+
+The lead list comes from behaving like the ideal customer, not from search:
+
+1. Write the ideal-customer profile from `strategy/RESEARCH.md`.
+2. On a dedicated research account, consume exactly what that person would: watch their videos to completion, like, save, follow.
+3. Within days the recommendation feed becomes a stream of relevant creators. Prospecting becomes scroll → qualify → outreach.
+
+This works best when the founder is the customer (they already know what the audience watches), which is one more argument for the passion filter in idea selection. For tool-backed prospecting at volume, the social-research recipes in `tool-recipes/research-intelligence.md` (XPOZ Instagram/TikTok user and hashtag lookups) can replace or supplement manual scrolling.
+
+To delegate prospecting to a VA, hand over written criteria, not vibes: follower band, average-view floor, engagement shape, posting frequency, target hashtags, and the disqualifiers below. Expect delegated lists to need heavier sifting. VA hire and pay are founder-gated spend.
+
+## Creator Qualification
+
+Followers do not matter. Views and engagement do — followers are a stock, views are the flow being bought.
+
+Green flags:
+
+- average views comfortably above the niche's outreach floor (the playbook used ~25K average as its bar; set the floor from the niche's actual distribution)
+- a stable view floor — worst videos still land within a few multiples of the average
+- performs across more than one platform
+- a distinct style where it is obvious why the audience shows up; not a trend-hopper
+- comment sections with real sentences from a recognizable community
+
+Red flags:
+
+- wildly inconsistent views (one 100K video between 5K videos)
+- generic trend content with no owned format
+- emoji-only or bot-pattern comments — low-quality or purchased engagement
+- high views with near-zero comments: an audience that will not comment rarely downloads
+
+## Outreach
+
+Outreach is a volume game run from the credible brand account. Creators' inboxes are flooded; the message that gets answered leads with payment and stays short:
+
+- open with the offer: "Paid promo?" or "Paid promo for [handle]?"
+- one sentence on what the app does — enough to create curiosity, not a feature list
+- one clear invitation to talk
+
+Every reply gets steered off DMs and onto a call before any number is named. If a creator pushes for a price over text, deflect once ("I'd rather walk you through the integration first — here's my number") and if they hard-close with "just send your offer," let them go warm: "No problem, hit me up when you're free." The sponsor is the buyer; do not negotiate from the supplicant position.
+
+Track every contact in `ugc/creator-list.csv` (platform, handle, average views, floor, status, next action). Daily outreach volume is a founder-set target; the playbook ran ~100 DMs/day when starting cold and dropped volume as inbound replaced outbound.
+
+## The Call And The Deal
+
+Sponsorship deals are sales calls. The structure that closes profitably:
+
+1. **Open specific.** Compliment one real piece of their content by name. It proves this is not a mass blast and it buys rate goodwill.
+2. **Describe the integration before money.** How the app appears inside their existing content style, with past examples when they exist.
+3. **Ask their rate first**, then anchor to value, not to their number.
+
+Deal math and structure (verify rates against the current niche before quoting; these are the playbook's 2026 consumer-app numbers, not law):
+
+- project views conservatively: underestimate their average, multiply by video count
+- anchor flat offers in the $2-3 CPM range against that conservative projection
+- attach a **minimum view guarantee** set low enough that the creator is confident clearing it; if they fall short they keep posting until it is met
+- pay 20-50% up front, the rest when videos are delivered and the guarantee is met
+- when the flat rate is rejected, reframe as a bet on themselves: per-1K-view CPM pay with a per-video cap so one viral hit cannot break the budget — but let the creator open that door; leading with commission reads as bait
+- track views for a fixed window (the playbook used 7 days) and say why: unbounded tracking makes the books unmanageable. Recurring weekly posting with a weekly payday drops effective CPM because views keep accruing after the window closes
+- after presenting the offer, stop talking
+
+Objection handling, truthfully:
+
+- "Brand X paid me thousands per post" → "Are you still working with them?" One-off brand-awareness deals overpay and do not return; the counter-pitch is a long-term weekly partnership, which most creators have never been offered.
+- "Sponsored content tanks my engagement" → that is the argument for subtle integration into a format that already performs, not a typical ad read. Only claim "our promos beat creators' averages" when the tracker proves it.
+
+Every deal needs the contract checklist from `ugc-creator-engine.md` (usage rights, pay terms, termination, tax forms) plus **disclosure**: the post must carry the platform's paid-partnership label and required disclosure language. A deal that depends on hiding the sponsorship is declined. Two relationship rules that compound: pitch long-term partnerships on every call (recurring posts raise floor revenue weekly and are the thing creators cannot get elsewhere), and invest in the relationship personally — creators work harder and price friendlier for a mission they believe in.
+
+## Integration Formats
+
+The creator is the hero; the app is a tool in their hand. Before briefing:
+
+- study their last ~20 posts and note what actually performs: tone, humor, pacing, editing
+- use their proven format; never force a new style onto a creator who knows their audience
+- the app is a moment inside the content, not the topic of the content
+- keep their voice — their language and energy with the app dropped into real life
+
+Format menu, matched to whatever already works for that creator:
+
+| Format                | How the app appears                                                                |
+| --------------------- | ---------------------------------------------------------------------------------- |
+| Day in the life       | a natural step in their routine; links the app to disciplined, aspirational people |
+| Routine video         | part of a stated habit ("every night I check this")                                |
+| Educational / tips    | a recommended tool inside real advice                                              |
+| Comedy / skit         | a prop or the punchline; self-deprecation is fine                                  |
+| Before / after        | the quiet reason behind the improvement, not the focus                             |
+| Storytelling          | supports the personal-growth arc                                                   |
+| Q&A / comment replies | the honest answer to a real audience question                                      |
+
+The demo moment must land inside the first 30 seconds of the video and read in 5-15 seconds of screen time. Brief against `no-slop-writing.md` for claims; protect the creator's spoken voice, not brand copy.
+
+## After The Post
+
+The post is the top of a funnel, not the finish line. Load `distribution-first-niche.md` before creator spend. A paying audience and a named channel must exist first.
+
+- **Read payback fast.** A working deal shows revenue signal within 1-3 days depending on trial length. Log installs/trials/revenue per deal in the ledger and decide keeper vs one-off while the next call is still pending.
+- **Comment from the brand account.** The comment section becomes a second funnel: viewer reads comments → notices the brand → visits the page → hits pinned demos. This is legitimate because the brand is identified.
+- **Collab-post the video** so it lives on the brand page as credibility for the next negotiation.
+- Planted questions from friends posing as organic viewers are a Rejected Tactic — see below.
+- When a creator's returns dip across consecutive posts, their audience is saturating: rotate to a secondary feature for a smaller uptick, or move budget to the next creator.
+
+## Meme And Topic Pages
+
+Meme and topic pages are an amplification channel for already-proven creative, not a discovery channel:
+
+- repost the best-performing sponsored or organic video on niche meme/topic pages
+- target CPMs well below creator rates (the playbook paid $0.50-1.00 effective CPM, capped around $50 per post at small scale)
+- the strongest pages have community identities; match the content's tone to the page
+- disclosure still applies: a paid repost is a paid placement and must be identifiable as one. Framing paid content as fake news or editorial is a Rejected Tactic, whatever the engagement math says
+
+## Economics And Measurement
+
+Keep a per-deal ledger in `ugc/sponsorship-ledger.csv`:
+
+- creator, platform, follower count, average views, view floor
+- deal shape: flat / CPM+cap / guarantee terms, upfront %, tracking window
+- spend, tracked views at window close, effective CPM
+- installs, trials, purchases, revenue at day 1 / 3 / 7 (attributed per `analytics-attribution.md`: creator codes, UTMs, self-reported attribution)
+- payback verdict and next action (rebook weekly, rotate feature, drop)
+
+Benchmarks to tune, not worship:
+
+- **Revenue per download (ARPU).** The playbook targets ~$2 in month one. Content style moves it: broad low-intent UGC reach pulls it down; creator posts that clearly explain the app pull it up. A falling ARPU with rising views means the content is buying the wrong audience.
+- **Effective CPM per creator over time.** Weekly recurring deals should trend cheaper as post-window views accrue.
+- **Views alone prove nothing** — the k-computation rule in `viral-growth-loops.md` and the vanity-reach anti-pattern in `revenue-monetization.md` §3 apply here unchanged.
+
+## Channel Sequencing
+
+Sponsorships and paid ads are different tools at different stages. Creator deals are the high-multiple small-budget channel: hand-picked audiences, negotiated rates, and relationship pricing can return multiples that ad auctions cannot, but each deal is manual and the supply of well-priced creators in a niche is finite. Paid ads return lower multiples but scale without phone calls.
+
+Sequence: prove the demo moment and payback economics through sponsorships first, then move winning creative into paid distribution per `paid-user-acquisition.md` — including hiring one proven creator to make ads directly instead of posting to their own page. When sponsored creative feeds ad campaigns, competitor ad-library mining (in that reference) supplies the angle map.
+
+## Rejected Tactics
+
+The playbook contains tactics this skill rejects. Name them so no agent reinvents them:
+
+- **Purchased followers.** Violates platform terms, poisons the engagement signal the qualification filters depend on, and risks the brand account that the whole engine runs through. Credibility comes from collab posts and pinned demos.
+- **Undisclosed planted comments.** Having friends pose as organic viewers asking "what app is that?" is astroturfing. The brand account commenting under its own name achieves the same funnel effect honestly.
+- **Undisclosed or news-framed paid posts.** Every sponsored post and paid repost carries the platform's paid-partnership disclosure. Engagement gained by disguising an ad is liability, not growth.
+- **Incentivized or priming rating screens.** "Support the mission, rate 5 stars" placed before the paywall violates store policy. The compliant version — the native review prompt outside first-run onboarding, at a later natural success once eligibility is earned by first value — is already the default in `onboarding-conversion.md`.
+- **Fake-computation FOMO.** An analysis animation must run the real analysis. Gating the reveal of a real result behind the paywall is legitimate suspense (see Held Value Reveal in `onboarding-conversion.md`); animating nothing is deception.
+
+## Outputs
+
+Create or update when sponsorships are in scope:
+
+- `growth/UGC_PLAYBOOK.md`: sponsorship track — fit decision, budget and founder gates, brand-account setup, outreach volume targets, deal-structure defaults, disclosure rules, saturation/rotation rules
+- `ugc/creator-list.csv`: prospect pipeline with qualification data and outreach status
+- `ugc/sponsorship-ledger.csv`: the per-deal economics ledger above
+- `analytics/ANALYTICS.md`: creator codes, UTMs, and attribution sources for sponsored posts
+- `state/LAUNCH_TRACE.md`: rows connecting the demo moment, creator deals, attribution, and revenue evidence
+
+## Common Failure Modes
+
+- Sponsoring creators before the app has a five-second demo moment, then blaming the creator when nothing converts.
+- Qualifying on follower count instead of view flow and comment quality.
+- Negotiating in DMs and paying rate-card prices a call would have halved.
+- Flat deals with no view guarantee, no tracking window, and no ledger row — spend with unreadable results.
+- One-off posts with no long-term offer, leaving the cheapest lever (recurring weekly posts) unused.
+- Pushing a secondary feature before the demo moment has saturated.
+- Buying meme-page reposts of unproven creative.
+- Reading views instead of day-1/3/7 payback and ARPU per deal.
+- Skipping disclosure, contracts, or founder spend gates because a deal is small.
+- Confusing this lane with founder-run creator ops (`ugc-creator-engine.md`) and applying the wrong payment shape to the wrong relationship.

package/knowledge/growth/ios-consumer-playbook-intake.md

@@ -0,0 +1,65 @@
+# iOS Consumer Playbook Intake
+
+Use this before encoding an external iOS consumer-app playbook into paywall, onboarding, or paid-UA gates.
+
+This file records the B2C App Builder verdict for the Frederick James iOS tutorial that circulated in 2026. Revenue claims in that tutorial are not B2C App Builder doctrine.
+
+## Contents
+
+- 1. Verdict
+- 2. Adopt
+- 3. Adapt
+- 4. Reject
+- 5. Map To B2C App Builder Gates
+
+## 1. Verdict
+
+**ADAPT.** Keep durable mechanics. Reject unverifiable revenue claims. Reject Apple- or platform-ToS-risky tactics.
+
+Do not treat "$10k/m in two months" as a target or a proof. B2C App Builder promises a decision system, not a revenue outcome.
+
+## 2. Adopt
+
+These mechanics already match B2C App Builder knowledge. Keep them:
+
+- Position on a pain, not a vitamin feature.
+- Ship a hard remote paywall through RevenueCat current Offering.
+- Measure onboarding completion and download-to-paid, not day-one vanity CVR.
+- Finish tracking before the first paid dollar.
+- Keep spend, budgets, and ad accounts as founder-only gates.
+
+## 3. Adapt
+
+Use these as experiment menu items, not as fixed defaults:
+
+- Long outcome-focused onboarding. Measure each step. Do not copy a 12-screen count.
+- Annual-anchored plan mix with weekly and monthly entry. Price through the existing procedure.
+- Honest social proof (problem, outcome, authority). Never invent download counts.
+- TikTok-style creative tests inside the one-channel paid-UA system.
+- MMP path when paid UA is in scope. AppsFlyer is the default later wiring (#220). Solos may start with network SDK plus RevenueCat plus a blended sheet.
+
+## 4. Reject
+
+Do not encode these as B2C App Builder defaults:
+
+- Unverifiable personal revenue claims as category proof.
+- One-to-one clones of a named competitor.
+- Abandon-checkout or exit offers that hide price, trial, or cancellation facts.
+- Comment keyword filters used to game a platform ranking or hide ads.
+- Fake scarcity, fake testimonials, or fabricated social proof.
+- Agent-launched spend without founder approval.
+
+Apple subscription disclosure, restore, and cancellation rules stay in `privacy-terms.md` and `paywall-pricing-and-experiments.md`. A playbook cannot override them.
+
+## 5. Map To B2C App Builder Gates
+
+| Playbook claim                     | B2C App Builder owner                                                             |
+| ---------------------------------- | --------------------------------------------------------------------------------- |
+| Hard paywall                       | `onboarding-conversion.md`, `paywall-pricing-and-experiments.md`, `check:revenue` |
+| Onboarding length                  | `onboarding-conversion.md`, `check:onboarding-graph`                              |
+| D2P over vanity CVR                | `paywall-pricing-and-experiments.md` experiment cadence                           |
+| MMP before spend                   | `paid-user-acquisition.md`, `check:paid-ua`                                       |
+| PAUSED drafts and 48-hour kill     | `PAID_UA.md`, `check:paid-ua`                                                     |
+| ASO keywords and screenshots       | `aso-store-ops.md`                                                                |
+| App Review recovery                | store review playbook, autonomous loop                                            |
+| Experimentation as a standing lane | `paywall-pricing-and-experiments.md`                                              |

package/knowledge/growth/launch-narrative-cadence.md

@@ -0,0 +1,340 @@
+# Launch Narrative & Cadence
+
+Use this reference when planning how a B2C mobile launch shows up in public: the tentpole
+announcement, the weekly feature-launch heartbeat, the launch-day run-of-show, and the copy
+craft that decides whether a release lands or dies on arrival. It produces
+[`growth/LAUNCH_NARRATIVE.md`](../../examples/workspace/business/growth/LAUNCH_NARRATIVE.md), held to the
+2026 DO-NOT-DO list below at every review.
+
+It is a peer reference to [`viral-growth-loops.md`](./viral-growth-loops.md) (in-product sharing
+loops), [`ugc-creator-engine.md`](./ugc-creator-engine.md) (creator-led organic), [`paid-user-acquisition.md`](./paid-user-acquisition.md)
+(paid amplification), [`remotion-content-assets.md`](../design/remotion-content-assets.md) (the hero video and
+post assets), [`emotional-design-system.md`](../experience/emotional-design-system.md) (the feeling the launch
+must carry), and [`aso-store-ops.md`](../store/aso-store-ops.md) (the store launch calendar). Do not
+duplicate those; cross-reference them.
+
+## Why This Lane Exists
+
+The fastest-growing consumer-AI companies treat **every release as an event** and run a
+**deliberate cadence**, so they are always in the conversation. That is a system, not luck —
+each beat is planned weeks out, down to post order and who replies to what. This reference
+encodes that system so a launch package ships with a real narrative and cadence instead of a
+pretty 30-second animation and a blog post written the day before.
+
+The core reframe: **a launch is not the end of building a product; it is the reason to build it
+a certain way.** Use rare big moments to earn a standing audience, then feed that audience so it
+never goes cold.
+
+## Evidence Base (and what is NOT verified)
+
+This lane is informed by a specific NYC launch agency and by public launches it and its peers
+ran. Keep the verifiable facts; do not repeat the marketing claims.
+
+- **Shown Media** ([shownmedia.com](https://shownmedia.com), [shownmedia.com/tech](https://shownmedia.com/tech))
+  is a NYC creative agency that runs viral go-to-market launches for tech/AI and DTC brands.
+  Its public thesis: "we turn companies into internet moments," "going viral is skill based,"
+  reverse-engineer the X/LinkedIn algorithms (sourcing signals + reply chains), a **4–6 week**
+  launch process (Week 1 scripting/positioning; Weeks 2–6 production + revision), and a stated
+  outcome band of roughly **2–10M views with a ~48-hour peak** before decline. A founder, Mitchell
+  Rusitzky, surfaces this playbook publicly. The agency also describes a Claude Code multi-agent
+  "script factory" (research phase sets the ceiling; specialist hook/body agents; a manager layer
+  and a final quality gate) — "the system doesn't invent taste, it encodes it." See the
+  [AI Corner profile](https://www.the-ai-corner.com/p/20-agent-ai-script-factory-10m-revenue).
+  Shown has also published an operational **"X Launch Playbook & Checklist"** (six phases,
+  summarized in [The Six-Phase X Launch Checklist](#the-six-phase-x-launch-checklist) below). Its
+  headline figures (e.g. "100M+ views," "$1M+ in launch execution," a "2–3x" founder-reply uplift,
+  "$50K+" amplification budgets) are agency-stated and must not be repeated as the launching
+  company's own results.
+- **Verified launch artifacts** (X impressions read off the live posts):
+  - **Koji by Brilliant** — Sue Khim, [@suekhim, May 29 2026](https://x.com/suekhim/status/2060378988606878147),
+    ~**4.71M** impressions. Hook: "AI is making kids dumber. It should be making them geniuses.
+    Introducing Koji, the first AI tutor that gets kids to actually think." (See also Brilliant's
+    [launch post](https://blog.brilliant.org/a-world-class-tutor-in-every-home/).) Textbook
+    feeling-first copy: indictment → hopeful reframe → product, no hashtags, no emojis, no link in
+    the post.
+  - **Moda** — Anvisha Pai, [@anvisha funding launch, Mar 24 2026](https://x.com/anvisha/status/2036474296353411290),
+    ~**4.50M** impressions. "We raised $7.5M to kill AI slop. Introducing Moda: the world's first
+    design agent with taste." Note the optional engagement mechanic ("RT + comment 'Moda' and we'll
+    design your brand for free") that manufactures reply/RT signals.
+  - **ChatGPT feature post** — [@ChatGPTapp, May 22 2026](https://x.com/ChatGPTapp/status/2057908052968521902),
+    ~**2.66M** impressions. "Paperwork is better when you can just talk through it…" — the model for a
+    single small feature framed as a moment (the weekly heartbeat).
+- **Do NOT repeat as fact** (could not be verified): any "MrBeast alumni" claim, a "10B+ views"
+  figure, attributing an Emmy to the agency's CEO, the "many startups just died today" post, or the
+  agency's self-reported aggregate view/revenue numbers (they are inconsistent across the agency's
+  own pages). When writing a real launch's public copy, follow the skill rule that public claims are
+  liabilities: cite only what is true and attributable.
+
+## The Two Launch Types
+
+Think in two buckets that feed each other.
+
+### Tentpole Launch (the "Super Bowl")
+
+Rare, expensive, planned weeks out. For ~48 hours you take over the timeline. It must feel special
+and be backed by a heavy product moment (flagship feature/model, funding round, category-defining
+repositioning). Prerequisites:
+
+- **Genuine novelty + correct positioning.** Virality amplifies a real wedge; it does not
+  manufacture one. If there is no heavy moment yet, do not fake a tentpole — run the heartbeat only.
+- **Lead time of ~4–6 weeks** end to end. Do not expect a tentpole on a 3-day turnaround.
+- **A credible human principal**, not the faceless brand handle. Koji = Sue Khim; Moda = Anvisha.
+  The principal's face/voice is the trust anchor.
+- **A hero asset** (video/clip) from [`growth/content-assets/CONTENT_ASSETS.md`](../../examples/workspace/business/growth/content-assets/CONTENT_ASSETS.md)
+  / `growth/DEMO_VIDEO.md`.
+
+### Feature Launch Cadence (the heartbeat)
+
+Small, sharp, consistent releases packaged like events. This — not the tentpole — keeps you in the
+conversation. Target a steady weekly beat of releases worth talking about (the @ChatGPTapp
+"Paperwork" post is the model: one feature, framed as a moment, with a use-case hook).
+
+### How they compound (Algorithm Compounding)
+
+A tentpole does not end when the views stop. A meaningful slice of that reach keeps getting served
+your posts for months — that is your **standing audience**. You stop fighting a cold start every
+time you post, and the weekly heartbeat rides the wave of the last big moment. High cadence
+compounds: an active account keeps getting re-served, and a long tail of each post's reach lands
+days later via re-serve to that standing audience. (A "~10% long-tail" figure is a useful planning
+heuristic, not a published number — label it as such.)
+
+## Marketing At The Table
+
+The companies that own attention flipped the usual order: instead of engineering shipping a feature
+and handing marketing a day to "make it look good," **marketing has a say over what ships and when.**
+
+- Hold a roadmap review with marketing in the room (monthly is a reasonable default).
+- Pick the next release by what people will find interesting and what is trendy now — ship small,
+  sharp releases against what is sitting in the zeitgeist this week. (Koji rode the "AI is making
+  kids dumber / cheating" discourse; Moda rode "AI slop.")
+- Treat sequencing and naming as partly a content calendar: every release should have a postable
+  hook.
+
+## Launch-Copy Craft
+
+Most good companies fail here. The animation is clean and the product is fine, but the copy makes
+you feel nothing — you read it, think "okay," and scroll. No reaction reads to the algorithm as no
+value. **Shape every launch around a feeling first, the feature second.**
+
+Before drafting the hook, the reply-chain seeds, or any post copy, load `knowledge/words/no-slop-writing.md`
+for the banned-outright words, empty phrases, and slop patterns (weasel attribution, importance
+puffery, fake-strong verbs). Its channel-specific limits (§7) point back here for post structure and
+defer to this file's stronger no-hashtags/no-emojis/no-link-in-root-post guardrail below — do not let
+a "cut formatting slop" edit soften that rule to "use emoji sparingly."
+
+- **Lead with the emotional state or the broken status quo, then name the product/mechanism.**
+  Koji: "AI is making kids dumber" (indictment) → "should be making them geniuses" (hope) → product.
+  ChatGPT: "Paperwork is better when you can just talk through it" (use-case feeling) → feature.
+- **A strong hook + POV is the whole game.** Have a thesis, name an enemy/broken thing, or reframe
+  the category ("the first design agent _with taste_", "the first AI tutor that gets kids to
+  _actually think_").
+- **Emotional angles that work:** a glimmer of hope; pointing at something broken and saying we are
+  fixing it; a genuinely new take that reframes the whole category.
+
+### The 2026 DO-NOT-DO list
+
+Review the post copy (fenced code blocks in `LAUNCH_NARRATIVE.md`) against these before it ships:
+
+- **No hashtags.** They read as marketing and depress reach.
+- **No emojis carrying the message.** The verified high-performers use essentially none; let the
+  hook and the video do the work.
+- **No link in the main/root post.** Put the link in the first self-reply — off-platform links in
+  the root post get deprioritized.
+- **No generic "okay" copy** that earns a scroll; make it lovable or hateable.
+- **No "congrats!" seeded replies** — every pre-briefed reply must add a distinct angle.
+- **Don't lead with the spec, don't bury the POV, and don't post a tentpole from the brand handle.**
+
+## Launch-Day Run-of-Show
+
+Plan every beat weeks out — down to post order and who replies to what. A workable sequence:
+
+1. **T-0:** Principal posts the hero post (hook + reframe + product + one visible asset/video).
+2. **T+~2m:** Principal self-replies with the link and how to try it (link lives here, not in the root).
+3. **T+~5m:** Co-founders / team / investors quote-tweet and reply, each with a distinct angle, to
+   seed the reply chain.
+4. **T+~1h:** Pre-warmed amplifiers (creators, "BREAKING…" accounts) post their own framed takes,
+   staggered (not simultaneous) to extend the live window.
+5. **T+~1d:** Principal replies to top replies and posts a "what people are saying" follow-up to feed
+   the long tail.
+
+Optional engagement mechanic (use sparingly — it reads growth-hacky if overused): "RT + comment 'X'
+and we'll do Y for free," which manufactures the reply/RT signals the algorithm rewards.
+
+## The Six-Phase X Launch Checklist
+
+This is the agency's published, operational checklist, adapted here. It runs in order, from idea to
+the week after launch. The sections above (two launch types, copy craft, run-of-show) are the
+deep-dives; this is the end-to-end sequence. Keep the claims-hygiene rule in force throughout:
+public copy states only what is true and attributable.
+
+### Phase 1 — Foundation (before you build anything)
+
+- **Write your bold claim.** One sentence: polarizing, defensible, novel. Not "AI-powered
+  dashboard"; yes "See which deals close this quarter before they do." Sound like everyone else and
+  the algorithm treats you like everyone else. Test: would someone screenshot it to argue with a
+  friend?
+- **Sell the outcome, not the feature.** Strip every feature to what the user walks away with.
+  Features tell; outcomes sell. Write the outcome first, map features to it later.
+- **Build your network before you need it.** Your launch is only as strong as the people you can
+  activate on day one. Months ahead, log friendly, influential accounts (founders, operators, theme
+  pages, niche creators). "Friendly" = they already like you, your product, or your space — warm
+  beats big. Track engagement rate, niche fit, and whether their followers are your actual customers.
+- **If you have no network, identify it now.** Map who you'd want, then start the relationship early:
+  engage with substance, share their work, be useful before you ask. By launch day they should know
+  your name.
+- **Pre-write posts for your friendly accounts.** Draft custom posts in advance so day-one outreach
+  is "here's a post ready to go," not "can you help?" A ready-made post is the easiest yes you'll get.
+- **Identify your activatable communities.** Every category has groups easy to excite and groups easy
+  to anger. List the communities around your product and how each reacts to bold messaging — you'll
+  use this for both excitement and (defensible) rage-bait.
+- **Map your product roadmap to your narrative.** The roadmap is content. Sequence features so each
+  release gives a fresh bold claim. Build the product calendar and launch calendar together; always
+  have the next story ready. (This is the [Marketing At The Table](#marketing-at-the-table) discipline.)
+
+### Phase 2 — Outlier Research (the step everyone skips)
+
+- **Spend 10–20 hours researching before writing a word.** You're not inventing content; you're
+  finding what works and adapting it. The best launches copy proven formats.
+- **Find 20+ outliers in your niche.** Search X for posts in your category with 500+ likes, 50+
+  comments, 50+ reposts — roughly 10x normal engagement for the account size. These show what your
+  audience actually responds to.
+- **Document each outlier's anatomy:** hook format, structure (list/story/comparison/thread),
+  emotional trigger (fear/curiosity/anger/aspiration), visual format (screenshot/video/text), and
+  engagement pattern (genuine replies vs giveaway-driven).
+- **Map the conversations already happening** — what your niche complains about, celebrates, argues
+  over. The best hooks enter an existing conversation with a better answer; they don't start one.
+- **Lock in 3–5 proven hook formats** that repeat across your outliers. Finish with saved examples,
+  proven formats, a conversation map, an activatable-community list, and data-backed confidence.
+
+### Phase 3 — Content Creation
+
+- **Write every influencer post yourself** — word for word, with custom visuals per influencer.
+  Influencers are good at being themselves and bad at selling your product; a brief reads as an ad.
+- **Study each page for hours before writing** — their top posts from the last 90 days, the formats
+  they lean on, their tone, and what their audience rewards in comments. Write something native to
+  their feed but engineered to convert.
+- **Match a proven format to each creator,** e.g. _Ways I Use It_ ("5 ways I'm using [Product]"),
+  _Comparison_ ("[Product] vs [Competitor]"), or _Founder Story_ (underdog + credentials).
+- **Build the launch video to the rules:** bold claim in the first five seconds; show the product
+  working in present tense; language below a fifth-grade reading level; audio and visual matched one
+  to one; about the viewer's outcome, never your five-year journey. (See [`remotion-content-assets.md`](../design/remotion-content-assets.md).)
+- **Engineer one line of (defensible) rage-bait.** Find the most common criticism of your category
+  and make your product the answer; bury one line a specific community can't ignore — subtle enough
+  that most scroll past, pointed enough that ~10% quote-tweet it. **Keep it true and defensible: you
+  want engagement, not a cancellation, and it must not cross the truthfulness/claims line.** This is a
+  HIGH-sensitivity tactic — review it against [`ethics-guardrail.md`](../experience/ethics-guardrail.md) and the
+  "public claims are liabilities" rule before it ships.
+
+### Phase 4 — Amplification Roster (influencer selection)
+
+- **Set roster and budget.** The agency's stated bands: roughly $500–$3,000 per influencer (~$1,000
+  average), 30–100 influencers by campaign size, $50K+ amplification for a major launch. These are
+  founder-gated spend decisions — route through [`paid-user-acquisition.md`](./paid-user-acquisition.md).
+- **Vet on engagement, not follower count.** Want audiences that comment with personal familiarity,
+  niche business owners over generalists, followers who _are_ your target customer, and creators who
+  genuinely use tools like yours.
+- **Cut the wrong fits:** accounts that post about everything, accounts where every post is an ad,
+  high followers with low comment quality, anyone unwilling to work their comments.
+- **Confirm each creator will reply to comments** on their sponsored post. Non-negotiable.
+
+### Phase 5 — Launch-Day Timing Engine
+
+One principle: make it feel organic. Layer amplification gradually, starting closest to your ICP and
+expanding out. (This is the [Launch-Day Run-of-Show](#launch-day-run-of-show) above, in three gates.)
+
+- **Gate 1 — Let it breathe (0–60 min).** Post goes live; do nothing externally. Let organic
+  followers and the algorithm test it. Reply to every comment immediately. Watch likes-per-minute,
+  reply quality, retweet pace. Strong velocity: proceed. Weak: fix before amplifying.
+- **Gate 2 — First wave (hours 1–2).** If velocity holds, deploy the first 10–20 influencers,
+  staggered across 30-minute windows (five, wait, five, wait). Start with the biggest ICP accounts.
+  Each post retweets the main post, runs its own giveaway, and the creator works their comments.
+- **Gate 3 — Full deployment + live adjustment (hours 2–3).** Everyone has posted by hour three. Add
+  gas where momentum builds (theme pages, Discord communities); hold back channels where engagement
+  slips; coordinate cross-engagement between influencers. Live adjustment separates good from great.
+- **Reply to everything for 48 hours.** The single highest-leverage activity: author-reply chains are
+  the strongest signal on the platform, and substantive replies (not "thanks") are what count.
+
+### Phase 6 — Follow-Up Window (the launch never ends)
+
+The algorithm gives you a momentum window after a viral post; content posted inside it gets boosted,
+and most companies waste it. A workable cadence: **Day 2** meme or short AI-generated video riffing on
+the launch; **Day 3** deep dive on one feature; **Day 4** founder story / behind-the-scenes; **Week 2**
+results, testimonials, early traction. (This is the [feature-launch heartbeat](#feature-launch-cadence-the-heartbeat)
+catching the tentpole's long tail.)
+
+## How the X Algorithm Is Treated (Sourcing And Ranking)
+
+This is the agency's working model of the platform — not official platform documentation — but it is
+a useful planning lens. Two separate signals decide reach:
+
+- **Sourcing — will your post be shown?** Retweets qualify a post for the For You feed. No retweets,
+  no reach beyond your followers. This is why every giveaway requires a retweet.
+- **Ranking — how high will it appear?** Reply chains where you respond back. The platform optimizes
+  for time on site; conversation keeps people scrolling, and every author reply creates a new chain
+  signaling the post is worth surfacing.
+
+## Launch-Killing Mistakes
+
+- **Creative:** a video about your journey instead of the viewer's outcome; jargon or above a
+  fifth-grade level; past tense instead of present; no bold claim in the first five seconds; letting
+  influencers write their own content; audio/visual mismatch.
+- **Distribution:** not replying to comments; deploying all amplification at once; using theme pages
+  too early before core engagement lands; no follow-up content; influencers in the wrong niche.
+- **Positioning:** feature-focused over outcome-focused; not novel enough; too nuanced (save nuance
+  for the replies); sitting on your ammunition (funding, revenue, or credential stats worth leading
+  with — subject to the claims-hygiene rule).
+
+## Final Principles
+
+Novelty above all. No nuance. Show, don't tell. Reply to everything. Research first, then copy proven
+formats. Intensity over vagueness. Outcomes over features. Speed beats perfect planning. Control
+everything. The launch never ends.
+
+## Measurement & Claims Hygiene
+
+- Tie attention to product behavior via [`analytics-attribution.md`](../data/analytics-attribution.md): post
+  impressions → reply-link clicks (UTM'd) → install → activation event. Record the self-reported
+  attribution source key per the `analytics/ANALYTICS.md` attribution contract.
+- Watch a standing-audience metric weekly (followers gained, profile-served impressions, returning
+  viewers), not just per-post views.
+- Use exact, attributable numbers when you cite anyone (Koji ~4.71M, Moda funding ~4.50M, ChatGPT
+  Paperwork ~2.66M). Do not launder rounded or unverifiable view/revenue claims into your own copy.
+- The agency's **stated success bands** for a tentpole (targets to aim at, not promises): ~2–10M
+  views across video + influencer posts + organic spread; 500–2,000+ comments (each replied to);
+  1,000–5,000+ retweets. Treat these as planning targets, not guaranteed outcomes.
+
+## Founder-Only Gates
+
+Public posting and scheduling are founder-only. Pause for: the launch go-live decision, connecting
+or posting from brand/founder social accounts, any paid amplification or creator spend (route through
+[`paid-user-acquisition.md`](./paid-user-acquisition.md)), and any public claim about views, revenue, or
+"fastest-growing" that is not provably true.
+
+## Traceability
+
+The launch narrative is downstream of the product and brand decisions and upstream of the store
+calendar and paid amplification:
+
+- Feeling the launch must carry: [`emotional-design-system.md`](../experience/emotional-design-system.md) → `EMOTIONAL_DESIGN.md`.
+- Defining product moment the launch sells: [`eleven-star-experience.md`](../experience/eleven-star-experience.md) → `11_STAR_EXPERIENCE.md`.
+- Hero video and post assets: [`remotion-content-assets.md`](../design/remotion-content-assets.md) → `CONTENT_ASSETS.md`.
+- In-product loop the launch rides: [`viral-growth-loops.md`](./viral-growth-loops.md) → `VIRAL_GROWTH.md`.
+- Store launch calendar/listing alignment: [`aso-store-ops.md`](../store/aso-store-ops.md) → `APP_STORE_LISTING.md`.
+- Cross-surface launch decisions: `state/LAUNCH_TRACE.md`.
+
+## Acceptance Checklist
+
+Before calling the launch-narrative lane ready:
+
+- [ ] `growth/LAUNCH_NARRATIVE.md` exists with Fit Gate, Launch Thesis (Feeling-First), Emotional
+      Angle, Bold Claim, Outcome Over Feature, Two Launch Types, Algorithm Compounding (standing
+      audience), Marketing At The Table, Outlier Research, Amplification Roster, Launch Day Run-of-Show,
+      Launch-Day Timing Engine, Tentpole Announcement Post, Copy Guardrails, Feature Launch Post,
+      Follow-Up Window, Sourcing And Ranking, Measurement Plan, Stop And Scale Rules, Founder-Only
+      Gates, and Traceability.
+- [ ] The dominant emotional angle (hope / something broken we fix / category reframe) is named.
+- [ ] All post copy lives in fenced code blocks and passes the copy guardrails (no hashtags, no
+      emojis, no link in the main post).
+- [ ] Public claims are limited to what is true and attributable; no unverified view/revenue/credential claims.
+- [ ] All post copy passes the `no-slop-writing.md` self-check (§6) — banned words, empty phrases, and
+      named patterns removed while the feeling-first hook and POV stay intact.