codeply-cli 0.5.1 → 0.5.2

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

@@ -1,44 +1,44 @@
-# 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)
+# 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/skills/brand-discovery/references/30_audience-niche.md

@@ -1,52 +1,52 @@
-# 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
+# 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/skills/brand-discovery/references/40_personality-archetype.md

@@ -1,57 +1,57 @@
-# 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
+# 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/skills/brand-discovery/references/50_voice-tone.md

@@ -1,59 +1,59 @@
-# 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
+# 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/skills/brand-discovery/references/60_narrative-story.md

@@ -1,50 +1,50 @@
-# 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
+# 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/skills/brand-discovery/references/70_founder-tension.md

@@ -1,49 +1,49 @@
-# 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
+# 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