taketomarket 0.1.0

package/workflows/lifecycle/verify.md

@@ -0,0 +1,507 @@
+<purpose>
+Verification workflow for /ttm-verify. Evaluates every produced asset against
+10 base quality gates (per D-06) with structured PASS/WARN/FAIL output and
+line-level feedback (per D-05). Runs in a separate context from produce via
+context:fork (per LIFE-09, D-10). Tier 1 failures prompt for deviation action
+(per D-04, D-09). Writes verification report and updates campaign state.
+</purpose>
+
+<required_reading>
+@${CLAUDE_PLUGIN_ROOT}/references/context-loading.md
+@${CLAUDE_PLUGIN_ROOT}/gates/base-gates.md
+@${CLAUDE_PLUGIN_ROOT}/gates/gate-evaluation.md
+</required_reading>
+
+<constraints>
+## POSITIONING.md is READ-ONLY
+
+**Do NOT modify `.marketing/POSITIONING.md` during this workflow.**
+
+POSITIONING.md is an architectural invariant. If you detect positioning drift:
+- In verify: use the Escalate option to launch /ttm-positioning-shift
+- In other workflows: flag the issue and recommend running /ttm-positioning-check
+
+Only /ttm-positioning-shift and /ttm-init may modify POSITIONING.md.
+</constraints>
+
+<process>
+
+## Text-Mode Detection
+
+**Text mode (`--text` flag):** Set `TEXT_MODE=true` if `--text` is present in `$ARGUMENTS`
+or if the runtime is not Claude Code. When TEXT_MODE is active, replace every
+`AskUserQuestion` call with a plain-text numbered list.
+
+Detection:
+```bash
+if echo "$ARGUMENTS" | grep -q -- '--text'; then TEXT_MODE=true; fi
+```
+
+If `AskUserQuestion` tool is not available in the current runtime, set `TEXT_MODE=true`.
+
+When TEXT_MODE is active, replace each AskUserQuestion with a plain-text numbered list:
+```
+[HEADER]
+[QUESTION]
+  1. [OPTION_1_LABEL] -- [OPTION_1_DESCRIPTION]
+  2. [OPTION_2_LABEL] -- [OPTION_2_DESCRIPTION]
+  ...
+Type the number of your choice:
+```
+
+---
+
+## Step 1: Load Context
+
+```
+takeToMarket > LOADING CONTEXT
+```
+
+Extract SLUG from $ARGUMENTS (strip `--text` flag if present):
+```bash
+SLUG=$(echo "$ARGUMENTS" | sed 's/--text//g' | xargs)
+```
+
+If SLUG is empty, error: "Usage: /ttm-verify [campaign-slug]. Provide a campaign slug." Exit.
+
+**Load Tier 1 summaries** from all 9 reference files (lines 1 to `<!-- END_SUMMARY -->`):
+- `.marketing/POSITIONING.md`
+- `.marketing/BRAND.md`
+- `.marketing/ICP.md`
+- `.marketing/CHANNELS.md`
+- `.marketing/STATE.md` (frontmatter only)
+- `.marketing/CALENDAR.md`
+- `.marketing/COMPETITORS.md`
+- `.marketing/METRICS.md`
+- `.marketing/LEARNINGS.md`
+
+**Load Tier 2 (full content)** for gate evaluation:
+- `.marketing/POSITIONING.md` (needed for GATE-01 Positioning Drift)
+- `.marketing/BRAND.md` (needed for GATE-02 Claim Accuracy, GATE-03 Voice Drift)
+- `.marketing/ICP.md` (needed for GATE-09 ICP Fit)
+- `.marketing/COMPETITORS.md` (needed for GATE-08 Competitor Collision)
+- `.marketing/CHANNELS.md` (needed for GATE-06 UTM Hygiene)
+
+**Load campaign-specific files** (always full-load per context-loading.md rule 4):
+- `.marketing/CAMPAIGNS/${SLUG}/STATE.md`
+- `.marketing/CAMPAIGNS/${SLUG}/BRIEF.md` (needed for GATE-04, GATE-05)
+
+**Load MANIFEST.json:**
+```bash
+MANIFEST_PATH=".marketing/CAMPAIGNS/${SLUG}/MANIFEST.json"
+```
+
+Read `.marketing/CAMPAIGNS/${SLUG}/MANIFEST.json`. If the file does not exist, error:
+"No production manifest found for campaign '${SLUG}'. Run /ttm-produce first."
+Exit.
+
+---
+
+## Step 2: Validate Campaign State
+
+```
+takeToMarket > VALIDATING CAMPAIGN
+```
+
+Check campaign exists:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign state "${SLUG}" --raw
+```
+
+If result shows `exists: false`: Tell the user the campaign does not exist and suggest
+running `/ttm-new-campaign` first. Exit.
+
+Read campaign state. Check the `phase` field:
+- If phase is NOT `"produced"`: Warn the user:
+  "Campaign is in phase '${PHASE}'. Expected 'produced' before verification.
+  Running /ttm-verify now may produce incomplete results. Proceed?"
+  Wait for user confirmation. If user declines, exit.
+
+**Determine verify run number:**
+Read `verify.run_count` from state. If null or 0, set `RUN_NUMBER=1`.
+Otherwise set `RUN_NUMBER` to `verify.run_count + 1`.
+
+---
+
+## Step 3: Load Assets from Disk
+
+```
+takeToMarket > LOADING ASSETS
+```
+
+Parse MANIFEST.json to get the list of asset files. The manifest contains a `hero` object
+and a `derivatives` array. Collect all asset file paths:
+
+```
+ASSETS = []
+if manifest.hero:
+    ASSETS.push({ name: manifest.hero.name, file: manifest.hero.file, type: manifest.hero.type })
+for each derivative in manifest.derivatives:
+    ASSETS.push({ name: derivative.name, file: derivative.file, type: derivative.type })
+```
+
+For each asset, read the file from `.marketing/CAMPAIGNS/${SLUG}/${asset.file}`.
+
+If any asset file is missing from disk:
+- Display warning: "Asset file not found: ${asset.file} -- skipping this asset"
+- Remove it from the ASSETS list
+- Continue with remaining assets
+
+If ALL asset files are missing: Error: "No asset files found on disk. Re-run /ttm-produce."
+Exit.
+
+**CRITICAL:** Assets are loaded from DISK only. Never from produce context memory. This is
+the self-evaluation bias prevention required by LIFE-09 and D-10. The context:fork in
+SKILL.md ensures verify runs in a completely separate context from produce.
+
+---
+
+## Step 4a: Apply Base Gate Overrides
+
+For each asset in ASSETS:
+
+1. Check if the asset's playbook was loaded (from MANIFEST.json `playbook` field)
+2. If playbook is "none", skip -- all base gates keep default tiers
+3. If playbook exists, read `## Base Gate Overrides` from `${CLAUDE_PLUGIN_ROOT}/playbooks/<type>.md`
+4. Parse the override table: record each base gate ID and its override tier
+5. Adjust tier classification for overridden gates for this asset's evaluation
+6. If section reads "None -- all base gates keep default tiers", no adjustments needed
+
+**IMPORTANT:** Overrides MUST be applied BEFORE Step 4 base gate evaluation so that
+overridden gates (e.g., GATE-10 to Tier 1 for SEO) use correct deviation handling.
+
+---
+
+## Step 4: Evaluate Gates Per Asset
+
+```
+takeToMarket > EVALUATING QUALITY GATES
+```
+
+For each asset in ASSETS:
+  Using the effective tiers from Step 4a (defaults if no overrides):
+  For each of the 10 gates (in order from base-gates.md):
+
+  Evaluate each gate per gate-evaluation.md instructions. Record structured output per gate: gate, tier, result, findings[].
+
+  | # | Gate | Tier | Reference Data |
+  |---|------|------|----------------|
+  | 1 | GATE-01: Positioning Drift | T1 | POSITIONING.md |
+  | 2 | GATE-02: Claim Accuracy | T1 | BRAND.md |
+  | 3 | GATE-03: Voice Drift | T2 | BRAND.md (voice archetype + banned words) |
+  | 4 | GATE-04: Outcome Alignment | T1 | CAMPAIGNS/${SLUG}/BRIEF.md (outcome metric) |
+  | 5 | GATE-05: Funnel Integrity | T2 | CAMPAIGNS/${SLUG}/BRIEF.md (funnel/CTA) |
+  | 6 | GATE-06: UTM Hygiene | T2 | CHANNELS.md (UTM schema) |
+  | 7 | GATE-07: Compliance | T2 | Industry-standard requirements |
+  | 8 | GATE-08: Competitor Collision | T2 | COMPETITORS.md |
+  | 9 | GATE-09: ICP Fit | T2 | ICP.md |
+  | 10 | GATE-10: Format Correctness | T2 | Playbook or general platform guidelines |
+
+  After all 10 gates evaluated for this asset, aggregate:
+  - Count total PASS, WARN, FAIL results
+  - Record overall asset result: FAIL if any gate FAIL, WARN if any WARN (no FAIL), PASS if all PASS
+
+**IMPORTANT per RESEARCH.md Pitfall 4:** Evaluate each gate SEPARATELY. Do not bundle
+multiple gates into a single evaluation pass. Load gate-specific reference data for each
+evaluation. This prevents shallow evaluation and ensures each gate gets full attention.
+
+---
+
+## Step 4b: Evaluate Discipline Gates
+
+For each asset in ASSETS:
+
+1. Check if the asset's playbook was loaded (from MANIFEST.json `playbook` field)
+2. If playbook is "none": display "No discipline playbook -- base gates only" and skip
+3. If playbook exists, read `## Discipline Gates` section from the loaded playbook
+4. Parse each `### DISC-*` subsection as a gate definition
+5. For each discipline gate: evaluate using gate-evaluation.md structured output format,
+   using the tier from the gate definition. Record gate ID, tier, result, findings[]
+6. Append discipline gate results to the asset's gate results array
+7. Update the asset's aggregate to include discipline gate outcomes
+
+Same rules as base gates: evaluate each discipline gate SEPARATELY.
+
+---
+
+## Step 4c: Evaluate Meta-Gates
+
+Meta-gates evaluate portfolio-level concerns across all active campaigns. All 4 meta-gates
+are **Tier 2 advisory** -- they produce findings in the report but do NOT block verification.
+
+Load detailed evaluation instructions:
+@${CLAUDE_PLUGIN_ROOT}/references/meta-gate-evaluation.md
+
+1. Fetch all campaign data:
+   ```bash
+   node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign list --raw
+   ```
+2. Include the current campaign (${SLUG}) in the evaluation even if not yet in "active" list
+3. Read `.marketing/CALENDAR.md` for quarterly theme and launch dates
+4. Evaluate each meta-gate per the criteria in meta-gate-evaluation.md:
+   - META-01: Portfolio Balance (funnel stage + channel diversity)
+   - META-02: Calendar Collision (launch date overlap + audience collision)
+   - META-03: Theme Consistency (quarterly theme alignment)
+   - META-04: Learning Plan (measurement plan + testable hypothesis)
+5. Record each result as: { gate_id: "META-XX", tier: 2, result: PASS|WARN|FAIL, findings: [] }
+6. Append meta-gate results to a separate PORTFOLIO_RESULTS array (not mixed with per-asset gates)
+
+Meta-gate results are displayed in a separate section of the verification report, after the
+per-asset summary table.
+
+---
+
+## Step 5: Build Summary Table
+
+```
+takeToMarket > BUILDING VERIFICATION REPORT
+```
+
+Construct the summary table following the templates/verification-report.md format:
+
+```
+## Verification Report: ${SLUG}
+
+**Run:** ${RUN_NUMBER} | **Date:** ${ISO_DATE} | **Assets:** ${ASSET_COUNT}
+
+| # | Gate | Tier | ${ASSET_1_NAME} | ${ASSET_2_NAME} | ... |
+|---|------|------|-----------------|-----------------|-----|
+| 1 | Positioning Drift (GATE-01) | T1 | [PASS|WARN|FAIL] | ... |
+| 2 | Claim Accuracy (GATE-02) | T1 | [PASS|WARN|FAIL] | ... |
+| 3 | Voice Drift (GATE-03) | T2 | [PASS|WARN|FAIL] | ... |
+| 4 | Outcome Alignment (GATE-04) | T1 | [PASS|WARN|FAIL] | ... |
+| 5 | Funnel Integrity (GATE-05) | T2 | [PASS|WARN|FAIL|N/A] | ... |
+| 6 | UTM Hygiene (GATE-06) | T2 | [PASS|WARN|FAIL|N/A] | ... |
+| 7 | Compliance (GATE-07) | T2 | [PASS|WARN|FAIL|N/A] | ... |
+| 8 | Competitor Collision (GATE-08) | T2 | [PASS|WARN|FAIL] | ... |
+| 9 | ICP Fit (GATE-09) | T2 | [PASS|WARN|FAIL] | ... |
+| 10 | Format Correctness (GATE-10) | T2 | [PASS|WARN|FAIL] | ... |
+| 11 | DISC-{DISC}-01: {Name} | T{n} | [PASS|WARN|FAIL] | [N/A] |
+| .. | ... | ... | ... | ... |
+
+Discipline gate rows appear after base gates. Show N/A for assets without a matching playbook.
+
+**Result:** [FAIL_COUNT] FAIL (Tier 1), [WARN_COUNT] WARN -- [action required | all clear]
+```
+
+Display the summary table to the user.
+
+If PORTFOLIO_RESULTS is not empty, add a portfolio-level section after the per-asset table:
+
+### Portfolio Assessment (Tier 2 Advisory)
+
+| Meta-Gate | Result | Finding |
+|-----------|--------|---------|
+| META-01: Portfolio Balance | [PASS|WARN|FAIL] | [one-line finding] |
+| META-02: Calendar Collision | [PASS|WARN|FAIL] | [one-line finding] |
+| META-03: Theme Consistency | [PASS|WARN|FAIL] | [one-line finding] |
+| META-04: Learning Plan | [PASS|WARN|FAIL] | [one-line finding] |
+
+> These are advisory findings. No action is required to proceed with verification.
+
+Below the summary table, display drill-down detail for every WARN and FAIL finding
+using the structured output format from gate-evaluation.md:
+
+```
+### [ASSET_NAME] -- [GATE_NAME] ([RESULT])
+
+**Evidence:** "[exact quote from asset]" (section reference)
+**Reference:** "[quote from reference file]"
+**Recommendation:** [specific change to resolve]
+```
+
+---
+
+## Step 6: Handle Tier 1 Deviations
+
+**Note:** Meta-gates are Tier 2 advisory and are NOT included in Tier 1 deviation handling.
+
+For each Tier 1 gate (base or discipline, including overridden) that returned WARN or FAIL on any asset:
+
+Display the detailed finding (evidence + reference + recommendation).
+
+Present 3 options using AskUserQuestion (or text-mode numbered list):
+
+```
+Gate [name] returned [WARN|FAIL] for [asset]:
+
+[Finding detail with evidence and reference]
+
+Choose an action:
+1. Correct -- Record this for /ttm-fix to address
+2. Accept+log -- Document exception and proceed
+3. Escalate -- Launch /ttm-positioning-shift
+```
+
+**Process user's choice:**
+
+### Option 1: Correct
+
+Record the finding as needing fix. Update campaign state:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.[gate_field] "fix_needed"
+```
+
+Display: "Recorded for /ttm-fix. Continue verifying remaining gates."
+Verification continues -- does not pause for Correct.
+
+### Option 2: Accept+log
+
+Prompt for justification using AskUserQuestion (or text-mode prompt):
+```
+Why are you accepting this deviation? (This will be logged to DEVIATIONS.md)
+```
+
+Record the deviation using the deterministic CLI:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" deviation append \
+  --slug "${SLUG}" \
+  --gate "[gate name]" \
+  --gate-id "[GATE-XX]" \
+  --tier [1|2] \
+  --result "[WARN|FAIL]" \
+  --asset "[asset file path]" \
+  --finding "[exact finding text]" \
+  --action "Accept+log" \
+  --justification "[user's justification]" \
+  --run "${RUN_NUMBER}"
+```
+
+Also update STATE.md gate field:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.[gate_field] "accepted"
+```
+
+Display: "Deviation logged to DEVIATIONS.md. Proceeding."
+
+**IMPORTANT:** ALWAYS use `ttm-tools.cjs deviation append` for DEVIATIONS.md writes.
+Never write to DEVIATIONS.md directly. This ensures consistent formatting across runs
+(per RESEARCH.md Pitfall 6).
+
+### Option 3: Escalate
+
+Record the escalation in campaign state before exiting:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" verify.overall_result "escalated"
+```
+
+Display: "Launching /ttm-positioning-shift. Verification paused. After positioning
+is resolved, re-run /ttm-verify ${SLUG}."
+
+Stop verification immediately (per D-08). Do not evaluate remaining gates or assets.
+Exit the workflow.
+
+---
+
+## Step 7: Display Tier 2 Findings
+
+For each Tier 2 gate (base or discipline, excluding overridden-to-Tier-1) that returned WARN or FAIL:
+
+Display as advisory:
+```
+[Advisory] Gate [name] ([GATE-XX]): [finding summary]
+Recommendation: [recommendation from finding]
+```
+
+No action required for Tier 2 findings. User may optionally request action on any
+Tier 2 finding, in which case apply the same Correct/Accept+log/Escalate flow
+from Step 6.
+
+---
+
+## Step 8: Write Verification Report
+
+Write VERIFICATION.md to `.marketing/CAMPAIGNS/${SLUG}/VERIFICATION.md`.
+
+Use the templates/verification-report.md format. Include:
+- YAML frontmatter: campaign slug, run number, date, total assets, overall result
+- Summary table (gate x asset matrix from Step 5)
+- Detail findings for every WARN and FAIL (evidence, reference, recommendation)
+- Actions taken (Correct, Accept+log, or Escalate per finding)
+- Run metadata: verify command, manifest path, gate definitions path, previous run count
+
+If VERIFICATION.md already exists from a prior run, overwrite it. The verification
+report reflects the current state, not history. DEVIATIONS.md is the append-only
+historical record.
+
+---
+
+## Step 9: Update Campaign State and Summary
+
+**Update all 10 gate result fields:**
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.positioning_drift [pass|warn|fail|fix_needed|accepted]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.claim_accuracy [pass|warn|fail|fix_needed|accepted]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.voice_drift [pass|warn|fail]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.outcome_alignment [pass|warn|fail|fix_needed|accepted]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.funnel_integrity [pass|warn|fail]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.utm_hygiene [pass|warn|fail]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.compliance [pass|warn|fail]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.competitor_collision [pass|warn|fail]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.icp_fit [pass|warn|fail]
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" gate.format_correctness [pass|warn|fail]
+```
+
+For each gate, use the worst result across all assets. If user chose Correct, use
+"fix_needed". If user chose Accept+log, use "accepted".
+
+**Discipline gates:** DISC-* results appear in the report/table but have no individual
+state fields. A Tier 1 discipline gate FAIL counts toward the overall result.
+
+**Update verification metadata:**
+```bash
+TIMESTAMP=$(node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" timestamp --raw)
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" verify.run_count "${RUN_NUMBER}"
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" verify.last_run "$TIMESTAMP"
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" verify.overall_result [pass|accepted|warn|fail]
+```
+
+**Overall result logic:**
+- `pass` -- all gates PASS across all assets
+- `accepted` -- one or more Tier 1 FAILs exist but ALL were Accept+logged (deviation documented, no outstanding action)
+- `warn` -- any gate WARN but no unresolved FAIL
+- `fail` -- any Tier 1 FAIL exists that was marked Correct (fix_needed) or is otherwise unresolved
+
+**Update campaign phase** (only if no Escalate was triggered):
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" phase verified
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign update "${SLUG}" phase.verified "$TIMESTAMP"
+```
+
+If Escalate was triggered in Step 6, do NOT update the phase. The campaign remains
+in "produced" state until positioning is resolved and verify is re-run.
+
+**Display completion banner:**
+```
+takeToMarket > VERIFICATION COMPLETE
+
+Run: ${RUN_NUMBER} | Result: [PASS/WARN/FAIL]
+Assets verified: ${ASSET_COUNT}
+Tier 1 failures: [count] ([count] corrected, [count] accepted, [count] escalated)
+Tier 2 advisories: [count]
+
+Report: .marketing/CAMPAIGNS/${SLUG}/VERIFICATION.md
+Deviations: .marketing/CAMPAIGNS/${SLUG}/DEVIATIONS.md
+
+Next: Run /ttm-review ${SLUG} to conduct human review
+```
+
+</process>
+
+<success_criteria>
+- [ ] All assets from MANIFEST.json evaluated against all 10 base gates plus discipline gates from playbooks
+- [ ] Summary table displayed with PASS/WARN/FAIL per gate (base + discipline) per asset
+- [ ] Tier 1 failures prompted for Correct/Accept+log/Escalate
+- [ ] Accept+log deviations recorded in DEVIATIONS.md via ttm-tools.cjs CLI and STATE.md
+- [ ] VERIFICATION.md written with full report (summary table + detail findings)
+- [ ] Campaign STATE.md updated with all gate results and verification metadata
+- [ ] Verify context never accessed produce's internal reasoning (file-based asset loading only)
+- [ ] Meta-gates evaluated against portfolio data (campaign list --raw)
+- [ ] Meta-gate results are Tier 2 advisory (not blocking)
+- [ ] Portfolio Assessment section included in verification report
+</success_criteria>
+
+<output>
+- `.marketing/CAMPAIGNS/${SLUG}/VERIFICATION.md` (verification report -- overwritten per run)
+- `.marketing/CAMPAIGNS/${SLUG}/DEVIATIONS.md` (deviation log -- append-only, created on first Accept+log)
+</output>

package/workflows/reference-mgmt/brand-refresh.md

@@ -0,0 +1,193 @@
+<purpose>
+Update BRAND.md with new proof points, deprecate expired ones, and refresh voice
+guidelines. Validates all changes against POSITIONING.md invariant before writing.
+Single-pass workflow per D-06.
+</purpose>
+
+<required_reading>
+@${CLAUDE_PLUGIN_ROOT}/references/context-loading.md
+@${CLAUDE_PLUGIN_ROOT}/templates/reference-files/brand.md
+</required_reading>
+
+<constraints>
+## POSITIONING.md is READ-ONLY
+
+**Do NOT modify `.marketing/POSITIONING.md` during this workflow.**
+
+POSITIONING.md is an architectural invariant. If you detect positioning drift:
+- Flag the issue and recommend running /ttm-positioning-check
+- Recommend /ttm-positioning-shift if a deliberate change is needed
+
+Only /ttm-positioning-shift and /ttm-init may modify POSITIONING.md.
+</constraints>
+
+<process>
+
+## Text-Mode Detection
+
+**Text mode (`--text` flag):** Set `TEXT_MODE=true` if `--text` is present in `$ARGUMENTS`
+or if the runtime is not Claude Code. When TEXT_MODE is active, replace every
+`AskUserQuestion` call with a plain-text numbered list.
+
+Detection:
+```bash
+if echo "$ARGUMENTS" | grep -q -- '--text'; then TEXT_MODE=true; fi
+```
+
+If `AskUserQuestion` tool is not available in the current runtime, set `TEXT_MODE=true`.
+When TEXT_MODE is active, replace each AskUserQuestion with a plain-text numbered list.
+
+---
+
+## Step 1: Load Context
+
+```
+takeToMarket > LOADING CONTEXT
+```
+
+**Load Tier 1 summaries** from all 9 reference files (lines 1 to `<!-- END_SUMMARY -->`):
+- `.marketing/POSITIONING.md`
+- `.marketing/BRAND.md`
+- `.marketing/ICP.md`
+- `.marketing/CHANNELS.md`
+- `.marketing/STATE.md` (frontmatter only)
+- `.marketing/CALENDAR.md`
+- `.marketing/COMPETITORS.md`
+- `.marketing/METRICS.md`
+- `.marketing/LEARNINGS.md`
+
+**Load Tier 2 (full content)** for the file being refreshed:
+- `.marketing/BRAND.md`
+
+If `.marketing/BRAND.md` does not exist, error:
+"BRAND.md not found. Run /ttm-init first to set up your marketing system."
+Exit.
+
+Parse the current BRAND.md into structured sections:
+- `CURRENT_VOICE_ARCHETYPE` -- from `## Voice Archetype`
+- `CURRENT_TONE_TABLE` -- from `## Tone per Context`
+- `CURRENT_BANNED_WORDS` -- from `## Banned Words` table rows
+- `CURRENT_PROOF_POINTS` -- from `## Proof Points` table rows
+- `CURRENT_BRAND_EXAMPLES` -- from `## Brand Examples`
+
+---
+
+## Step 2: Present Current State and Gather Updates
+
+Display current BRAND.md sections to the user:
+
+```
+takeToMarket > BRAND REFRESH
+
+Current Voice Archetype: ${CURRENT_VOICE_ARCHETYPE}
+Current Proof Points: ${count} entries
+Current Banned Words: ${count} entries
+```
+
+Ask user via AskUserQuestion (or text-mode numbered list) -- collect as freeform responses:
+
+**Question 1:**
+- header: "Expired Proof Points"
+- question: "Which proof points are now expired or outdated? List numbers from the table above, or type 'none'."
+
+**Question 2:**
+- header: "New Proof Points"
+- question: "What new proof points should be added? For each, provide: claim, source, and verification date. Or type 'none'."
+
+**Question 3:**
+- header: "Voice and Tone Updates"
+- question: "Any voice archetype or tone updates needed? Describe changes, or type 'none'."
+
+**Question 4:**
+- header: "Banned Words"
+- question: "Any new banned words to add? List each with reasoning, or type 'none'."
+
+If ALL four answers are "none": display "No changes requested. BRAND.md is unchanged." Exit.
+
+---
+
+## Step 3: Validate Against Positioning
+
+Load the primary differentiator, target audience, category, and must-not-say terms from
+the POSITIONING.md Tier 1 summary (already loaded in Step 1).
+
+For each proposed change, validate:
+
+**New proof points:**
+- Check each new proof point does not contradict the primary differentiator
+- Check claims do not use must-not-say terms from POSITIONING.md
+
+**Voice/tone updates:**
+- Check new voice attributes do not conflict with the positioning category or audience
+- Check tone changes do not soften or contradict the brand's positioning stance
+
+**New banned words:**
+- Check no proposed banned word conflicts with required positioning language
+  (e.g., banning a word that appears in the differentiator statement)
+
+If conflict detected:
+```
+takeToMarket > POSITIONING CONFLICT DETECTED
+
+Conflict: [specific description]
+Affected field: [which BRAND.md section]
+POSITIONING.md reference: [the conflicting positioning element]
+
+Please resolve this conflict before proceeding.
+Recommendation: Adjust the proposed change, or run /ttm-positioning-shift if the
+positioning itself needs updating.
+```
+
+Ask user to revise the conflicting item or skip it.
+
+---
+
+## Step 4: Write Updated BRAND.md
+
+Apply validated changes to `.marketing/BRAND.md`:
+
+- **Deprecated proof points:** Mark with `[DEPRECATED: YYYY-MM-DD, reason]` suffix in
+  the Claim column. Do NOT delete rows -- preserve history.
+- **New proof points:** Add new rows to the `## Proof Points` table with claim, source,
+  and current date as verification date.
+- **Voice/tone updates:** Update the `## Voice Archetype` section and/or
+  `## Tone per Context` table with new values.
+- **New banned words:** Add rows to the `## Banned Words` table with word and reasoning.
+
+**CRITICAL:** Preserve the `<!-- _SUMMARY -->` and `<!-- END_SUMMARY -->` delimiters
+exactly as they are. Update the summary block between these markers to reflect new
+voice archetype and banned words if changed.
+
+Preserve all existing file structure, frontmatter, and section ordering.
+
+Write the updated file via the Write tool.
+
+---
+
+## Step 5: Completion Banner
+
+```
+========================================
+takeToMarket > BRAND REFRESH COMPLETE
+========================================
+
+Updated sections:
+- [list of changed sections, e.g., "Proof Points (2 added, 1 deprecated)"]
+- [e.g., "Banned Words (3 added)"]
+
+Next: Run /ttm-positioning-check to verify alignment across recent assets
+```
+
+</process>
+
+<success_criteria>
+- [ ] Tier 1 summaries loaded from all 9 reference files
+- [ ] Tier 2 full content loaded for BRAND.md
+- [ ] Current brand state displayed to user
+- [ ] User provided updates for at least one section (or exited with "no changes")
+- [ ] All proposed changes validated against POSITIONING.md
+- [ ] Conflicts flagged and resolved before writing
+- [ ] BRAND.md updated with deprecated markers, new entries, and preserved structure
+- [ ] Summary markers (<!-- _SUMMARY --> / <!-- END_SUMMARY -->) preserved
+- [ ] Completion banner displayed with changed sections
+</success_criteria>