taketomarket 0.1.0

package/workflows/setup/init-questions.md

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+# Interview Question Bank
+
+## Usage
+
+This file is referenced by the main init workflow via `@workflows/setup/init-questions.md`.
+It defines all questions -- both AskUserQuestion (structured) and inline freeform.
+The workflow orchestrates the sequence; this file provides the question content.
+
+---
+
+## Section 1: Product and Positioning
+
+### Structured Questions (AskUserQuestion)
+
+**Product Category**
+- header: "Category"
+- question: "What category does your product compete in?"
+- multiSelect: false
+- options:
+  - label: "SaaS / Software"
+    description: "Software product or service"
+  - label: "E-commerce / DTC"
+    description: "Direct-to-consumer physical product"
+  - label: "Professional Services"
+    description: "Agency, consulting, or services business"
+  - label: "Developer Tools"
+    description: "Tools for software developers"
+  - label: "Other"
+    description: "Something else (you will describe it)"
+
+### Freeform Questions
+
+1. "Tell me about your product or service. What does it do, and who is it for?"
+2. "What's the ONE thing your product does that competitors don't? Not a general advantage -- a specific capability or mechanism."
+3. "Give me 3 proof points -- specific numbers, case studies, or benchmarks that back up your differentiator. Each needs a source."
+4. "What terms or phrases should we NEVER use in our marketing? Give a reason for each."
+5. "Who are you positioning against? Not just competitors -- what alternatives does your target audience use today?"
+
+### Template Fields Collected
+
+positioning.md: Category, Target audience, Primary differentiator, Proof points (3+), Must-not-say, Competitive frame, Positioning History
+
+---
+
+## Section 2: Brand and Voice
+
+### Structured Questions (AskUserQuestion)
+
+**Voice Archetype**
+- header: "Voice"
+- question: "Which voice archetype best describes your brand?"
+- multiSelect: false
+- options:
+  - label: "Authoritative Expert"
+    description: "Confident, data-driven, thought leadership"
+  - label: "Friendly Guide"
+    description: "Warm, approachable, educational"
+  - label: "Bold Challenger"
+    description: "Direct, provocative, convention-breaking"
+  - label: "Analytical Observer"
+    description: "Measured, precise, evidence-based"
+  - label: "Empathetic Advisor"
+    description: "Understanding, supportive, solution-oriented"
+  - label: "Other"
+    description: "Something else (you will describe it)"
+
+**Formality Level**
+- header: "Formality"
+- question: "How formal is your brand's communication?"
+- multiSelect: false
+- options:
+  - label: "Very formal"
+    description: "Academic, institutional, regulatory"
+  - label: "Professional"
+    description: "Business-appropriate, polished"
+  - label: "Conversational"
+    description: "Natural, relaxed but informed"
+  - label: "Casual"
+    description: "Informal, colloquial, personality-forward"
+  - label: "Varies by channel"
+    description: "Different formality per context"
+
+### Freeform Questions
+
+1. "Describe your brand's personality in 2-3 sentences. How should your content sound?"
+2. "Give me an example of a sentence that sounds exactly like your brand. Then give me one that sounds nothing like it."
+3. "What words or phrases are absolutely banned from your marketing? Why?"
+4. "How should your tone shift between blog posts, social media, email, and landing pages?"
+
+### Template Fields Collected
+
+brand.md: Voice archetype, Voice attributes, Tone per context (Blog/Social/Email/Landing/Support), Banned words with reasoning, Proof points, Good examples, Bad examples
+
+---
+
+## Section 3: ICP and Audience
+
+### Structured Questions (AskUserQuestion)
+
+None -- this section is entirely freeform to capture rich qualitative data.
+
+### Freeform Questions
+
+1. "Describe your ideal customer. Include their role, company size, industry, and any geographic focus."
+2. "What is the main job your customer is trying to get done when they find your product?"
+3. "What are the top 3 pain points that drive them to look for a solution like yours? How severe and frequent is each?"
+4. "What events or situations trigger them to start looking for a solution?"
+5. "Who should we explicitly NOT target? Describe your anti-ICP and why they are a bad fit."
+6. "Share 3-5 exact phrases your customers use to describe their problems. These can come from support tickets, reviews, sales calls, or interviews."
+
+### Template Fields Collected
+
+icp.md: Primary segment, Demographics, Psychographics, JTBD, Pain points (severity + frequency), Buying triggers, Anti-ICP, Customer language library
+
+---
+
+## Section 4: Channels
+
+### Structured Questions (AskUserQuestion)
+
+**Primary Channel**
+- header: "Channel"
+- question: "What is your primary marketing channel?"
+- multiSelect: false
+- options:
+  - label: "Organic Search / SEO"
+    description: "Search engine traffic and rankings"
+  - label: "LinkedIn"
+    description: "LinkedIn organic and/or ads"
+  - label: "Email"
+    description: "Email marketing and newsletters"
+  - label: "Social Media"
+    description: "Twitter/X, Instagram, TikTok, etc."
+  - label: "Paid Ads"
+    description: "Google Ads, Meta Ads, etc."
+  - label: "Content / Blog"
+    description: "Long-form content marketing"
+  - label: "YouTube"
+    description: "Video content marketing"
+  - label: "Events"
+    description: "Conferences, webinars, meetups"
+  - label: "Other"
+    description: "Something else (you will describe it)"
+
+### Freeform Questions
+
+1. "List all your active marketing channels with their current performance baselines (traffic, engagement, conversion rate)."
+2. "Are there channels you tried and paused? Which ones and why?"
+3. "Are there channels you will never use? Which ones and why?"
+4. "How is your marketing budget split across channels? Approximate percentages are fine."
+
+### Template Fields Collected
+
+channels.md: Active channels with baselines, Primary channel, Dormant channels with reasons, Banned channels with reasons, Budget allocation, Channel-specific rules
+
+---
+
+## Section 5: Competitors
+
+### Structured Questions (AskUserQuestion)
+
+None -- competitor analysis requires nuanced freeform answers.
+
+### Freeform Questions
+
+1. "Name your top 3 direct competitors. For each: what is their positioning, key strength, and key weakness?"
+2. "If you drew a 2x2 positioning map for your category, what would the two axes be? Where do you and your competitors fall on it?"
+3. "Estimate share of voice: who dominates the conversation in your space? On which channels?"
+4. "What content do your competitors publish? Which formats and channels do they focus on, and what seems to work for them?"
+
+### Template Fields Collected
+
+competitors.md: Direct competitors (positioning, strength, weakness), Positioning map (axes + positions), Share of voice baseline, Competitor content analysis
+
+---
+
+## Section 6: Metrics and Calendar
+
+### Structured Questions (AskUserQuestion)
+
+**Attribution Model**
+- header: "Attribution"
+- question: "Which attribution model do you use (or want to use)?"
+- multiSelect: false
+- options:
+  - label: "Last-touch"
+    description: "100% credit to last interaction before conversion"
+  - label: "First-touch"
+    description: "100% credit to first interaction"
+  - label: "Linear"
+    description: "Equal credit across all touchpoints"
+  - label: "Time-decay"
+    description: "More credit to recent touchpoints"
+  - label: "Custom"
+    description: "Custom model (you will describe it)"
+  - label: "Not sure"
+    description: "Need help deciding"
+
+### Freeform Questions
+
+1. "What is your primary outcome metric for marketing? (e.g., qualified pipeline, revenue, signups). What is your target?"
+2. "What secondary metrics do you track? What leading indicators help you predict outcomes?"
+3. "What are your current baselines for key metrics? (Include metric name, current value, and date measured.)"
+4. "What is your theme or key initiative for this quarter?"
+5. "Do you have any upcoming launches or campaigns already planned? Dates and descriptions."
+6. "What is your content publishing cadence per channel? (e.g., blog 2x/week, email weekly)"
+7. "Are there any blackout dates -- holidays, company events, industry events where you should not publish?"
+
+### Template Fields Collected
+
+metrics.md: Primary outcome metric (metric/target/window/source), Secondary metrics, Leading indicators, Baselines, Attribution model configuration
+calendar.md: Quarterly themes, Launch calendar, Always-on cadence, Blackout dates
+
+---
+
+## Question-to-Template Mapping
+
+| Section | Template File | Key Fields Collected |
+|---------|--------------|---------------------|
+| 1 | positioning.md | Category, Target audience, Primary differentiator, Proof points, Must-not-say, Competitive frame |
+| 2 | brand.md | Voice archetype, Tone per context, Banned words, Proof points, Examples |
+| 3 | icp.md | Primary segment, JTBD, Pains, Triggers, Anti-ICP, Customer language |
+| 4 | channels.md | Active channels, Baselines, Dormant, Banned, Budget allocation |
+| 5 | competitors.md | Direct competitors, Positioning map, Share of voice |
+| 6 | metrics.md, calendar.md | Primary metric, Secondary metrics, Attribution, Baselines, Themes, Launches, Cadence, Blackout dates |

package/workflows/setup/init-validation.md

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+# Specificity Validation Rules
+
+## Usage
+
+Referenced by the main init workflow via `@workflows/setup/init-validation.md`.
+Applied after each interview section to reject vague answers and re-prompt with concrete examples.
+
+---
+
+## Banned Phrases (Global)
+
+These phrases trigger automatic rejection in ANY freeform answer:
+
+| Category | Phrases |
+|----------|---------|
+| Superlatives | "best in class", "industry-leading", "world-class", "premier", "top-tier", "number one" |
+| Buzzwords | "innovative", "cutting-edge", "next-generation", "state-of-the-art", "disruptive" |
+| Impact words | "revolutionary", "game-changing", "unique", "unparalleled", "unmatched" |
+| Vague qualifiers | "comprehensive", "robust", "seamless", "powerful", "flexible", "scalable" (without specific mechanism) |
+
+When a banned phrase is detected, re-prompt immediately using the template in the Re-prompt Templates section below.
+
+---
+
+## Per-Section Validation
+
+### Section 1: Positioning
+
+**Differentiator check:**
+- FAIL if differentiator is a single adjective or contains only banned phrases
+- FAIL if differentiator does not describe a specific mechanism, capability, or process
+- PASS example: "Auto-generates sprint plans from Slack conversations"
+- FAIL example: "The most innovative project management tool"
+
+**Target audience check:**
+- FAIL if audience description specifies fewer than 2 of: role, company size, industry, geography
+- PASS example: "VP Marketing at B2B SaaS companies with 50-500 employees"
+- FAIL example: "Modern teams"
+
+**Proof points check:**
+- FAIL if fewer than 2 proof points provided
+- FAIL if any proof point lacks a verifiable source (number, case study name, benchmark)
+- PASS example: "42% reduction in churn after implementing X (Source: Q3 2025 internal analysis)"
+- FAIL example: "Customers love our product"
+
+**Must-not-say check:**
+- FAIL if fewer than 2 banned terms provided
+- FAIL if any banned term lacks reasoning
+- PASS example: "'Disruptive' -- overused in our category, signals no real differentiation"
+- FAIL example: Just a list of words with no reasoning
+
+### Section 2: Brand
+
+**Voice archetype check:**
+- FAIL if description is under 20 words
+- FAIL if no concrete brand personality traits mentioned
+- PASS example: "Confident but not arrogant. We explain complex concepts simply. We use data to back claims. We never talk down to the reader."
+- FAIL example: "Professional and friendly"
+
+**Examples check:**
+- FAIL if on-brand example is under 10 words
+- FAIL if off-brand example is missing or identical style to on-brand
+
+**Banned words check:**
+- FAIL if zero banned words listed
+- WARN if banned words lack reasoning
+
+### Section 3: ICP
+
+**Segment check:**
+- FAIL if description specifies fewer than 2 of: role, company size, industry, geography
+- Same rule as positioning target audience for consistency
+
+**Pain points check:**
+- FAIL if fewer than 2 pain points
+- FAIL if pain points are generic (e.g., "wants to save time", "needs better tools")
+- PASS example: "Spends 4+ hours weekly manually reconciling campaign data across 5 analytics platforms"
+- FAIL example: "Struggles with marketing"
+
+**JTBD check:**
+- FAIL if job description is under 10 words
+- FAIL if job description uses banned phrases
+
+**Customer language check:**
+- WARN (not FAIL) if fewer than 3 phrases provided
+- Lighter validation -- this data is harder to have on hand
+
+### Section 4: Channels
+
+**Channel list check:**
+- FAIL if zero active channels listed
+- WARN if no baseline metrics provided for active channels
+
+**Budget check:**
+- WARN if no budget split provided (acceptable for early-stage companies)
+
+### Section 5: Competitors
+
+**Competitor list check:**
+- FAIL if zero competitors named
+- WARN if fewer than 2 competitors (acceptable for new categories)
+- FAIL if competitor entries lack positioning description
+
+**Positioning map check:**
+- WARN if no axes defined (acceptable -- can be refined later)
+
+### Section 6: Metrics and Calendar
+
+**Primary metric check:**
+- FAIL if metric is an output metric only (e.g., "blog posts published", "emails sent") without an outcome metric (e.g., "qualified pipeline", "revenue", "signups")
+- PASS example: "Qualified pipeline generated from content marketing -- target $500K/quarter"
+- FAIL example: "Number of blog posts published per month"
+
+**Secondary metrics check:**
+- WARN if no secondary metrics provided
+
+**Calendar check:**
+- WARN (not FAIL) if no quarterly theme provided
+- WARN if no cadence defined
+
+---
+
+## Re-prompt Templates
+
+When validation fails, use this template:
+
+```
+Your [FIELD_NAME] is too vague. Here's what specific looks like:
+  - Vague: '[FAIL_EXAMPLE]'
+  - Specific: '[PASS_EXAMPLE]'
+Please try again with more specificity.
+```
+
+When validation warns:
+
+```
+Your [FIELD_NAME] could be more specific, but I'll accept it for now.
+You can update this later with [RELEVANT_COMMAND].
+```
+
+Relevant commands for warn follow-ups:
+- Positioning: `/ttm-positioning-check`
+- Brand: `/ttm-brand-refresh`
+- ICP: `/ttm-icp-refresh`
+- Competitors: `/ttm-competitor-scan`
+- Channels, Metrics, Calendar: `/ttm-health` (general review)
+
+---
+
+## Retry Policy
+
+- Maximum 2 re-prompts per field before accepting with a warning flag
+- Warning flag format: Add `<!-- SPECIFICITY_WARNING: [field] accepted after 2 retries -->` comment in generated file
+- After accepting with warning, continue to next question (do not block the interview)
+- Track total warnings per section; if a section has 3+ warnings, note in STATE.md for follow-up