taketomarket 0.1.0

package/workflows/setup/init.md

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+<purpose>
+Interview-driven onboarding that generates all .marketing/ reference files
+from structured questioning. Use when setting up takeToMarket for a new project.
+Orchestrates a 6-section interview with specificity validation, then generates
+9 reference files plus CLAUDE.md and AGENTS.md instruction files.
+</purpose>
+
+<required_reading>
+@${CLAUDE_PLUGIN_ROOT}/workflows/setup/init-questions.md
+@${CLAUDE_PLUGIN_ROOT}/workflows/setup/init-validation.md
+</required_reading>
+
+<process>
+
+## Text-Mode Detection
+
+**Text mode (`--text` flag):** Set `TEXT_MODE=true` if `--text` is present in `$ARGUMENTS`
+or if the runtime is not Claude Code. When TEXT_MODE is active, replace every
+`AskUserQuestion` call with a plain-text numbered list and ask the user to type
+their choice number.
+
+Detection:
+```bash
+if echo "$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:
+```
+
+For multiSelect questions, instruct the user: "Type the numbers of your choices separated by commas (e.g., 1,3,5):"
+
+---
+
+## Step 1: Pre-flight
+
+```
+takeToMarket > INITIALIZING
+```
+
+Run init status check:
+```bash
+node ${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs init --raw
+```
+
+**If result is "initialized":**
+
+Use AskUserQuestion:
+- header: "Existing Setup"
+- question: ".marketing/ already contains reference files. What would you like to do?"
+- options:
+  - label: "Start fresh"
+    description: "Delete existing files and re-run the full interview"
+  - label: "Update specific files"
+    description: "Choose which reference files to regenerate"
+  - label: "Cancel"
+    description: "Exit without changes"
+
+**If "Start fresh":** Delete .marketing/ contents (except CAMPAIGNS/ and PLAYBOOKS/) and continue to Step 2.
+**If "Update specific files":** Present file picker using AskUserQuestion with multiSelect: true listing all 9 reference files. Run only the interview sections that map to selected files (see Question-to-Template Mapping in init-questions.md). Skip unselected sections and jump to Step 9 for generation.
+**If "Cancel":** Exit with message "No changes made."
+
+**If result is "not initialized":**
+```bash
+mkdir -p .marketing/CAMPAIGNS
+mkdir -p .marketing/PLAYBOOKS
+```
+Continue to Step 2.
+
+---
+
+## Step 2: Interview -- Section 1: Product and Positioning
+
+```
+takeToMarket > SECTION 1: PRODUCT AND POSITIONING
+```
+
+This section collects data for **POSITIONING.md**.
+
+Ask the **Product Category** structured question from init-questions.md Section 1 via AskUserQuestion.
+Then ask all 5 freeform questions from init-questions.md Section 1 in sequence.
+
+**Specificity validation for Section 1:**
+
+After collecting all answers, validate:
+
+- **Differentiator check:** FAIL if differentiator is a single adjective or contains only banned phrases. FAIL if it does not describe a specific mechanism, capability, or process.
+  - PASS: "Auto-generates sprint plans from Slack conversations"
+  - FAIL: "The most innovative project management tool"
+
+- **Target audience check:** FAIL if audience specifies fewer than 2 of: role, company size, industry, geography.
+  - PASS: "VP Marketing at B2B SaaS companies with 50-500 employees"
+  - FAIL: "Modern teams"
+
+- **Proof points check:** FAIL if fewer than 2 proof points. FAIL if any lacks a verifiable source.
+  - PASS: "42% reduction in churn after implementing X (Source: Q3 2025 internal analysis)"
+  - FAIL: "Customers love our product"
+
+- **Must-not-say check:** FAIL if fewer than 2 banned terms. FAIL if any lacks reasoning.
+  - PASS: "'Disruptive' -- overused in our category, signals no real differentiation"
+  - FAIL: Just a list of words with no reasoning
+
+**Global banned phrases** -- check all freeform answers against the Banned Phrases table in init-validation.md. Reject any answer containing superlatives, buzzwords, impact words, or vague qualifiers without a specific mechanism.
+
+**On validation failure**, re-prompt:
+```
+Your [FIELD_NAME] is too vague. Here's what specific looks like:
+  - Vague: '[FAIL_EXAMPLE]'
+  - Specific: '[PASS_EXAMPLE]'
+Please try again with more specificity.
+```
+
+Maximum 2 re-prompts per field. After 2 retries, accept with flag:
+`<!-- SPECIFICITY_WARNING: [field] accepted after 2 retries -->`
+
+Store all collected answers for file generation in Step 9.
+
+---
+
+## Step 3: Interview -- Section 2: Brand and Voice
+
+```
+takeToMarket > SECTION 2: BRAND AND VOICE
+```
+
+This section collects data for **BRAND.md**.
+
+Ask the **Voice Archetype** and **Formality Level** structured questions from init-questions.md Section 2 via AskUserQuestion.
+Then ask all 4 freeform questions from init-questions.md Section 2 in sequence.
+
+**Specificity validation for Section 2:**
+
+- **Voice archetype check:** FAIL if description is under 20 words. FAIL if no concrete personality traits.
+  - PASS: "Confident but not arrogant. We explain complex concepts simply. We use data to back claims. We never talk down to the reader."
+  - FAIL: "Professional and friendly"
+
+- **Examples check:** FAIL if on-brand example is under 10 words. FAIL if off-brand example is missing or identical style.
+
+- **Banned words check:** FAIL if zero banned words listed. WARN if banned words lack reasoning.
+
+On WARN: "Your banned words could be more specific, but I'll accept it for now. You can update this later with `/ttm-brand-refresh`."
+
+---
+
+## Step 4: Interview -- Section 3: ICP and Audience
+
+```
+takeToMarket > SECTION 3: ICP AND AUDIENCE
+```
+
+This section collects data for **ICP.md**.
+
+No structured questions for this section. Ask all 6 freeform questions from init-questions.md Section 3 in sequence.
+
+**Specificity validation for Section 3:**
+
+- **Segment check:** FAIL if description specifies fewer than 2 of: role, company size, industry, geography.
+
+- **Pain points check:** FAIL if fewer than 2 pain points. FAIL if pain points are generic.
+  - PASS: "Spends 4+ hours weekly manually reconciling campaign data across 5 analytics platforms"
+  - FAIL: "Struggles with marketing"
+
+- **JTBD check:** FAIL if job description is under 10 words. FAIL if it uses banned phrases.
+
+- **Customer language check:** WARN (not FAIL) if fewer than 3 phrases provided -- this data is harder to have on hand.
+
+On WARN: "Your customer language could be more detailed, but I'll accept it for now. You can update this later with `/ttm-icp-refresh`."
+
+---
+
+## Step 5: Interview -- Section 4: Channels
+
+```
+takeToMarket > SECTION 4: CHANNELS
+```
+
+This section collects data for **CHANNELS.md**.
+
+Ask the **Primary Channel** structured question from init-questions.md Section 4 via AskUserQuestion.
+Then ask all 4 freeform questions from init-questions.md Section 4 in sequence.
+
+**Specificity validation for Section 4:**
+
+- **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).
+
+On WARN: "Your channel baselines could be more detailed, but I'll accept it for now. You can update this later with `/ttm-health`."
+
+---
+
+## Step 6: Interview -- Section 5: Competitors
+
+```
+takeToMarket > SECTION 5: COMPETITORS
+```
+
+This section collects data for **COMPETITORS.md**.
+
+No structured questions for this section. Ask all 4 freeform questions from init-questions.md Section 5 in sequence.
+
+**Specificity validation for Section 5:**
+
+- **Competitor list check:** FAIL if zero competitors named. WARN if fewer than 2 competitors (acceptable for new categories). FAIL if entries lack positioning description.
+
+- **Positioning map check:** WARN if no axes defined (can be refined later).
+
+On WARN: "Your competitor analysis could be more detailed, but I'll accept it for now. You can update this later with `/ttm-competitor-scan`."
+
+---
+
+## Step 7: Interview -- Section 6: Metrics and Calendar
+
+```
+takeToMarket > SECTION 6: METRICS AND CALENDAR
+```
+
+This section collects data for **METRICS.md** and **CALENDAR.md**.
+
+Ask the **Attribution Model** structured question from init-questions.md Section 6 via AskUserQuestion.
+Then ask all 7 freeform questions from init-questions.md Section 6 in sequence.
+
+**Specificity validation for Section 6:**
+
+- **Primary metric check:** FAIL if metric is an output metric only (e.g., "blog posts published") without an outcome metric.
+  - PASS: "Qualified pipeline generated from content marketing -- target $500K/quarter"
+  - FAIL: "Number of blog posts published per month"
+
+- **Secondary metrics check:** WARN if no secondary metrics provided.
+
+- **Calendar check:** WARN if no quarterly theme provided. WARN if no cadence defined.
+
+On WARN: "Your metrics/calendar data could be more detailed, but I'll accept it for now. You can update this later with `/ttm-health`."
+
+---
+
+## Step 8: Confirmation Gate
+
+```
+takeToMarket > REVIEW
+```
+
+Display a summary of what was collected:
+- Product category and positioning summary (differentiator in one sentence)
+- Voice archetype and formality level
+- Primary ICP segment (role, company size, industry)
+- Active channels and primary channel
+- Top competitors named
+- Primary outcome metric and target
+
+Use AskUserQuestion:
+- header: "Ready?"
+- question: "Here's what I'll use to generate your reference files. Ready to proceed?"
+- options:
+  - label: "Generate files"
+    description: "Create all .marketing/ reference files"
+  - label: "Revise a section"
+    description: "Go back and update specific answers"
+
+**If "Revise a section":** Use AskUserQuestion with options listing sections 1-6. Re-run the selected section's interview questions and validation. Return to this confirmation gate.
+
+**If "Generate files":** Continue to Step 9.
+
+---
+
+## Step 9: Generate Reference Files
+
+```
+takeToMarket > GENERATING REFERENCE FILES
+```
+
+For each reference file, follow this pattern:
+
+1. Read the template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/{filename}.md`
+2. Generate the file content by filling ALL `[GENERATED BY /ttm-init]` placeholders with interview data
+3. **Critical structural requirements:**
+   - Preserve `<!-- _SUMMARY: ... -->` and `<!-- END_SUMMARY -->` comment markers exactly as they appear in the template
+   - Summary section must be under 200 words
+   - Preserve all table structures from the template
+   - For dates, use: `node ${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs timestamp date --raw`
+4. Write to `.marketing/{FILENAME}.md`
+
+**Generate files in this order:**
+
+### 1. POSITIONING.md (from Section 1 data)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/positioning.md`
+Fill: Category, Target audience, Primary differentiator, Proof points, Must-not-say, Competitive frame, Positioning History date.
+Write to: `.marketing/POSITIONING.md`
+
+### 2. BRAND.md (from Section 2 data)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/brand.md`
+Fill: Voice archetype, Voice attributes, Tone per context, Banned words with reasoning, Proof points, Good and bad examples.
+Write to: `.marketing/BRAND.md`
+
+### 3. ICP.md (from Section 3 data)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/icp.md`
+Fill: Primary segment, Demographics, Psychographics, JTBD, Pain points with severity and frequency, Buying triggers, Anti-ICP, Customer language library.
+Write to: `.marketing/ICP.md`
+
+### 4. CHANNELS.md (from Section 4 data)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/channels.md`
+Fill: Active channels with baselines, Primary channel, Dormant channels with reasons, Banned channels with reasons, Budget allocation, Channel-specific rules.
+Write to: `.marketing/CHANNELS.md`
+
+### 5. COMPETITORS.md (from Section 5 data)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/competitors.md`
+Fill: Direct competitors (positioning, strength, weakness), Positioning map axes and positions, Share of voice baseline.
+Write to: `.marketing/COMPETITORS.md`
+
+### 6. METRICS.md (from Section 6 data -- metrics portion)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/metrics.md`
+Fill: Primary outcome metric (metric/target/window/source), Secondary metrics, Leading indicators, Baselines, Attribution model.
+Write to: `.marketing/METRICS.md`
+
+### 7. CALENDAR.md (from Section 6 data -- calendar portion)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/calendar.md`
+Fill: Quarterly themes, Launch calendar, Always-on cadence, Blackout dates.
+Write to: `.marketing/CALENDAR.md`
+
+### 8. STATE.md (template copy with timestamp)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/state.md`
+**Special handling:** Copy template and update ONLY the `last_updated` frontmatter field:
+```bash
+node ${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs timestamp date --raw
+```
+Do NOT fill interview data into STATE.md -- it is initialized with default values.
+Write to: `.marketing/STATE.md`
+
+### 9. LEARNINGS.md (template copy with zeroed counters)
+Read template: `${CLAUDE_PLUGIN_ROOT}/templates/reference-files/learnings.md`
+**Special handling:** Copy template verbatim. Set Summary fields to:
+- Total lessons: 0
+- Last lesson date: none
+- Top pattern: none
+Do NOT fill interview data -- learnings are populated during campaign Learn phases.
+Write to: `.marketing/LEARNINGS.md`
+
+---
+
+## Step 10: Generate Instruction Files
+
+```
+takeToMarket > GENERATING INSTRUCTION FILES
+```
+
+Read `${CLAUDE_PLUGIN_ROOT}/templates/claude-md.md` and write to `CLAUDE.md` in the project root.
+Read `${CLAUDE_PLUGIN_ROOT}/templates/agents-md.md` and write to `AGENTS.md` in the project root.
+
+These are static copies -- do NOT customize with interview data. The positioning-as-invariant
+enforcement rules are already baked into the templates. Runtime context loading handles
+dynamic positioning data via POSITIONING.md.
+
+---
+
+## Step 11: Post-Init Validation
+
+```
+takeToMarket > VALIDATING
+```
+
+Run health check:
+```bash
+node ${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs health
+```
+
+Parse the JSON result. Verify all checks have status "pass".
+
+If any check has status "fail" or "missing":
+- Report which files failed
+- Attempt to regenerate only the failed files by re-reading the template and re-writing
+- Re-run health check
+
+Once all checks pass, update state:
+```bash
+node ${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs state update status initialized
+```
+
+**Warning tracking:** If any interview section accumulated 3 or more SPECIFICITY_WARNING flags
+during the interview, append to `.marketing/STATE.md` under a `## Follow-up Needed` heading:
+- Section [N] ([name]): [count] specificity warnings -- recommend re-running with [relevant /ttm-* command]
+
+Use these commands per section:
+- Section 1 (Positioning): `/ttm-positioning-check`
+- Section 2 (Brand): `/ttm-brand-refresh`
+- Section 3 (ICP): `/ttm-icp-refresh`
+- Section 4 (Channels): `/ttm-health`
+- Section 5 (Competitors): `/ttm-competitor-scan`
+- Section 6 (Metrics/Calendar): `/ttm-health`
+
+---
+
+## Step 12: Summary
+
+```
+takeToMarket > INITIALIZED
+
+Reference files created:
+  .marketing/POSITIONING.md
+  .marketing/BRAND.md
+  .marketing/ICP.md
+  .marketing/CHANNELS.md
+  .marketing/STATE.md
+  .marketing/METRICS.md
+  .marketing/COMPETITORS.md
+  .marketing/CALENDAR.md
+  .marketing/LEARNINGS.md
+
+Instruction files created:
+  CLAUDE.md
+  AGENTS.md
+
+All health checks passed. Your marketing operating system is ready.
+
+Next step: Run /ttm-new-campaign to create your first campaign.
+```
+
+</process>
+
+<success_criteria>
+- [ ] Pre-flight check completed (existing init detected or directories created)
+- [ ] All 6 interview sections completed with specificity validation
+- [ ] Confirmation gate passed
+- [ ] 9 reference files generated in .marketing/ with _SUMMARY/END_SUMMARY preserved
+- [ ] CLAUDE.md and AGENTS.md copied to project root
+- [ ] Health check passes (all 11 checks: marketing_dir + campaigns_dir + 9 files)
+- [ ] STATE.md status set to "initialized"
+</success_criteria>
+
+<output>
+- `.marketing/POSITIONING.md`
+- `.marketing/BRAND.md`
+- `.marketing/ICP.md`
+- `.marketing/CHANNELS.md`
+- `.marketing/STATE.md`
+- `.marketing/METRICS.md`
+- `.marketing/COMPETITORS.md`
+- `.marketing/CALENDAR.md`
+- `.marketing/LEARNINGS.md`
+- `CLAUDE.md`
+- `AGENTS.md`
+</output>

package/workflows/setup/new-campaign.md

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+<purpose>
+Campaign scaffolding workflow that creates a CAMPAIGNS/<slug>/ directory with
+initialized STATE.md, empty RESEARCH.md, empty BRIEF.md, and ASSETS/ directory.
+Use when starting a new marketing campaign after /ttm-init has been run.
+</purpose>
+
+<required_reading>
+@${CLAUDE_PLUGIN_ROOT}/references/context-loading.md
+</required_reading>
+
+<process>
+
+## Step 1: Pre-flight Check
+
+```
+takeToMarket > CREATING CAMPAIGN
+```
+
+Run init status check:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" init --raw
+```
+
+**If result is "not initialized":**
+Tell the user: "takeToMarket is not initialized yet. Run `/ttm-init` first to set up your marketing reference files."
+Exit -- do not continue.
+
+**If result is "initialized":**
+Continue to Step 2.
+
+---
+
+## Step 2: Generate Slug
+
+If `$ARGUMENTS` is empty or blank (after stripping any flags):
+Ask the user: "What is the campaign name?"
+Use the response as the campaign name input.
+
+Generate the slug deterministically via CLI:
+```bash
+CAMPAIGN_SLUG=$(node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" slug "$ARGUMENTS" --raw)
+```
+
+Store the result as `CAMPAIGN_SLUG`. Store the original input as `CAMPAIGN_NAME`.
+
+Display: `Campaign slug: ${CAMPAIGN_SLUG}`
+
+**Important:** Never generate slugs via AI. Always use the `ttm-tools.cjs slug` command.
+
+---
+
+## Step 3: Check for Existing Campaign
+
+```bash
+ls .marketing/CAMPAIGNS/${CAMPAIGN_SLUG}/ 2>/dev/null && echo "exists" || echo "new"
+```
+
+**If "exists":**
+Warn the user: "A campaign with slug `${CAMPAIGN_SLUG}` already exists. Would you like to overwrite it or pick a different name?"
+
+- If user wants to overwrite: continue to Step 4 (existing files will be replaced).
+- If user wants a different name: go back to Step 2 and ask for a new campaign name.
+
+**If "new":**
+Continue to Step 4.
+
+---
+
+## Step 4: Create Scaffold
+
+Run the campaign init command:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" campaign init "${CAMPAIGN_SLUG}" "${CAMPAIGN_NAME}"
+```
+
+This creates:
+- `CAMPAIGNS/<slug>/STATE.md` (phase: created)
+- `CAMPAIGNS/<slug>/RESEARCH.md` (from template)
+- `CAMPAIGNS/<slug>/BRIEF.md` (from template)
+- `CAMPAIGNS/<slug>/ASSETS/` (empty directory)
+
+Verify all 4 items exist:
+```bash
+ls .marketing/CAMPAIGNS/${CAMPAIGN_SLUG}/STATE.md && \
+ls .marketing/CAMPAIGNS/${CAMPAIGN_SLUG}/RESEARCH.md && \
+ls .marketing/CAMPAIGNS/${CAMPAIGN_SLUG}/BRIEF.md && \
+ls -d .marketing/CAMPAIGNS/${CAMPAIGN_SLUG}/ASSETS/ && \
+echo "scaffold complete"
+```
+
+If any item is missing, report the error and exit.
+
+---
+
+## Step 5: Update Global State
+
+Set the current campaign in the global STATE.md:
+```bash
+node "${CLAUDE_PLUGIN_ROOT}/bin/ttm-tools.cjs" state update current_campaign "${CAMPAIGN_SLUG}"
+```
+
+---
+
+## Step 6: Display Summary
+
+```
+takeToMarket > CAMPAIGN CREATED: ${CAMPAIGN_SLUG}
+
+.marketing/CAMPAIGNS/${CAMPAIGN_SLUG}/
+  STATE.md       (phase: created)
+  RESEARCH.md    (pending -- run /ttm-research)
+  BRIEF.md       (pending -- run /ttm-brief)
+  ASSETS/        (empty -- populated by /ttm-produce)
+
+Next: Run /ttm-research ${CAMPAIGN_SLUG}
+```
+
+</process>
+
+<success_criteria>
+- [ ] init check passed (system is initialized)
+- [ ] slug generated deterministically via ttm-tools.cjs (NOT AI-generated)
+- [ ] existing campaign check performed
+- [ ] CAMPAIGNS/<slug>/ directory created with STATE.md, RESEARCH.md, BRIEF.md, ASSETS/
+- [ ] global STATE.md current_campaign updated
+- [ ] user sees next-step guidance
+</success_criteria>
+
+<output>
+- `.marketing/CAMPAIGNS/<slug>/STATE.md`
+- `.marketing/CAMPAIGNS/<slug>/RESEARCH.md`
+- `.marketing/CAMPAIGNS/<slug>/BRIEF.md`
+- `.marketing/CAMPAIGNS/<slug>/ASSETS/` (empty directory)
+</output>