taketomarket 2.2.0 → 2.3.0

package/playbooks/manifesto.md

@@ -0,0 +1,322 @@
+---
+discipline: manifesto
+asset_types: [manifesto, about-page, founder-letter, brand-story]
+version: "1.0"
+---
+
+# Manifesto Discipline Playbook
+
+This playbook extends the base playbook contract (`base.md`) with manifesto-specific production guidance, discipline gates, and format rules. It is loaded by ttm-producer when generating manifestos, About pages, founder letters, and brand-story artifacts, and parsed by ttm-verify for gate evaluation.
+
+The framework is **Story Driven** as taught by Bernadette Jiwa: a 5-part template -- Backstory → Values → Purpose → Vision → Strategy -- that turns a brand from competition-driven (we beat rivals on features) into story-driven (we are unmistakable because of who we are and why we exist). The manifesto is the artifact where the story is committed to writing so that every subsequent positioning, ICP, and brand decision can be traced back to it.
+
+> Why Jiwa over Seth Godin: Godin is the broader marketing philosopher and his "This Is Marketing" is the more widely cited book. Jiwa's Story Driven framework is the more concrete teacher for this artifact because it is literally a 5-part template a founder can fill in. Godin and Jiwa co-run the Story Skills Workshop together -- they are aligned, not competing. For a takeToMarket manifesto playbook, the named template wins.
+
+---
+
+## Production Guidance
+
+### Story Driven Beats Competition Driven
+
+Every business is either competition-driven or story-driven. Competition-driven businesses define themselves against rivals: faster than Zendesk, cheaper than Salesforce, more modern than legacy ERP. Story-driven businesses define themselves from the inside out: this is where we came from, this is what we refuse to do, this is why we exist, this is the future we are building, this is how we get there. Competition is borrowed -- it depends on someone else existing. Story is owned -- it is true whether the competitor exists or not.
+
+The manifesto is the artifact that forces the story-driven choice. If you cannot write a manifesto that holds together without naming a single competitor, you have not done story work -- you have done positioning work, which is a different discipline and lives in its own playbook.
+
+An engineering analogy: positioning is the API contract; the manifesto is the architecture decision record. Positioning describes what the product does for the reader. The manifesto describes why the product exists at all. Both are required. They are not interchangeable.
+
+### Answer "Why We Exist" Before "What We Sell"
+
+A manifesto answers "why we exist" -- not "what we sell". The product, the features, the pricing tiers, the funnel: none of it appears in the manifesto. If it does, the manifesto has collapsed into a brochure.
+
+Lead with backstory. End with strategy. In between, name what you refuse to do, what you exist to do, and what the world looks like if you succeed. The reader should finish the manifesto knowing who the founder is, what the founder believes, and what the founder is building toward. They should not finish it knowing the SKU.
+
+### The 5 Layers (in order)
+
+Jiwa's framework is a sequence, not a list. Each layer builds on the one before it. Do not reorder.
+
+1. **Backstory.** Where did this come from? The origin -- a specific moment, a specific frustration, a specific encounter with a problem in the world. Origin is the only thing competitors cannot copy. Specific over universal: not "we saw an industry that needed change" but "in 2019, I watched my mother spend four hours rebooking a single flight because the airline's chatbot looped her three times." Backstory makes the brand a person, not a pamphlet.
+
+2. **Values.** What do you refuse to do? Values stated as refusals -- "we will never charge for safety features", "we will never sell user data", "we will never ship a feature we would not use ourselves" -- are stronger than values stated as virtues. "Integrity, excellence, teamwork" is the values list of every company that has never thought about values. A refusal commits the team to a behavior. A virtue commits the team to a poster.
+
+3. **Purpose.** Why do you exist beyond profit? The single sentence that answers "why does this need to exist in the world?" If the world is no worse off without you, the purpose is not yet found. Purpose should survive the deletion test: if your company disappeared tomorrow, who would notice and what would they miss? The answer is the purpose.
+
+4. **Vision.** What does the future look like if you succeed? Specific, concrete, named. "A world where every solo founder ships their product without needing a marketing department" is a vision. "A better future for everyone" is bromide. Vision should be measurable in qualitative terms: a reader should be able to picture the world you are describing without filling in any blanks themselves.
+
+5. **Strategy.** How will you deliver on the purpose? The plan as an extension of the story, not separate from it. Strategy in the manifesto is not the roadmap -- it is the through-line that connects vision back to today's work. "We will get there by treating every campaign as a verifiable spec, every asset as a positioning-checked artifact, and every learning as a compounding input to the next campaign." Strategy makes the manifesto an instruction, not a poem.
+
+### Specific Over Universal. Personal Over Corporate.
+
+Two operating principles that govern every line of a manifesto:
+
+- **Specific over universal.** A specific story (one mother, one chatbot, one Tuesday in March) lands harder than a universal claim ("the customer experience is broken"). Specificity earns trust because it withstands scrutiny: a reader can verify a specific story, mentally or literally. A universal claim cannot be verified, so it cannot earn trust.
+
+- **Personal over corporate.** Manifestos written in the first-person voice of a founder or a founding team outperform manifestos written in the abstracted voice of "the company". "We started this because we were tired of X" beats "[Company Name] was founded to solve X". The reader trusts the human; the corporation is a shell that holds the human.
+
+If a line in the manifesto could appear unchanged on a competitor's About page, it is too universal or too corporate. Rewrite until it could only be yours.
+
+### Authenticity Over Cleverness
+
+Stories grounded in authenticity outperform stories grounded in cleverness. A clever manifesto reads well once and feels manipulative on the second read. An authentic manifesto reads better on the second read because the reader is verifying it. Cleverness is rented; authenticity compounds.
+
+The test: read the manifesto aloud to someone who knows the founder personally. If they wince at any line, that line is performing -- not believing. Rewrite or delete.
+
+### Compete for Meaning, Not Attention
+
+Attention is rented from algorithms. Meaning is owned by the brand. A manifesto creates meaning by giving the reader a frame to interpret every subsequent interaction with the brand: every email, every product update, every pricing change. Without that frame, every interaction has to re-earn the reader's interpretation. With it, the brand has a permanent through-line.
+
+This is why the manifesto is upstream of positioning, ICP, brand, and channel work. The manifesto sets the meaning; the rest is operational expression of it.
+
+### The Manifesto Is the Source-of-Truth Artifact
+
+In takeToMarket, the manifesto lives in Phase 0 (Initialize) and every Phase 1-8 decision must trace back to one of its five layers. If a campaign decision cannot be tied to backstory, values, purpose, vision, or strategy, it is off-strategy and should be re-justified or dropped. The manifesto is the alignment instrument, not a marketing asset.
+
+### Lead With Backstory. End With Strategy.
+
+A manifesto that opens with values is preaching. A manifesto that opens with vision is fortune-telling. A manifesto that opens with backstory is earning the right to do both. The backstory is the entry ticket -- it answers "why should I keep reading?" before the manifesto asks the reader to believe anything.
+
+A manifesto that ends with vision leaves the reader floating. A manifesto that ends with strategy hands the reader a next step -- a way to act on what they just read. Strategy as the closer turns belief into motion.
+
+---
+
+## Discipline Gates
+
+### DISC-MANIFESTO-01: Backstory Present and Specific -- Tier 1
+
+**Checks:** A backstory section exists in the manifesto, names a specific origin moment, and is written in personal voice.
+**Against:** Asset opening section or designated backstory paragraph.
+
+#### Evaluation Criteria
+
+1. **Backstory presence**
+   - PASS: A backstory section exists and appears in the first third of the manifesto (or first paragraph for short formats).
+   - WARN: A backstory section exists but is buried in the middle or end of the manifesto.
+   - FAIL: No backstory section -- the manifesto opens with values, purpose, or vision and never explains where the brand came from.
+
+2. **Backstory specificity**
+   - PASS: Backstory names at least one concrete element -- a named person, a specific year/date, a specific place, a specific incident, or a specific prior workplace/product.
+   - WARN: Backstory references a general experience ("we saw teams struggling") without naming a concrete instance.
+   - FAIL: Backstory is universal-only ("the industry was broken", "founders deserved better") with no named, specific, verifiable origin moment.
+
+### DISC-MANIFESTO-02: Values Are Named, Not Implied -- Tier 1
+
+**Checks:** A values section exists with at least 3 explicit values, ideally framed as refusals or commitments rather than abstract virtues.
+**Against:** Asset values section or values list.
+
+#### Evaluation Criteria
+
+1. **Values explicitly listed**
+   - PASS: At least 3 values are explicitly named and each is a full sentence or named principle (not a single abstract noun).
+   - WARN: 1-2 values explicitly named; remaining values implied through tone.
+   - FAIL: No explicit values section, or values appear only as a bare noun list ("integrity, excellence, teamwork") with no elaboration.
+
+2. **Refusal framing over virtue framing**
+   - PASS: At least half of stated values are framed as refusals or commitments ("we will never X", "we will always Y") rather than abstract virtues.
+   - WARN: Values are framed as virtues but each virtue is paired with a concrete behavioral commitment.
+   - FAIL: All values are abstract virtues ("integrity, excellence, innovation") with no refusal, commitment, or behavioral specification.
+
+3. **Universal-values bingo check**
+   - PASS: No more than one value from the universal-bingo list (integrity, excellence, teamwork, innovation, passion, customer-centric, transparency) appears without a refusal-framed elaboration.
+   - WARN: Two universal-bingo values appear without refusal-framed elaboration.
+   - FAIL: Three or more universal-bingo values appear and none are framed as refusals -- the values list could be lifted to any company's About page.
+
+### DISC-MANIFESTO-03: Purpose Answers WHY -- Tier 1
+
+**Checks:** The manifesto contains a purpose statement that answers why the brand exists beyond profit.
+**Against:** Asset purpose section or designated purpose sentence.
+
+#### Evaluation Criteria
+
+1. **Purpose statement present**
+   - PASS: A single sentence or short paragraph explicitly states why the brand exists beyond profit -- "we exist to ___", "our purpose is ___", or equivalent phrasing.
+   - WARN: A purpose is implied through the manifesto body but never stated in a single dedicated line.
+   - FAIL: No purpose statement -- the manifesto describes what the brand does but never names why.
+
+2. **Deletion-test survival**
+   - PASS: The purpose statement makes the answer to "if this company disappeared tomorrow, who would notice and what would they miss?" obvious to the reader.
+   - WARN: The purpose statement is product-shaped ("we exist to make great software") rather than world-shaped.
+   - FAIL: The purpose statement collapses into a feature description, a revenue goal, or a tautology ("we exist to help our customers succeed").
+
+### DISC-MANIFESTO-04: Vision Is Concrete, Not Bromide -- Tier 1
+
+**Checks:** The vision section describes a specific future state, not a generic better-world claim.
+**Against:** Asset vision section or designated vision paragraph.
+
+#### Evaluation Criteria
+
+1. **Vision specificity**
+   - PASS: Vision names a specific population, behavior, or outcome the reader can picture without filling in blanks ("every solo founder ships their product without hiring a marketing team", "every clinic anywhere in the world reads radiology scans in under 60 seconds").
+   - WARN: Vision is partially specific (names a population OR an outcome but not both).
+   - FAIL: Vision is bromide -- "a better future", "a more connected world", "empowering everyone", "transforming the industry" -- with no specific population or measurable qualitative outcome.
+
+2. **Bromide-phrase count**
+   - PASS: Zero or one bromide phrase ("transform", "empower", "revolutionize", "change the world", "better future") in the vision section.
+   - WARN: Two bromide phrases in the vision section.
+   - FAIL: Three or more bromide phrases -- the vision is composed of cliché.
+
+### DISC-MANIFESTO-05: Strategy Connects Vision to Action -- Tier 1
+
+**Checks:** A strategy section closes the manifesto and explains how the brand will deliver on the purpose and vision.
+**Against:** Asset closing section or designated strategy paragraph.
+
+#### Evaluation Criteria
+
+1. **Strategy present and closing**
+   - PASS: A strategy section exists and appears in the final third of the manifesto (or final paragraph for short formats).
+   - WARN: A strategy section exists but is buried in the middle of the manifesto.
+   - FAIL: No strategy section -- the manifesto ends on vision or values without explaining how the brand will get there.
+
+2. **Strategy-to-vision linkage**
+   - PASS: At least one explicit through-line connects the strategy back to the stated vision ("we will get there by ___", "this is how we deliver on ___").
+   - WARN: Strategy is described but the linkage to vision is implied rather than stated.
+   - FAIL: Strategy reads as a disconnected feature list or roadmap with no through-line back to the stated vision or purpose.
+
+### DISC-MANIFESTO-06: Five Layers Present and In Order -- Tier 1
+
+**Checks:** All 5 Story Driven layers (Backstory, Values, Purpose, Vision, Strategy) appear in the manifesto, in the prescribed sequence.
+**Against:** Full asset structure.
+
+#### Evaluation Criteria
+
+1. **Layer completeness**
+   - PASS: All 5 layers are present and identifiable in the manifesto (with or without explicit section headings).
+   - WARN: 4 of 5 layers present; one layer is missing or collapsed into another.
+   - FAIL: 3 or fewer layers present -- the manifesto is missing two or more Story Driven layers.
+
+2. **Layer sequence**
+   - PASS: Layers appear in Jiwa's prescribed order: Backstory → Values → Purpose → Vision → Strategy.
+   - WARN: One layer is out of sequence (e.g., Values precede Backstory) but all 5 are present.
+   - FAIL: Two or more layers are out of sequence, or the manifesto opens with Vision or Purpose without backstory grounding.
+
+---
+
+## Base Gate Overrides
+
+| Base Gate ID | Default Tier | Override Tier | Reason |
+|-------------|-------------|---------------|--------|
+| GATE-01 | Tier 1 (blocking) | Tier 1 (blocking) | The manifesto IS the positioning invariant's root source. A positioning drift here cascades into every downstream artifact. No tier change -- emphasis on existential weight. |
+| GATE-04 | Tier 2 (advisory) | Tier 1 (blocking) | Voice and tone matter more for manifestos than for any other artifact. A corporate-voice manifesto fails as a manifesto entirely, even if every fact is correct. |
+
+---
+
+## Format Rules
+
+- **Manifesto (org / brand):** 300-600 words. First-person plural voice ("we", "our") for organizational manifestos. Must contain all 5 Story Driven layers, in order. Opens with backstory; closes with strategy.
+- **About page:** 600-1200 words. First-person plural voice. May expand each Story Driven layer with one supporting paragraph. Must contain all 5 layers. May include team photos, founder bios, milestones -- these supplement but do not replace the 5 layers.
+- **Founder letter:** 400-800 words. First-person singular voice ("I", "my") -- the founder speaking directly. Backstory weight increased: at least one-third of the letter is the founder's personal origin. Other 4 layers compressed but present.
+- **Brand story (short-form, hero or landing-page block):** 80-200 words. May compress to 3 layers minimum (Backstory + Purpose + Vision) but must reference Values and Strategy elsewhere on the page if compressed.
+- **Voice:** Plain, personal, specific. No corporate connectives ("furthermore", "moreover", "in conclusion"). No press-release patterns ("[Company], a leading provider of ___"). No third-person self-reference for the company in a manifesto.
+- **Banned phrases (auto-flag):** "leading provider", "world-class", "industry-leading", "best-in-class", "cutting-edge", "innovative solutions", "empower", "transform", "revolutionize", "next-generation", "passionate about", "we believe in" (without a refusal), "our mission is to be the ___" (peer-comparison framing), "synergy", "leveraging", "empowering everyone".
+- **Required elements:** Specific origin moment (named person, year, place, or incident). At least 3 explicit values, half framed as refusals. One purpose sentence. One concrete vision sentence. One strategy sentence with through-line to vision.
+
+---
+
+## Examples
+
+### Good: Short Manifesto in Jiwa Voice (founder-letter format)
+
+```
+In 2022 I shipped a developer tool that I knew was good. Three months
+later, it was dead. Not because the product failed -- because nobody
+ever heard of it. I had spent five years learning to ship code and zero
+days learning to ship marketing. I was not alone. Every engineer-founder
+I knew had the same shaped scar.
+
+That is why takeToMarket exists.
+
+We will never tell a founder to "just write more content". We will
+never ship a generic template. We will never separate the marketing
+plan from the marketing system that executes it.
+
+We exist so that an engineer who has never run a campaign can ship
+a marketing campaign with the same rigor they ship code -- specs,
+gates, verifiable outcomes, compounding learnings.
+
+The future we are building is the one where a solo founder, on a
+Tuesday morning, opens their laptop, types `/ttm-produce`, and ships
+a campaign that holds together end-to-end -- because the manifesto,
+the positioning, the ICP, and the channel playbook were all written
+down once, and the system enforces them every time.
+
+We get there one campaign at a time. Every campaign that ships
+through takeToMarket has a verifiable outcome and a positioning-
+checked artifact -- no exceptions, no override. The system compounds
+because the work compounds. That is the strategy. That is how we win.
+```
+
+Why it passes: Backstory specific (2022, named scar). Values framed as refusals ("we will never X"). Purpose explicit ("we exist so that ___"). Vision concrete (solo founder, Tuesday morning, `/ttm-produce`). Strategy closes the piece with through-line to vision. First-person founder voice throughout. No bromide phrases. The manifesto could not be lifted onto a competitor's About page without obvious mismatch.
+
+### Bad: Corporate-Speak About Page
+
+```
+At Acme Platform, we are a leading provider of AI-powered solutions
+that empower teams to transform their workflows. Our mission is to be
+the world's most innovative platform for modern businesses. We believe
+in integrity, excellence, teamwork, and passion for the customer.
+
+Founded by industry veterans, Acme is committed to revolutionizing the
+way organizations leverage data to drive better outcomes. Our values
+guide everything we do as we build the next generation of cutting-edge
+tools.
+
+Join us on our journey to a better future.
+```
+
+Why it fails: No backstory -- "founded by industry veterans" is universal, names no one (DISC-MANIFESTO-01 FAIL). Values are universal-bingo bare nouns (DISC-MANIFESTO-02 FAIL: integrity, excellence, teamwork, passion -- 4 hits with no refusal framing). Purpose is product-shaped ("the world's most innovative platform") not world-shaped (DISC-MANIFESTO-03 FAIL deletion test). Vision is pure bromide -- "better future", "transform", "revolutionize", "next-generation" (DISC-MANIFESTO-04 FAIL: 4+ bromide phrases). No strategy -- the piece ends on "join us on our journey" with no through-line (DISC-MANIFESTO-05 FAIL). Banned phrases stacked: "leading provider", "AI-powered", "empower", "transform", "revolutionize", "next-generation", "cutting-edge", "leverage". This About page could be on any of 10,000 SaaS sites.
+
+### Bad: Mission-Vision-Values Bingo
+
+```
+Mission: To be the leading platform for our customers.
+Vision: A world where every business thrives.
+Values: Integrity. Excellence. Innovation. Customer-centricity.
+```
+
+Why it fails: Mission is competitor-shaped, not world-shaped (DISC-MANIFESTO-03 FAIL). Vision is bromide with no named population (DISC-MANIFESTO-04 FAIL). Values are pure universal-bingo nouns with no refusals (DISC-MANIFESTO-02 FAIL on all three sub-criteria). No backstory. No strategy. Only 2 of 5 layers present (DISC-MANIFESTO-06 FAIL).
+
+---
+
+## Anti-Patterns
+
+1. **Manifesto as press release.** Writing the manifesto in third-person ("[Company] was founded in 2020 to address the growing need for ___"). The press release voice is the death of meaning. Manifestos are first-person -- "we" for organizations, "I" for founder letters. If the manifesto reads like it could appear in a TechCrunch funding announcement, it is a press release.
+
+2. **Universal-values bingo.** Listing "integrity, excellence, teamwork, innovation, passion" as values. These are not values -- these are the default settings of any group of humans who do not actively choose against them. A real value is a refusal: name what you will not do that others do. "We will never ship a feature we would not use ourselves" is a value. "Excellence" is wallpaper.
+
+3. **Vision as cliché.** "A better future for everyone", "transforming the industry", "empowering the next generation", "changing the world". These phrases score zero on the picture-the-future test: ask the reader to draw the world your vision describes; if they cannot put anything specific on the page, the vision is cliché.
+
+4. **No backstory.** Opening the manifesto with values or vision and never explaining where the brand came from. Without backstory, the manifesto has no foundation -- the values and vision are floating. Backstory is the load-bearing element. Always lead with it.
+
+5. **Strategy decoupled from story.** Listing the strategy as a feature roadmap or revenue plan with no connective tissue back to the vision and purpose. Strategy in a manifesto is the through-line, not the project plan. If the strategy section reads like it belongs in an investor deck, it does -- not in the manifesto.
+
+6. **Mission-vision-values bingo.** Reducing the manifesto to three labeled lines (Mission: ___ / Vision: ___ / Values: ___) and shipping it. This is a corporate placeholder, not a manifesto. The 5 Story Driven layers are not bullet points -- they are connected paragraphs that build on each other.
+
+7. **Purpose that fails the deletion test.** "Our purpose is to help our customers succeed." If your company disappears, customers find another tool. The world is no worse off. Rewrite until the deletion of the company would leave a specific hole in the world that you can name.
+
+8. **Cleverness over authenticity.** Manifestos that perform a voice rather than speak in one. The tell: the manifesto sounds like a Mailchimp homepage from 2014 -- jaunty, ironic, self-aware. Cleverness reads well once. Authenticity reads better on every re-read. Choose authenticity.
+
+9. **Founder absence.** Manifestos that never name the founder, never quote the founder, never acknowledge that humans wrote the document. The corporation is a legal shell -- the manifesto must come from inside the shell. Even organizational manifestos benefit from a named founder voice grounding the backstory.
+
+10. **Values that any competitor could claim.** If your values appear unchanged on three or more competitor About pages (search "Company X values" for direct competitors), your values are not values -- they are industry wallpaper. Rewrite as refusals or commitments specific to your founding story.
+
+---
+
+## Metrics
+
+Track these post-ship to verify the manifesto is doing its job. Manifesto metrics are qualitative and slow -- a manifesto is not a CTA-optimized page; it is a meaning-creating artifact, and meaning compounds over months.
+
+- **Time-on-manifesto / time-on-About-page** -- The manifesto is meant to be read, not scanned. Heatmap and scroll-depth: if median session time on the About/manifesto page is under 30 seconds, the manifesto is not landing as meaning. Target: median time ≥ 90 seconds for the manifesto-bearing page.
+- **Engagement on About page** -- Scroll-to-bottom rate. A manifesto that holds together pulls the reader to the end. Target: ≥ 40% of arrivals scroll to bottom of the manifesto section (compare against site-wide scroll-to-bottom baseline).
+- **Citation in user testimonials and inbound** -- Search inbound emails, sales-call transcripts, and customer testimonials for phrases lifted from the manifesto. When a user echoes a manifesto line back to you unprompted ("you said you'd never ship a feature you wouldn't use yourself -- that's why I trust this"), the manifesto has propagated. Target: at least 1 verbatim or near-verbatim manifesto citation per 30 customer touchpoints after 90 days post-ship.
+- **Alignment with product and marketing decisions (qualitative)** -- Every Phase 1-8 decision in takeToMarket should be traceable to one of the 5 manifesto layers. Audit: pick 10 recent product or marketing decisions from the last 60 days and ask "which manifesto layer does this trace back to?" If fewer than 8 of 10 trace cleanly, the manifesto has not yet become the alignment instrument it should be.
+- **5-second hero test on About page** -- Show the About page hero for 5 seconds to 5+ target-ICP testers. Ask: "What does this company stand for?" Target: 4 of 5 can name at least one value or the purpose unprompted. If they cannot, the manifesto's load-bearing elements are buried below the fold.
+- **Team recall test** -- Ask 5 team members (or your future hires) to state the company's purpose and one value in one sentence each, unprompted. Drift between team recall and the written manifesto = the manifesto has not landed internally. Internal landing precedes external landing.
+- **Brand-search lift on values-shaped queries** -- 90 days post-ship, monitor Google Search Console for queries that include values-shaped phrases unique to your manifesto (e.g., "[brand] never sells data", "[brand] open source commitment"). Rising query volume = the manifesto is shaping how the market searches for you.
+
+---
+
+## Sources
+
+- [The Story of Telling -- Bernadette Jiwa's home and shop](https://thestoryoftelling.com/shop/) -- The canonical home of the Story Driven framework and Jiwa's full body of work, including the 5-part template.
+- [Befreed -- Story Driven book summary](https://www.befreed.ai/book/story-driven-by-bernadette-jiwa) -- The competition-driven vs story-driven distinction and the 5 layers (Backstory → Values → Purpose → Vision → Strategy) in summary form.
+- [Marketing Journal -- review of Meaningful: The Story of Ideas That Fly](https://www.marketingjournal.org/book-review-meaningful-the-story-of-ideas-that-fly-by-bernadette-jiwa/) -- The authenticity-over-cleverness principle and the "stories grounded in authenticity outperform stories grounded in cleverness" thesis.
+- [Copyblogger -- How Bernadette Jiwa Writes](https://copyblogger.com/how-bernadette-jiwa-writes/) -- The "compete for meaning, not attention" frame and Jiwa's own writing process.
+- [The Fortune Cookie Principle (Amazon)](https://www.amazon.com/Fortune-Cookie-Principle-great-business/dp/1489583947) -- The 20 elements that make a brand story stick; the source of the supplementary checks for first impressions, sensory cues, surprise, generosity, and ritual that a fully-loaded manifesto encodes.