The Jobs-to-be-Done framework as applied product methodology. Job statements, struggling moments, hire and fire criteria, the difference between feature-thinking and job-thinking. Honest about where JTBD adds clarity (discovery, prioritization, positioning) and where it becomes performative ritual (job-statement workshops that do not drive decisions, persona-theater disguised as JTBD). Triggers on jobs-to-be-done, JTBD, job statements, struggling moments, hire criteria, fire criteria, switch triggers, functional emotional social jobs, outcome-driven innovation. Also triggers when a team is over-relying on feature-request lists or persona archetypes that do not drive product decisions, when a positioning conversation needs the framing JTBD provides, or when discovery is producing outputs that do not connect to product strategy.

How to author a content brief that actually guides a writer (human or AI) to produce a piece that ranks, converts, or both. Per-piece editorial brief: target keyword and cluster, search intent, audience and JTBD, heading structure, entity coverage for AEO/GEO, internal linking strategy, success criteria. The middle path between thin briefs (a keyword and a deadline) and thick briefs (a 4-page document nobody reads). Triggers on content brief, brief the writer, brief the article, brief authoring, content brief template, brief audit, per-piece brief, editorial brief, target keyword brief, search intent brief. Also triggers when briefing a human writer or an AI agent on a single content piece.

Designing quizzes, personality assessments, and recommendation tools that segment users into actionable categories rather than generating clicks for clicks' sake. Question architecture, scoring algorithms, result categorization, recommendation mapping, lead capture integration. Honest about clickbait-quiz (engagement only), vanity-result (entertaining, not useful), and actionable-segmentation (genuine categorization that drives next-step recommendations) patterns. Triggers on quiz, assessment, personality test, recommendation tool, scorecard, diagnostic, fit evaluator, what-type-of-X-are-you, persona quiz. Also triggers when an audience needs a categorization-driven lead magnet, when a vanity quiz is producing engagement but no qualified leads, or when an assessment is being scoped for the first time.

Designing free-to-paid conversion flows for SaaS products. Trigger moments, paywall design, value demonstration, upsell vs downsell, win-back flows, churn prevention. Honest about paywall-everywhere (gates everything aggressively), free-forever-trap (no upgrade path surfaces), and value-triggered-upgrade (paywall surfaces at moments of demonstrated value) patterns. Triggers on upgrade flow, paywall, free-to-paid, freemium conversion, trial conversion, plan upgrade, subscription upgrade, win-back flow, churn prevention. Also triggers when free-to-paid conversion is low, when paywalls are blocking the wrong moments, or when upgrade flows are being scoped for the first time.

Designing interactive calculators (ROI calculators, pricing estimators, savings projections, mortgage calculators, custom assessments) that deliver real decision-support value while serving as lead magnets and qualified-traffic generators. Honest about vanity-calculator (no real value), lead-trap (hides the answer behind email), and transparent-decision-tool (gives the result and earns the email through tiered value) patterns. Triggers on calculator, ROI calculator, pricing estimator, savings calculator, custom calculator, interactive tool, decision tool, financial calculator. Also triggers when an audience needs a calculation-driven lead magnet, when a vanity calculator is producing leads but no qualified ones, or when a calculator is being scoped for the first time.

Generate logo variants for a brand, producing multiple production-grade marks across different architectures (wordmark, lockup, symbol-only, letterform-as-symbol, monogram) with rationale, application specs, and decision-ready presentation. Distinct from `brand-identity`, which produces the complete system (logo plus color, type, voice, applications). Goes deep on the logo specifically: typographic register, symbol approach, application-context discipline (16px favicon, embroidery, signage, motion), and production specs (SVG-ready, single-color, reverse). Triggers on logo design, design a logo, wordmark, monogram, lockup, mark variants, logo iterations, redesign or refine the logo, logo refresh, letterform-as-symbol, and exploring mark variants for an established brand. Does NOT fire for full brand identity (use `brand-identity`), positioning or strategy (use `brand-discovery`), project-wide creative direction (use `creative-direction`), or one-off illustration.

The operational playbook for launching a feature well. Positioning, internal alignment, customer comms, sales enablement, support readiness, rollout strategy, monitoring with pre-defined rollback triggers, post-launch measurement against spec hypotheses, and the discipline that distinguishes shipping from releasing from actually launching. Triggers on launch plan, feature launch, launch checklist, ship vs release, rollout strategy, gradual rollout, sales enablement, support readiness, launch announcement, post-launch measurement, launch failure, declared victory too early. Also triggers when planning a launch (any size, any segment), auditing an existing launch process, fixing the we shipped it but the metric did not move problem, or building a launch checklist for the team.

Designing first-run product onboarding wizards that get users to the ah-ha moment without overwhelming them. Step architecture, progressive disclosure, escape hatches, completion incentives, drop-off measurement. Honest about tutorial-overload (dump everything upfront), skip-friendly-empty (skipped onboarding leads to abandoned product), and earned-progressive-disclosure (right things at the right moments) patterns. Triggers on onboarding wizard, product onboarding, first-run experience, signup flow, activation flow, FRX, time-to-value, ah-ha moment design. Also triggers when activation rates are low, when users skip onboarding and never return, when onboarding flows are being scoped for the first time, or when audience research shows users not finding key features.

Designing lead magnets that earn the email. The discipline of building gated content (ebooks, templates, checklists, swipe files, mini-courses, free tools) that delivers genuine standalone value while qualifying the lead and warming them for what comes next. Honest about thin-bait (overpromises, underdelivers), kitchen-sink-resource (everything, helps with nothing), and earned-value-magnet (delivers standalone value while qualifying the lead). Triggers on lead magnet, gated content, opt-in offer, ebook, checklist, template, swipe file, mini-course, free tool, content upgrade, freebie, opt-in, list-building offer. Also triggers when an audience is being asked for an email and the offer attached to that ask needs design discipline, when previous lead magnets converted but did not produce qualified leads, or when a lead magnet is being scoped for the first time.

Designing forms with multiple steps, progress indicators, conditional logic, and save-and-resume mechanics. The discipline of breaking complex data collection into stages that respect cognitive load while maintaining completion intent. Honest about kitchen-sink-single-page (overwhelms before the user starts), progress-theater (steps without genuine staging), and genuinely-staged (each step earns its own page) patterns. Triggers on multi-step form, multi-page form, form wizard, signup wizard, lead form, application form, intake form, configurator, onboarding form. Also triggers when a long form is converting poorly, when an audience is dropping off mid-form, or when a multi-step form is being scoped for the first time.

Cross-format content adaptation. Turning one substantial piece into many derivative formats (blog series, email sequences, social posts, webinars, podcasts, video shorts) without losing the original's value or producing AI-slop variants. The discipline of adaptation per medium rather than mass-blast distribution. Triggers on content repurposing, content adaptation, cross-format content, content atomization, content multiplication, content distribution across formats, source-piece-to-derivative, video shorts from blog, email from whitepaper, podcast from article, blog series from research. Also triggers when a flagship piece is shipping but the team has not planned how to extend it across formats, when repurposing is happening but the derivatives feel mass-produced, or when AI-assisted repurposing is producing slop variants of strong source pieces.

How to design a content hub that earns topical authority. Pillar topic selection, cluster planning, internal linking architecture, URL structure, pillar and cluster page anatomy, topical authority signals for SEO and AEO/GEO, and the maintenance discipline that distinguishes intentional hubs from accidental orphans. Triggers on pillar content, content hub, topic cluster, topical authority, content architecture, hub and spoke, pillar page, cluster page, content silo, internal linking strategy. Also triggers when a content set is not ranking despite individual piece quality, when a pillar was launched without a cluster, or when content has accumulated without an architecture.

Generate a phased delivery orchestration plan for creative-direction-driven work: which skills run when, what locks at which gate, how handoffs occur, and how the cadence implements in the team's tools (Jira, Linear, Notion, Figma, GitHub) with AI agents via MCP and CLI. A temporal map of phases, lock points, handoff specs, gate definitions, and QA verification gates. Distinct from `creative-brief` (static project brief) and `creative-direction` (aesthetic direction). Triggers on integration orchestrator, delivery cadence, project orchestration, when does the brief lock, how to phase creative direction, design-development handoff, QA gate, agent-driven QA, and when a creative-direction project is starting, mid-flight with broken cadence, or integrating AI agents into PM workflow. Does NOT fire for project scoping (use `creative-brief`), aesthetic direction (use `creative-direction`), or general project management without a creative-direction throughline.

OKR design as actually shipped, not as conference-talk theory. Outcome statements that drive decisions, key results that measure the right thing, scoring discipline, mid-quarter recalibration, and the difference between sandbagged OKRs (always 100%) and aspirational OKRs (always 30%) and stretch OKRs (genuine ambition with quarterly accountability). Triggers on OKR design, OKR setting, key result design, OKR scoring, mid-quarter recalibration, OKR cascading, outcomes vs outputs, quarterly planning, goal setting. Also triggers when a team's OKRs are always hit and producing no learning, when OKRs are demoralizing because they were set as fantasy, or when the team uses OKR vocabulary but the practice has decayed.

Running closed and open betas that produce real signal. Beta participant selection, structured feedback collection, beta-to-GA decision criteria, and the difference between soft-launch (no structure, no signal), kitchen-sink (everyone in, no actionable feedback), and structured beta (calibrated cohort, intentional feedback loops, clear graduation criteria). Triggers on beta program, alpha test, beta cohort, beta participant, beta feedback, beta to GA decision, design partner, early access program, closed beta, open beta, RC release. Also triggers when a feature is approaching launch and the team needs structured pre-GA validation, when prior betas produced noise rather than signal, or when the team has soft-launched before but wants more structured feedback this time.

Create or update the project constitution from interactive or provided principle inputs, ensuring all dependent templates stay in sync.

React/TypeScript frontend development rules including type safety, component design, state management, and error handling. Use when implementing React components, TypeScript code, or frontend features.

Use when asked to debug, fix a bug, investigate an error, or do root cause analysis, and when users report errors, stack traces, unexpected behavior, or say something stopped working.

Analyze, fix, and validate Biome linting workflows. Use when JavaScript or TypeScript projects need Biome commands, diagnostics, safe fixes, or CI lint gates.

Create, diagnose, and validate a local dev bootstrap. Use when the user asks to clone a repo, install toolchains, install dependencies, and prove the project runs.