{
  "title": "Root & Ritual · Brand Strategy",
  "theme": "citrus",
  "slides": [
    {
      "id": "opening",
      "title": "A little green. A place to begin.",
      "body": "Make a first growing project feel achievable, then earn the next visit through useful guidance.",
      "cards": [],
      "notes": "State the audience, the decision and the evidence boundary. This example is fictional. Do not present targets as results.",
      "eyebrow": "Root & Ritual / Brand strategy",
      "layout": "cover"
    },
    {
      "id": "decision",
      "title": "One brand. One useful decision.",
      "body": "City neighbors who want plants to fit the space, light and time they actually have.",
      "cards": [
        {
          "title": "Category",
          "body": "Neighborhood urban gardening studio"
        },
        {
          "title": "The promise",
          "body": "one good choice, one useful routine, one place to ask for help"
        },
        {
          "title": "The difference",
          "body": "space-fit advice, clear care cards and a welcoming follow-up clinic"
        }
      ],
      "notes": "Confirm the category and goal before selecting aesthetics. Ask whether the difference matters to this audience.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "evidence",
      "title": "Show what the strategy rests on.",
      "body": "Sources, working hypotheses and fictional examples stay visibly distinct.",
      "cards": [
        {
          "title": "Observed",
          "body": "0 source records"
        },
        {
          "title": "Hypothesis",
          "body": "1 source records"
        },
        {
          "title": "Fictional",
          "body": "4 source records"
        }
      ],
      "notes": "Open evidence.csv for every source and its status. A reference ID does not prove a claim; review support and recency.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "audience",
      "title": "Start with the job. Then the message.",
      "body": "One segment, one friction, one practical response.",
      "cards": [
        {
          "title": "First-time growers",
          "body": "Choose one plant that suits an actual room."
        },
        {
          "title": "Small-space neighbors",
          "body": "Make a balcony or windowsill useful without buying a whole system."
        },
        {
          "title": "Weekend experimenters",
          "body": "Try a small growing project with a friend."
        }
      ],
      "notes": "Discuss each segment's tension and proposed response in audiences.md. Segment labels are planning inputs, not validated research.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "alternatives",
      "title": "Make the alternative explicit.",
      "body": "Compare the supplied alternatives on estimated clarity and guidance; these are editorial inputs.",
      "cards": [
        {
          "title": "Big-box plant aisle",
          "body": "Clarity 35/100 · Guidance 20/100. Fictional: broad choice with limited space-specific help."
        },
        {
          "title": "Online plant club",
          "body": "Clarity 65/100 · Guidance 45/100. Fictional: convenient selection, remote troubleshooting."
        },
        {
          "title": "Specialist nursery",
          "body": "Clarity 55/100 · Guidance 80/100. Fictional: deep expertise that can feel intimidating to a beginner."
        },
        {
          "title": "Root & Ritual concept",
          "body": "Clarity 85/100 · Guidance 85/100. Proposed positioning, not measured performance."
        }
      ],
      "notes": "Use alternatives.csv to inspect every estimate and cited note. These axes are author-defined; no automated market ranking is claimed.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "positioning",
      "title": "A promise you can explain in one breath.",
      "body": "one good choice, one useful routine, one place to ask for help",
      "cards": [
        {
          "title": "For",
          "body": "neighbors growing in small city spaces"
        },
        {
          "title": "Who need",
          "body": "a realistic first project and approachable guidance"
        },
        {
          "title": "Because",
          "body": "space-fit advice, clear care cards and a welcoming follow-up clinic"
        }
      ],
      "notes": "Read the statement aloud. Check whether it describes a benefit the team can actually deliver.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "pillars",
      "title": "Give every promise a reason to believe.",
      "body": "The messaging pillars connect desired experience to reviewed proof.",
      "cards": [
        {
          "title": "Fit the real space",
          "body": "Choose for your light, room and routine."
        },
        {
          "title": "Make care clear",
          "body": "Leave knowing the next small step."
        },
        {
          "title": "Keep questions welcome",
          "body": "You do not need to be a plant expert to begin."
        }
      ],
      "notes": "Open brand-brief.md to inspect the proof and evidence IDs for every pillar. Resolve unsupported claims before publication.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "voice",
      "title": "A voice people understand the first time.",
      "body": "Use concrete choices, useful guidance and an honest next step.",
      "cards": [
        {
          "title": "Useful before poetic",
          "body": "Write: Tell us how much light your window gets."
        },
        {
          "title": "Welcoming without pressure",
          "body": "Write: One windowsill is enough to start."
        },
        {
          "title": "Specific about care",
          "body": "Write: Check the soil before adding water."
        }
      ],
      "notes": "Rehearse the write/avoid examples in voice-guide.md. Preserve the intended meaning when shortening copy.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "channels",
      "title": "Carry one idea across the touchpoints.",
      "body": "Channel drafts preserve the pillar and evidence links.",
      "cards": [
        {
          "title": "Studio landing page",
          "body": "Grow something that fits your life."
        },
        {
          "title": "Welcome email draft",
          "body": "Your first plant comes with a next step."
        },
        {
          "title": "In-studio welcome sign",
          "body": "A small space is a good place to start."
        },
        {
          "title": "Social launch caption",
          "body": "One window. One good choice."
        }
      ],
      "notes": "Review all full drafts in messaging.csv and the per-channel Markdown files. These are drafts; no email, ad or website is published.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "rollout",
      "title": "A rollout with named owners.",
      "body": "12 weeks from alignment through a small, reviewable pilot.",
      "cards": [
        {
          "title": "Weeks 1–3",
          "body": "Reviewed promise, three pillars and voice choices."
        },
        {
          "title": "Weeks 4–8",
          "body": "Pilot landing page, care card and welcome sign."
        },
        {
          "title": "Weeks 9–12",
          "body": "Pilot notes, measured baseline and a keep/change decision."
        }
      ],
      "notes": "Review touchpoints.csv for the cumulative phase windows, owner and deliverable. Dependencies and actual calendars need team review.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "measures",
      "title": "Measure the promise. Before scaling it.",
      "body": "Illustrative targets require a baseline and an agreed measurement method.",
      "cards": [
        {
          "title": "Next-step clarity",
          "body": "80% explain their first care step"
        },
        {
          "title": "Space-fit confidence",
          "body": "4.5 / 5 confidence after the visit"
        },
        {
          "title": "Useful return",
          "body": "30% return with a question or project"
        }
      ],
      "notes": "Use measurement-plan.md. Targets are future decisions, not claims of achieved uplift.",
      "eyebrow": "Brand strategy",
      "layout": null
    },
    {
      "id": "closing",
      "title": "Make the next promise small enough to keep.",
      "body": "Approve the positioning, review the evidence, then test one touchpoint with the intended audience.",
      "cards": [],
      "notes": "Ask who owns the next decision and what evidence would change it. Download the complete handoff before ending the meeting.",
      "eyebrow": "Root & Ritual / Next decision",
      "layout": "cover"
    }
  ]
}