{
 "generated_at": "2026-09-19T16:17:20-06:00",
 "brief": {
  "_doc": "DEMO brief for the LinkedIn repositioning kit. Every value is a bracketed placeholder; no real person or practice.",
  "former_field": "Former field",
  "new_practice": "New practice",
  "audience": "[Who the practice serves: role, stage of life or business, the moment they start looking]",
  "audience_short": "[audience]",
  "promise": "[The change the client can name in a sentence, in their words]",
  "proof": "[Training or certification], [years in practice], [one client outcome with permission], the [Former field] career as one line of judgement",
  "proof_short": "[credential]",
  "outcome_short": "[outcome in four words]",
  "outcome_verb": "[verb phrase: get unstuck / decide well / rebuild after ...]",
  "cta": "[Book a consultation: link]. Packages: [3-month], [6-month].",
  "how_it_works": "[Format: sessions per month, length, where], [what the first session covers], [what a package includes].",
  "experience_before": "[Company], [Title], [dates]: led [technical scope], delivered [systems and numbers], managed [teams and budgets].",
  "experience_after": "[Company], [Title], [dates]: [the one decision or pattern from this role that a client of the new practice would recognise], one line."
 },
 "architecture": {
  "canvas": [
   [
    "Audience",
    "[Who the practice serves: role, stage of life or business, the moment they start looking]"
   ],
   [
    "Promise",
    "[The change the client can name in a sentence, in their words]"
   ],
   [
    "Proof",
    "[Training or certification], [years in practice], [one client outcome with permission], the [Former field] career as one line of judgement"
   ],
   [
    "Call to action",
    "[Book a consultation: link]. Packages: [3-month], [6-month]."
   ]
  ],
  "headline_formulas": [
   "New practice for [audience] | [outcome in four words]",
   "I help [audience] [verb phrase: get unstuck / decide well / rebuild after ...] | New practice | [credential]",
   "New practice \u00b7 [outcome in four words] \u00b7 formerly Former field"
  ],
  "about": [
   [
    "Open with the reader",
    "One sentence about the [audience] reader and the moment they are in, not about you."
   ],
   [
    "The promise",
    "What working with a New practice changes for them, in their words: [The change the client can name in a sentence, in their words]"
   ],
   [
    "Why you",
    "The Former field career as one line of proof of judgement, then the training and practice in New practice."
   ],
   [
    "How it works",
    "[Format: sessions per month, length, where], [what the first session covers], [what a package includes]."
   ],
   [
    "Proof",
    "One or two client outcomes (with permission) or the shape of results; testimonials go in Featured."
   ],
   [
    "Call to action",
    "[Book a consultation: link]. Packages: [3-month], [6-month]. Booking link in the first comment of every post and in the Featured section."
   ]
  ],
  "experience_pattern": [
   [
    "Before (technology-first)",
    "[Company], [Title], [dates]: led [technical scope], delivered [systems and numbers], managed [teams and budgets]."
   ],
   [
    "After (proof of judgement)",
    "[Company], [Title], [dates]: [the one decision or pattern from this role that a client of the new practice would recognise], one line."
   ]
  ],
  "posts": [
   [
    "Post 1 \u00b7 The turn",
    "Why a Former field practitioner became a New practice: the observation that would not go away. Ends with the consultation link."
   ],
   [
    "Post 2 \u00b7 One client moment",
    "A composite, anonymised moment from practice: the question, the shift, the result the reader can picture. Ends with the link."
   ],
   [
    "Post 3 \u00b7 The method",
    "What a first session with a New practice looks like, step by step, so the reader can decide without a call. Ends with the link."
   ]
  ],
  "settings": [
   "Featured: booking link, one testimonial image, one post",
   "Services page on: the 3- and 6-month packages",
   "Creator mode on with the three topics the tags will use",
   "Header image: the promise in six words",
   "Custom URL and name pronunciation set"
  ]
 }
}