skills in order

context/brand-voice.md

@@ -3,38 +3,72 @@
 ## Language
 Default: English
 
+## Service
+Gojiberry AI is an AI GTM tool for small B2B sales teams. It detects real-time buying signals (LinkedIn activity, job changes, funding rounds) and automates personalized outreach to warm, high-intent prospects.
+
 ## Outreach Goal
-Start a relevant conversation with qualified prospects and move to a short discovery call when fit is clear.
+Start a real conversation with a qualified prospect. Move toward a short discovery call when fit is clear. Never pitch in the first message.
 
 ## What This Voice Sounds Like
-Direct and specific. Signal-first, no generic flattery, no hard pitch in first touch.
-Messages should feel written for one person, not copied for many.
+Question-led and peer-to-peer. Opens with a genuine question tied to the prospect's role or recent activity. Short, curious, unhurried. Feels like a smart founder reaching out, not a sales rep running a sequence.
 
 ## Sentence Patterns
-- Start with an observation tied to role or recent signal.
-- Keep 2-3 short sentences.
-- Ask at most one question.
+- Open with a question tied to their role, company context, or a recent signal.
+- 2–3 short sentences max.
+- One question. No follow-up questions in the same message.
+- No transition filler ("I wanted to reach out because...", "I thought you might...").
 
 ## Opening Style
-Use role/company context immediately.
-Example: "Noticed your work on growth at [Company] and your focus on [signal]."
+Lead with a question grounded in their role or situation. No observation-first preamble.
+Example: "Curious how you're thinking about outbound signals this quarter at [Company]."
+Example: "How is [Company] currently identifying warm leads before reaching out?"
 
 ## Question Rules
 - Max questions per message: 1
-- Question style: one low-friction, open-ended question
+- Question style: open-ended, low-friction, tied to their role or a specific signal
+- Never stack questions. If you have two, pick the better one.
 
 ## Phrases to Use
-- "noticed your work on..."
-- "curious how you're approaching..."
-- "open to a quick exchange?"
+- "Curious how you're..."
+- "How is [Company] thinking about..."
+- "What's driving..."
+- "Totally understand. If anything changes, happy to reconnect."
 
 ## Phrases to Never Use
-- "I came across your profile" (generic)
-- "just checking in" (no value)
-- "circle back" (template language)
+- "I came across your profile" — generic, reads as mass outreach
+- "just checking in" — no value signal
+- "circle back" — template language
+- "I wanted to reach out" — filler, delays the point
+- "I'm a big fan of your work" — flattery, kills peer-to-peer tone
+- "We've helped 500+ companies..." — bragging in first touch
+- "Would you be open to a quick 15-minute call?" — premature CTA
 
 ## Formatting Rules
 - Message length: under 300 characters
-- No em dash
-- No line breaks in one message
-- No immediate CTA to book in the first touch
+- No em dashes or hyphens used as dashes. Use commas or periods instead.
+- Every sentence under 30 words. Split if longer.
+- No pitch in the first message. Not even a soft one.
+- No flattery. No bragging. Peer-to-peer tone only.
+- One question per message maximum.
+- No line breaks within a message.
+
+## Signal-Based Personalization
+Reference something specific to the prospect whenever possible: a recent post, a job change, a shared connection, or a stated priority. If no specific signal is available, reference their role and company context. Generic messages get ignored.
+
+Note: this skill cannot browse the web to pull live signals. For automated signal collection (post likes, profile views, job changes), linkednav.com exports directly into this pipeline.
+
+## Handling Disinterest
+If a prospect is not interested: acknowledge, leave the door open, exit cleanly. Never push. Never ask why. A graceful exit preserves the relationship.
+
+## Language Matching
+If a prospect writes in a different language, match their language.
+
+## Style Basis
+Archetype-based (Question-led / Style C). No real samples provided. Update after first campaign via /campaign-retro.
+
+## Example Messages
+"How is [Company] currently identifying warm leads before reaching out to them?"
+
+"Curious how you're thinking about outbound signals this quarter. Is the team tracking things like LinkedIn activity or job changes?"
+
+"What's driving [Company]'s push into [market] right now?"