236 lines
13 KiB
Text
236 lines
13 KiB
Text
# Positioning schema — marketing as queryable protocol surface.
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#
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# Three artefact kinds:
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# - Audience : a named segment with its primary pain
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# - ValueProp : a claim aimed at one or more audiences, backed by ADRs
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# - Campaign : a GTM moment bundling value-props for specific channels
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#
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# Each artefact lives in its own .ncl file under `.ontoref/positioning/`.
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# Narrative copy (the prose that sells) is held in markdown files referenced
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# via `narrative_path` — NCL holds the verifiable skeleton, markdown holds
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# the messaging body. The two split lets the protocol validate claims
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# (audience present, evidence_adrs non-empty when Live, launch_criteria pass)
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# without trying to be a copywriter.
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let status_type = [| 'Draft, 'Validated, 'Live, 'Retired |] in
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# Audience validation state — an audience is a Hypothesis until a Proof
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# references it (coherence rule 2). Defaults to 'Hypothesis so existing
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# audience files remain valid without edits.
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let audience_status_type = [| 'Hypothesis, 'Validated |] in
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# Launch readiness check — structurally identical to the ConstraintCheck
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# type in `.ontoref/adrs/adr-schema.ncl`. Duplicated intentionally as a
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# sketch trade-off: a future lift-out into `ontology/schemas/check.ncl`
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# (shared by ADR and positioning layers) is tracked in ADR-035's negative
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# consequences. Until then, validators in both layers MUST keep these
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# variants in sync.
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let check_tag_type = [|
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'Grep,
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'NuCmd,
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'ApiCall,
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'FileExists,
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|] in
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let launch_check_type = {
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tag | check_tag_type,
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..
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} in
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# Audience — one file per segment.
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let audience_type = {
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id | String, # kebab-case, e.g. "platform-engineer"
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name | String, # human-readable display name
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description | String, # who they are (one paragraph)
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primary_pain | String, # the pain we name and claim to solve
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context | String | default = "", # constraints, daily tools, team shape
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channels | Array String | default = [], # where they consume content (blog, conf, hn, mastodon)
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evidence | Array String | default = [], # observed signals this audience exists & cares
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linked_nodes | Array String | default = [], # ontology node ids that this audience engages
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status | audience_status_type | default = 'Hypothesis, # Validated requires a Proof (rule 2)
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} in
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# Value proposition — one file per claim.
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let value_prop_type = {
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id | String, # e.g. "vp-001-structure-that-remembers"
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claim | String, # the nuclear one-liner
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audience_ids | Array String, # references audience_type.id (>=1 required, contract enforced)
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differentiator_ids | Array String | default = [], # QUÉ×QUIÉN seam: differentiators this claim binds (>=1 when Live)
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problem_solved | String, # the problem this claim addresses
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alternatives | Array String | default = [], # competition / status-quo options the user might consider
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unique_angle | String, # why no one else solves it this way
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evidence_adrs | Array String | default = [], # ADR ids that materially back this claim (required when status='Live)
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proof_points | Array String | default = [], # benchmarks, demos, public metrics
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narrative_path | String | optional, # path to markdown body (relative to project root)
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launch_criteria | Array launch_check_type | default = [],
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status | status_type,
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retired_at | String | optional, # ISO date (required when status='Retired)
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superseded_by | String | optional, # value-prop id that replaces this one
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} in
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# Campaign — a GTM moment bundling value-props for specific channels.
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let campaign_type = {
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id | String, # e.g. "launch-mcp-surface"
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title | String,
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audience_ids | Array String, # who this campaign targets
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value_prop_ids | Array String, # value-props in scope
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mechanism_ids | Array String | default = [], # difusión mechanisms this campaign coordinates
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goal | String, # what we're trying to achieve
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channels | Array String | default = [], # where this campaign runs
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launch_criteria | Array launch_check_type | default = [],
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narrative_path | String | optional,
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status | status_type,
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starts_at | String | optional, # ISO date
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ends_at | String | optional, # ISO date
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} in
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# ── QUÉ axis ────────────────────────────────────────────────────────────────
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# Differentiator — one file per area of differential value. Admissible only
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# when anchored: it must name the competitor categories that do NOT do it
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# (`vs`) and trace to ontology nodes + Accepted ADRs. Cross-field invariants
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# live in `make_differentiator` (defaults).
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let differentiator_type = {
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id | String, # e.g. "diff-witness-seam"
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area | String, # short area label
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value_claim | String, # one-line difference in VALUE, not a feature
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vs | Array String, # competitor categories that do not do this
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competitor_ids | Array String | default = [], # optional refs to competitor_type.id
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linked_nodes | Array String | default = [], # ontology node ids (>=1, contract enforced)
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evidence_adrs | Array String | default = [], # ADR ids (>=1 Accepted, contract enforced)
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status | status_type,
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retired_at | String | optional,
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} in
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# Competitor — one file per competitor or category on the QUÉ axis. Supports
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# the differentiators by recording what the competitor does and how ontoref
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# differs.
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let competitor_type = {
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id | String,
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name | String,
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category | String, # "KG consultancy", "developer portal", ...
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what_they_do | String,
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differs_by | Array String | default = [], # how ontoref differs (prose or differentiator ids)
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url | String | optional,
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linked_nodes | Array String | default = [],
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} in
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# ── CÓMO axis ───────────────────────────────────────────────────────────────
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# DifusionMechanism — one file per vehicle of difusión. Difusión is the
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# category; a Campaign is one time-boxed coordination within it. A mechanism is
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# persistent (Web, DocsSite, McpServer, Repo) or an event (Content, Talk,
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# Event). Admissible only with >=1 channel and >=1 thing it difunde — enforced
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# by make_difusion_mechanism.
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let mechanism_kind_type = [| 'Web, 'DocsSite, 'McpServer, 'Repo, 'Content, 'Talk, 'Event |] in
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let difusion_mechanism_type = {
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id | String,
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kind | mechanism_kind_type,
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name | String,
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description | String | default = "",
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persistent | Bool, # persistent surface vs one-off / event
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channels | Array String | default = [], # where it runs (>=1, contract enforced)
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value_prop_ids | Array String | default = [],
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differentiator_ids | Array String | default = [],
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launch_criteria | Array launch_check_type | default = [],
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status | status_type,
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retired_at | String | optional,
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} in
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# ── VALIDACIÓN — the seam ────────────────────────────────────────────────────
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# Proof — the costura (seam) of the positioning layer. A Proof is the
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# convergence of the three axes (a differentiator, an audience, a difusión
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# mechanism) signed by a real outcome — "where everything converges really".
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# It references the other three; nothing references it. `converges` must carry
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# >=1 id on each axis (enforced by make_proof).
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let proof_converges_type = {
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differentiator_ids | Array String,
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audience_ids | Array String,
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mechanism_ids | Array String,
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} in
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let proof_kind_type = [| 'Dogfood, 'PersonalInstance, 'ReferenceAdopter, 'Benchmark |] in
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let proof_type = {
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id | String,
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title | String,
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kind | proof_kind_type,
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converges | proof_converges_type,
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outcome | String, # the real, measurable result
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evidence | Array String | default = [], # links / paths / metric strings
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evidence_adrs | Array String | default = [],
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launch_criteria | Array launch_check_type | default = [],
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status | status_type,
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retired_at | String | optional,
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} in
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# ── VIABILIDAD — the second seam ──────────────────────────────────────────────
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# ViabilityPath — the sustainability costura, parallel to Proof. Where Proof
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# answers "is the claim real?" (validation seam over the three axes), a
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# ViabilityPath answers "does the claim sustain its maker?" (sustainability seam
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# over the same axes). It is NOT a fourth orthogonal axis — compensation is not
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# a facet of a claim but a convergence outcome: an audience (PARA QUIÉN) reached
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# by a difusión mechanism (CÓMO) monetizing a value-prop (QUÉ×QUIÉN) returns a
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# sustaining flow to the maintainer. Self-similar to witness-as-axis-seam and to
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# Proof: it references the three axes via `converges`; nothing references it.
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#
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# `directness` maps to the two poles of the core tension openness-vs-sustainability:
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# 'Indirect — the Yin/open pole: visibility, funnel, reputation (the open and
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# personal surface widens the funnel whose paid tail sustains).
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# 'Direct — the Yang/governance pole: metered payment for the witness/audit
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# surface corporate audiences pay for.
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#
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# A ViabilityPath is 'Draft (a hypothesis about how positioning could sustain the
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# project) until a real, measured compensation outcome promotes it — exactly as an
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# Audience is 'Hypothesis until a Proof validates it. The gate is one-directional
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# (realized status ⇒ realized_outcome present), never a Hard biconditional on the
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# Spiral question (ondaod forbidden pattern).
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let directness_type = [| 'Direct, 'Indirect |] in
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let flow_kind_type = [|
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'HostedService, # daemon / witness / audit surface run for a fee
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'Support, # paid support, SLA, priority response
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'Consulting, # integration / adoption / advisory services
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'DualLicense, # commercial license of an otherwise-open surface
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'Sponsorship, # grants, sponsors, patronage of the open protocol
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'Product, # a consumer artefact (e.g. a native shell) adopted or paid for
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'Funnel, # indirect: the open/personal surface feeds a paid tail
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'Reputation, # indirect: talks/demos/content convert to opportunities
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|] in
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let viability_converges_type = {
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audience_ids | Array String, # PARA QUIÉN the flow draws from (>=1 enforced)
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mechanism_ids | Array String, # CÓMO they are reached — difusión (>=1 enforced)
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value_prop_ids | Array String, # QUÉ×QUIÉN claim monetized (>=1 enforced)
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} in
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let viability_path_type = {
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id | String, # e.g. "via-001-governance-audit-tail"
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title | String,
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directness | directness_type, # maps to openness-vs-sustainability poles
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flow_kind | flow_kind_type,
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converges | viability_converges_type, # the triple-axis convergence this flow rests on
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hypothesis | String, # the sustaining mechanism stated as a claim
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realized_outcome | String | optional, # the REAL measured compensation (required when status='Validated|'Live)
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linked_nodes | Array String | default = [], # ontology node ids (>=1 enforced — must engage the viability tension)
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evidence_adrs | Array String | default = [], # ADR ids backing the path (required when status='Live)
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launch_criteria | Array launch_check_type | default = [],
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status | status_type, # Draft until a real outcome → Validated/Live
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retired_at | String | optional,
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} in
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{
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PositioningStatus = status_type,
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AudienceStatus = audience_status_type,
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MechanismKind = mechanism_kind_type,
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ProofKind = proof_kind_type,
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Directness = directness_type,
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FlowKind = flow_kind_type,
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LaunchCheckTag = check_tag_type,
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LaunchCheck = launch_check_type,
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Audience = audience_type,
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ValueProp = value_prop_type,
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Campaign = campaign_type,
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Differentiator = differentiator_type,
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Competitor = competitor_type,
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DifusionMechanism = difusion_mechanism_type,
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Proof = proof_type,
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ViabilityPath = viability_path_type,
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}
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