git:20261014.4016985 to git:20261021.99f5fe0

5 added, 6 removed. Audit A to A.

# context/ — what Claude reads first

Every skill reads these folders before it writes anything. Fill them in this order:

- company facts, ICP, competitors, win-loss, expert POV, brand and voice, positioning, messaging, funnel, goals.

+ ICP, competitors, voice, positioning, messaging.

+ Win-loss, founder POV, brand kit, funnel and goals come from the free [context plugin](https://github.com/matteotitta/claude-marketing-context) when you want them.

| Folder | What goes here | Skill that fills it |

|---|---|---|

| [`icp/`](./icp/) | Who you sell to: buyer and champion, pains in their words, who not to sell to. | `/icp-research` |

| [`competitors/`](./competitors/) | One file per competitor, plus a short summary across them. | `/competitor-research` |

| [`positioning/`](./positioning/) | The category you compete in, your alternatives, what's different, who cares. | `/positioning` |

| [`messaging/`](./messaging/) | Value props, proof points per persona, the words to use and avoid. | `/messaging` |

- | [`brand/`](./brand/) | Brand kit (colours, type, logo use) and your tone of voice. | `/brand-kit and /tov-guidelines` |

- | [`expert-pov/`](./expert-pov/) | What the founder or expert believes about the market, in their words. | `/expert-pov` |

- | [`win-loss/`](./win-loss/) | Why deals close, stall and churn, quoted from real calls. | `/win-loss` |

- | [`goals/`](./goals/) | Targets, KPIs, baselines, monthly pacing, and the funnel they run through. | `/funnel-strategy then /goals` |

- | [`docs/`](./docs/) | Anything else Claude should know: company facts, briefs, transcripts, rules. | `/company-context` |

+ | [`brand/`](./brand/) | Your tone of voice: how you sound, the words to use and avoid. | `/tov-guidelines` |

+ | [`docs/`](./docs/) | Anything else Claude should know: company facts, briefs, transcripts. | `no skill: add files by hand` |

Keep one current file per topic (for example `positioning.md`) and date the research behind it (`1026-competitor-acme.md`).

See [`../example/pulse-analytics/context`](../example/pulse-analytics/context) for a filled-in version.