Design skills

Dung khi can tra loi duoc tai sao khach chon MINH chu khong chon nguoi khac — positioning statement theo Promise + Proof + Path, ma tran khac biet so voi doi thu, category entry points, thap thong diep 3 tang va huong tagline. Kich hoat khi user nhac 'dinh vi thuong hieu', 'positioning', 'USP', 'khac biet voi doi thu', 'tai sao khach chon minh', 'tai dinh vi', 'noi gi de khach nho', 'san pham giong het thi truong'. Khong dung cho — soi doi thu dang lam gi thi dung skill 08-nghien-cuu-doi-thu; giong noi va tu vung khi viet thi dung skill 35-brand-voice; viet cau slogan / headline poster hai lop thi dung skill 74-copy-hai-lop; dong goi goi ban thi dung skill 31-offer-design; ke hoach ra mat san pham thi dung skill 59-go-to-market.

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Use when a PERSONAL brand needs to make money — three funnel versions for founder, coach, and creator, an offer ladder from free to low to mid to high ticket, pricing psychology, inbound versus outbound outreach, and brand deal and sponsorship negotiation, with tax and legal variants for US LLC, EU per country, SEA Pte Ltd, and LATAM MEI. Trigger on 'monetize my personal brand', 'offer ladder', 'launch my course', 'coaching packages', 'sponsorship rates', 'I have an audience and no income'. Not for — a company product offer, see `31-offer-design-global` and `17-pricing-strategy-global`; the strategy that comes first, see `23-personal-brand-strategy-global`; running the community, see `28-community-building-global`.

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Dung khi mot CA NHAN da co nguoi theo doi va muon RA TIEN — 3 phien ban funnel cho founder, coach, creator; offer ladder tu mien phi den high-ticket; tam ly gia cho dich vu gan voi con nguoi; inbound vs outbound; dam phan brand deal cho creator; thue va phap ly ca nhan tai VN. Kich hoat khi user nhac 'kiem tien tu personal brand', 'offer ladder ca nhan', 'ban khoa hoc', 'coaching 1-1', 'nhan booking sponsorship', 'nhieu follower ma khong ra tien', 'founder lead gen'. Khong dung cho — dinh gia san pham cua DOANH NGHIEP thi dung skill 17-pricing-strategy; dong goi offer cho san pham cong ty thi dung skill 31-offer-design; chuoi email nuoi duong thi dung skill 14-email-marketing.

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Dung khi goi ban chua du hap dan va can dong goi lai — value stack, bonus, bao hanh va dao nguoc rui ro, ly do gap rut co that, cau truc upsell va downsell, dong goi dich vu thanh san pham ban duoc. Kich hoat khi user nhac 'thiet ke offer', 'offer khong convert', 'value stack', 'bonus stack', 'guarantee', 'risk reversal', 'upsell downsell', 'goi coaching', 'khach thay dat qua', 'ban gi thi khach moi mua'. Khong dung cho — chon con so gia va bac goi thi dung skill 17-pricing-strategy; offer MIEN PHI de doi thong tin lien he thi dung skill 70-lead-magnet; viet copy ban offer da chot thi dung skill 05-copy-quang-cao.

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Dung khi can brief mot ANH TINH cho designer hoac photographer — banner, thumbnail, poster, anh feed: muc tieu visual, concept va mood, bo cuc, copy overlay, mau va font lay tu brand guideline, kich thuoc theo kenh, tieu chi duyet. Kich hoat khi user nhac 'brief anh', 'brief banner', 'brief thumbnail', 'brief visual', 'dat designer lam anh', 'ta lai anh muon lam sao', 'designer hoi lai hoai'. Khong dung cho — chua co cau overlay / slogan hai lop thi dung skill 74-copy-hai-lop truoc; chuoi nhieu slide thi dung skill 43-brief-carousel; huong dan thao tac tren Canva thi dung skill 45-brief-canva; can asset gap trong ngay khi campaign dang chay thi dung skill 48-quick-visual-brief; tu gen anh bang AI thi dung skill 30-thiet-ke-master.

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Dung khi designer se lam TREN CANVA hoac Figma va can direction thao tac cu the — chon template base, thu tu thao tac, map tung element vao vi tri, luoi va khoang cach, mau va font lay tu brand kit, checklist export, viec nen va khong nen lam. Kich hoat khi user nhac 'brief Canva', 'huong dan lam tren Canva', 'direction Canva', 'template Canva', 'layout Canva', 'lam trong Figma', 'ban design chua ranh nen phai chi tay'. Khong dung cho — brief concept anh tinh khong gan cong cu thi dung skill 42-brief-hinh-anh; chuoi slide carousel thi dung skill 43-brief-carousel; quy dinh mau, font va logo cua thuong hieu thi dung skill 46-brand-guideline.

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Use when positioning needs defining or sharpening — a statement built on Promise, Proof, and Path, a differentiation matrix against competitors, category entry points, a three-level message hierarchy, and tagline directions. Trigger on 'positioning', 'positioning statement', 'what makes us different', 'USP', 'why should customers choose us over them', 'we sound the same as everyone else'. Also use when the user can list features but not a reason to pick them. Not for — competitor teardown research, see `08-competitor-research-global`; how the brand sounds in writing, see `35-brand-voice-global`; the offer and its value stack, see `31-offer-design-global`; the launch built on it, see `59-go-to-market-global`.

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Use when a launch needs a repeatable EXECUTION playbook — a T-30 to D+7 timeline, per-function checklists for content, design, ads, sales, and engineering, a launch-day war room, an escalation matrix, and roll-back criteria. Trigger on 'launch playbook', 'launch checklist', 'launch day plan', 'launch SOP', 'war room', 'we launch in two weeks and nothing is organized'. Also use when a GTM strategy exists and nobody knows who does what on the day. Not for — the strategy and beachhead choice, see `59-go-to-market-global`; the campaign brief, see `02-campaign-brief-global`; the post-launch review, see `63-campaign-retrospective-global`; a live crisis, see `66-crisis-playbook-global`.

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Dung khi campaign da chot huong va can biet phai thiet ke NHUNG GI — danh sach asset theo kenh kem kich thuoc, so luong, uu tien, nguoi lam, deadline dat nguoc tu ngay launch theo timeline T-14 den D+1 va quy uoc dat ten file. Kich hoat khi user nhac 'asset list', 'danh sach asset campaign', 'designer can lam gi', 'liet ke file thiet ke', 'campaign nay can bao nhieu anh', 'checklist design', 'khong biet con thieu asset nao'. Khong dung cho — brief chi tiet cho tung asset thi dung skill 42-brief-hinh-anh, 43-brief-carousel hoac 44-brief-video-editor; brief tong the chien dich cho ca team thi dung skill 02-brief-chien-dich; nhan mot master ra du kich thuoc thi dung skill 50-asset-resize.

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Use when brand VISUAL rules have to be created or updated — brand personality, color system, typography, logo usage, imagery and visual tone, component rules, accessibility contrast, standard asset sizes, and file naming. It is the source document every design skill and the Brand Hub reads. Trigger on 'brand guideline', 'brand book', 'style guide', 'brand standards', 'our designs all look different', 'update the brand palette'. Also use when the user has a logo and nothing written down. Not for — how the brand SOUNDS in writing, see `35-brand-voice-global`; positioning and the message, see `58-positioning-global`; briefing one asset, see `42-image-brief-global`; scoring a design, see `47-design-review-global`.

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Use when the user wants a marketing image GENERATED or an image prompt written — personal brand portraits, logos and monograms, campaign key visuals, day-to-day social graphics, editorial art, infographics, web hero mockups, and quote graphics. Reads brand identity from project context, composes an on-brand prompt, generates via gpt-image-2 when an API key exists, otherwise outputs paste-ready prompts for DALL-E 3, MidJourney, Leonardo, or Ideogram. Trigger on 'design an image', 'make me a logo', 'MidJourney prompt', 'key visual for the campaign', 'generate a graphic for this post', 'I need a visual and have no designer'. Not for — briefing a human designer on a static, see `42-image-brief-global`; a slide sequence, see `43-carousel-brief-global`; the brand rules themselves, see `46-brand-guideline-global`; scoring a finished design, see `47-design-review-global`.

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Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.

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Use when a campaign needs its full design asset list before anyone opens a tool — asset type, dimensions, channel, quantity, priority, owner, deadline, and status, with deadlines counted backward from launch day on a T-14 to D+1 timeline plus a naming convention. Trigger on 'campaign asset list', 'what does the designer need', 'list the design files', 'creative asset plan', 'how many banners do we need', 'the designer keeps asking what to make'. Not for — the spec for one individual image, see `42-image-brief-global`; a slide sequence, see `43-carousel-brief-global`; an urgent mid-campaign swap, see `48-quick-visual-brief-global`; resizing an existing master, see `50-asset-resize-global`.

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Use when a finished DESIGN needs scoring and feedback — brand consistency, hierarchy plus readability plus accessibility, conversion elements, and platform fit, 10 points each, with per-issue feedback in issue, why, and how-to-fix form and a verdict of approve, minor fix, or redo. Trigger on 'design review', 'review this design', 'score this creative', 'is this design good', 'brand check on this banner', 'can we ship this or not'. Also use when the user just sends an image and asks for thoughts. Not for — reviewing copy and briefs, see `62-marketing-review-global`; writing the brief before production, see `42-image-brief-global`; the brand rules being checked against, see `46-brand-guideline-global`.

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Use when the WHAT being sold needs work, not the price and not the copy — core promise, value stack, bonuses, guarantee and risk reversal, honest scarcity and urgency, tier packaging, upsell and downsell paths, and high-ticket or productized service structures. Trigger on 'design an offer', 'irresistible offer', 'value stack', 'add a guarantee', 'my offer is not converting', 'people say it is too expensive'. Also use when traffic and copy are fine and nobody is buying anyway. Not for — the number on the price tag, see `17-pricing-strategy-global`; the ad text selling it, see `05-ad-copy-global`; the page it sits on, see `12-landing-page-brief-global`; the launch sequence, see `59-go-to-market-global`.

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Use when a designer needs hands-on production direction inside a tool — Canva, Figma, or Adobe Express: which template to start from, the operating order, element-by-element mapping, grid and spacing, brand kit colors and fonts, export checklist, and the dos and do-nots. Trigger on 'Canva brief', 'Figma brief', 'production direction', 'how do I build this in Canva', 'layout direction for the designer', 'the junior designer needs step by step'. Not for — the creative concept for a static, see `42-image-brief-global`; the concept for a slide sequence, see `43-carousel-brief-global`; the brand rules being applied, see `46-brand-guideline-global`; adapting one master into every size, see `50-asset-resize-global`.

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Use when a multi-slide carousel is needed for Instagram, Facebook, or LinkedIn — a narrative arc with the hook on slide one, value through the middle, CTA on the last, headline, body, visual direction, and background per slide, plus an HTML preview to approve the concept before production. Trigger on 'carousel brief', 'make a carousel', 'turn this into slides', 'LinkedIn carousel', 'slide by slide breakdown', 'preview the carousel first'. Not for — a single static image, see `42-image-brief-global`; the caption posted with it, see `37-social-caption-global`; production steps inside Canva or Figma, see `45-design-tool-brief-global`; scoring the finished slides, see `47-design-review-global`.

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YAML output format and approval criteria for platform design reviews. Load when generating review feedback.

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Emotional design and delight patterns for product owners. Load when designing onboarding flows, empty states, first-run experiences, or evaluating the emotional quality of an interface.

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25 real-world system design case studies condensed from Alex Xu's System Design Interview Vol 1 and 2 - requirements, architecture, deep dive insights, key takeaways

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Web UI design patterns for product owners. Load when designing web application interfaces, writing web-specific acceptance criteria, or evaluating responsive designs.

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Terminal UI and CLI design patterns for product owners. Load when designing command-line tools, interactive terminal applications, or writing CLI-specific acceptance criteria.

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TLA+ formal verification for design correctness and PBT pipeline integration

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Design taste evaluation framework — DVF primary filter, Apple/Google/Jobs design principles as explicit scoring criteria, weighted decision matrix, and option ranking for the DIVERGE wave

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