cmj-hub EVP Onboarding — first-run setup
10 minutes of setup that makes every downstream EVP differentiated instead of generic.
Activation
Loaded automatically by evp orchestrator when brand-config.json
or SOUL.md is missing.
Also user-invocable: "Set up EVP brand config", "EVP onboarding".
Workflow
Step 1 — ICP + PSP carry-forward
Quick check — do you already have a PSP?
If yes (claude-psp is installed and PSP doc exists): I'll pull ICP + pain + vocabulary from there.
If no: Install cmj-hub/claude-psp first. EVP without a PSP is a guess.
Step 2 — Primary outreach tier
Where is YOUR buyer on the Schwartz tier ladder when they meet you?
Most B2B buyers live in Tiers 2-4. Pick the most common one for your outreach:
Tier 1 (unaware) — you have to reveal the pain first
Tier 2 (problem-aware) — they know the pain, no solutions evaluated
Tier 3 (solution-aware) — they're comparing categories (in-house / agency / tool)
Tier 4 (product-aware) — comparing specific vendors
Tier 5 (most aware) — ready to buy
If you don't know, default to Tier 3 — most outbound campaigns target
that tier.
Save to brand-config.primary_outreach_tier.
Step 3 — Outcomes-I-will-claim list
What specific outcomes are you willing to claim in writing?
Each outcome needs:
1. A specific noun (not a verb — "14 SQLs", not "more pipeline")
2. A specific timeframe (in 30 days, per month, per quarter)
3. A proof point you can back it with
Examples of GOOD outcomes:
"14+ SQLs per month"
"Targeted-outbound CPM under $700"
"First positive reply within 7 days"
Examples of BAD outcomes (refuse to claim):
"Better demand-gen"
"Improved efficiency"
"Best-in-class outreach"
Give me 3-5 outcomes you're willing to claim. These constrain every
downstream EVP variant.
Save to SOUL.md (outcomes-I-will-claim list) + brand-config.evp_drafts.tier_3.outcome.
Step 4 — Tradeoffs you name
For each outcome, what's the obvious tradeoff you spare them from?
The EVP shape is "<outcome> without <tradeoff>". The tradeoff carries
the line — name something they'd otherwise have to give up.
Examples:
"without hiring 2 more SDRs"
"without breaking the PLG self-serve motion"
"without paying agency retainer rates"
Save to brand-config.evp_drafts.tier_3.tradeoff + SOUL.md.
Step 5 — Proofs reservoir
Give me 3-5 concrete proofs you can cite. Each is anonymized but
specific.
Examples:
"Series-B SaaS hit 14 SQLs in 30 days from a PSP rewrite — case study at /case-studies/X"
"Bootstrapped agency went 2% → 11% reply rate by killing demographic targeting"
These become the proof reservoir — EVP variants pull from here, not
fabricated case studies.
Save to SOUL.md.
Step 6 — Competitors (for Tier 4 EVPs)
For Tier 4 EVPs, you need to name competitors and your delta on a
specific axis.
Top 2-3 competitors + the axis you beat them on:
1. Generic outbound agency — CPM efficiency
2. AI SDR vendor — reply quality vs volume
3. In-house SDR build — time-to-payback
Save to brand-config.competitors.
Step 7 — Voice (SOUL.md)
Per-tier voice settings:
Tier 2 (problem-aware) — tone: ?
Tier 3 (solution-aware) — tone: ?
Tier 4 (product-aware) — tone: ?
Won't-write list:
• <e.g. industry guarantees you don't actually back>
• <e.g. competitor names you won't reference by full brand>
Save to SOUL.md.
Step 8 — Write the files + smoke test
Write brand-config.json + SOUL.md at project root. Show:
✓ brand-config.json — Tier 3 primary + 3 outcomes + 3 competitors
✓ SOUL.md — outcomes-will-claim list + 4 proofs + tier voice
Try a smoke test:
> Generate a Tier 3 EVP for my ICP
The output will use:
- Your outcomes-will-claim list (refuses outside it)
- Your tradeoffs
- Proofs from your reservoir
References
../../brand-config.example.json../../SOUL.md../../AGENTS.md- Sister skills:
evp-craft,evp-brief