One-Pager
Single-page enablement documents that communicate a product, feature, solution, event, insight, or competitive comparison in a format scannable in 30 seconds. Three-phase process: design the wireframe layout, fill with structured content, then polish the copy.
The body of this file holds decision-grade context (when to invoke, inputs, type-selection table, anti-hallucination guardrails, gotchas, integration). Step-by-step process, output template + worked example, quality gates, and DESIGN.md integration spec live in the premium reference.
Doctrine inherited (Step 7 — 0626 rollout)
Output complies with:
Refinements applied to this skill:
| Code |
Refinement |
How it lands in one-pager |
| R1 |
Source placement (three layers) |
One-pagers are end-customer-facing (leave-behinds, exec briefs). No sources block. Citations stay in working markdown for QA review only; stripped before publish. The page IS the doc. |
| R3 |
Product-update tone |
Product overview / feature spotlight / solution brief variants frame as "we shipped X" not "we are thrilled to announce." Even Tier 1 launches. |
| R6 |
CTA hierarchy |
Market-facing variants (product overview, feature spotlight, solution brief) → sign-up primary, blog/longer-read as fallback. Warm-base variants (event recap, insight summary) → product-action CTA. Never both. |
| R8 |
Entity-name headings |
When the one-pager features a specific product/feature/event, headings repeat the entity name ("What [Product] does," "Who [Product] is for," "How [Product] is different") — not pronoun headings ("What it does"). |
| R9 |
Action-oriented section names |
Use "How to sign up to [Product]" instead of "What happens next." "The problem we're solving" instead of "The problem we built for." Action over status. |
Claude Code triggers
Invoke this skill when user says:
- "One-pager for [topic]"
- "Create a one-pager"
- "Solution brief"
- "Product brief"
- "Feature brief"
- "Leave-behind for [meeting/event]"
- "Recap sheet"
- "Single page summary"
- "One page overview"
Do NOT invoke when:
- User wants a multi-page landing page → Use
landing-page-wireframe + landing-page-copy
- User wants a detailed competitive comparison with feature tables → Use
sales-enablement (competitive one-pager template)
- User wants a full case study with narrative → Use
case-study
- User wants a slide deck → Use
sales-deck
Input requirements
Required inputs
| Input |
Description |
Source |
| Topic/subject |
What the one-pager is about |
User provides |
| One-pager type |
product / feature / solution / event recap / insight / competitive |
User selects or skill infers from topic |
| Target audience |
Who will read this (buyer persona, role, awareness level) |
User provides or inferred from ICP |
Optional inputs (improve quality)
| Input |
How it helps |
| Product messaging |
Provides verified headlines, value props, proof points |
| ICP research |
Calibrates language, sophistication, pain points |
| TOV guidelines |
Ensures voice consistency with other client materials |
| Brand-kit |
Design tokens, colors, fonts for formatted output |
| Source material |
Transcript insights, research output, brief — raw content to structure |
| Metrics/data |
Specific numbers to feature as callouts |
| Quotes |
Verbatim customer or stakeholder quotes |
Input validation checklist
Before proceeding, verify:
If inputs are missing: Ask for topic and audience. Default to "product overview" type unless context suggests otherwise.
One-pager types (decision-grade)
Type selection guide
| Type |
Sections |
Best for |
Typical source |
| Product overview |
Hero → Problem → Solution → Features (3) → Proof → CTA |
New prospect intro, trade show handout |
Product messaging, ICP research |
| Feature spotlight |
Hero → Use case → How it works (3 steps) → Metric → CTA |
Product launch leave-behind, feature announcement |
Product launch brief, release notes |
| Solution brief |
Hero → Challenge → Approach (3 bullets) → Results (3 metrics) → Quote → CTA |
Post-demo follow-up, RFP response attachment |
Demo notes, case study data |
| Event recap |
Hero → Key takeaways (3-5) → Quote → Next steps |
Post-event distribution, conference recap |
Transcript analysis, meeting notes |
| Insight summary |
Hero → SCQA insight → Supporting evidence → Implications → CTA |
Content cascade output, research distribution |
Transcript analysis, thought leadership |
| Competitive |
At-a-glance → Feature comparison → When to choose → CTA |
Competitive evaluation, sales leave-behind |
Competitor research, battlecards |
Each type has a reference template in the premium reference. Load the template in Phase 1 and adapt to the specific content.
Process at a glance
| Phase |
Purpose |
Output |
| 1. Wireframe layout |
Define structure before writing — type, hierarchy, constraints, approval gate |
Approved wireframe |
| 2. Content structuring |
Hero, body sections, proof elements (metrics + pull quote), CTA |
Filled draft |
| 3. Copy polish |
Voice, tightening to 500-600 words, anti-hallucination, export format |
Export-ready markdown |
Full step-by-step (with checkpoints, flowchart, review gate) in the premium reference.
Design integration — DESIGN.md tokens
This skill consumes the client's DESIGN.md at projects/consulting/{client}/brand/{MMYY}-brand-kit.md. The token frontmatter is the source of truth for visual treatment.
Decision-grade rules:
- Quote exact token values (no color names —
colors.primary, not "the brand's primary color")
- One primary color per surface (header band + single CTA only)
- Two font weights max
- Spacing on the brand's
spacing.* scale
- If no DESIGN.md exists → pause and recommend
/brand-kit first; do not invent tokens
Full integration contract (spec rules, forbidden patterns, output-format specifics for PDF/PPTX/web) in the premium reference. Authoritative cross-skill rules in .claude/rules/design-production.md (auto-loaded).
Anti-hallucination guardrails
- Never invent metrics. If data isn't available, use
[METRIC NEEDED] placeholder.
- Never fabricate quotes. Use verbatim from source material or
[QUOTE NEEDED].
- Never invent customer names. Use
[CUSTOMER REFERENCE NEEDED] or "a mid-market e-commerce company."
- Source everything. Include a source line at the bottom with access dates.
- Mark inferences. If a claim is inferred (not directly sourced), note it: "[INFERRED: from X + Y]".
Gotchas
- Tries to cram too much content: The #1 failure mode. One-pagers work because they're ruthlessly prioritized. If the draft exceeds 600 words, cut sections — don't shrink font.
- Generic hero statement: "Our product helps companies succeed" — too vague. The hero must be specific enough that only this company could say it.
- Multiple CTAs: Adding a "learn more" AND "book demo" AND "download whitepaper" splits attention. One CTA. One action. One destination.
- Missing source attribution: Easy to forget the source line at the bottom. Always include it, even if sources are minimal.
- Competitive type scope creep: If the competitive comparison needs a full feature table with 10+ rows, it's not a one-pager anymore — route to
sales-enablement/competitive-onepager-template instead.
Integration with other skills
| Skill |
Relationship |
Usage |
| content-cascade |
Upstream orchestrator |
Cascade invokes one-pager (insight-summary type) as one of 5 output formats |
| product-messaging |
Upstream context |
Provides verified headlines, value props, proof points |
| icp-behavioural |
Upstream context |
Calibrates language and sophistication level |
| sales-enablement |
Sibling |
Competitive one-pagers route here or to sales-enablement depending on complexity |
| landing-page-wireframe |
Related |
For multi-page layouts; one-pager handles single-page only |
| case-study |
Related |
For full narrative customer stories; one-pager handles condensed proof |
| transcript-analysis |
Upstream source |
Provides SCQA insights for insight-summary type |
| brand-kit |
Upstream context |
Provides design tokens for formatted output |
Final ship gate
Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.
Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.
1---2name: one-pager3description: One-Pager4---56# One-Pager78Single-page enablement documents that communicate a product, feature, solution, event, insight, or competitive comparison in a format scannable in 30 seconds. Three-phase process: design the wireframe layout, fill with structured content, then polish the copy.910The body of this file holds decision-grade context (when to invoke, inputs, type-selection table, anti-hallucination guardrails, gotchas, integration). Step-by-step process, output template + worked example, quality gates, and DESIGN.md integration spec live in the premium reference.1112---1314## Doctrine inherited (Step 7 — 0626 rollout)1516Output complies with:1718- [`output-tenets.md`](../../../../rules/output-tenets.md) — the seven tenets19- [`output-simplicity.md`](../../../../rules/output-simplicity.md) — length caps, three-layer source placement, robot-tells ban20- [`doc-output-structure.md`](../../../../rules/doc-output-structure.md) — GDoc/Notion structural defaults21- Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]]2223**Refinements applied to this skill:**2425| Code | Refinement | How it lands in one-pager |26|---|---|---|27| **R1** | Source placement (three layers) | One-pagers are **end-customer-facing** (leave-behinds, exec briefs). **No sources block.** Citations stay in working markdown for QA review only; stripped before publish. The page IS the doc. |28| **R3** | Product-update tone | Product overview / feature spotlight / solution brief variants frame as "we shipped X" not "we are thrilled to announce." Even Tier 1 launches. |29| **R6** | CTA hierarchy | Market-facing variants (product overview, feature spotlight, solution brief) → sign-up primary, blog/longer-read as fallback. Warm-base variants (event recap, insight summary) → product-action CTA. Never both. |30| **R8** | Entity-name headings | When the one-pager features a specific product/feature/event, headings repeat the entity name ("What [Product] does," "Who [Product] is for," "How [Product] is different") — not pronoun headings ("What it does"). |31| **R9** | Action-oriented section names | Use "How to sign up to [Product]" instead of "What happens next." "The problem we're solving" instead of "The problem we built for." Action over status. |3233---3435## Claude Code triggers3637**Invoke this skill when user says:**38- "One-pager for [topic]"39- "Create a one-pager"40- "Solution brief"41- "Product brief"42- "Feature brief"43- "Leave-behind for [meeting/event]"44- "Recap sheet"45- "Single page summary"46- "One page overview"4748**Do NOT invoke when:**49- User wants a multi-page landing page → Use `landing-page-wireframe` + `landing-page-copy`50- User wants a detailed competitive comparison with feature tables → Use `sales-enablement` (competitive one-pager template)51- User wants a full case study with narrative → Use `case-study`52- User wants a slide deck → Use `sales-deck`5354---5556## Input requirements5758### Required inputs5960| Input | Description | Source |61|-------|-------------|--------|62| **Topic/subject** | What the one-pager is about | User provides |63| **One-pager type** | product / feature / solution / event recap / insight / competitive | User selects or skill infers from topic |64| **Target audience** | Who will read this (buyer persona, role, awareness level) | User provides or inferred from ICP |6566### Optional inputs (improve quality)6768| Input | How it helps |69|-------|--------------|70| Product messaging | Provides verified headlines, value props, proof points |71| ICP research | Calibrates language, sophistication, pain points |72| TOV guidelines | Ensures voice consistency with other client materials |73| Brand-kit | Design tokens, colors, fonts for formatted output |74| Source material | Transcript insights, research output, brief — raw content to structure |75| Metrics/data | Specific numbers to feature as callouts |76| Quotes | Verbatim customer or stakeholder quotes |7778### Input validation checklist7980Before proceeding, verify:81- [ ] Topic/subject is clear82- [ ] One-pager type is confirmed (or default inferred)83- [ ] Target audience identified8485**If inputs are missing:** Ask for topic and audience. Default to "product overview" type unless context suggests otherwise.8687---8889## One-pager types (decision-grade)9091### Type selection guide9293| Type | Sections | Best for | Typical source |94|------|----------|----------|----------------|95| **Product overview** | Hero → Problem → Solution → Features (3) → Proof → CTA | New prospect intro, trade show handout | Product messaging, ICP research |96| **Feature spotlight** | Hero → Use case → How it works (3 steps) → Metric → CTA | Product launch leave-behind, feature announcement | Product launch brief, release notes |97| **Solution brief** | Hero → Challenge → Approach (3 bullets) → Results (3 metrics) → Quote → CTA | Post-demo follow-up, RFP response attachment | Demo notes, case study data |98| **Event recap** | Hero → Key takeaways (3-5) → Quote → Next steps | Post-event distribution, conference recap | Transcript analysis, meeting notes |99| **Insight summary** | Hero → SCQA insight → Supporting evidence → Implications → CTA | Content cascade output, research distribution | Transcript analysis, thought leadership |100| **Competitive** | At-a-glance → Feature comparison → When to choose → CTA | Competitive evaluation, sales leave-behind | Competitor research, battlecards |101102Each type has a reference template in the premium reference. Load the template in Phase 1 and adapt to the specific content.103104---105106## Process at a glance107108| Phase | Purpose | Output |109|-------|---------|--------|110| 1. Wireframe layout | Define structure before writing — type, hierarchy, constraints, approval gate | Approved wireframe |111| 2. Content structuring | Hero, body sections, proof elements (metrics + pull quote), CTA | Filled draft |112| 3. Copy polish | Voice, tightening to 500-600 words, anti-hallucination, export format | Export-ready markdown |113114Full step-by-step (with checkpoints, flowchart, review gate) in the premium reference.115116---117118## Design integration — DESIGN.md tokens119120This skill consumes the client's DESIGN.md at `projects/consulting/{client}/brand/{MMYY}-brand-kit.md`. The token frontmatter is the source of truth for visual treatment.121122**Decision-grade rules:**123- Quote exact token values (no color names — `colors.primary`, not "the brand's primary color")124- One primary color per surface (header band + single CTA only)125- Two font weights max126- Spacing on the brand's `spacing.*` scale127- If no DESIGN.md exists → pause and recommend `/brand-kit` first; do not invent tokens128129Full integration contract (spec rules, forbidden patterns, output-format specifics for PDF/PPTX/web) in the premium reference. Authoritative cross-skill rules in `.claude/rules/design-production.md` (auto-loaded).130131---132133## Anti-hallucination guardrails1341351. **Never invent metrics.** If data isn't available, use `[METRIC NEEDED]` placeholder.1362. **Never fabricate quotes.** Use verbatim from source material or `[QUOTE NEEDED]`.1373. **Never invent customer names.** Use `[CUSTOMER REFERENCE NEEDED]` or "a mid-market e-commerce company."1384. **Source everything.** Include a source line at the bottom with access dates.1395. **Mark inferences.** If a claim is inferred (not directly sourced), note it: "[INFERRED: from X + Y]".140141---142143## Gotchas144145- **Tries to cram too much content**: The #1 failure mode. One-pagers work because they're ruthlessly prioritized. If the draft exceeds 600 words, cut sections — don't shrink font.146- **Generic hero statement**: "Our product helps companies succeed" — too vague. The hero must be specific enough that only this company could say it.147- **Multiple CTAs**: Adding a "learn more" AND "book demo" AND "download whitepaper" splits attention. One CTA. One action. One destination.148- **Missing source attribution**: Easy to forget the source line at the bottom. Always include it, even if sources are minimal.149- **Competitive type scope creep**: If the competitive comparison needs a full feature table with 10+ rows, it's not a one-pager anymore — route to `sales-enablement/competitive-onepager-template` instead.150151---152153## Integration with other skills154155| Skill | Relationship | Usage |156|-------|--------------|-------|157| **content-cascade** | Upstream orchestrator | Cascade invokes one-pager (insight-summary type) as one of 5 output formats |158| **product-messaging** | Upstream context | Provides verified headlines, value props, proof points |159| **icp-behavioural** | Upstream context | Calibrates language and sophistication level |160| **sales-enablement** | Sibling | Competitive one-pagers route here or to sales-enablement depending on complexity |161| **landing-page-wireframe** | Related | For multi-page layouts; one-pager handles single-page only |162| **case-study** | Related | For full narrative customer stories; one-pager handles condensed proof |163| **transcript-analysis** | Upstream source | Provides SCQA insights for insight-summary type |164| **brand-kit** | Upstream context | Provides design tokens for formatted output |165166---167168## Final ship gate169170Run `/premortem --output` before ship. See [`/premortem` skill](../../../meta/orchestration/premortem/SKILL.md) for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.171172Trivial-case escape: `## Premortem\nNo failure modes — trivial change` satisfies the contract for genuinely trivial outputs.173174---175
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