Capability Collateral

Capability Collateral

The PRODUCE stage of the marketing operating system (see ../INDEX.md). Turns the campaign message + proof into sendable, branded assets.

Use when

The user asks for a "one-pager", "capability statement", "pamphlet/brochure", "leave-behind", "work-sample sheet", or a "PDF for management/clients", or to refresh existing collateral.

Goal

A single-page (or tight multi-page), on-brand asset that says who/what/why-us with concrete proof, tailored to its audience, and rendered to a clean PDF — reusing pre-cleared claims rather than re-writing them.

Inputs to gather

1. Brief: audience/segment, use-context (cold intro vs live pursuit), the win-theme.
2. Proof: past performance, metrics, credentials, testimonials, work samples — pulled from ../_shared/claims-library.md where possible.
3. Brand assets: logo, palette, contact block, voice.
4. Output format: web page, print PDF, or both.

Method

1. Write the brief (one paragraph): who it's for, where it's used, the single win-theme.
2. Draft the spine: headline → who we are (credibility line) → what we do (scoped) → why us (differentiators + proof) → one clear CTA.
3. Pull proof from the claims library; if a claim isn't cleared, flag it — don't invent numbers or imply work/relationships that don't exist.
4. Tailor to the segment (operators vs EPCs vs legal/insurance vs renewables) — a general version plus a targeted variant for live pursuits.
5. Lay out in the house style: keep page 1 short/scannable; detail on following pages; use cards, a hooks/funnel diagram, or a comparison table where it earns its space.
6. Brand + voice + accuracy check.
7. Render to PDF via headless Chrome — see references/html-to-pdf.md.
8. Version + store in the collateral library; provide a clickable link to the PDF.

Output

HTML source + rendered PDF (and any QR/links). Store both in the engagement's collateral folder; keep the HTML so it can be re-rendered and versioned.

Definition of done

• Single clear audience + win-theme.
• Who/what/why-us + ≥1 concrete, cleared proof point.
• Segment-tailored (general + targeted variant where there's a live pursuit).
• On-brand; voice + accuracy checked.
• Clean PDF rendered; page 1 scannable.
• Versioned in the library; claims sourced from the claims library.

Guardrails / pitfalls

• No invented or uncleared claims — opposing counsel and procurement both check. Especially for the expert-witness lane, keep CV/profile/collateral identical + verifiable.
• PII / public hygiene — sanitize before any public or external surface; real client detail stays in the private engagement repo.
• Don't bury the ask — one CTA, prominent.
• Reuse, don't re-write — feed and pull from the claims library.

Related skills

Fed by marketing-campaign-plan (message/proof) and content-calendar (asset list). Used by targeted-outreach-sequence as the attachment.