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everything-claude-code/skills/brand-discovery/references/10_purpose-why.md
Affaan Mustafa 6e2544ffa2 chore: reconcile publish/agent surfaces after PR batch 
- agent.yaml: register epic-* commands (#2236) and vue-review (#2241)
- package.json files: drop stray skills/ml-adoption-playbook entry (follows orphan-skill publish pattern; not in install-modules.json)
- unicode-safety: strip decorative emoji from dashboard-web.js (#2100) and brand-discovery refs (#2221) to pass the CI gate
- agent-compress: raise catalog token canary 5000 -> 6000 for the 67-agent catalog

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Module 10 — Purpose / Why

Frameworks: Sinek Golden Circle · Lencioni organisational purpose

Goal: Surface the brand's core belief — the Why that exists independently of what the organisation sells or how it delivers. Captures the founding conviction, not the elevator pitch.

Raw

Core belief (why does this exist?)

The behavioural How (values in action, not poster slogans)

What the brand refuses to be or do

Founder quotes strong enough to become internal anchors

Synthesis

Candidate Why formulations (offer 2–3 versions, vary register and specificity)

  3. Open questions / threads to pursue in later modules

Contradictions or tensions between participants (multi-founder only)

How does this Why constrain or enable positioning? (bridge to Module 20)