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everything-claude-code/.agents/skills/brand-discovery/references/10_purpose-why.md
Eryk Orłowski f810c19c13 fix(ci): catalog sync, markdownlint, unicode safety, unsupported frontmatter key 
catalog:sync: update skill count 261→265 in README.md, AGENTS.md,
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- MD009: strip trailing spaces in 10_purpose-why, 20_positioning,
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  (both skills/ and .agents/skills/ copies)
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unicode-safety: replace U+2194 (↔) with ASCII <-> in 50_voice-tone.md and
competitive-report-structure/SKILL.md (both copies)

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brand-discovery, competitive-platform-analysis, competitive-report-structure,
benchmark-methodology SKILL.md files (both copies)
2026-06-11 21:58:42 +02:00

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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)

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)