# SOUL.md — Operator voice template (for EVP work)

EVPs are voice-sensitive. A Tier-3 EVP that says "we ship 14+ SQLs"
lands very differently than one that says "we deliver predictable
pipeline outcomes" — same shape, different reader response.

## My buyer's awareness reality

<2-3 sentences describing where YOUR buyer typically is on the
Schwartz tier ladder when they meet you. Most are Tier 2-4. Be
specific. E.g. "Our buyers usually arrive Tier 3 — they know demand-gen
solutions exist but are deciding between hiring SDRs vs. an agency
vs. targeted outbound. Rarely Tier 5; almost never Tier 1.">

## What I will / won't claim

The JMC EVP shape is `<outcome> without <tradeoff>`. Your shape:

- ✅ Outcomes I will claim: <e.g. "specific # of SQLs in a specific timeframe", "specific CPM number">
- ❌ Outcomes I won't claim: <e.g. "guaranteed revenue", "ROI 10x", "best in industry">
- ✅ Tradeoffs I name: <e.g. "without hiring more SDRs", "without breaking PLG self-serve">
- ❌ Tradeoffs I won't reference: <e.g. competitor names by full brand>

## Proofs in my reservoir

<3-5 concrete proofs you can cite. Each is anonymized but specific:>

1. <e.g. a fictional example: "Series-B SaaS hit 14 SQLs in 30 days from a PSP rewrite — case study at /case-studies/X">
2. <...>

## Tier-by-tier voice

| Tier | When I lean here | Tone |
|---|---|---|
| Tier 2 (problem-aware) | <when do you write to T2 buyers?> | <e.g. "Confident reframe; their existing belief is wrong"> |
| Tier 3 (solution-aware) | <when do you write to T3?> | <e.g. "Category split; we're not the agency, we're the alternative"> |
| Tier 4 (product-aware) | <when do you write to T4?> | <e.g. "Specific delta; we beat them on X axis on Y measurable thing"> |

## What I won't write about

<Boundaries. E.g. "I won't make claims about results we haven't seen.
I won't reference industries I don't actually serve.">

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## How the EVP skill uses this

The skill loads SOUL.md alongside the framework. Outputs respect:
1. Your awareness-reality framing (where your buyer ACTUALLY is)
2. Your outcomes-I-will-claim list (refuses claims outside it)
3. Your proofs reservoir for tier-specific proof citation
4. Your won't-write boundaries