{
 "id": "4.4",
 "title": "The five directions",
 "department": "Brand",
 "department_slug": "brand",
 "direction": {
  "id": "cooker",
  "name": "Seeti"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "2026-10-26",
 "holds": "Side by side, strengths, scores",
 "urls": {
  "html": "https://handbook.joinsquareup.com/brand/the-five-directions/cooker",
  "markdown": "https://handbook.joinsquareup.com/brand/the-five-directions/cooker.md",
  "json": "https://handbook.joinsquareup.com/brand/the-five-directions/cooker.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/brand/the-five-directions/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/brand/the-five-directions/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/brand/the-five-directions/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/brand/the-five-directions/octopus.json"
  }
 ],
 "tldr": {
  "headline": "Five characters in the kitchen, and Seeti is already cooking",
  "points": [
   {
    "icon": "spark",
    "text": "The product is a kitchen: the read is cooking and the brief is the order ticket."
   },
   {
    "icon": "chat",
    "text": "A cooker whistles and people stop, so the sound is the notification."
   },
   {
    "icon": "chart",
    "text": "Seeti scored 11 of 11 on the bar and 8 of 10 on Octalysis."
   },
   {
    "icon": "warn",
    "text": "Gives up cuddliness, and the whistle needs one sentence outside India."
   },
   {
    "icon": "flag",
    "text": "No direction is picked, and no founder test has run."
   }
  ],
  "stat": {
   "value": "11",
   "label": "bar score out of 11"
  },
  "decide": "A few whistles or three whistles in Seeti's tagline?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/f.js:33-295 sections f-1 meet, instant, week, side-by-side, how-to-choose, after",
  "brand-directions/docs2/data/dirs.json, all five entries",
  "brand-directions/cooker/system.md sections 1 and 7",
  "brand-directions/cooker/brand.html b1, b2, b6",
  "brand-directions/cooker/review.md, round 3 verdict",
  "brand-directions/BRIEF.md sections 3.8 and 4",
  "memory brand-directions-2026-10-25"
 ],
 "open_questions": [
  "Which direction wins? Proposal: run the five tests with five founders this week, then pick. If the brand must start in India, Seeti leads.",
  "Should Fetch and Buzz be scored by a critic before the pick, so all five compare on the same bar? Proposal: yes, one fresh critic round for all five after the art push, so no score is stale.",
  "A few whistles or three whistles in Seeti's tagline? Proposal: three whistles, because the sonic logo is three toots and the line then matches the sound.",
  "If Seeti wins, who redraws the master art? Proposal: one paid illustrator for the master and the 24 pixel mark, everything else rebuilt from that rig."
 ],
 "parts": {
  "Answer": "Five characters audition for one product, and this version makes the case for Seeti, the bossy pressure cooker that whistles when your week is ready, while laying all five side by side so Param can pick one.",
  "Today": "### Where the audition stands\n\n- Final cast: Fetch the dog, Buzz the bee, Scoop the raccoon, Ocho the octopus, Seeti the cooker. Hush the ghost and Margo the cat were archived on 25 October. [src: memory brand-directions-2026-10-25]\n- No direction is picked yet: `liveDirections` is empty. [src: handbook/config.json]\n- Every direction has its books, art, sounds, a product skin and a stage file in its own folder. [src: brand-directions/cooker/ listing; memory brand-directions-2026-10-25]\n- All five names are placeholders until Param confirms the pick. [src: brand-directions/book/content/f2.js:599]\n- The product name is separate and still open. See Naming. [src: brand-directions/book/content/f2.js:527-560]\n\n### All five, side by side\n\n| | Fetch | Buzz | Scoop | Ocho | Seeti |\n|---|---|---|---|---|---|\n| What it is | Scruffy, happy dog | Round, busy bee | Nosy raccoon | Overcommitted octopus | Indian pressure cooker [src: brand-directions/book/content/f.js:58] |\n| Owned colour | Tennis ball green #aee32f | Pollen yellow #ffd60a | Tangerine #ff7a1a | Hot pink #ff4fa3 | Chilli red #ff3d2e [src: brand-directions/docs2/data/dirs.json tokens.hero] |\n| Tagline | This week's ideas, fetched | The whole hive, one bee | Everything everyone says about your store | Eight arms on your marketing | This week's marketing, ready in a few whistles [src: brand-directions/docs2/data/dirs.json tagline] |\n| Five words | Scruffy dog fetches marketing ideas | Busy bee drafts my marketing | Nosy raccoon who brings gossip | Frantic pink octopus drafts everything | Bossy cooker that whistles ideas [src: brand-directions/book/content/f.js:61] |\n| Edge | Over eager, brings back a bit too much | Overbusy and proud of it | Gossipy, never mean | Frantic, says yes to everything | Bossy, dramatic, impatient head cook [src: brand-directions/book/content/f.js:62] |\n| World | The yard | A garden and a hive | A gossip column, a little noir | A desk at the bottom of the sea | A home kitchen at dinner time [src: brand-directions/book/content/f.js:185] |\n| Display and body type | Grandstander, Commissioner | Shrikhand, Parkinsans | Gloock, Schibsted Grotesk | DynaPuff, Archivo | Bakbak One, Anek Latin [src: brand-directions/docs2/data/dirs.json display, body] |\n| Sonic logo | Two toy squeaks, a ruff, a ball bouncing twice | A buzz that zips onto two marimba notes | A paper rustle, then a two note gasp | A suction cup letting go, a pop, bubbles | Three rising whistle toots [src: brand-directions/book/content/f.js:64] |\n| Running joke | Sneaks its ball into Monday's picks | The pollen count | The tally runs onto its tail | The coffee count | Nobody lifts the lid until Friday [src: brand-directions/book/content/f.js:63] |\n| Caught up | Nap time | The hive is humming | All dished out | Arms free | Kitchen's clean [src: brand-directions/book/content/f.js:189] |\n| Hand it off | Drop it | Pass the pollen | Pass the note | Free an arm | Order ticket [src: brand-directions/book/content/f.js:190] |\n\n### What each one gives up\n\n| | Why it wins | What it gives up |\n|---|---|---|\n| Fetch | Throw, bring back, throw again. Warm without lecturing | Novelty and gravitas. A generic friendly dog was turned down before [src: brand-directions/book/content/f.js:195] |\n| Buzz | The waggle dance is the ranked feed. Reads at 16 pixels | Novelty. Some people flinch at bees [src: brand-directions/book/content/f.js:196] |\n| Scoop | Makes the read the best moment | Can read as a bin thief. Gossip can tip into mean [src: brand-directions/book/content/f.js:197] |\n| Ocho | Names the feeling of eight jobs at once | Calm and drawing cost. Busy arms could imply it posts [src: brand-directions/book/content/f.js:198] |\n| Seeti | The product already is a kitchen. Everyone obeys the whistle. Whistles are a native progress bar. A hot colour in a cold category | Cuddliness. The whistle needs one sentence outside India. A pot has no neck, so the acting kit is tight. Pun space runs out fast [src: brand-directions/book/content/f.js:199; brand-directions/cooker/brand.html b2] |\n\n### Critic scores so far\n\n| | Bar score | Octalysis fit | Date and state |\n|---|---|---|---|\n| Seeti | 11 of 11 | 8 of 10 | 25 October, round 3. Craft: story 8, fun 7, art 6, human 7, product 9 [src: brand-directions/cooker/review.md, Verdict] |\n| Ocho | 10.5 of 11 | 7 of 10 | 25 October, round 3 [src: brand-directions/book/content/f.js:209] |\n| Scoop | 9.5 of 11 | 6 of 10 | 25 October, round 3 [src: brand-directions/book/content/f.js:210] |\n| Fetch | Not scored | Not scored | Built after round 3 [src: brand-directions/book/content/f.js:211] |\n| Buzz | Not scored | Not scored | Built after round 3 [src: brand-directions/book/content/f.js:212] |\n\n- The round 3 critic found no blockers and 4 majors for Seeti, all about the art: fingered gloves on the error pose and five faces, trace leftovers, soft steam gradients on the home hero, and a weak turnaround. [src: brand-directions/cooker/review.md, Majors 1 to 4]\n- The art push after round 3 redrew Seeti as vector parts from one rig, so the art scores are stale and need a fresh look. [src: brand-directions/cooker/character.html c11; brand-directions/book/content/f.js:214]\n\n### The case for Seeti\n\n- The product already is a kitchen: the read is cooking, picks are this week's specials, the brief is the order ticket. Nothing needs forcing. [src: brand-directions/cooker/brand.html b2]\n- People stop what they are doing when a cooker whistles, so the sound is the notification. [src: brand-directions/cooker/brand.html b2]\n- One, two, three whistles is a progress bar a founder never has to read as a percentage. [src: brand-directions/cooker/brand.html b2]\n- It scolds ideas, never people, so the edge is safe to screenshot. [src: brand-directions/cooker/system.md section 1]\n- It grows by props, cook then server then plate checker, with the same face. [src: brand-directions/cooker/system.md section 5]\n- The risk: steel and one red can look like a utility brand, and the open question is a few whistles or three whistles. [src: brand-directions/book/content/f.js:238]",
  "Tomorrow": "If Param picks Seeti, these follow. If he picks another, this version is archived and none of it ships.\n\n- v1, New: Seeti becomes the one character. The other four folders stop changing and nothing from them appears in the product, the site or marketing. [src: brand-directions/book/content/f.js:288-290]\n- v1, New: the product name is chosen first, then every wordmark slot is filled. [src: brand-directions/book/content/f.js:271]\n- v1, New: one rig locks every pose, face and the small mark, checked at 24 pixels. A real illustrator redraws the master, because the art caps every direction at about 6 to 7. [src: memory brand-directions-2026-10-25; brand-directions/cooker/review.md]\n- v1, Changes: 45 screens are reskinned in Seeti's tokens, phone and laptop, dark and light, as Restyle only. [src: brand-directions/book/content/f.js:271]\n- v1, Changes: every line around the buttons is rewritten from cooker/system.md, buttons keep plain words. [src: brand-directions/cooker/system.md section 3]\n- v1, New: voice, sonic logo, five cues and seven moment lines are recorded and levelled. See Sound and motion. [src: brand-directions/book/content/f.js:271]\n- v1, New: the weekly game in Seeti's words: Monday whistles, stove's been hot, cold week, chef's surprise. [src: brand-directions/cooker/system.md section 3]\n- v2, New: Seeti grows into the server with a tray when the product prepares and schedules posts, only after a person says yes. [src: brand-directions/cooker/character.html c10]\n- v3, New: the plate checker reports which dishes the table finished when the product measures. [src: brand-directions/cooker/character.html c10]\n- v4, Stays: same face when the product runs ads within rules. Seeti carries the tray inside your limits, with undo. [src: brand-directions/cooker/character.html c10]",
  "How we do it": "1. Each decider answers alone: what should a founder feel on Monday morning. For Seeti the answer is: the kitchen is in charge, it is ready when it whistles.\n2. Compare answers. Three or more matching is the front runner.\n3. Read the seven moment lines for the front runner and one other, aloud. Ask whether a busy founder will smile every Monday, not only the first.\n4. Run the five free tests with at least five founders: ten second test, blind sound test, icon test at 24 pixels, bad day test on the error line, team test.\n5. Settle the front runner's open question. For Seeti: a few whistles or three whistles.\n6. Pick. Set `liveDirections` in `handbook/config.json`, archive the other four versions, and run the nine step redo: settle questions, lock the character, fill the name, skin 45 screens, rewrite copy, record sound, build play, ship in order, start marketing.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Ten second test pass rate | Share of founders who name the object and the job after ten seconds on the home page | Founder sessions, logged in the decisions log | Proposed |\n| Blind sound match | Share of people who pick Seeti's logo as the one that means ready, with no pictures | Same sessions | Proposed |\n| Icon recall | Share who can describe or draw the 24 pixel mark a day later | Follow up message | Proposed |\n| Bar score | Points of the eleven point bar in BRIEF.md 3.8, from an independent critic | brand-directions/cooker/review.md | Exists, 11 of 11 on 25 October, stale after the art push |\n| Octalysis fit | Critic score out of 10 | brand-directions/cooker/review.md | Exists, 8 of 10 on 25 October |\n\nNone of the five founder tests has been run yet.",
  "Open": "1. Which direction wins? Proposal: run the five tests with five founders this week, then pick. If the brand must start in India, Seeti leads.\n2. Should Fetch and Buzz be scored by a critic before the pick, so all five compare on the same bar? Proposal: yes, one fresh critic round for all five after the art push, so no score is stale.\n3. A few whistles or three whistles in Seeti's tagline? Proposal: three whistles, because the sonic logo is three toots and the line then matches the sound.\n4. If Seeti wins, who redraws the master art? Proposal: one paid illustrator for the master and the 24 pixel mark, everything else rebuilt from that rig."
 }
}