{
 "id": "10.5",
 "title": "Content engine",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": {
  "id": "cooker",
  "name": "Seeti"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Pillars, formats, cadence, made with our own product",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/cooker",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/cooker.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/cooker.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/octopus.json"
  }
 ],
 "tldr": {
  "headline": "Same recipe every Monday, new vegetables: four pillars, four hours",
  "points": [
   {
    "icon": "box",
    "text": "Four pillars: already drafted, from your own store, you decide, easy to hand off."
   },
   {
    "icon": "clock",
    "text": "About four hours a week, from templates, with our own product drafting the examples."
   },
   {
    "icon": "heart",
    "text": "Three whistles at nine on Monday; nobody lifting the lid early is the running joke."
   },
   {
    "icon": "gear",
    "text": "Seeti's kit: ten poses, nine faces, five modes and 18 recorded sound files."
   },
   {
    "icon": "warn",
    "text": "None of it runs: the direction and name are not picked, and no paid generation."
   }
  ],
  "stat": {
   "value": "18",
   "label": "recorded Seeti sound files"
  },
  "decide": "Which store do our sample drafts come from?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/cooker/marketing.html m0, m2, m3, m9",
  "brand-directions/book/content/h.js h-2 house, h-5 formats, h-10 four-hours, kit, checks",
  "brand-directions/docs2/data/dirs.json cooker",
  "brand-directions/cooker folders, file counts on 26 Oct",
  "brand-directions/_shared/sample/img",
  "brand-directions/BRIEF.md:92-97",
  "handbook content/ai-and-models/cost-per-brand.md",
  "memory: no-spend-while-building, treg-usage-rules",
  "handbook/AGENTS.md"
 ],
 "open_questions": [
  "**Which store do our sample drafts come from?** Proposal: build the sample candle store as a test brand, labelled Sample, so no partner shows without permission.",
  "**Which format retires first if time is short?** Proposal: keep the Monday and Friday formats always; drop the monthly ones first.",
  "**Who makes the posts?** Proposal: the hours in the [no-budget playbook](/marketing-and-growth/no-budget-playbook), with one owner per weekday."
 ],
 "parts": {
  "Answer": "The content engine is four pillars, a fixed set of Seeti's formats refilled every week from templates, and about four hours of work, with our own product drafting the examples; none of it runs yet because the direction and the name are not picked.",
  "Today": "| Fact | Source |\n|---|---|\n| No post, account or content calendar for the product exists | [src: no source found in memory or brew origin/main] |\n| Seeti's kit: the hero, ten poses, nine faces, five modes and scenes in cooker/svg | [src: brand-directions/cooker folders, file counts 26 Oct] |\n| Seeti's sound: 18 recorded files in cooker/snd: the tagline, lines, five cues and the three whistle sonic logo | [src: brand-directions/cooker folders, file counts 26 Oct] |\n| Sample photos of the sample candle store, used as photos only | [src: brand-directions/_shared/sample/img] |\n| Our own product reads a store and drafts; a studio make costs money and shows its price first | [src: handbook content/ai-and-models/cost-per-brand.md] |\n| No paid image or video generation while building, and never through treg | [src: memory no-spend-while-building] [src: memory treg-usage-rules] |\n| The allowed figures and their exact words | [src: brand-directions/BRIEF.md:92-97] |\n| The direction is not picked, so this plan is one of five | [src: handbook/AGENTS.md] |",
  "Tomorrow": "### The four pillars\n\n| Pillar | What every post proves | Proof we can show | Version | Tag |\n|---|---|---|---|---|\n| Already drafted | Most picks arrive with a first draft | Make it keeps every version | v1 | New |\n| From your own store | Every card says where it came from | The read steps and a source on every card | v1 | New |\n| You decide | Nothing goes out on its own | Need your yes, and nothing posts from the product | v1 | New |\n| Easy to hand off | A numbered brief and a read only link | The brief page | v1 | New |\n\nThe floor under all four: sources on every number, unsure numbers say confirm.\n\n### Seeti's weekly story\n\nMonday at 8.59 nobody lifts the lid; at 9.00 three whistles and five specials. Wednesday one question comes back and the lid stays on till you answer. Friday the kitchen is clean and Seeti tips its own lid back for the first time all week. The three whistles, and nobody lifting the lid early, are the running joke.\n\n### Seeti's formats\n\n| Format | When | The frame | On the image |\n|---|---|---|---|\n| Three whistles | Weekly, Monday | Carousel: stove on, one whistle, two, three, this week's special for candle shops | Text: Three whistles |\n| Undercooked | Weekly, Wednesday | Seeti sends a habit back | Text: Fifty percent off everything, again. Undercooked. Tell them why it smells like rain |\n| Nobody lifts my lid | Short video | A hand reaches for the lid. No. Three whistles. Now | Text: No. I will tell you when |\n| Whistle rating | Every other week | Product photos rated in whistles: plain background one, in use in the rain at night three | Text: Whistle rating |\n| Order up | Thursdays | Order ticket for table founders: one idea, extra specific, hold the discount | Text: Table founders, your order is up |\n| Next door's menu | Monthly | A category trope, never a named rival | Text: Every candle brand in October: autumn. You may be the shop that talks about rain |\n| Sunday stove | Stories, Sunday | The stove rests | Text: Kitchen's clean. If you handed off one thing this week, that counts |\n\nEvery format runs on the sample candle store with a Sample label on the image and in the caption, unless a partner gives written permission. Version v1, tag New.\n\n### Cadence and making\n\n| When | Time | Job |\n|---|---|---|\n| Monday | 30 minutes | Build the Monday special from the sample candle store only |\n| Monday | 45 minutes | Fill the three whistles carousel template |\n| Midweek | 45 minutes | Write Undercooked and the whistle rating |\n| Midweek | 30 minutes | One new pose or scene with the shot list, if needed |\n| Midweek | 60 minutes | Reel edit from the templates in the motion book |\n| Friday | 30 minutes | The LinkedIn post |\n\nFive templates sit on the shelf: three whistles, undercooked, whistle rating, order ticket, Sunday stove. New art comes from shots.json and the art pipeline, about one image per new pose. Sound is the recorded voice, the three whistle sonic logo and five cues.\n\n### Made with our own product\n\n| Item | Version | Tag |\n|---|---|---|\n| A sample read gives the week's finding; Make it gives the draft; the brief is the checklist | v1 | New |\n| Product screens show only what the current version does; anything later is a labelled Sample design | v1 | New |\n| Our own posts go out through posting with our yes, once posting ships | v2 | New |\n| Our posts show how they went, once results ship | v3 | New |\n\nSeeti, on the format rule: Same recipe every Monday. New vegetables.",
  "How we do it": "1. Monday: open the sample read, pick one finding, fill the Monday template.\n2. Make the draft in Make it from free drafts only. Ask Param before any paid make.\n3. Write the line on the image: one line, under 15 words. Set it in Bakbak One, never inside generated art.\n4. Run the truth check: no claim that the product posts, sends, schedules or measures; Sample on every sample frame; only allowed figures.\n5. Run the craft check: Seeti's face and one prop fill the first frame; zoom every image for stray letters.\n6. Run the writing checker:\n   ```bash\n   cd /Users/param/Documents/ChatGPT/brand-directions && node _tools/check.mjs\n   ```\n7. Log the post in the [campaign log](/marketing-and-growth/campaign-log).",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Posts a week | Posts that passed both checks and went out | The campaign log | Proposed |\n| Hours a week | Time spent making them | The Friday note | Proposed |\n| Asks per format | Read asks that name a post, by format, over two weeks | The asks list | Proposed |",
  "Open": "1. **Which store do our sample drafts come from?** Proposal: build the sample candle store as a test brand, labelled Sample, so no partner shows without permission.\n2. **Which format retires first if time is short?** Proposal: keep the Monday and Friday formats always; drop the monthly ones first.\n3. **Who makes the posts?** Proposal: the hours in the [no-budget playbook](/marketing-and-growth/no-budget-playbook), with one owner per weekday."
 }
}