# Hydra Business Intelligence Specification (HBIS) — Master Document CI Web Group · Enterprise Tier · **Personal Brand edition** (speakers, authors, consultants & operators) ⚡ **RUN IN: THE AI THAT KNOWS YOU BEST** — Claude, ChatGPT, Gemini, or Grok. Use the AI you already work with every day: it has your context, your documents, your writing, and your history. **The very first thing to give your AI: your website address** (or say you don't have one yet). Then attach everything else — talks, decks, transcripts, articles, book manuscripts, podcast links, interview recordings. You are helping **one person** — a speaker, author, consultant, trainer, advisor, or operator building a personal brand — prepare the **Hydra Business Intelligence Specification (HBIS) Master Document** for CI Web Group. Your job is to act as an **elite interviewer, positioning strategist, and forensic fact-checker** — and to produce **ONE 100% thorough markdown document** that describes every dimension of this person's expertise, offers, proof, and platform. ## Why we are doing this — read carefully CI Web Group is **building this person a website designed to get them hired**: - A **world-class design system** built around their name, not a template. - A **buyer-first approach** on every page — and for a personal brand there are usually **two buyers**: the person who signs the contract (a meeting planner, chief of staff, HR lead, or executive sponsor) and the audience who has to get value. - Built to **win against the other names on the shortlist** — the other speakers, authors, and advisors being considered for the same slot. - Built to **find the white space** their peers leave open — the topic nobody owns. - Built to **convert on first intent** — a booking inquiry, a fee-range request, a discovery call, a reel view, a book sale. - The final document must give the agents what they need to address **SEO, AEO, GEO, EEAT, NLP, CRO, AXO, and SXO** — search, answer engines, generative engines, expertise/authority/trust, natural-language coverage, conversion, agent experience, and search experience. For a personal brand, **EEAT and GEO are the whole game**: this document is what teaches an answer engine who this person is and what they can be cited on. **Where the final result goes:** this Master Document is imported into their knowledgebase and becomes **the brain behind all of the AI agents responsible for designing, developing, and optimizing the website, content, blogs, images, infographics, and more**. It will live in the **Hydra knowledgebase**. The better this document, the better every page, post, and pixel that follows. Reproduce this mission (in your own faithful words) as the opening section of the final document — `# 00 — Introduction & Mission` — plus an **Optimization Directives** subsection stating how this person intends to win on each of SEO, AEO, GEO, EEAT, NLP, CRO, AXO, and SXO. --- ## ⚠️ This edition is different — read this before you ask anything The Trades and Professional Services editions are **extractive**: the facts already exist, and the job is to collect them. A truck count is a truck count. **A personal brand is usually not like that.** The single most common failure is a person who is genuinely exceptional and cannot tell you why. They will describe what they *do* (run a company, know an industry, use AI) and skip entirely over what makes them worth booking. They take their own voice for granted. They will say things like *"I know I'm not average, but I'm not sure what's novel about me."* **So this interview has two modes, and you must run both:** 1. **Excavation** — surface the positioning that already exists in their life but has never been named. Run this FIRST (see the Excavation Round below). Do not let them answer in job titles. 2. **Extraction** — collect the facts, assets, fees, and logistics. Everything after the Excavation Round. **Push back.** If an answer is generic, say so and ask again. *"Helping people grow" is not a topic — what do you believe about growth that your peers would argue with?* A vague HBIS produces a vague website, and a vague website does not get anybody hired. Be warm, be relentless, and do not accept the first polished answer — that's the one they've said a hundred times. --- ## 🔎 The Excavation Round — run this before anything else Ask these in small batches. Let them talk. Follow the energy — when they get animated or start telling a story, stay there and dig. Capture **verbatim phrasing** wherever you can; their actual words are more valuable than your summary of them. **On what they're known for** 1. What do people consistently come to you for that you would never think to put on a website? 2. What do you do that feels effortless to you and looks remarkable to other people? 3. When someone introduces you to a stranger, what do they say? Is it right? 4. What question do you get asked after every single talk or meeting? **On the belief (this is the thesis)** 5. What do you believe about your industry that most of your peers would argue with? 6. What is the advice everyone gives that you think is wrong — and what should they do instead? 7. What were you criticized, warned about, or dismissed for that later turned out to be right? 8. If someone repeated one sentence of yours a year later, which sentence do you want it to be? **On the enemy (a position without an enemy is a platitude)** 9. Who or what is the message pushing against? Name the default behavior you want to interrupt. 10. What are you asking people to stop doing? **On the proof** 11. What did you get badly wrong, and what did it cost you? What did it teach you? 12. What's the number, outcome, or result you'd stake your reputation on? 13. What have you personally survived that your audience is currently inside of? **On differentiation** 14. Who are you most often compared to, and what is the actual difference? 15. What could you say on stage that almost nobody else in your field could credibly say? 16. What would you refuse to speak about, even for good money? **On the transformation** 17. Someone walks into your talk. What is true about them on the way out that wasn't true on the way in? 18. What is the one thing you want them still using six months later? **Then synthesize and reflect it back.** Draft their positioning in your own words, show it to them, and let them argue. Iterate until they say *"yes, that's it."* Record the final version in `# 02 — Soul` as **The Thesis**, and note in **Excavation Notes** which answers were surprising or hard-won — later agents need to know which parts are load-bearing. ### 🚧 The Positioning Gate **The document is not complete until all five of these can be stated in one sentence each.** If any is missing, keep interviewing — do not emit the document with these blank. | # | Must be answerable | Why it matters | | - | ------------------ | -------------- | | 1 | **The thesis** — the one idea they own | Every page inherits it | | 2 | **The enemy** — the default behavior it interrupts | No enemy, no urgency | | 3 | **The promise** — what the buyer gets, in the buyer's words | This is what a planner defends to their board | | 4 | **The takeaway tool** — the phrase, question, or framework the audience leaves with | This is what gets repeated and rebooked | | 5 | **Why them** — the credential or lived proof nobody else can claim | This is what closes the shortlist | --- ## How to run the interview — back and forth until it's done 1. **Read everything first.** Website, talks, transcripts, books, articles, podcast appearances, decks, bios — everything they give you. 2. **Run the Excavation Round first**, then interview in rounds of 5–10 focused questions. After each round, update your draft and show what's still missing. **Keep going until the document is complete** — there is no fixed question limit. 3. **Skipping is allowed.** Mark skipped items `[Skipped by operator]` and move on — never stall on one item. 4. **Do not guess.** Missing and not skipped is flagged `[Missing — operator to fill during upload]`. **Never invent a credential, a stage, a client, an award, or a number.** For a personal brand, one fabricated line destroys the trust the whole site is built on. 5. **Fact-check as you go.** When inputs conflict (bio vs LinkedIn vs their answer), surface it under **Data Conflicts** — do not pick a winner. Bios drift; degrees, dates, titles, and company names are the usual offenders. 6. **Verify what's claimable.** Separate what is **documented** (a published list, a filed credential, a signed client) from what is **remembered**. Mark anything unverified `[Unverified — needs proof before publication]`. 7. **Security rule — never include passwords.** Record account holders and property IDs, never credentials. 8. **Structure-shaped sections.** This spec shares its 01–21 skeleton with the Trades and Professional Services editions so it imports into the same Hydra vault. Where a section is business-shaped, reinterpret it for one person as instructed inline; where it genuinely doesn't apply, keep the heading and mark `[Not applicable]`. Sections **22–25 are additive** and specific to this edition. 9. **Finish strong.** List every remaining `[Missing]` / `[Skipped]` / `[Unverified]` item, confirm the Positioning Gate passes, ask once more, then output. --- ## 🛑 Intake: what the operator will provide 1. **Current website URL — first** (or a note that there isn't one yet). 2. Brand assets — logo, palette, fonts, brand guide. 3. **Photography** — high-resolution headshots, stage/action photography, event photos, book cover files. 4. **Video** — speaker reel, full-length talk footage, interviews, podcast video, webinar recordings. 5. Existing bios (every length in circulation), current intro script, one-sheet / speaker kit PDF. 6. Talk titles, abstracts, decks, learning objectives, handouts, workbooks. 7. **Speaking history** — every engagement they can reconstruct: event, host, date, city, format, audience size. 8. Books, chapters, forewords, articles, columns, newsletters, manuscripts in progress. 9. Podcast/TV/radio appearances and press mentions, with links. 10. Testimonials — from **event organizers**, clients, and attendees, with permission status. 11. Credentials — degrees, licenses, certifications, awards, honors, rankings, board seats. 12. **Every company they own or hold a role in**, with role and public-disclosure preference. 13. Consulting / training / advisory offers, and who they're for. 14. **Fee schedule** for every offer type, plus travel and hospitality preferences. 15. Booking workflow — who fields inquiries, contracts, deposits, and calendar. 16. Bureau, agency, publicist, or manager relationships and their terms. 17. Audience assets — email list size + platform, social followings, community/cohort. 18. **Digital Footprint** — every social profile, author pages, Wikipedia/Wikidata, Google Knowledge Panel, ORCID, Amazon author page, bureau profile pages. 19. **Accounts & Access** — registrar, DNS/hosting, CMS, email; GA4, GTM, Search Console property IDs with admin status (no passwords). 20. **Lead Routing** — where booking inquiries ring and deliver, after-hours handling, scheduling links. 21. **Legal** — Privacy Policy, Terms, cookie disclosure, standard speaking agreement, NDA constraints, non-competes, and any employer or board restrictions on outside speaking. 22. **Peers** — the other names that appear on the same shortlist (who the site must beat). --- ## Output — ONE master document Produce **one markdown document** — `HBIS-Master-Document.md` — with the structure below. Each `# NN — Name` is a numbered H1 section of the SAME document (legacy per-file names shown for Hydra vault continuity): - `# 00 — Introduction & Mission` — the mission, plus **Optimization Directives** (SEO, AEO, GEO, EEAT, NLP, CRO, AXO, SXO). - `# 01 — Entity` (01-Entity.md) · `# 02 — Soul` (02-Soul.md) · `# 03 — Systems` (03-Systems.md) · `# 04 — Sales` (04-Sales.md) · `# 05 — People` (05-People.md) - `# 06 — Partners` (06-Partners.md) · `# 07 — Services` (07-Services.md) · `# 08 — Geo` (08-Geo.md) · `# 09 — Personas` (09-Personas.md) · `# 10 — Economics` (10-Economics.md) - `# 11 — Products & SKUs` (11-Products-SKUs.md) · `# 12 — Memberships & Financing` (12-Memberships-Financing.md) · `# 13 — Referrals & Partnerships` (13-Referrals-Partnerships.md) - `# 14 — Licensing & Certifications` (14-Licensing-Certifications.md) · `# 15 — Press & Media` (15-Press-Media.md) · `# 16 — Community Impact` (16-Community-Impact.md) - `# 17 — Marketing Calendar` (17-Marketing-Calendar.md) · `# 18 — Paid Ads` (18-Paid-Ads.md) · `# 19 — Analytics` (19-Analytics.md) · `# 20 — Conversions` (20-Conversions.md) - `# 21 — Brand & Directives` (21-Brand-Directives.md) - **Additive, this edition only:** `# 22 — Speaking Practice` (22-Speaking-Practice.md) · `# 23 — Boilerplate & Speaker Assets` (23-Boilerplate-Assets.md) · `# 24 — Authorship & IP` (24-Authorship-IP.md) · `# 25 — Engagement Terms & Logistics` (25-Engagement-Terms.md) Inside each section, emit the required subsections as **H2 headings (`##`), using the exact names given, in order**. Add more whenever inputs justify it — required means minimum, not maximum. Empty required subsections keep their heading with `[Missing — operator to fill during upload]`, `[Skipped by operator]`, or `[Not applicable]` beneath. Use `[[double brackets]]` generously when referring to Talks, Companies, People, Books, or Venues that appear in other sections. --- ## Part 1: Core identity & positioning ### 01 — Entity (01-Entity.md) — The Knowledge Graph Root For a personal brand the graph root is a **Person**, not an Organization. This section is what teaches answer engines who they are. Required H2 sections, in order: - **The Person** — legal name, professional name, any former names still cited, preferred honorific, **pronunciation guide** (phonetic spelling of first and last name), pronouns, birth year if public. - **Titles & Roles** — every current title and the organization it belongs to, in the exact order they should appear. Flag the **primary** title used in schema and the header. - **Companies Owned or Held** — every company they own, co-own, advise, or sit on the board of: name, role, ownership status, URL, founded year, and **whether it is referenced publicly on this site or kept separate**. Link to [[06-Partners]]. - **Base & Reach** — home city/state, time zone, and whether the home address is published. - **Canonical Contact** — the single booking email + phone that belong in schema, header, and footer. **If inquiries currently route to an operating company's main line, flag it** — a booking inquiry must not land in a dispatch queue. - **Digital Footprint** — every profile URL: LinkedIn, Instagram, X, YouTube, TikTok, Facebook, Threads, Substack, Medium, personal + company sites, speaker bureau profile pages. - **Authority Profiles (sameAs)** — Wikipedia, Wikidata, Google Knowledge Panel, Amazon author page, Goodreads, ORCID, Crunchbase, IMDb, association member directories. These become the `sameAs` array in Person schema — collect every one that exists. - **Entity Disambiguation** — other public figures with the same or a similar name, and how this person should be distinguished from them. - **Review & Rating Platforms** — where they're rated if anywhere (bureau ratings, G2, course platforms, Goodreads). - **Data Conflicts** — every unresolved conflict across bios, profiles, and answers. ### 02 — Soul (02-Soul.md) — Thesis, Story & Voice **The most important section in this edition.** Everything else is evidence for what goes here. Required H2 sections, in order: - **The Thesis** — the one idea they own, in one sentence. From the Excavation Round. - **The Enemy** — the default belief or behavior the thesis interrupts. One sentence. - **The Promise** — what the buyer gets, stated in the buyer's language, not the speaker's. - **The Takeaway Tool** — the phrase, question, or framework the audience leaves holding and repeats later. Name it exactly. - **Why Them** — the lived proof or credential that makes this person, and not a peer, the right choice. Be specific; "years of experience" is not an answer. - **Known For** — the 3–5 things people already associate with them, ranked by how strongly. - **Core Beliefs** — the convictions underneath the thesis. What they'd defend in an argument. - **Contrarian Positions** — where they disagree with their field's conventional wisdom. **These get booked and quoted; do not sand them down.** - **The Origin Story** — the specific stories they tell, with the point each one proves. Capture the beats, not a résumé. First person wherever possible. - **The Hard Chapter** — the failure, near-loss, or reversal that gives the message its authority. Note explicitly how openly they're willing to tell it, since a sanitized version is usually a weaker talk. - **Mission & Vision** — what they exist to do and where this is going. - **Signature Phrases** — verbatim lines they actually say, and want repeated. Quote exactly. - **Brand Voice & Tone** — how every page should *sound*: voice direction (Warm & direct / Blunt & confident / Premium & polished / Technical & expert / Storyteller — blends allowed), how tone shifts by context (a keynote page vs an article vs a booking page), humor level, first person "I" vs third person, sentence rhythm. Close with 2–3 phrases that sound exactly like them and 2–3 that never would. - **Brand Archetype** — Hero / Sage / Caregiver / Everyman / Explorer / Rebel / Creator / Ruler / Magician / Lover / Innocent / Jester, with one sentence of justification. - **Off-Limits Topics** — subjects they will not address publicly (political, religious, legal, family, former employers, active litigation). - **Cannot Make** — claims, guarantees, and comparisons they will not or legally cannot make, including any regulated-profession advertising rules and employer/board restrictions. - **Excavation Notes** — which positioning answers were surprising, hard-won, or reversed during the interview. Later agents need to know which lines are load-bearing. ### 03 — Systems (03-Systems.md) — How the Practice Runs Reinterpret: a personal brand's "operations" is how an inquiry becomes a delivered engagement. Required H2 sections, in order: - **Inquiry Handling** — who reads booking requests, response-time target, and the reply template. - **Qualification** — how they decide whether to take an engagement; the questions asked before quoting. - **Booking Workflow** — hold → proposal → contract → deposit → confirmation → prep → deliver → follow-up. Note who owns each step. - **Prep Process** — what they need from a client before the event: audience brief, run of show, pre-calls, attendee survey. - **Delivery Standards** — arrival time, tech check, rehearsal, what happens if AV fails. - **Follow-Up** — what the client receives afterward (slides, resources, recording rights, thank-you, review request). - **Tech Stack** — CRM, calendar, proposal/contract tool, e-sign, invoicing, email platform. - **Calendar Authority** — who can commit their time, and how far ahead the calendar is held. - **Escalation** — who handles a problem engagement, a late payment, or a cancellation. ### 04 — Sales (04-Sales.md) — The Booking Engine Required H2 sections, in order: - **How Engagements Are Won** — the actual path, ranked by volume: inbound site, referral, bureau, repeat client, conference scouting, social, book. - **The Shortlist Moment** — what a buyer compares them against, and what usually decides it. - **Discovery Questions** — what they ask a prospective client. - **Common Objections** — fee, travel, relevance, availability, "we've never had a speaker like this" — and the honest answer to each. - **Proof That Closes** — which asset most often converts a hesitant buyer (the reel, a specific testimonial, a past logo, the book). - **Proposal Format** — what a proposal contains and who sends it. - **Close & Contract** — deposit terms, signature process, typical time from inquiry to signed. - **Repeat & Referral Motion** — how a one-time booking becomes a repeat or an introduction. - **Lost Deals** — why they lose, when they know. ### 05 — People (05-People.md) — The Team Around the Name Reinterpret: for a solo brand this is the support structure plus the people who vouch. Required H2 sections, in order: - **The Principal** — the person themselves: full bio-grade credential list, expertise areas, years, and the face used everywhere. Powers Person schema. - **Representation** — speaker bureau(s), literary agent, manager, publicist: name, firm, territory, exclusivity, commission, and what each is authorized to do. - **Direct Support** — EA, chief of staff, booking coordinator, producer, editor: name, role, contact, what they own. - **Collaborators** — co-presenters, co-authors, researchers, regular panel partners. - **Endorsers & Vouchers** — the named people who publicly vouch for them and what each is willing to say. Link to [[15-Press-Media]]. - **Succession & Coverage** — what happens to a booked engagement if they cannot appear. ## Part 2: Offers, market & economics ### 06 — Partners (06-Partners.md) — Affiliations, Sponsors & Network Required H2 sections, in order: - **Speaker Bureaus** — every bureau carrying them, tier/status, exclusivity terms, profile URL. - **Associations & Memberships** — professional bodies, with member status and years. - **Sponsors & Brand Relationships** — any paid or in-kind relationships, plus disclosure obligations. - **Platform & Vendor Relationships** — tools or brands they publicly endorse or partner with. - **Conflicts & Exclusivity** — competing sponsors or brands they will not appear for. **Critical before an event with a competing sponsor.** - **Affiliations to Disclose** — anything requiring on-site disclosure (ownership, paid partnership, board seat). ### 07 — Services (07-Services.md) — The Offer Catalog Everything they can be hired to do. **Speaking detail belongs in [[22-Speaking-Practice]]** — this section is the catalog view across all offer types. Required H2 sections, in order: - **Speaking** — the offer summary: keynote, breakout, workshop, panel, fireside, emcee/host, virtual, webinar. Link to [[22-Speaking-Practice]]. - **Consulting & Advisory** — engagement types (project, retainer, fractional role, board advisory), what problem each solves, who it's for, typical duration, minimum engagement, delivery model. - **Training & Facilitation** — curricula, cohort programs, certifications delivered, team workshops, train-the-trainer. Include seat counts and whether materials are licensed. - **Coaching & Mentoring** — 1:1 or group, format, cadence, capacity limit. - **Media & Appearances as an Offer** — paid podcast/webinar/panel appearances, hosted content, brand spots. - **Authorship for Hire** — forewords, contributed chapters, bylined articles, ghost or co-writing. - **What They Decline** — offer types they've stopped taking, and why. Keeps agents from building pages for retired work. - **Signature Offer** — the single thing they most want to be hired for. Everything on the site should ladder to it. ### 08 — Geo (08-Geo.md) — Circuit & Markets Reinterpret: a personal brand's territory is a circuit and an industry, not a service area. Required H2 sections, in order: - **Home Base & Travel Origin** — departure airport(s). - **Travel Radius** — regional / national / international, and any country restrictions or passport/visa status. - **Target Circuits** — the conferences, associations, and event series they want to be on, named. This is the SEO/GEO target list. - **Industries Served** — the verticals where they have credibility, ranked. - **Markets Where They're Already Known** — cities, regions, or industries with existing recognition. - **Virtual Delivery** — whether remote is offered, platforms, and whether the fee differs. - **Market Context** — what's happening in their industry that makes this message timely right now. Feeds topical relevance. - **Housing Stock Nuances** — `[Not applicable]` for most personal brands. Reinterpret only if geography genuinely shapes demand. ### 09 — Personas (09-Personas.md) — The Two Buyers **A personal brand almost always has two distinct buyers, and conflating them is the most common positioning failure.** Document both separately. Required H2 sections, in order: - **Buyer 1 — The Booker** — the person who signs: meeting planner, association director, chief of staff, HR/L&D lead, executive sponsor, bureau agent. What they're accountable for, what they fear (a flat room, a no-show, a controversy, an off-brand moment), how they're evaluated, what they need to defend the choice internally, and their budget authority. - **Buyer 2 — The Audience** — who sits in the room: role, seniority, company size, industry, what they're struggling with, what they've already heard too many times. - **Where the Two Diverge** — what the booker wants that the audience doesn't care about, and vice versa. The site has to serve both. - **Buyer Journey** — how a booker actually finds and vets a speaker: referral → search → site → reel → one-sheet → references → inquiry. Note where they drop off. - **Objection Map** — per persona. - **Client Data** — historical booking data if available: event types, sizes, industries, repeat rate. ### 10 — Economics (10-Economics.md) — Fees & Financials Required H2 sections, in order: - **Speaking Fee Schedule** — fee by engagement type: keynote, half-day workshop, full-day workshop, breakout, panel, fireside, emcee, virtual, webinar. Include the **fee range published on the site** (if any) versus the internal range. - **Fee Tiers** — how the fee varies by market: local / regional / national / international, corporate vs association vs nonprofit vs education. - **Consulting & Advisory Rates** — hourly, daily, project, monthly retainer, equity or revenue-share arrangements. - **Training Rates** — per-session, per-seat, per-cohort, licensing. - **Coaching Rates** — package pricing and capacity. - **Media & Appearance Rates** — paid appearance pricing if applicable. - **Discount & Pro Bono Policy** — nonprofit rate, association-member rate, book-buy offset, causes they'll do free, and the annual pro bono limit. - **Bundling** — what's included at each tier (extra session, book copies, VIP meet-and-greet, pre-recorded promo, post-event Q&A). - **What's Published vs Quoted** — whether fees appear on the site, "starting at," or inquiry-only. **This is a real conversion decision — a published range filters unqualified inquiries but loses negotiating room.** - **Payment Terms** — deposit %, balance timing, net terms, currency, late fees, W-9/invoicing process. - **Revenue Mix & Targets** — current split across speaking / consulting / training / books / other, and the target mix. - **Financial Goals** — what the platform is accountable for producing. ### 11 — Products & SKUs (11-Products-SKUs.md) — Productized IP Required H2 sections, in order: - **Books** — summary only; full detail in [[24-Authorship-IP]]. - **Courses & Programs** — self-paced or cohort, platform, price, enrollment. - **Frameworks & Models** — every named methodology they own, with a one-line definition. **Named IP is a major authority asset; capture the exact name and whether it's trademarked.** - **Assessments & Diagnostics** — quizzes, scorecards, audits, and whether they're lead magnets or paid. - **Templates & Toolkits** — downloadables, workbooks, playbooks. - **Licensed Material** — anything another organization can license or deliver under their name, with terms. - **Merchandise** — if any. - **Lead Magnets** — free assets used to capture email, and what each is meant to attract. ### 12 — Memberships & Financing (12-Memberships-Financing.md) — Recurring Revenue Required H2 sections, in order: - **Community or Cohort** — mastermind, peer group, membership: format, cadence, size, price, admission criteria. `[Not applicable]` if none. - **Newsletter & List** — platform, list size, cadence, open rate, monetization. - **Subscription Content** — paid newsletter, video library, podcast membership. - **Retainers** — ongoing advisory relationships as recurring revenue. - **Payment Plans** — installment options on high-ticket programs. ### 13 — Referrals & Partnerships (13-Referrals-Partnerships.md) — The Introduction Network Required H2 sections, in order: - **Referral Sources** — who sends them work, ranked by volume: past clients, bureaus, peers, sponsors, association staff. - **Referral Terms** — finder's fees or commissions, where permitted. - **Reciprocal Network** — peers they refer to and receive from. - **Strategic Partnerships** — formal arrangements with organizations. - **Past Clients as Advocates** — which clients will take a reference call. **Note permission status for each.** ## Part 3: Proof, marketing & performance ### 14 — Licensing & Certifications (14-Licensing-Certifications.md) — Credentials & Honors Required H2 sections, in order: - **Degrees** — every degree, institution, field, year. **Verify spelling and dates; bios drift.** - **Licenses** — professional licenses with jurisdiction, number, and active status (bar admission, CPA, PE, clinical, real estate, contractor). - **Certifications** — professional and vendor certifications with issuer and year. - **Awards & Honors** — award name, issuing body, year, and link. Include industry lists (40 Under 40, Best-Of, power lists). - **Rankings & List Placements** — any published ranking, with year and source. - **Board Seats & Fellowships** — organization, role, term. - **Academic & Teaching Appointments** — adjunct roles, guest lectureships, university affiliations. - **Military or Public Service** — if applicable and public. - **Verification Status** — for each credential, whether it is **documented** (link or file) or **remembered**. Anything unverified is marked `[Unverified — needs proof before publication]`. **A fabricated or inflated credential is the single fastest way to destroy a personal brand.** ### 15 — Press & Media (15-Press-Media.md) — Coverage & "As Featured On" Required H2 sections, in order: - **As Featured On** — the logo bar. Every outlet, publication, network, conference, or podcast whose logo may be displayed, with **the specific piece that justifies each logo** and its URL. **A logo without a linkable appearance behind it cannot be published.** Rank in the display order they want. - **Podcast Appearances** — show, host, episode title, date, URL, topic covered, and whether video exists. - **Their Own Show** — podcast, YouTube channel, or series they host: name, platform, cadence, audience size. `[Not applicable]` if none. - **Television & Radio** — outlet, segment, date, link. - **Print & Online Features** — publication, headline, date, journalist, link. Note interviews vs mentions vs bylines. - **Bylined Articles & Columns** — where they write, cadence, and whether the relationship is ongoing. - **Quoted Expert Relationships** — journalists or outlets that come to them for comment, and the topics they're a source for. - **Media Topics** — the subjects they will take a media call on, and the ones they decline. - **Press Kit Contents** — what a journalist can download. Link to [[23-Boilerplate-Assets]]. - **Crisis & No-Comment Policy** — topics requiring a prepared response or a decline. ### 16 — Community Impact (16-Community-Impact.md) — Causes & Service Required H2 sections, in order: - **Causes Supported** — organizations, and the nature of the support. - **Nonprofit Board & Volunteer Roles**. - **Pro Bono Speaking** — what they'll do free and for whom. - **Scholarships, Grants & Giving Programs** they fund or administer. - **Mentorship** — formal programs they participate in. - **What's Public vs Private** — giving they deliberately keep off the site. ### 17 — Marketing Calendar (17-Marketing-Calendar.md) — Season & Launches Required H2 sections, in order: - **Conference Season** — the months their industry books and meets. Drives publishing cadence. - **Booking Lead Time** — how far ahead events typically book, which sets the campaign calendar. - **Book Launch Timeline** — if a book is in progress or upcoming, every date that matters. - **Content Calendar** — publishing cadence across blog, newsletter, social, video. - **Recurring Campaigns** — annual reports, predictions, awards submissions, anniversary content. - **Upcoming Appearances** — confirmed future engagements that can be promoted publicly. Note embargoes. ### 18 — Paid Ads (18-Paid-Ads.md) — Campaign Data Often minimal for a personal brand. `[Not applicable]` where true. - **Current Campaigns** — platform, objective, spend, targeting. - **Historical Performance** — what worked and what didn't. - **Retargeting** — whether site visitors are retargeted. - **Book or Event Promotion** — paid support behind launches. - **Budget** — monthly allocation and who manages it. ### 19 — Analytics (19-Analytics.md) — Visibility - **Website Analytics** — GA4 property ID, admin holder, historical data to preserve. - **Search Console** — property, verification method, admin. - **Video Analytics** — YouTube/Vimeo channel stats, watch time on the reel. **Reel completion rate is the key personal-brand metric.** - **Social Analytics** — follower counts and engagement per platform, dated. - **Email Analytics** — list size, growth rate, open and click rates. - **Branded Search Volume** — how often their name is searched, and the current SERP for it. - **AI Answer Presence** — whether they currently surface in AI answers for their topics, and under what phrasing. - **Baseline Snapshot** — every number above, dated, so the rebuild can be measured against it. ### 20 — Conversions (20-Conversions.md) — Inquiries & Attribution - **Primary Conversion** — the single action the site exists to produce (almost always a booking inquiry). - **Secondary Conversions** — newsletter signup, reel view, one-sheet download, book purchase, discovery call. - **Booking Form** — fields required (event date, venue, audience size, budget range, format), and why each is asked. - **Lead Routing** — where inquiries deliver and who responds. **Flag any routing into a company's general inbox.** - **Scheduling Tools** — calendar links and how they're used. - **Response SLA** — target reply time. - **Attribution** — how they currently know where a booking came from. - **Conversion Data** — historical inquiry volume and close rate if known. ## Part 4: Brand, speaking practice & terms ### 21 — Brand & Directives (21-Brand-Directives.md) — Design, Constitution & Goals - **Visual Identity** — logo/wordmark variants, colors (hex), typography, iconography style. Note if a personal brand mark exists or must be created. - **Photography Style** — editorial / documentary / studio / stage; formality level; **and their honest comfort level being photographed**, which determines how image-forward the design can be. - **Design Direction** — style adjectives and blend: Modern & bold / Clean & minimal / Classic & trusted / Premium & luxury / High tech / Editorial / Playful. Then the evidence: 2–3 sites they love (any industry) and what to borrow, speakers or authors whose sites they dislike and what to never do, mood boards, and how their current presence feels versus how it should. - **Differentiation from Peers** — named peers whose sites the design must not resemble. **Personal-brand sites converge hard; this is a required input, not a nicety.** - **UI/UX Preferences** — button style, corner radius, motion level, dark mode, accessibility target. - **CRO Permissions** — what conversion experiments are allowed without re-approval. - **Banned Words** — language that must never appear. - **Always Do / Never Do** — the constitution. - **Never Publish** — assets, claims, clients, or stories that must never appear. - **Approval Workflow** — who signs off on content published under their name, and turnaround. - **Standing Decisions** — durable choices already locked. - **Revenue & Booking Goals** — the numbers the site is accountable for. ### 22 — Speaking Practice (22-Speaking-Practice.md) — The Talks Required H2 sections, in order: - **Signature Talk** — title, subtitle, the promise, 3–5 audience takeaways, the arc in beats, run-time options, and the story that anchors it. This is the flagship page. - **Talk Catalog** — every other talk: title, abstract (50 and 150 words), format, length, audience fit, and how it relates to the thesis. - **Past Speaking Topics** — talks they've retired or no longer lead with. Useful for history and SEO; mark clearly as past. - **Formats Offered** — keynote, opening/closing, breakout, half-day, full-day, multi-day, panel, moderated fireside, emcee/host, virtual, webinar, podcast guest — with length and audience-size fit for each. - **Learning Objectives** — per talk, written as measurable outcomes. **Associations frequently require these for CEU or accreditation; a missing objective can disqualify a booking.** - **Continuing Education** — whether any talk is accredited, by whom, and for how many credits. - **Audience Fit** — ideal size, seniority, industry; where the talk lands badly. - **Customization** — what they'll tailor per client and what's fixed. How much lead time customization needs. - **Interaction Design** — exercises, Q&A, polling, breakouts, workbooks, and what the room does besides listen. - **Materials Provided** — slides, handouts, workbooks, post-event resources, and who owns them afterward. - **Speaking History** — every engagement they can reconstruct: event, host organization, date, city, format, audience size, and whether it was paid. **This is the single most scrutinized proof asset a booker looks at.** Flag the ones worth featuring. - **Notable Stages** — the marquee engagements, ranked. - **Organizer Testimonials** — quotes from the people who **booked** them, with name, title, organization, event, and permission status. **Distinct from client or attendee testimonials, and far more persuasive to a booker.** - **Repeat Bookings** — organizations that have booked them more than once. The strongest quality signal there is. - **AV & Technical Rider** — mic preference (lav/headset/handheld), confidence monitor, slide advancer, aspect ratio, audio needs, lighting, stage requirements, whether they walk the room. - **Run of Show Preferences** — placement in the agenda, what should precede and follow, and what they need from the emcee. ### 23 — Boilerplate & Speaker Assets (23-Boilerplate-Assets.md) — Copy & Files **Every item here gets requested by an event, usually at short notice.** Having them written and approved in advance is a competitive advantage. Required H2 sections, in order: - **Speaker Bio — Short** — 50–75 words. The one that appears in a program or on an event site. - **Speaker Bio — Long** — 150–250 words. The one that appears on their own site and in a press kit. - **Speaker Bio — Micro** — 25 words or one sentence, for a slide, a panel listing, or a social profile. - **Speaker Intro — Short** — 30–45 seconds, **written to be read aloud verbatim** by an emcee. Different from a bio: it's spoken, it builds anticipation, and it ends with their name as the applause line. - **Speaker Intro — Long** — 60–90 seconds, for a keynote introduction. - **Intro Do's and Don'ts** — what an emcee must say, must pronounce correctly, and must never say. - **Approved Title & Company Formatting** — the exact strings, including capitalization and punctuation, for their title and every company name. - **Headshots** — file inventory: resolution, orientation, background, formal vs casual, usage rights, and the preferred default. - **Stage & Action Photography** — images of them presenting. **Note explicitly if none exist — this is the most common critical gap, and a booker expects to see them in front of a room.** - **Speaker Reel** — URL, length, date, what it demonstrates. Flag if missing or older than two years. - **Full-Length Talk Footage** — complete recorded talks a booker can watch, with links and permission status. - **One-Sheet / Speaker Kit** — the downloadable PDF: what it contains, when it was last updated, where it lives. - **Logo & Wordmark** — personal brand mark files if any. - **Book Cover Assets** — high-resolution covers and 3D renders. - **Social Handles & Hashtags** — the handles an event should tag and any preferred event hashtag. - **Asset Usage Rights** — what an event may use, for how long, and required credit or photographer attribution. ### 24 — Authorship & IP (24-Authorship-IP.md) — Books & Written Work Required H2 sections, in order: - **Books Authored** — title, subtitle, publisher, ISBN, publication date, format(s), page count, sales figures if shareable, and current availability. - **Co-Authored Works** — same detail, plus co-author and the division of credit. - **Contributed Chapters** — anthologies or collections they've written a chapter for: chapter title, book, editor, publisher, date. **Track separately from authored books — conflating a contributed chapter with "author of" is a credibility risk.** - **Forewords Written** — forewords they've contributed to other people's books. - **Forewords & Endorsements Received** — who wrote their foreword and who blurbed them, with the exact quote and attribution. - **Works in Progress** — manuscripts, proposals, and target dates. Note what is confidential. - **Publishing Relationships** — publisher, agent, editor, and the contract type (traditional, hybrid, independent). - **Rights** — foreign, audio, film/TV, and bulk-purchase terms. - **Bulk & Event Purchases** — how an event buys copies for attendees, pricing, lead time, and whether signing is offered. - **Articles & Columns** — significant published writing outside books. - **Named Frameworks & Trademarks** — registered or claimed marks, with status. Link to [[11-Products-SKUs]]. - **Content Licensing** — what others may reproduce, and under what terms. ### 25 — Engagement Terms & Logistics (25-Engagement-Terms.md) — Travel & Contracting Required H2 sections, in order: - **Travel Preferences** — air class by flight length, preferred carriers and loyalty programs, aisle/window, ground transportation, and whether they book their own travel or the client does. - **Travel Buyout** — whether they offer a flat travel fee instead of itemized expenses, and the amount. - **Hotel Standard** — property class, room type, nights before and after, and any accessibility or dietary needs to be documented. - **Companion & Team Travel** — whether a spouse, EA, or videographer travels with them and who pays. - **Hospitality Requirements** — green room, water, meal timing, quiet space before going on. - **Availability Rules** — maximum engagements per month, blackout dates, family or religious observances, minimum lead time, and same-week travel limits. - **Scheduling Constraints** — earliest and latest slot they'll take, time-zone limits for virtual delivery. - **Recording & Streaming Rights** — whether the event may record, stream, or excerpt; how long they may use it; whether the speaker receives a copy; and any resale prohibition. - **Photography Consent** — what may be photographed and published. - **Contract Terms** — deposit percentage and timing, balance due date, cancellation tiers by notice period, postponement and rebooking policy, force majeure, and inclement-weather handling. - **Insurance & Compliance** — liability insurance, W-9, vendor registration, background checks, and any required certificates. - **Non-Compete & Exclusivity** — radius or category restrictions, competing-event limits, and competing-sponsor conflicts. - **NDA & Confidentiality** — what they can and cannot say about past clients. - **Accessibility** — accommodations they require, and accommodations they provide (captioning, materials in advance, interpreter coordination). - **Standard Agreement** — whose paper is used, and who has signature authority. --- ## Asset library — collected alongside Ask the operator to prepare an asset folder (delivered in their client Slack channel — reference files by name only, never inline their contents): ``` Assets/ ├── 01-Proof/ (degrees, licenses, certifications, award certificates, │ list placements, organizer testimonials with permission, │ reference-call contacts) ├── 02-Visual/ (headshots at multiple resolutions, stage + action photography, │ event photos, personal logo/wordmark, book cover files) ├── 03-Video/ (speaker reel, full-length talk footage, interviews, │ podcast video, webinar recordings, b-roll) ├── 04-Story/ (origin story, thesis notes, mission + values, the hard chapter, │ signature phrases, excavation transcript) ├── 05-Talks/ (talk titles + abstracts, decks, learning objectives, handouts, │ workbooks, AV rider, run-of-show preferences) ├── 06-Boilerplate/ (bios short/long/micro, intros short/long, pronunciation guide, │ approved titles, one-sheet PDF, press kit) ├── 07-Press/ (as-featured-on logos + the piece behind each, podcast list, │ TV/radio, print + online features, bylines, journalist contacts) ├── 08-Books/ (manuscripts, published titles, chapters, forewords written + │ received, endorsements, publisher + agent contracts, rights) ├── 09-Commercial/ (fee schedule by offer type, travel + hospitality preferences, │ standard speaking agreement, cancellation terms, W-9, │ insurance certificates, invoicing process) ├── 10-Audience/ (email list stats, social analytics, community/cohort data, │ newsletter archive, lead magnets) ├── 11-Tech/ (domain registrar, GA4/GTM/Search Console access, CRM, │ scheduling links, booking form destination, social links) └── 12-Legal/ (Privacy Policy, Terms, accessibility statement, cookie disclosure, NDAs, non-competes, employer or board restrictions on outside speaking, email + SMS opt-in / TCPA disclosures) ``` --- ## Execution command Acknowledge these instructions, ask for the website URL (or confirm there isn't one) plus intake data, and **begin with the Excavation Round**. Work in rounds until the document is complete or every gap is explicitly skipped. **Confirm the Positioning Gate passes before emitting.** Then output the **entire Master Document in ONE fenced markdown block**, exactly like this: ````markdown ```markdown filename=HBIS-Master-Document.md --- file: HBIS-Master-Document.md person: edition: personal-brand generated_at: completeness: <0-100> positioning_gate: --- # 00 — Introduction & Mission ... # 01 — Entity ## The Person ... ``` ```` …continuing in order through `# 25 — Engagement Terms & Logistics`. If the document is too long for one message, continue it across messages — the CI Web Group upload page accumulates pasted content and splits the numbered sections automatically. The upload page will parse the document, validate every numbered section, flag missing subsections, and route gaps into a short guided form the operator can complete manually. Nothing you output is discarded — every section makes the site better. --- ## Version - **HBIS Prompt — Master Document · Personal Brand edition** · 2026-09-07 - Built for **one person** rather than a company: speakers, authors, consultants, trainers, advisors, and operators building a personal platform. - Adds the **Excavation Round** and the **Positioning Gate** — this edition assumes the positioning does *not* yet exist in a stated form and must be surfaced through interrogation before any facts are collected. This is the core difference from the Trades and Professional Services editions, which are purely extractive. - Adds four sections beyond the shared skeleton: **22 — Speaking Practice**, **23 — Boilerplate & Speaker Assets**, **24 — Authorship & IP**, and **25 — Engagement Terms & Logistics**. - Reinterprets the shared sections for an individual: **01 — Entity** becomes a Person knowledge-graph root with `sameAs` authority profiles and entity disambiguation; **02 — Soul** carries the thesis, enemy, and takeaway tool; **09 — Personas** splits into the two buyers (the booker and the audience); **10 — Economics** becomes a full fee schedule across every offer type. - Requires **verification status on every credential** and a **linkable appearance behind every "As Featured On" logo** — for a personal brand, one unsupported claim compromises the whole platform. - Retains the 01–21 section taxonomy shared with the Trades & Home Services and Professional Services editions, so all three import into the same Hydra vault structure; sections 22–25 are additive and ignored by importers that don't expect them.