One-Pager

Single-page enablement documents that communicate a product, feature, solution, event, insight, or competitive comparison in a format scannable in 30 seconds. Three-phase process: design the wireframe layout, fill with structured content, then polish the copy.

The body of this file holds decision-grade context (when to invoke, inputs, type-selection table, anti-hallucination guardrails, gotchas, integration). Step-by-step process, output template + worked example, quality gates, and DESIGN.md integration spec live in the premium reference.

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Doctrine inherited (Step 7 — 0626 rollout)

Output complies with:

• output-tenets.md — the seven tenets
• output-simplicity.md — length caps, three-layer source placement, robot-tells ban
• doc-output-structure.md — GDoc/Notion structural defaults
• Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]]

Refinements applied to this skill:

Code	Refinement	How it lands in one-pager
R1	Source placement (three layers)	One-pagers are end-customer-facing (leave-behinds, exec briefs). No sources block. Citations stay in working markdown for QA review only; stripped before publish. The page IS the doc.
R3	Product-update tone	Product overview / feature spotlight / solution brief variants frame as "we shipped X" not "we are thrilled to announce." Even Tier 1 launches.
R6	CTA hierarchy	Market-facing variants (product overview, feature spotlight, solution brief) → sign-up primary, blog/longer-read as fallback. Warm-base variants (event recap, insight summary) → product-action CTA. Never both.
R8	Entity-name headings	When the one-pager features a specific product/feature/event, headings repeat the entity name ("What [Product] does," "Who [Product] is for," "How [Product] is different") — not pronoun headings ("What it does").
R9	Action-oriented section names	Use "How to sign up to [Product]" instead of "What happens next." "The problem we're solving" instead of "The problem we built for." Action over status.

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Claude Code triggers

Invoke this skill when user says:

• "One-pager for [topic]"
• "Create a one-pager"
• "Solution brief"
• "Product brief"
• "Feature brief"
• "Leave-behind for [meeting/event]"
• "Recap sheet"
• "Single page summary"
• "One page overview"

Do NOT invoke when:

• User wants a multi-page landing page → Use landing-page-wireframe + landing-page-copy
• User wants a detailed competitive comparison with feature tables → Use sales-enablement (competitive one-pager template)
• User wants a full case study with narrative → Use case-study
• User wants a slide deck → Use sales-deck

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Input requirements

Required inputs

Input	Description	Source
Topic/subject	What the one-pager is about	User provides
One-pager type	product / feature / solution / event recap / insight / competitive	User selects or skill infers from topic
Target audience	Who will read this (buyer persona, role, awareness level)	User provides or inferred from ICP

Optional inputs (improve quality)

Input	How it helps
Product messaging	Provides verified headlines, value props, proof points
ICP research	Calibrates language, sophistication, pain points
TOV guidelines	Ensures voice consistency with other client materials
Brand-kit	Design tokens, colors, fonts for formatted output
Source material	Transcript insights, research output, brief — raw content to structure
Metrics/data	Specific numbers to feature as callouts
Quotes	Verbatim customer or stakeholder quotes

Input validation checklist

Before proceeding, verify:

• Topic/subject is clear
• One-pager type is confirmed (or default inferred)
• Target audience identified

If inputs are missing: Ask for topic and audience. Default to "product overview" type unless context suggests otherwise.

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One-pager types (decision-grade)

Type selection guide

Type	Sections	Best for	Typical source
Product overview	Hero → Problem → Solution → Features (3) → Proof → CTA	New prospect intro, trade show handout	Product messaging, ICP research
Feature spotlight	Hero → Use case → How it works (3 steps) → Metric → CTA	Product launch leave-behind, feature announcement	Product launch brief, release notes
Solution brief	Hero → Challenge → Approach (3 bullets) → Results (3 metrics) → Quote → CTA	Post-demo follow-up, RFP response attachment	Demo notes, case study data
Event recap	Hero → Key takeaways (3-5) → Quote → Next steps	Post-event distribution, conference recap	Transcript analysis, meeting notes
Insight summary	Hero → SCQA insight → Supporting evidence → Implications → CTA	Content cascade output, research distribution	Transcript analysis, thought leadership
Competitive	At-a-glance → Feature comparison → When to choose → CTA	Competitive evaluation, sales leave-behind	Competitor research, battlecards

Each type has a reference template in the premium reference. Load the template in Phase 1 and adapt to the specific content.

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Process at a glance

Phase	Purpose	Output
1. Wireframe layout	Define structure before writing — type, hierarchy, constraints, approval gate	Approved wireframe
2. Content structuring	Hero, body sections, proof elements (metrics + pull quote), CTA	Filled draft
3. Copy polish	Voice, tightening to 500-600 words, anti-hallucination, export format	Export-ready markdown

Full step-by-step (with checkpoints, flowchart, review gate) in the premium reference.

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Design integration — DESIGN.md tokens

This skill consumes the client's DESIGN.md at projects/consulting/{client}/brand/{MMYY}-brand-kit.md. The token frontmatter is the source of truth for visual treatment.

Decision-grade rules:

• Quote exact token values (no color names — colors.primary, not "the brand's primary color")
• One primary color per surface (header band + single CTA only)
• Two font weights max
• Spacing on the brand's spacing.* scale
• If no DESIGN.md exists → pause and recommend /brand-kit first; do not invent tokens

Full integration contract (spec rules, forbidden patterns, output-format specifics for PDF/PPTX/web) in the premium reference. Authoritative cross-skill rules in .claude/rules/design-production.md (auto-loaded).

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Anti-hallucination guardrails

1. Never invent metrics. If data isn't available, use [METRIC NEEDED] placeholder.
2. Never fabricate quotes. Use verbatim from source material or [QUOTE NEEDED].
3. Never invent customer names. Use [CUSTOMER REFERENCE NEEDED] or "a mid-market e-commerce company."
4. Source everything. Include a source line at the bottom with access dates.
5. Mark inferences. If a claim is inferred (not directly sourced), note it: "[INFERRED: from X + Y]".

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Gotchas

• Tries to cram too much content: The #1 failure mode. One-pagers work because they're ruthlessly prioritized. If the draft exceeds 600 words, cut sections — don't shrink font.
• Generic hero statement: "Our product helps companies succeed" — too vague. The hero must be specific enough that only this company could say it.
• Multiple CTAs: Adding a "learn more" AND "book demo" AND "download whitepaper" splits attention. One CTA. One action. One destination.
• Missing source attribution: Easy to forget the source line at the bottom. Always include it, even if sources are minimal.
• Competitive type scope creep: If the competitive comparison needs a full feature table with 10+ rows, it's not a one-pager anymore — route to sales-enablement/competitive-onepager-template instead.

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Integration with other skills

Skill	Relationship	Usage
content-cascade	Upstream orchestrator	Cascade invokes one-pager (insight-summary type) as one of 5 output formats
product-messaging	Upstream context	Provides verified headlines, value props, proof points
icp-behavioural	Upstream context	Calibrates language and sophistication level
sales-enablement	Sibling	Competitive one-pagers route here or to sales-enablement depending on complexity
landing-page-wireframe	Related	For multi-page layouts; one-pager handles single-page only
case-study	Related	For full narrative customer stories; one-pager handles condensed proof
transcript-analysis	Upstream source	Provides SCQA insights for insight-summary type
brand-kit	Upstream context	Provides design tokens for formatted output

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Final ship gate

Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.

Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.

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