docs(course): add ICP journey SIPOC, operational dependency map, voice/placeholder standardization

.junie/skills/37signals-rails

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+../../.agents/skills/37signals-rails

.junie/skills/blog

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+../../.agents/skills/blog

.junie/skills/copywriting

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+../../.agents/skills/copywriting

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+../../.agents/skills/git-commit

.junie/skills/hugo

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+../../.agents/skills/hugo

.junie/skills/okf

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+../../.agents/skills/okf

.junie/skills/social-media-trends-research

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+../../.agents/skills/social-media-trends-research

.junie/skills/validate

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+../../.agents/skills/validate

.junie/skills/visualize

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+../../.agents/skills/visualize

.okf/architecture/icp-journey-sipoc.md

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+# 30.05 — ICP Journey SIPOC: Sam's Path Through the Course
+
+**Status:** Canonical journey map — agent-parseable and human-readable
+**Date:** 2026-07-18
+**Purpose:** Visual source-of-truth for the full ICP journey. Agents can validate lesson ordering, gate thresholds, tool references, and artifact handoffs against this diagram. Humans can scan it to understand the course flow at a glance.
+
+**ICP:** Sam — first-time non-technical founder, idea-stage, ~$20K savings, evenings/weekends pace, zero coding ability.
+**Course promise:** Rough idea → signed paid pilot, no coding required.
+**Total time:** 10-16 weeks at evenings-and-weekends pace (6-10 weeks full-time).
+
+---
+
+## Mermaid Flowchart (Machine-Readable)
+
+```mermaid
+%%{init: {'theme':'base', 'themeVariables': {'fontFamily':'Inter, system-ui, sans-serif', 'fontSize':'13px', 'primaryColor':'#f0f9f0', 'primaryBorderColor':'#2e7d32', 'lineColor':'#555', 'primaryTextColor':'#1a1a1a'}}}%%
+flowchart TB
+    %% ═══════════════════════════════════════
+    %% ENTRY
+    %% ═══════════════════════════════════════
+    Start(["Rough idea"])
+    Start --> HowWorks["Ch.0 · How This Course Works<br/>⏱ 10 min read<br/>📦 Map: 5 modules, 20+ lessons, 6 artifacts"]
+    HowWorks --> QS(["Fast path? → Quickstart<br/>⏱ 3 min<br/>Core lessons only"])
+    HowWorks --> FAQ(["Stuck? → FAQ<br/>15 Q&A"])
+
+    %% ═══════════════════════════════════════
+    %% MODULE 1: Hypothesis & Smoke Test
+    %% ⏱ 2-3 weeks evenings, ~7 days full-time
+    %% ═══════════════════════════════════════
+    HowWorks --> M1_1
+    QS --> M1_1
+    subgraph M1["<b>MODULE 1 · Hypothesis & Smoke Test</b><br/>⏱ 2-3 weeks evenings / ~7 days full-time"]
+        direction TB
+        M1_1["1.1 · Form Your Founding Hypothesis<br/>🛠 Notebook + kitchen timer<br/>📦 Founding Hypothesis doc<br/>Gate: ≥14/20, no lens &lt;2"]
+        M1_1 --> M1_1Gate{Score ≥14/20?}
+        M1_1Gate -->|Yes| M1_2
+        M1_1Gate -->|No| M1_1Fix["Fix: tighten blanks with Reddit/G2 quotes"]
+        M1_1Fix --> M1_1
+
+        M1_2["1.2 · Build Smoke-Test Page<br/>🛠 Mixo or Carrd<br/>📦 Live landing page URL<br/>Check: one stranger names who it's for in 3s"]
+        M1_2 --> M1_2Gate{Stranger passes<br/>3-second test?}
+        M1_2Gate -->|Yes| M1_3
+        M1_2Gate -->|No| M1_2Fix["Fix: rewrite headline"]
+        M1_2Fix --> M1_2
+
+        M1_3["1.3 · Wire Tracking<br/>🛠 Microsoft Clarity + GA4<br/>📦 Tracking installed + verified"]
+        M1_3 --> M1_4
+
+        M1_4["1.4 · Run Smoke Test<br/>🛠 Meta/Google/LinkedIn/Reddit Ads<br/>📦 Conversion rate from 300 cold visitors"]
+        M1_4 --> M1_4Gate{Conversion rate?}
+        M1_4Gate -->|"&lt;3% Kill/Pivot"| M1_Kill["↩ Back to 1.1 — rewrite hypothesis"]
+        M1_4Gate -->|"3–<6% Iterate"| M1_Iterate["Fix headline/audience, re-run"]
+        M1_Iterate --> M1_4
+        M1_4Gate -->|"≥6% Promising"| M1_5
+
+        M1_5["1.5 · Price Hypothesis<br/>🛠 Stripe Payment Links<br/>📦 Click-to-payment signal"]
+    end
+
+    M1_5 --> M1_Out(["✅ M1 OUT: Founding Hypothesis + live landing page + tracking + conversion data + price signal"])
+    M1_Out --> M2_1
+
+    %% ═══════════════════════════════════════
+    %% MODULE 2: Validate the Problem
+    %% ⏱ 3-5 weeks full-time
+    %% ═══════════════════════════════════════
+    subgraph M2["<b>MODULE 2 · Validate the Problem</b><br/>⏱ 3-5 weeks full-time (booking interviews is the long pole)"]
+        direction TB
+        M2_1["2.1 · The Mom Test<br/>🛠 Mom Test Interview Script<br/>📦 5-8 past-tense question list"]
+        M2_1 --> M2_2Detour{First time<br/>interviewing?}
+        M2_2Detour -->|Yes optional| M2_2["2.2 · AI Persona Rehearsal<br/>🛠 Claude or ChatGPT<br/>📦 Sharpened question list"]
+        M2_2Detour -->|No skip| M2_3
+        M2_2 --> M2_3
+
+        M2_3["2.3 · Find 10 People: Where<br/>🛠 Reddit, LinkedIn, X<br/>📦 30-name list"]
+        M2_3 --> M2_4
+
+        M2_4["2.4 · Find 10 People: What to Say<br/>🛠 Outreach Sequence Template<br/>📦 10 booked interviews"]
+        M2_4 --> Interviews["▶ RUN 10 INTERVIEWS ◀<br/>⏱ Days, not one sitting<br/>Use 2.1 script<br/>Score each within 5 min of hanging up"]
+
+        Interviews --> M2_5
+
+        M2_5["2.5 · Synthesis: Build, Pivot, Kill<br/>🛠 Validated Problem Statement Template<br/>90 min: score 10 transcripts, count strong signals"]
+        M2_5 --> M2_5Gate{Strong signals<br/>in 10 calls?}
+        M2_5Gate -->|"≥7 BUILD"| M2_6
+        M2_5Gate -->|"4-6 PIVOT"| M2_Pivot["↩ Back to 2.3 — refine ICP, run 5 more interviews"]
+        M2_5Gate -->|"&lt;4 KILL"| M2_Kill["↩ Back to 1.1 — rewrite hypothesis, re-run 2.3"]
+
+        M2_6["2.6 · Build Clickable Prototype<br/>🛠 Lovable<br/>📦 5 silent-observation sessions"]
+        M2_6 --> M2_6Gate{"4+ of 5 pass?<br/>(silent observation)"}
+        M2_6Gate -->|"No, fix"| M2_6Fix["Fix: iterate prototype<br/>based on observation notes"]
+        M2_6Fix --> M2_6
+    end
+
+    M2_6Gate -->|"Yes, 4+ pass"| M2_Out(["✅ M2 OUT: 10 scored transcripts + build/pivot/kill decision + prototype feedback + verbatim vocabulary"])
+    M2_Out --> M3_1
+
+    %% ═══════════════════════════════════════
+    %% MODULE 3: Design from Evidence
+    %% ⏱ ~1 week
+    %% ═══════════════════════════════════════
+    subgraph M3["<b>MODULE 3 · Design from Evidence</b><br/>⏱ ~3-5 days (one evening + lunch-break check)"]
+        direction TB
+        M3_1["3.1 · One-Page Product Brief<br/>🛠 Vibe PRD Template<br/>📦 5-section brief (&le;250 words)"]
+        M3_1 --> M3_2
+
+        M3_2["3.2 · Quality-Check: Features → Outcomes<br/>🛠 Claude or ChatGPT<br/>📦 Outcome-shaped Section 3<br/>Gate: peer review names nothing outside no-go list"]
+    end
+
+    M3_2 --> M3_Out(["✅ M3 OUT: One-page Product Brief + outcome-shaped feature list + no-go list"])
+    M3_Out --> M4_1
+
+    %% ═══════════════════════════════════════
+    %% MODULE 4: Build It Yourself
+    %% ⏱ 2-4 weeks
+    %% ═══════════════════════════════════════
+    subgraph M4["<b>MODULE 4 · Build It Yourself</b><br/>⏱ 2-4 weeks"]
+        direction TB
+        M4_1["4.1 · Should You Hire?<br/>🛠 Build Path Decision Worksheet<br/>📦 4-way path: self-serve / validate / fractional CTO / hire"]
+        M4_1 --> M4_1Gate{Build path?}
+        M4_1Gate -->|Self-serve| M4_2["4.2 · Ownership Audit<br/>🛠 Ownership Checklist<br/>📦 All accounts in founder's name<br/>Applies to ALL paths"]
+        M4_1Gate -->|Validate| M4_Validate["Validate without code<br/>Airbnb test"]
+        M4_1Gate -->|Fractional CTO| M4_Frac["Fractional CTO bridge<br/>→ Hire-track supplementary reference"]
+        M4_1Gate -->|Hire| M4_Hire["Hire a team<br/>→ SOW Reading Guide"]
+
+        M4_Validate --> M4_2
+        M4_Frac --> M4_2
+        M4_Hire --> M4_2
+
+        M4_2 --> M4_Route{Building it<br/>yourself?}
+        M4_Route -->|Yes| M4_3
+        M4_Route -->|No hired/frac| M4_HireRef["→ Hire-track ref / SOW Guide / Fractional CTO"]
+
+        M4_3["4.3 · Self-Serve Stack: Tools & Setup<br/>🛠 Lovable + Supabase + Stripe<br/>📦 3 pre-flight rules locked + scope-leak watchlist"]
+        M4_3 --> M4_4
+
+        M4_4["4.4 · Self-Serve Stack: Build Phases<br/>🛠 Same stack + custom domain<br/>📦 Live MVP at real URL<br/>Gate: 5 green lights"]
+        M4_4 --> M4_4Gate{5 green lights?}
+        M4_4Gate -->|Yes| M4_Out
+        M4_4Gate -->|No| M4_4Fix["Fix red light first"]
+        M4_4Fix --> M4_4
+
+        M4_Out(["✅ M4 OUT: Build-path decision + locked ownership + live MVP at real URL"])
+    M4_Out -.->|"Optional: monthly after launch"| M4_5Opt["4.5 · Ceiling Signals<br/>🛠 Monthly calendar block<br/>📦 Ceiling signal watchlist"]
+    M4_5Opt -.-> M5_1
+    M4_Out -.->|"Optional"| M4_5Opt["4.5 · Ceiling Signals<br/>🛠 Monthly calendar block<br/>📦 Ceiling signal watchlist"]
+    M4_5Opt --> M5_1
+    M4_Out --> M5_1
+
+    %% ═══════════════════════════════════════
+    %% MODULE 5: First Paying Customer
+    %% ⏱ 2-4 weeks
+    %% ═══════════════════════════════════════
+    subgraph M5["<b>MODULE 5 · First Paying Customer</b><br/>⏱ 2-4 weeks"]
+        direction TB
+        M5_1["5.1 · Sean Ellis 40% Test<br/>🛠 PMF Survey Template<br/>📦 Must-have segment identified<br/>Gate: 40%+ 'very disappointed'"]
+        M5_1 --> M5_1Gate{40%+ very<br/>disappointed?}
+        M5_1Gate -->|Yes| M5_2Detour
+        M5_1Gate -->|No| M5_FixProduct["Fix the product before acquiring"]
+
+        M5_2Detour{Need to pick<br/>a channel?}
+        M5_2Detour -->|Yes optional| M5_2["5.2 · Choose Your Channel<br/>🛠 Channel Selection Framework<br/>📦 One committed channel"]
+        M5_2Detour -->|No skip| M5_3
+        M5_2 --> M5_3
+
+        M5_3["5.3 · Build 50-Name Network List<br/>🛠 Google Sheet<br/>📦 50 names in 4 buckets"]
+        M5_3 --> M5_4
+
+        M5_4["5.4 · Write the Outreach Message<br/>🛠 Loom<br/>📦 4 message variants + 90s Loom"]
+        M5_4 --> M5_5
+
+        M5_5["5.5 · Send, Track, Read Replies<br/>🛠 Same spreadsheet<br/>📦 Demos booked"]
+        M5_5 --> M5_6
+
+        M5_6["5.6 · Charge Before You Ship<br/>🛠 DPA Template + Stripe<br/>📦 Signed DPA + cleared deposit<br/>Gate: $500+ deposit received"]
+        M5_6 --> M5_6Gate{Deposit<br/>cleared?}
+        M5_6Gate -->|Yes| M5_Out
+        M5_6Gate -->|No| M5_6Fix["Objection-handle or move to next lead"]
+
+        M5_FixProduct --> M4_4
+
+        M5_Out(["🏁 COURSE COMPLETE<br/>Signed paid pilot<br/>First dollar from a customer, not a favor"])
+
+    M5_FixProduct --> M4_4
+
+    M5_Out -.->|"Optional: if warm list runs dry"| M5_7Opt["5.7 · Cold Outbound<br/>🛠 LinkedIn Sales Navigator<br/>📦 30 filtered messages, 1-2 pilots"]
+    M5_7Opt -.-> GoingFurther
+    M5_Out -.->|"Optional"| M5_7Opt["5.7 · Cold Outbound<br/>🛠 LinkedIn Sales Navigator<br/>📦 30 filtered messages, 1-2 pilots"]
+    M5_7Opt --> GoingFurther
+    M5_Out --> GoingFurther["Going Further chapters<br/>(trigger-based)<br/>Churn triage · Pivot/Persevere · Hire track<br/>Agency AI questions · Friday Demo Rule<br/>Weekly Dev Report · Org Chart"]
+
+    %% ═══════════════════════════════════════
+    %% STYLING
+    %% ═══════════════════════════════════════
+    classDef entry fill:#e8f4f8,stroke:#0277bd,stroke-width:2.5px,color:#1a1a1a
+    classDef lesson fill:#fff,stroke:#555,stroke-width:1.5px,color:#1a1a1a
+    classDef gate fill:#faf5ff,stroke:#a855f7,stroke-width:2px,color:#1a1a1a
+    classDef kill fill:#ffebee,stroke:#c62828,stroke-width:2px,color:#1a1a1a
+    classDef out fill:#f0f9f0,stroke:#2e7d32,stroke-width:2.5px,color:#1a1a1a
+    classDef finish fill:#e8f5e9,stroke:#2e7d32,stroke-width:3px,color:#1a1a1a
+    classDef optional fill:#f5f5f5,stroke:#999,stroke-width:1px,stroke-dasharray:5,color:#666
+    classDef interview fill:#fff5f5,stroke:#cc342d,stroke-width:2px,color:#1a1a1a
+
+    class Start,HowWorks entry
+    class M1_1,M1_2,M1_3,M1_4,M1_5,M2_1,M2_3,M2_4,M2_5,M2_6,M3_1,M3_2,M4_1,M4_2,M4_3,M4_4,M5_1,M5_3,M5_4,M5_5,M5_6,M2_6Fix lesson
+    class M1_1Gate,M1_2Gate,M1_4Gate,M2_5Gate,M2_6Gate,M4_1Gate,M4_4Gate,M5_1Gate,M5_2Detour,M5_6Gate gate
+    class M1_Kill,M2_Kill kill
+    class M1_Out,M2_Out,M3_Out,M4_Out out
+    class M5_Out,GoingFurther finish
+    class M2_2,M4_5Opt,M5_2,M5_7Opt,QS,FAQ optional
+    class Interviews interview
+```
+
+---
+
+## Text Summary (Human-Readable)
+
+### Sam starts with: a rough idea, $20K savings, evenings/weekends, zero coding ability.
+
+| Module | Input | Lessons (Core) | Gate | Output | Time |
+|---|---|---|---|---|---|
+| **M1: Hypothesis & Smoke Test** | Rough idea | 1.1 Hypothesis → 1.2 Landing page → 1.3 Tracking → 1.4 300 visitors → 1.5 Price button | ≥6% conversion from cold traffic | Founding Hypothesis + live page + conversion data + price signal | 2-3 weeks |
+| **M2: Validate the Problem** | M1 artifacts | 2.1 Mom Test script → 2.3 Find people → 2.4 Book interviews → [run 10 interviews] → 2.5 Synthesis → 2.6 Prototype | ≥7/10 have spent time/money on problem | 10 scored transcripts + build/pivot/kill + prototype feedback | 3-5 weeks |
+| **M3: Design from Evidence** | Validated problem + prototype vocab | 3.1 Product Brief → 3.2 Features→Outcomes | Every feature traces to interview quote | One-page brief + outcome-shaped feature list + no-go list | ~1 week |
+| **M4: Build It Yourself** | Quality-checked brief | 4.1 Hire decision → 4.2 Ownership → 4.3 Stack setup → 4.4 Build phases | 5 green lights (Stripe live, custom domain, ICP tested, no errors, demo recording) | Live MVP at real URL with all accounts in founder's name | 2-4 weeks |
+| **M5: First Paying Customer** | Live MVP | 5.1 PMF test → 5.3 Network list → 5.4 Outreach → 5.5 Send/track → 5.6 Paid pilot | $500+ deposit cleared via Stripe | Signed DPA + first dollar from a customer | 2-4 weeks |
+
+### Branch paths (where Sam can loop back):
+- **1.1 → 1.1**: Score <14/20 — tighten blanks
+- **1.4 → 1.1**: <3% conversion — kill/pivot hypothesis
+- **2.5 → 2.3**: 4-6 strong signals — pivot, refine ICP, 5 more interviews
+- **2.5 → 1.1**: <4 strong signals — kill, rewrite hypothesis
+- **4.4 → 4.4**: Red light — fix before advancing
+
+### Optional detours:
+- **2.2**: AI persona rehearsal (skip if interviewed before)
+- **4.5**: Ceiling signals (monthly check, start after launch)
+- **5.2**: Channel selection (skip if channel is obvious)
+- **5.7**: Cold outbound (skip if warm network produced customers)
+
+### Total artifacts (Founder OS): 6
+Founding Hypothesis · Landing page · Validated Problem Statement · Product Brief · Live MVP · Signed paid pilot
+
+---
+
+## Agent Validation Checklist
+
+Agents reading this diagram can validate:
+
+- [ ] Every lesson slug in `data/course_sequence.yaml` appears as a node
+- [ ] Gate thresholds match prose: ≥6% Promising (1.4), ≥7/10 build (2.5), $500+ deposit (5.6)
+- [ ] Optional lessons are not prerequisites for core lessons in later modules
+- [ ] Each module's output feeds the next module's first input
+- [ ] No lesson references a tool that hasn't been introduced in a prior lesson
+- [ ] Branch paths (pivot/kill) loop back to the correct re-entry point
+- [ ] Time estimates are internally consistent (M1 2-3w + M2 3-5w + M3 ~1w + M4 2-4w + M5 2-4w = 10-17w evenings)

.okf/architecture/index.md

@@ -5,3 +5,14 @@
 * [Blog Index / Listing Page](blog-list-page.md) - blog/list.html template, blog-list CSS bundle
 * [Blog Cover Image Pipeline](cover-image-pipeline.md) - JetVelocity cover generation, og:image vs thumbnail rendering
 * [Enhanced SEO Meta Tags](seo-meta-tags.md) - per-section title/description generation partial
+* [ICP Journey SIPOC](icp-journey-sipoc.md) - Mermaid flowchart of Sam's full journey through every lesson, gate, branch, and artifact
+* [Operational Dependency Map](operational-dependency-map.md) - per-lesson prerequisites, template blank sources, wait times, Plan B paths
+
+## Canonical Sources
+
+Some docs in this directory are snapshots of canonical sources elsewhere in the repo. When a snapshot diverges from its source, the canonical version is authoritative — agents should prefer it for up-to-date information.
+
+| Snapshot | Canonical Source |
+|---|---|
+| `icp-journey-sipoc.md` | `docs/projects/2605-tech-for-non-technical-founders/30-39-architecture-design/30.05-icp-journey-sipoc.md` |
+| `operational-dependency-map.md` | `docs/projects/2605-tech-for-non-technical-founders/30-39-architecture-design/30.06-operational-dependency-map.md` |