Thought Leadership Article — Terminology
Narrative Functions (Not Fixed Movements)
Every article serves these functions, but the order, count, and labeling adapt to the specific argument. The seven-movement structure is one valid arrangement. Other arrangements work when the argument requires them.
| Function | What It Does | Examples from Published Articles |
|---|---|---|
| Hook | Title + hero create a gap the reader must close | "Your Worst Clients All Scored the Same" / "The Proof Gap" |
| Recognition | Reader sees themselves in a composite story or pattern | Pattern section with escalating specifics and "Every single one" |
| Naming | Definition box gives language to something felt but never articulated | "The Politeness Premium" / "The Proof Gap" / "The Embarrassment Loop" |
| Cost | Makes an invisible cost visible, often through an interactive | Trust Tax accumulator / $44,500 wrong-fit calculation |
| Constraint | Names why knowing isn't enough — why the reader can't solve this alone | Time-compression decay / comparison table of approaches |
| Evidence | Interactive that does cognitive work supporting the argument | Retrospective Scorer / Decoder / Sequencer |
| Breathing | Big quote or anchor phrase between dense sections | "They showed you who they were. You just didn't have numbers for it." |
| CTA | Clear next step matched to conversion goal | "Get the Toolkit · $27" / "Book a Systems Diagnostic" |
Published Architecture Examples
The Proof Gap (diagnostic booking): Hero → Pattern + Definition → Cost 1 (Trust Tax) → Cost 2 (Competitor Toggle) → Constraint (comparison table) → Shift (Sequencer) → Assessment Cards → CTA
The Politeness Premium (product purchase): Hero → Pattern (two stories) → Bridge Quote → Mirror (Retrospective Scorer) → Trap + Definition (Politeness Premium) → Decoder → System (six criteria) → Simulator → Constraint (comparison table + time compression) → Assessment Cards → CTA
Interactive Types (Article-Embedded)
These are interactives that live inside articles within the prose-interactive-prose sandwich. They are distinct from standalone micro-tools.
Proven Types (Used in Published Articles)
| Type | What It Does | Cognitive Work | Emotional Response | Example |
|---|---|---|---|---|
| Accumulator | Dots fill, counter grows | Makes invisible cost visible through accumulation | Dread — the number keeps growing | Trust Tax (Proof Gap) |
| Decay Bar | Bar declines with milestones | Shows a window closing over time | Urgency — time is running out | Decay Clock (No-Show Revival) |
| Flip Cards | Tap/hover to reveal back | Shows perception vs. reality gap | Surprise — "that's not what I expected" | What You Show / What They Think (Proof Gap) |
| Toggle Comparison | Two-state switch | Binary before/after contrast | Clarity — instant reframe | Competitor Toggle (Proof Gap) |
| Sequencer | Auto-plays through moments | Walks through a progression step by step | Recognition — "I've seen this happen" | Four Moments of Proof (Proof Gap) |
| Accordion Playbook | Click to expand, running total | Builds understanding piece by piece | Agency — "I'm building something" | Wound Playbook Builder (No-Show Revival) |
| Retrospective Scorer | Rate past experiences on criteria, see pattern | Forces reader to confront their own data | Discomfort — "my pattern is real" | Score Your Last 3 Clients (Politeness Premium) |
| Signal Decoder | Tap items to reveal hidden meaning/score | Retrains perception — reader learns to read signals differently | Surprise — "that positive phrase scored a 2?" | What They Said vs. What It Scored (Politeness Premium) |
| Live Simulator | Score a fictional scenario, get a verdict | Lets reader practice the system before buying | Tension — "I'm not sure about this score" (ambiguity is intentional) | Score a Prospect Right Now (Politeness Premium) |
Proposed Types (Not Yet Used)
| Type | What It Does | When to Use |
|---|---|---|
| Drag-to-Match | Pair items correctly | When the argument is about mismatched approaches |
| Timeline Slider | Scrub between before/after states | When the shift is gradual, not binary |
| Stacked Reveal | Click to reveal layers | When complexity builds in visible stages |
What Is NOT an Article-Embedded Interactive
Calculators — These ask for user input (hours, rate, headcount) and return personalized financial data. They are standalone micro-tools at their own URLs. Do not embed a calculator inside an article.
Diagnostics — These are scored question flows that categorize the reader. They are standalone micro-tools. The article may contain a Retrospective Scorer (which mirrors), but not a full diagnostic (which sorts and routes).
Prose-Interactive-Prose Sandwich
The required pattern for every embedded interactive:
- Setup prose — 1–2 paragraphs telling the reader what to look for and why it matters
- Interactive — The visualization or interaction
- Interpretation prose — 1–2 paragraphs explaining what the reader just experienced and connecting it back to the argument
Without step 1, the interactive has no context. Without step 3, the interactive has no meaning.
Structural Elements
| Element | What It Is | Where It Appears |
|---|---|---|
| Eyebrow label | Uppercase, tracked, gold/gold-on-cream, small text above section headline | Top of every section |
| Section headline | Cormorant Garamond, large, statement not question | Below eyebrow in every section |
| Lead paragraph | First paragraph after headline, slightly larger, stone color | Sections that need a thesis sentence |
| Definition box | Gold left border, subtle background, names a mechanism | Required once per article (usually early). Occasionally a second one for criteria/system. |
| Big quote | Cormorant Garamond italic, centered, gold emphasis on key word | Between sections as a breather, 1–2 per article |
| Bridge quote | Big quote placed between two continuous dark sections | Marks a narrative transition (recognition → curiosity, problem → system). NOT a layout technique — it's a narrative device. See 01-article-context.md for writing guidance. |
| Comparison table | 2–3 column table showing mismatch, final row in gold | Constraint section (strongly recommended) |
| Self-assessment cards | 3 cards with questions that follow a mirror → confrontation → possibility arc | Near the end, before CTA |
| CTA box | Conversion-goal-specific (see 01-context.md) | Final section |
Self-Assessment Card Arc
The three cards are not three independent mirrors. They follow an emotional progression:
- Mirror — "How many of your current clients would score below 3 on Values?" (Reader confronts their own data)
- Confrontation — "Can you name the specific score for your most difficult client right now?" (Pushes from abstract to concrete)
- Possibility — "What would change if every triage call had a score?" (Opens the door the CTA walks through)
Each card should be one question (as the title) and 1–2 sentences of context (as the text). The card titles are questions. The card text explains what the question reveals, not the answer.
Theme Alternation
| Term | Meaning |
|---|---|
| Dark section | Background: charcoal gradient (#1a1a1a → #2a2a2a). Text: cream (#f5f4f0). |
| Cream section | Background: cream (#f5f4f0). Text: charcoal (#1a1a1a), body text slate (#4a5a6a). |
| Off-white section | Background: off-white (#faf9f7). Text: charcoal (#1a1a1a), body text slate (#4a5a6a). |
Sections alternate dark/light. Never two consecutive same-background sections unless they're continuous content (bridge quote into interactive).
Content Ecosystem Terms
| Term | Meaning |
|---|---|
| Topic | The named concept for a given week (e.g., "The Politeness Premium," "The Proof Gap") |
| Campaign name | The mechanism name, used across all distribution assets (e.g., files named politeness-premium-*) |
| Ecosystem | The complete set of five assets produced per topic |
| Framework page | The permanent evergreen hub housing article + tools + video + CTA at one URL |
| Briefing | Time-limited video page with countdown. Expires to become navigation hub. |
| Micro-tool | Standalone interactive tool at its own URL. Three archetypes: diagnostic, calculator, revelation. |
| Campaign distribution | Post image + LinkedIn post + Substack note + email. Promotes the article and tools. |
Micro-Tool Archetypes (Referenced, Not Built Here)
| Archetype | What It Does | CTA Pattern |
|---|---|---|
| Diagnostic | Scored questions → categorized result | Routes to booking or companion tools |
| Calculator | Input numbers → personalized financial reality | Routes to booking or companion tools |
| Revelation / Finder | Guided questions → reveals what reader didn't know they had | Routes to booking or product offer |
These are separate projects. The article author needs to understand what they do because the article may reference them in the CTA or framework page context.
Brand Color Reference (Quick Access)
| Name | Hex | Usage |
|---|---|---|
| Gold | #b79d64 | Labels, emphasis, interactive accents, CTA buttons |
| Gold Light | #c4aa74 | Hover states |
| Gold-on-light | #6b5d3e | Gold text on cream/off-white backgrounds (accessibility) |
| Charcoal | #1a1a1a | Dark backgrounds, text on light backgrounds |
| Deep Charcoal | #2a2a2a | Gradient endpoint for dark sections |
| Cream | #f5f4f0 | Light backgrounds, text on dark backgrounds |
| Off-white | #faf9f7 | Alternate light background |
| Stone | #8a8680 | Secondary text, subtle labels |
| Slate | #4a5a6a | Body text on light backgrounds |
All colors hardcoded as hex or defined in CSS variables (:root {}) within the same file. No CSS variables in templated systems where definitions might be separated from usage.