02 — TERMINOLOGY: Case Study Kit
Locked vocabulary for the Case Study Kit. These terms have precise meanings in this system and must be used consistently across all kit files and all production output.
Core Terms
| Term | Meaning | NOT This |
|---|---|---|
| Case Study | A third-person narrative that tells the story of a documented client outcome — situation, action, results, what's next. Lives on the practice owner's website as conversion proof. | Not a testimonial. Not a quote-driven endorsement. Not a marketing tagline. The featured client is the subject, not the speaker. |
| Story | One case study card within a multi-card output. The Foncannon goldens contain two stories each ("Five Years Behind" + "The Best Year Ever"). | Not a separate file. Stories are cards in a single page; each output may have one or many. |
| Practice Owner | The professional whose website will host the case study (Kathryn's client). The author of the story being told. | Not the featured client. Not Kathryn. The practice owner is who Kathryn produces the kit output FOR. |
| Featured Client | The practice owner's client whose outcome is being told. The subject of the story. | Not the audience. Not the publisher. The featured client appears in the case study; they do not read it. |
| V1 | The named version. Specific industry, specific strategy names, [CLIENT NAME] placeholder in titles, includes practice-specific future plans. Requires written client approval before publishing. | Not the public version. V1 ships only after the featured client signs off. |
| V2 | The fully anonymized version. Industry archetype, generic strategy names, no name placeholders, removed identifying details. Publishable on day one. | Not "lightly edited V1." V2 is rebuilt against the Anonymization Table — every element transformed, not just names removed. |
| Anonymization Test | Binary check applied to every V2: Could the featured client identify themselves in this version? If yes, V2 fails — anonymize further. | Not "could a stranger identify them" — the test is whether the featured client themselves would recognize the case as theirs. Higher bar. |
| Extraction | The structured output of the upstream interview. Either a filled case-study-extraction-template.html or a transcript the kit extracts from. | Not the raw conversation. Not the kit's job. Extraction happens before the kit runs; the kit consumes it. |
| The Three Layers | Surface / Real / Prospect. The narrative model from The Proof Gap briefing. Surface = what the practice owner would write themselves (flat, accurate, dimmed). Real = what emerges with follow-up questions (specific numbers, specific actions). Prospect = the version that starts where the featured client started (emotional starting point). | Not a 4-master conversion spine. Not Hormozi/Brunson/Deiss/Kern. The Three Layers is the framework Kathryn published; the kit operates within it. |
| Trigger Questions | The four questions from The Proof Gap briefing used in the upstream extraction interview to surface case studies a practice owner thought they didn't have: (1) Has a client renewed without you having to sell it? (2) Has someone referred a prospect to you without being asked? (3) Have you helped a client avoid a mistake they didn't see coming? (4) Has a client's situation changed meaningfully because of your work? | Not in scope of the kit's production — they are upstream interview tools. Reference only. |
| The Invisible No | The conversion failure mode this kit prevents. Per The Proof Gap: "You hear every yes. You hear some no's. You never hear: 'I looked, couldn't find proof, and moved on.'" | Not a metric. Not a dashboard item. The invisible no is the named cost of the proof gap; the kit's existence is the response. |
Component Vocabulary (HTML Output)
These names map to CSS classes and HTML structure in V1 and V2. Use them consistently in 05-output-skill.md templates and 04-quality.md checks.
| Term | What It Is |
|---|---|
| Header | Top section of the page. "Client Success Stories" label + H1 ("Real Results. Real Savings.") + value-prop subtitle. |
| Intro | Single paragraph between header and the first case study card. Frames the approach. |
| Case Study Card | One full story container. Contains: Card Header, Body (4 sections), borders/padding/shadow per design system. |
| Card Header | Top of one card. Contains story title (case-study-title), industry tag (case-study-industry), and savings badge (savings-badge with savings-amount and savings-label). |
| The Situation | First body section. Describes the featured client's starting position. Subhead + 1–2 narrative paragraphs. Begins where the featured client emotionally was, not with the practice owner's process. |
| What We Did | Second body section. Describes the practice owner's actions. Subhead + 1–2 narrative paragraphs + Strategy Tags (strategy-tag). Active voice — "We restructured" not "the business was restructured." |
| Strategy Tag | One named action chip inside What We Did. V1 uses specific names ("S-Corporation Conversion"); V2 uses generic equivalents ("Entity Restructuring") per the Anonymization Table. |
| The Results | Third body section. Subhead-less in golden examples; primarily a Results Grid with 2–3 Result Items. |
| Result Item | One metric inside the Results Grid. Contains a Result Number (large, prominent — e.g., "$70K+", "3", "December") and a Result Description (smaller — e.g., "Annual tax savings"). |
| Savings Badge | Visual element in the Card Header. Highlights the headline number for the story (e.g., $58-60K / Annual Savings). Uses brand accent gradient. |
| What's Next | Fourth body section. Subhead + 1–2 narrative paragraphs about ongoing or projected work with the featured client. Forward-looking language uses "projected" or "estimated." |
| CTA Section | Conversion section after all case study cards. H2 question + invitation paragraph + button linking to [CTA_URL]. |
| Disclaimer | Footer section. Text varies by profession type (see Disclaimer Templates below). V2 disclaimer includes anonymization note; V1 disclaimer does not (because V1 isn't anonymized). |
| Approval Block | V1-only. HTML comment block at the top of the file containing a checklist of approvals required before V1 ships (replace [CLIENT NAME], get written permission, confirm numbers, etc.). |
Anonymization Table
Canonical V1 → V2 mappings. When a story uses an entry that's not in this table, propose a new mapping during the run and Mode-2 it back into this table.
| V1 (Specific) | V2 (Generic) |
|---|---|
| Real estate agent | High-performing sales professional |
| Cement contractor | Construction business owner |
| Restaurant owner | Business owner |
| Medical practice | Professional services firm |
| Opening own brokerage | Pursuing business expansion |
| Taking over father's company | Positioned for future growth |
| Buying rental properties | Expanding investments |
| S-Corporation conversion | Entity restructuring |
| Augusta Rule | Business use of home |
| Hiring kids / Hiring family members | Family employment |
| QBI maximization | Income optimization |
| Cost segregation | Accelerated depreciation |
[City/State name] | Remove entirely |
[Company/Franchise name] | Remove entirely |
[Family member first names] | Remove entirely |
Adding entries: new mappings get appended during a run, used for that run's V2, and propagated back to this file via Mode 2.
Forbidden anonymization moves: never replace an industry with one that's more identifying than the original. Never anonymize a number into a range that misrepresents the actual outcome. Never weaken the result strength to make anonymization easier — strong real numbers in generic clothing are the goal.
Disclaimer Templates
Selected by profession type during production. Each template applies to V2; the V1 version omits the anonymization note (V1 isn't anonymized).
cpa_disclaimer (also: ea)
The case studies presented reflect actual client outcomes but have been anonymized to protect client confidentiality. Individual results vary based on specific circumstances, income levels, business structure, and tax law. The strategies described may not be appropriate for all taxpayers. Past performance and savings do not guarantee future results. This content is for informational purposes only and does not constitute tax, legal, or financial advice. Consult with a qualified tax professional regarding your specific situation.
financial_disclaimer (also: cfp, ria)
The case studies presented reflect actual client outcomes but have been anonymized to protect client confidentiality. Individual results vary based on specific circumstances, risk tolerance, investment timeline, and market conditions. Past performance does not guarantee future results. This content is for informational purposes only and does not constitute investment, tax, or legal advice. Consult with a qualified financial professional regarding your specific situation.
insurance_disclaimer
The case studies presented reflect actual client outcomes but have been anonymized to protect client confidentiality. Individual results vary based on specific circumstances, coverage needs, and policy terms. This content is for informational purposes only and does not constitute insurance, tax, or legal advice. Consult with a qualified professional regarding your specific situation.
attorney_disclaimer
The case studies presented reflect actual client outcomes but have been anonymized to protect client confidentiality. Individual results vary based on specific circumstances and applicable law. Past results do not guarantee future outcomes. This content is for informational purposes only and does not constitute legal advice. Consult with a qualified attorney regarding your specific situation.
general_disclaimer
The case studies presented reflect actual client outcomes but have been anonymized to protect client confidentiality. Individual results vary based on specific circumstances. Past results do not guarantee future outcomes. This content is for informational purposes only. Consult with appropriate professionals regarding your specific situation.
V1 variant: every disclaimer above is used on V1 verbatim except the phrase "but have been anonymized to protect client confidentiality" is removed (V1 is named, not anonymized).
Convertri Rules
Apply only when the Convertri hosting flag is true. These are non-negotiable when applicable — they break the page on Convertri if violated.
1. NO CSS Variables
/* WRONG */
background: var(--gold);
/* CORRECT */
background: #b79d64;Every color, font, and design token hardcoded as a literal value. No :root { --foo: ... } blocks.
2. NO mailto Links
<!-- WRONG -->
<a href="mailto:email@domain.com">Email</a>
<!-- CORRECT -->
<a href="[CTA_URL]">Get Started</a>Use the configured CTA URL or a Calendly / checkout link only.
3. NO Separate Script Blocks
<!-- WRONG -->
<script>function doThing() {...}</script>
<!-- CORRECT -->
<button onclick="...inline code...">Click</button>Inline JavaScript only. No top-level