Intensive Concept Brief Kit — Golden Example

Reference File

Golden example: content/business/marketing/content-pipeline/concept-briefs/intensive-concept-brief-practice-growth-os.md — the first Intensive concept brief (Find → Prove → Close).

Read the full file before building any Intensive concept brief.

Structure Analysis

The golden example follows this section order. Every Intensive concept brief must include all sections.

1. Header

# Concept Brief — The Intensive: [Theme 1] → [Theme 2] → [Theme 3]

**Date:** [YYYY-MM-DD]
**Status:** Draft — validating direction
**Working title:** [Name]
**Price:** $97
**Format:** 3 sessions x 90 min, Tue/Wed/Thu
**Target dates:** [Dates]

Price and format are locked. Title, dates, and topic change per Intensive.

2. The Promise

One paragraph + one-line tagline. Specific — names what they build, not vague outcomes. The golden example: "build an AI-powered system on your computer that finds growth hiding in your existing client base, turns your best work into proof that sells for you, and writes scoped proposals in minutes instead of hours."

3. Who's In The Room

Audience description in their language. Their words (quoted). Critical traits that affect session design (e.g., "NOT technical"). Two ICPs that converge at the Intensive.

4. The Arc

Table format: Day | Theme | One-Sentence Version | Skill Built. Plus the narrative line connecting all 3 sessions. The golden example: "Find the money → Arm yourself with proof → Close with confidence."

Key pattern: Each session's one-sentence version names what the user DOES and what they WALK AWAY WITH. Not what they learn.

5. The Groundwork

Table: Step | Time | What They Do | What's Actually Produced. Plus the hybrid model explanation (readable documents + structured reference files). Plus non-completer plan.

6. Session Design (3 Sections)

Each session gets its own H3 with:

• Title in quotes — aspirational, specific
• Skill name and input/output
• Time-based beat table — every segment with minute ranges
• "They walk away with" list — specific artifacts, not vague outcomes

Key patterns from the golden example:

• Session 1 includes "The Reveal" (showing what the Groundwork actually built)
• Session 2 includes skill anatomy teaching (second install, quick overview)
• Session 3 includes "Close the Loop" (Day in the Life) and the dual conversion pitch
• Every session ends with "Tee up tomorrow" or "What's next"
• Quick wins in every session — social proof builds inside the room

7. IP Direction (Source Material)

One table per session. Columns: IP Source | What It Contributes | Location | Methodology Depth.

Key patterns:

• Every IP source has a specific file path
• Every source has a methodology depth rating (Deep/Partial/Needs Review/Gap/Reference)
• "Needs adaptation" notes explain what changes from the source to the Intensive skill
• IP Gaps are called out as blockquotes with "Content interview required"
• The Groundwork gets its own IP table (Site Survey, conversation methodology)

The most important insight from the golden example: The key adaptation note. Handraiser skills read pasted input. Intensive skills read structured Practice Brain data. "Same methodology, different input modality."

8. Design Constraint Check

Table: Constraint | How The Intensive Meets It. Five constraints:

1. Can't fail
2. Sustainable
3. Win fast
4. Non-technical audience
5. 10-100x perceived value

Plus the quality bar quote.

9. Cohesion Check — Handraiser → Intensive

Table mapping each job to its handraiser version and Intensive version. Shows the upgrade path. Plus notes on handraiser skills NOT directly represented in the Intensive (and where they live instead).

10. What Needs To Be Built

Numbered list with status and blocking flags. Then a dependency tree showing build order.

11. Dual Conversion

Table: What They Say | Path | Offer. Plus the closing line.

12. Teaching Stories Needed

Table: Session | Story Needed | Status. Stories marked as Blocker, Needs Capture, or Captured.

13. Open Questions

Numbered list. Each question includes context/alternatives.

14. Next Steps

Checkbox list of what happens after the brief is validated.

Key Differences from Skill Concept Briefs