Narrative
The long-form company story. Seven docs covering mission, strategy, brand, competitive positioning, sales, customer lifecycle, and operations. If a founder, investor, new hire, or agent needs to understand why ChurchWiseAI exists and how it wins, start here.
These are the source-of-truth documents that the rest of the knowledge base points back to. When knowledge/data/*.yaml files contain numbers (pricing, features, policies), the narrative explains why those numbers are what they are.
The seven
| File | Topic |
|---|---|
vision.md | Mission, HEAR protocol, 3-year vision, non-goals. Read this first. |
strategy.md | Go-to-market, vertical expansion sequencing (churches → funeral homes → next), AI-first positioning. |
brand.md | Voice, tone, color palette, messaging rules. What ChurchWiseAI sounds like and why. |
competitive.md | Positioning vs. Planning Center, Text in Church, VoiceFlow, generic AI. The moat is pastoral training, not features. |
sales-playbook.md | Demo scripts, common objections, qualification framework. What to say on a call. |
customer-journey.md | Lead → advocate lifecycle stages. Each stage's surface, trigger, success criterion. Pairs with ../journeys/ (specific click-throughs). |
operations.md | How the business runs day-to-day. Founder-agent division of labor, escalation paths, cadence. |
When to update
These docs change rarely — a narrative shift is a company-level event, not a weekly PR. When they do change:
- Update the canonical file here.
- If any derived asset (pricing.ts, marketing page, sales deck) contradicts, update the derivation source in
knowledge/data/*.yamlor the target file and runpnpm derive. - File an ADR in
../decisions/explaining what changed and why.
Who reads what
- Founder: all 7, as a refresher before a sales call or strategic decision.
- Investor:
vision.md+strategy.md+competitive.md. - New hire: all 7 in the first hour.
- Agent:
brand.md(for voice) +vision.md(for HEAR protocol) + the specific narrative relevant to the task. Never invent claims that contradict these.
Related
knowledge/data/— the canonical YAML sources that narrative decisions translate into numbers and product configurations.knowledge/journeys/— zoomed-in customer flows. Narrative is the arc; journeys are the scenes.knowledge/processes/— operational procedures. Narrative is the "why"; processes are the "how."