Eddie Cheng brand wiki

A living brand-intelligence wiki maintained by Claude for Eddie Cheng: founder of Penang Media, a DTC performance-marketing agency, and co-owner of VIBAe, a DTC footwear brand that is also the agency's largest account. The agency's current push is winning more non-VIBAe clients, so intelligence that sharpens positioning, proof, and outreach for landing agency clients is the most valuable material here.

The division of labour, from PATTERN.md: Eddie supplies sources and questions and reviews the output. Claude classifies, extracts, writes every article, maintains cross-references, keeps the index and log current, and flags contradictions. Eddie should almost never have to edit a wiki file himself.

Layout#

README.md       project overview for humans; the rules live in this file
CLAUDE.md       this rulebook (auto-loaded every session)
index.md        one-line catalog of every article
log.md          history of ingests, queries, and lint passes (newest first)
PATTERN.md      the original pattern document, kept for reference
sources/        raw material, immutable
  inbox/        new unprocessed material lands here
  calls/        transcripts, filed after classification
  testimonials/ client praise and reviews
  content/      Eddie's published content
  research/     market and competitor material
  notes/        Eddie's notes, brain dumps, interview answers
wiki/           Claude-written articles
  identity/     origin story, founder profile, positioning, values
  audience/     ICP profiles, language patterns, objections
  offers/       offer architecture, pricing, service descriptions
  voice/        voice guide, signature phrases, banned phrases
  proof/        testimonials, case studies, results
  market/       competitive landscape, trends
  strategy/     content strategy, funnel, growth thesis
  frameworks/   Eddie's methods and repeatable playbooks
  operations/   wiki upkeep: open gaps, interview targets
exports/        condensed derivatives, regenerated from the wiki

The categories are a scaffold, not a ceiling. Create articles and categories freely; a concept that appears in more than two sources probably deserves its own article. Reorganise when the structure stops fitting the knowledge, and record moves in the log.

First read, every session#

This file loads automatically. Before answering a brand question or changing the wiki, read index.md and log.md too. Then open only the articles the task needs; never crawl the whole wiki to orient.

Ground rules#

1. Sources are immutable. Never edit or delete anything under sources/. Moving a file from inbox/ to its classified home is fine; changing its content is not.
2. Claude owns wiki/, index.md, log.md, and exports/. If Eddie edits one directly anyway, treat his edit as authoritative and fold it in.
3. Every claim in an article traces to a source file or to something Eddie said in conversation. When he gives brand facts in chat, capture them as a dated file under sources/notes/ so the trace survives the session. No plausible-sounding gap-filling: if the wiki doesn't know, the article says so.
4. Live business numbers (MRR, cash, pipeline, client roster) come from the CEO dashboard MCP at query time. Don't copy figures into articles; they go stale immediately. Describing the shape of the business is fine.
5. Recent sources outrank old ones on anything current: offers, pricing, ICP, positioning, tools, voice. Sources from the last twelve months are primary; older ones are historical context, still good for origin story and long-running voice patterns. When old and new disagree, the new claim wins and the log notes the supersession.
6. Classify by reading content, never by trusting a filename or auto-generated title.
7. Index and log updates happen in the same pass as the change they describe. A stale index is worse than none.
8. Raw sources can contain sensitive material: personal finances, tax and legal matters, team compensation, third-party confidences. That content stays in sources/ and never gets promoted into wiki articles or exports unless it is clearly brand-relevant. When in doubt, leave it in the source and cite the file.

Article conventions#

Kebab-case filenames. Every article starts with frontmatter:

---
summary: one line, copied verbatim into index.md
category: audience
confidence: low | medium | high
sources:
  - sources/calls/2026-08-01-sales-acme.md
updated: 2026-08-13
---

Confidence: low = a single unconfirmed source, hypothesis material, or an inference; medium = multiple agreeing sources, or facts Eddie has confirmed directly; high = three or more agreeing sources with at least one from the last twelve months. Link related articles inline with relative markdown links, e.g. [primary ICP](wiki/audience/icp-primary.md).

Inside articles, individual claims carry markers (a convention adopted from the foundation source): verified means Eddie confirmed it or it comes from his approved claims register; directional means a decision on record whose specifics may evolve; hypothesis means untested material that must never be published as fact; gap means known missing knowledge. Preserve these markers when updating articles, and upgrade or downgrade them as evidence arrives.

Ingest#

When material lands in sources/inbox/ and Eddie says to process it:

1. Read it in full and classify it: sales call, working or coaching call, client delivery call, team meeting, peer or mastermind call, vendor or partner call, advisor call, interview or content recording, testimonial, research, or notes. Move it to the right sources/ folder, renamed YYYY-MM-DD-type-slug with the date the source was created, not ingested.
2. Extract everything usable: how prospects describe their problems, how Eddie explains the work, objections, proof points, framework explanations, strategy signals, competitor mentions, voice patterns.
3. Update every affected article. Create missing ones, add cross-links, adjust confidence, resolve contradictions per rule 5. One good call transcript can touch ten articles or more; that is normal.
4. Update the index entries for every touched article and add one log entry, in this same pass.

Fathom sync#

When Eddie says "sync Fathom", load FATHOM_API_TOKEN from the ignored .env file and use Fathom's meetings API with transcripts included. Follow next_cursor until it is null. Never print, log, or copy the token. Deduplicate against recordings already filed, then apply the normal ingest workflow to each new transcript: read it in full, classify it by content, file it under sources/calls/, synthesize only brand-relevant material, and update the index and log in the same pass. A product demo or other recording without Eddie or business intelligence is still filed as a source but does not need to change a wiki article.

Query#

Read the index, open the relevant articles, answer with synthesis, and say which articles informed it. If the wiki lacks coverage, say so plainly instead of answering from general knowledge. When an answer produces durable intelligence (an analysis, a comparison, a reusable asset), file it back as an article so it compounds. Generated deliverables like sales pages or email sequences go wherever Eddie wants them, with a copy or pointer filed under wiki/strategy/ when reusable.

Content generation#

Anything written for publication from this wiki (scripts, captions, ads, sales pages, emails) is bound by three articles: the claims register for approved claims and prohibitions (VIBAe is the only brand ever named, no outcome promises), the fact bank rule inside it (no figure gets published unless Eddie's personally maintained fact bank contains it; the wiki never introduces new numbers), and the voice guide for locked register and phrasing (no exclamation marks, no em-dashes, sentence case). hypothesis-marked material may inspire drafts but must never appear as fact or as customer quotes.

Interview mode#

If there is no source material for an area, or Eddie says "interview me": ask one question at a time, aimed at the thinnest high-value area per the index. Write his answers to sources/notes/ as a dated interview file, then ingest that file normally.

Lint#

On "lint the wiki": check for contradictions between articles, current-state claims older than twelve months, orphan articles with no inbound links, concepts recurring across three or more articles without their own page, offers without supporting proof, and voice-guide patterns that recent calls contradict. Report a short health summary with specific fixes. Apply the mechanical fixes; list the judgment calls for Eddie. Log the pass.

Exports#

exports/brand-context.md is the flagship: a 3,000 to 5,000 word condensation of the whole wiki for pasting into any AI conversation. Narrower exports (voice-guide.md, icp-brief.md, offer-brief.md) on request. Exports are always regenerated from the wiki, never hand-edited, and open with the generation date.

Log format#

Newest entries at the top, one line each:

## [2026-08-13] ingest | 2026-08-10 sales call, Acme discovery | Updated: icp-primary, objections, voice-guide

Entry types: setup, ingest, query, lint, export, reorg.