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For AI Agents

This page documents how AI agents and other automated consumers should read The Anatomy of Marketing. The site is built to be machine-readable from day one — no scraping required.

Structure​

The methodology splits into 6 colour-coded "hats" and 60 concept pages, plus methodology, mindset, foundations, and references layers. Every concept page belongs to exactly one hat. Every URL is stable and citable — slugs never change without a redirect.

  • Hats at /hats/<slug> — the 6 top-level categories (investment, company-strategy, brand-strategy, brand-expression, execution, data-and-insights).
  • Concepts at /concepts/<hat-slug>/<concept-slug> — 60 concept pages, one per term in the AoM glossary.
  • Methodology at /methodology/<step> — Diagnose, Prioritise, Build, Innovate (4 steps + an overview + a quarterly-rhythm page).
  • Mindset at /mindset/principle-{1..8} — 8 placeholder principles (founders fill via CMS).
  • Foundations at /foundations/<slug> — context pages explaining what AoM is and why.
  • References at /references/intellectual-lineage/<thinker-slug> — citation lineage.

Machine-readable artifacts​

Three machine-readable views of the same content tree:

  • /aom.json — the full graph as a single JSON file. Top-level fields: $schema (versions the JSON shape), spec_version (versions the methodology content), license, trademark, lastmod, baseUrl, then arrays of hats/concepts/methodology/mindset/foundations. Every entry has both htmlUrl (browser) and mdUrl (clean Markdown). Recommended for any agent that needs the full graph.
  • /llms.txt — hierarchical index per the llmstxt.org spec. Compact, scannable, suitable as a first-load by AI assistants.
  • /llms-full.txt — complete spec content inlined. Suitable for cold-loading the entire methodology into a context window.
  • <page>.md — every concept/hat/methodology/mindset/foundation URL has a .md sibling that returns clean Markdown (no HTML chrome). Example: /concepts/company-strategy/purpose.md. Cloudflare Pages Functions middleware also serves the .md form when Accept: text/markdown is set on the HTML URL.

URL conventions​

  • All URLs are lowercase kebab-case. Slugs are immutable; renames require a tombstone or redirect. The build fails if a citation breaks (onBrokenLinks: 'throw').
  • The site is live at https://wiki.anatomyofmarketing.dev (dev domain). Production cutover (preferred subdomain wiki.anatomyofmarketing.org) is deferred — citations should reference the dev URL until the v1 milestone closes.
  • AI-friendly crawlers (GPTBot, ClaudeBot, Google-Extended, PerplexityBot) are explicitly allowed via /robots.txt.

Citation format​

For academic and reference use, cite the methodology via the CITATION.cff at the repo root. GitHub renders a "Cite this repository" widget. Suggested prose citation:

Antill, K. & Hastings, R. (2026). The Anatomy of Marketing — Open Methodology (v26.3.1). Ne-Lo. https://github.com/the-kizz/anatomy-of-marketing

Per-page citations include version-pinned URLs (/26.3.1/concepts/<hat>/<concept>) once the first version cut ships in Phase 6. Until then, the dev URLs are the citable surface. Each concept page also exposes schema.org/DefinedTerm JSON-LD; each hat exposes DefinedTermSet with a hasDefinedTerm[] listing.

Worked example: auditing a company's marketing using AoM​

Suppose an AI agent is asked to "audit Acme Corp's marketing using The Anatomy of Marketing". A workflow:

  1. Load the graph. Fetch /aom.json once. Cache for the session.
  2. Walk the 6 hats. For each hat, identify which Acme artifacts (website, brand book, comms plan, dashboards) cover that hat. Note the metaphor: Investment is the Blood Flow, Brand Strategy is the Heart, Data & Insights is the Senses.
  3. For each hat, walk the concepts. For Brand Strategy, that's 8 concepts (Target Audience Profiles, Customer Funnel/Loop, Journey Maps, Brand Value Proposition, Product/Service Value Proposition, Brand Positioning Statement, Brand Personality, Perceptual Positioning Maps). For each, ask: does Acme have an artifact for this? Is it consistent with the others?
  4. Surface gaps. Concepts where Acme has no artifact, or where artifacts conflict, are the audit findings. Use the concept page's "Why it matters" verbatim from the glossary as the rationale.
  5. Cite. Every claim references the concept's URL — never paraphrase. The methodology is licensed CC BY 4.0; attribution is required.

The MCP server (sibling repo the-kizz/aom-mcp) wraps these queries as tool calls (list_hats, get_hat, search_concepts, get_concept, etc.) for agents that prefer protocol calls to JSON parsing. NOT published to npm — install locally per the MCP scaffold README.

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