# exosomes.guide

Site grounding for agents without the exosomes.guide repository: its seven charter files, unchanged except that headings sit two levels lower and every term id the pinned version defines, in the frontmatter blocks too, is followed by its label from the pinned version. The YAML blocks are therefore for reading, not parsing; the repo files are the source.

- Domain: exosomes.guide
- Pins: editorial-charter@1.3.1, portfolio-icp@1.0.0
- Repo: c217ce16a88c59abb81d0ce379020d0bcc485668 (committed 2026-10-03T15:01:44-07:00)
- Built 2026-10-05T03:25:29+00:00
- Pages: https://taxonomy.tfw.bz/sites/exosomes.guide/

## BRAND.md

Version 1.1.1 · status draft · sha256 8029c8064005b344ef80529284f2ebdd8417340ee1673c96bda986380df81b4a

```yaml
charter: 1
version: 1.1.1
profile: editorial-charter@1.3.1
domain: exosomes.guide
status: draft
reviewed_by: ""
archetype: charter:brand-archetype-sage (sage)
claims:
  - id: c1
    text: Thomas Prommer founded exosomes.guide in 2026 and is its publisher and editor.
    basis: charter:claim-basis-documented (documented)
    source: about.manifest.json (entity.founder, foundingDate); content/about.md
  - id: c2
    text: exosomes.guide is not affiliated with a clinic, manufacturer or seller of exosome products.
    basis: charter:claim-basis-documented (documented)
    source: about.manifest.json (copy.summary150); content/about.md
  - id: c4
    text: The FDA's consumer alert of 22 July 2020 and its public safety notification on exosome products state that no exosome products are FDA-approved.
    basis: charter:claim-basis-cited (cited)
    source: "https://www.fda.gov/vaccines-blood-biologics/consumers-biologics/consumer-alert-regenerative-medicine-products-including-stem-cells-and-exosomes and https://www.fda.gov/vaccines-blood-biologics/safety-availability-biologics/public-safety-notification-exosome-products, as cited in content/en/index.md and content/en/exosomes-face/index.md"
```

### BRAND

#### Name and entity
exosomes.guide, an independent editorial project published by Thomas Prommer. Entity home: https://exosomes.guide/en/about/ (`about.manifest.json`, organization id `https://exosomes.guide/#organization`). Contact comms@flywheel.bz. It is not a clinic, treatment provider or regulator.

#### Promise
For any marketed exosome product or treatment, we show what is studied, what is approved and where the evidence stops, with the source attached.

#### Personality
The sage: a research register a skeptical reader can check line by line. Verdict first, evidence stage stated, no adjectives about the product. It owns changes in its verdicts and says so with a date. Source: VOICE.md sections 1 and 6.

#### Visual pointers
Locked direction "Evidence Ledger": see `design/DIRECTION.md`, `design/tokens.json` and `DESIGN.md`. Ruled paper, coded square panels, no clinic imagery.

#### Do / Don't
Do: open each page with "Evidence stage: X. Approval: Y."
Do: separate topical cosmetic use from injected or infused use.
Do: cite FDA pages and primary studies directly, with a date.
Do: end treatment pages with "What to ask".
Don't: rank products, score efficacy or recommend clinics.
Don't: present animal, in-vitro or case-series evidence as proof of human benefit.
Don't: claim medical review until a named reviewer has signed.
Don't: claim personal treatment experience or clinical practice.

## VOICE.md

Version 1.0.1 · status draft · sha256 f921c7abef606613df262b8ac89b599f09ebc9652fc08ca5ddd2700d0d1b20bd

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: exosomes.guide
status: draft
reviewed_by: ""
register: charter:voice-register-practitioner (practitioner)
person: charter:voice-person-third (third person)
languages: [en, de, es, fr, pt]
addresses: [skin-treatment-skeptic]
essence: "A research register a skeptical reader can check line by line: verdict first, source attached, no adjectives."
```

<!-- ASSUMED DEFAULT, 2026-09-17: recommended voice option 'a. Evidence ledger' from ~/reports/site-strategy/exosomes.guide.json, pending Tom's review in ~/reports/site-decisions/index.html. If Tom picks another voice this file is replaced. -->

### VOICE: exosomes.guide (Evidence ledger)

> Loaded by /humanizer (Step 0) and the content publishing gate (drafting Step 1
> + humanizer Step 3). If absent, both fall back to generic mode.

#### 1. Identity & Register
- Voice owner / who speaks: the exosomes.guide editorial desk, third person as a publication (no personal byline claims until a real named medical reviewer is signed)
- Register: practitioner (research register)
- Language/locale: en (source); de, es, fr, pt via DeepL plus native pass, see section 9
- One-line essence: "A research register a skeptical reader can check line by line: verdict first, source attached, no adjectives."

#### 2. Audience
- Primary audience: mixed (skin-treatment skeptics first, then hair-loss patients and serious-illness caregivers)
- Reader's job-to-be-done: decide whether a marketed exosome treatment or product has evidence and is safe to buy
- Assume they know what microneedling and a serum are; always explain extracellular vesicles, evidence stages, and the difference between cosmetic and drug status

#### 3. Tone Axes  (mark where this voice sits)
- Formal   ──●────  Casual
- Authority ●──────  Peer
- Serious  ●──────  Playful
- Concise  ●──────  Expansive
- Default editorial_track: factual

#### 4. Person, POV & Cadence
- Person: third; address the reader as 'you' only in the closing 'what to ask' block
- Sentence rhythm: short declarative sentences, one claim each; numbers in digits
- Paragraph length: 2 to 4 sentences
- Structural tics to keep: every page and section opens with a verdict line 'Evidence stage: X. Approval: Y.'; every claim carries an inline citation; every treatment page ends with 'What to ask'
- Avoid: rhetorical questions as openers, hedging stacks ('may potentially possibly'), narrative intros

#### 5. Lexicon
- Preferred terms: evidence stage (lab only, animal, small human study, controlled trial, approved), approval status, extracellular vesicles, topical vs injected, adverse event, registered trial
- Banned phrases (beyond humanizer's generic list): 'cutting-edge', 'revolutionary', 'game-changer', 'miracle', 'regenerate your skin', 'turn back the clock', 'clinically proven' (unless an RCT is cited), 'natural', 'science-backed' without a citation, 'FDA-registered' as a quality signal
- Capitalization & spelling rules: "exosome" lowercase; "extracellular vesicles (EVs)" on first use per page; "FDA", "ISEV", "MSC" (mesenchymal stromal cell, spelled out on first use); "PDRN"; product names in exact brand casing ("medicube", "AnteAGE"); "microneedling" one word.
- Domain-jargon level: moderate: define each technical term once inline; tables can use compact labels once the legend defines them
- Hard content rules: always separate topical cosmetic use from injected or infused use; never present animal, in-vitro or case-series evidence as proof of human benefit; cite FDA and primary studies directly, never a clinic blog.

#### 6. E-E-A-T / Experience Claims  (anchors gate Step 7)
- Authentic experience this voice can claim: none personal yet. The site's experience is the evidence ledger itself: every claim traced to FDA pages, trial registries (clinicaltrials.gov) and peer-reviewed papers. Do not invent clinical practice, patients, or treatments tried.
- Named author + bio source: TBD. Every page is review_required; a named, credentialed medical reviewer (dermatologist or EV researcher) must be recruited before indexing. Until then, byline "exosomes.guide editorial team" and state that the page has not been medically reviewed if that is true.
- Quantified credential for bios: only once a reviewer is signed (e.g. board certification, publication count). Never placeholder numbers.
- Citation posture: cite FDA pages, clinicaltrials.gov records and peer-reviewed studies directly with a date; name study size and funder when it matters; label animal and in-vitro evidence explicitly
- Original-data hooks this voice owns: the evidence-by-use table (use, evidence stage, approval status, what to ask); a dated log of FDA warning letters and safety notices on exosome products; counts of registered trials per indication from clinicaltrials.gov with the query date.
- "What I got wrong" angle: dated update notes when a verdict changes ("Updated 2026-10: moved from lab-only to small human study after ..."). Owning the change is the credibility beat.

#### 7. Gold-Standard Examples  (few-shot anchor, highest leverage)
- Example A (drafted for /en/exosomes-microneedling/, replace with a published paragraph once live): "Evidence stage: small human studies, no approval. Exosome serums applied after microneedling are sold as a way to speed healing and boost collagen. The human data is a handful of small trials, several funded by the companies selling the product. FDA has approved no exosome product for any use, including topical use after needling, and has reported serious infections tied to unapproved exosome products. What to ask: where the exosomes come from, how the batch is tested, and what happens if you react."
  - Why on-voice: leads with the verdict label, states the evidence in one line each, ends with actionable questions, no adjectives about the product.


#### 8. Anti-References  (do NOT sound like)
- Clinic and med-spa blogs ('glow like never before')
- Brand product pages and TikTok hauls
- Generic AI health listicles ('10 amazing benefits of exosomes')
- Alarmist anti-clinic takedowns that skip the evidence

#### 9. Other Languages
Voice is authored in English. DeepL translations inherit it, then a native-register pass applies these rules. Planned: de 14 pages, es, fr, pt 15 pages each.
- de: Sie, never du. Sachlich, no marketing superlatives (Heilmittelwerbegesetz § 3 bans attributing effects a treatment does not have). Use "Exosomen", "Mikroneedling" as searchers write it, "Stammzellen". Keep the verdict labels in German: "nicht zugelassen", "nur Laborstudien", "kleine Humanstudie".
- es: neutral international Spanish, usted in direct address, prefer impersonal constructions. "exosomas", "microagujas", "células madre". No Spain-only or Mexico-only slang.
- fr: vous. Register of a patient information leaflet, not a beauty magazine. "exosomes", "micro-aiguillage", "cellules souches". Avoid "miracle", "révolutionnaire".
- pt: Brazilian Portuguese (slugs use "microagulhamento"), você. "exossomos", "células-tronco". Mention ANVISA where the page discusses regulation, and never imply FDA status applies in Brazil.
- All languages: translate ALS as the local disease name (de ALS, es ELA, fr SLA, pt ELA), never as a word. COPD is BPCO (fr), EPOC (es), DPOC (pt), COPD (de).

## STRATEGY.md

Version 1.0.1 · status draft · sha256 b61ea4ada8bcab6dbe92bad4f2df86aaa930efef9eefd2bdb3f3361c4da63b2c

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: exosomes.guide
status: draft
reviewed_by: ""
mission_shape: charter:mission-shape-serve-x-to-achieve-y (serve X to achieve Y)
horizon: charter:horizon-12m (12 months)
positioning:
  primary: charter:positioning-axis-authority-depth (authority depth)
audiences:
  - kind: charter:audience-kind-consumer (consumer)
    name: Skin-treatment skeptics
    segment: skin-treatment-skeptic
    job_to_be_done: Decide whether a marketed exosome add-on or product has evidence behind it before paying for it.
profile_required: true
```

### STRATEGY

#### Mission
We help people who have seen exosome treatments or skincare marketed to check what the evidence and the regulators say, so they can decide with their own provider.

#### Positioning
Authority depth first. Every other result for these queries is a clinic or a brand selling the treatment, so the site wins by being sourced to FDA pages, trial registries and peer-reviewed papers. We concede speed of answer, because verdict pages carry citations and run long, and we concede any claim of clinical authority until a named medical reviewer has signed.

#### Audiences
Skin-treatment skeptics: adults who saw exosomes pitched as a microneedling add-on at a med spa or as a viral at-home product, and are deciding whether to pay. The trigger is a clinic quote or a social video. They know what a serum and microneedling are and do not know that FDA has approved no exosome product. The strategy brief (`briefs/strategy.md`, an assumed default pending review) names hair-loss patients and serious-illness caregivers as alternatives that were not chosen. They are not written for yet.

#### Competitors
Clinic and med-spa blogs, brand product pages and social haul videos, which all sell the treatment. Generic health listicles that repeat marketing claims. Alarmist anti-clinic pieces that skip the evidence. Source: VOICE.md section 8.

#### What we will not do
No clinic listings, clinic recommendations, product rankings or efficacy scores. No instructions for using unapproved products. No product links while the monetization default stands. No medical-review claim until a named reviewer signs. Source: PRODUCT.md, content/about.md, briefs/strategy.md.

#### Bets for the horizon
1. Get the English page set (15 planned pages) indexed and kept current (moves pages_indexed).
2. Publish the evidence-by-use table and the dated log of FDA warning letters as the pages worth returning to (moves content_engaged).
3. Win the medicube and microneedling queries with verdict-first pages (moves gsc_clicks).

## AUDIENCE.md

Version 1.0.1 · status draft · sha256 616859a22dcaf914a8f7367ac524b66108101ae80b2a1e931906a7ed8c2cb640

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: exosomes.guide
status: draft
reviewed_by: ""
segments:
  - slug: skin-treatment-skeptic
    name: Skin-treatment skeptics
    kind: charter:audience-kind-consumer (consumer)
    archetype: icp:self-pay-medical-planner (Self-pay medical planner)
    priority: charter:segment-priority-primary (primary)
    job_to_be_done: Decide whether a marketed exosome add-on or product has evidence behind it before paying for it.
    funnel_stages: [charter:funnel-stage-consideration (consideration), charter:funnel-stage-decision (decision)]
    languages: [en, de, es, fr, pt]
    regions: [US, DE, ES, FR, BR]
    pains:
      - Every result on page one is a clinic or brand selling the treatment.
      - Cannot tell which claims are marketing and which have human data.
      - Does not know that FDA has approved no exosome product.
    channels: [charter:channel-organic-search (organic search), charter:channel-social-video (social video)]
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md (assumed default ICP a), VOICE.md section 2", as_of: 2026-10-03}
      regions: {basis: charter:evidence-basis-assumed (assumed), source: "agent assumption 2026-10-03: US from the FDA focus in briefs/site.md, DE ES FR BR from the planned page languages in briefs/site.md", as_of: 2026-10-03}
      channels: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md ('Where they search')", as_of: 2026-10-03}
```

### AUDIENCE

#### Skin-treatment skeptics
Adults who saw exosomes pitched as a microneedling add-on at a med spa or as a viral at-home product, and are deciding whether to pay for it. They want to know if the upcharge does anything, whether it is safe, and what to ask the provider. They arrive from product and procedure searches. No demographic or size figure is recorded here: the strategy brief gives an age range and search volumes that came from an unlinked planning tool, so they stay out until someone reads them from a named system. Source: briefs/strategy.md, VOICE.md section 2.

#### Excluded audiences
Not written for: readers who want a clinic recommendation or listing, readers who want instructions for using unapproved products, and anyone looking for a diagnosis or an assessment of an individual case. Source: STRATEGY.md section What we will not do, content/about.md.

## MONETIZATION.md

Version 1.0.1 · status draft · sha256 b7ac8c0c223e5d80892b3bbc0d64b4ebc88d42b32b06f37a4c7dd2ff74e06a21

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: exosomes.guide
status: draft
reviewed_by: ""
revenue_lines:
  - slug: display-ads
    name: Display advertising
    type: charter:revenue-type-display-ads (display ads)
    network: Entry-tier display network, not yet chosen
    commission_model: charter:commission-model-rpm (RPM)
    placements: [charter:placement-type-display-slot (display slot)]
    segments: [skin-treatment-skeptic]
    kpi_key: ad_revenue_recorded
    status: charter:revenue-status-idea (idea)
    share_band: charter:revenue-share-band-core (core)
    start_trigger: Tom confirms the monetization default and the site has enough sessions for an entry-tier network
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md (assumed default 'a. Display advertising only', pending review)", as_of: 2026-10-03}
```

### MONETIZATION

#### Revenue model
One line, written down as an idea: programmatic display on informational pages, so revenue does not depend on what the reader decides. The source is an assumed default in `briefs/strategy.md`, not a decision. Nothing is live and no slot, network or number is set.

#### Disclosure rules
Ads are labelled by the ad network. No page carries a commercial relationship with a clinic, manufacturer or seller of exosome products. Any such relationship added later is disclosed on the page it touches. Source: briefs/strategy.md, content/about.md.

#### Not monetised
No affiliate links, product links, clinic listings, listing fees or sponsored placements from exosome sellers. Block the aesthetic-clinic and regenerative-medicine ad categories where the network allows. Source: briefs/strategy.md.

#### Display advertising
An idea only. Pages stay informational so ad serving is not restricted for promoting unapproved products. It needs a decision from the owner before the status moves past idea.

## KPI.md

Version 1.0.1 · status draft · sha256 e834fcdd98abedd31e00bc6fcb0b4db100ca06a57d234cdac7ecd552d0b9dc6e

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: exosomes.guide
status: draft
reviewed_by: ""
template: charter:kpi-template-editorial-traffic (editorial traffic)
template_override: ""
kpis:
  - {key: pageview_recorded, role: charter:kpi-role-primary (primary)}
  - {key: gsc_clicks, role: charter:kpi-role-secondary (secondary)}
  - {key: gsc_impressions, role: charter:kpi-role-secondary (secondary)}
  - {key: avg_position, role: charter:kpi-role-secondary (secondary)}
  - {key: content_engaged, role: charter:kpi-role-secondary (secondary)}
  - {key: newsletter_subscribed, role: charter:kpi-role-secondary (secondary)}
  - {key: affiliate_clicked, role: charter:kpi-role-secondary (secondary)}
  - {key: crawl_errors, role: charter:kpi-role-guardrail (guardrail)}
  - {key: pages_indexed, role: charter:kpi-role-guardrail (guardrail)}
catalog_sha: 4304fc97e9ac457725bdc25dcbb724c36257a707cbb3c237b69cd3e7ba04ac39
```

### KPI

#### Why these metrics
pageview_recorded is the number an editorial site is run on: the English page set is the product and reach is the first test of it. gsc_clicks, gsc_impressions and avg_position show where readers come from and whether the verdict-first pages win their queries. content_engaged shows whether readers use the evidence tables rather than bouncing. newsletter_subscribed is kept from the template for a future list. affiliate_clicked stays enabled from the template and is expected to read zero while there are no affiliate lines. crawl_errors and pages_indexed are the guardrails: a rising error count or falling index count means the page set is not being served.

#### Reading guide
Read the primary weekly against the `(site)` value target in kpi-mgmt once the owner sets one; no target exists yet. A flat primary with rising gsc_impressions and falling avg_position points at titles and snippets, not at ranking. A rise in crawl_errors or a drop in pages_indexed comes first: fix it before reading anything else.

#### Review cadence
Quarterly, with the 12-month bets in STRATEGY.md.

## taxonomy/binding.yaml

Version 1.0.1 · status draft · sha256 420691782709c456cc3a1511cc4a8af20c01f73e8d5815f323575473ccd7cc04

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: exosomes.guide
status: draft
reviewed_by: ""
iab_content: ["iab:286", "iab:552"]
icp_profile: portfolio-icp@1.0.0
content_profile: null
languages: [en, de, es, fr, pt]
regions: [US, DE, ES, FR, BR]
```