Design & content guidelines
Every deliverable in this toolkit must follow these rules. Read this before starting any new file.
Voice & tone
Peer, not professor
We speak as colleagues exploring something together — not as experts delivering verdicts. "We" language throughout. Curious, not prescriptive. Direct but not harsh. Never condescending.
Structure
Consistent across every stage
Every stage guide follows the same six-section arc: We Go First → Recognition → Mindsets → What's at Stake → Next Steps → What Good Looks Like → References. Don't break this pattern.
Self-accountability first
We go first, always
Every section that invites honest reflection must start with the leadership team looking at themselves before looking outward. This is the non-negotiable through-line of the entire toolkit.
Framing
Patterns, not people
Name behaviors and systems. Never name individuals or assign blame. The unit of analysis is always "the pattern" or "the org" — not a person, a role, or a leader.
Depth
Practical over theoretical
Every concept must connect to something recognizable in daily work. If a reader can't see themselves or their team in it, rewrite it. Theory exists to serve recognition, not the other way around.
References
Grounded in real sources
Every deliverable that makes claims about maturity, leadership, or org behavior must cite the relevant framework. Lencioni, Cagan, Christensen, Torres, Collins, Mind the Product — use the established canon.
Interactivity
Checkboxes and accordions where useful
Self-assessment tools use clickable checkboxes with live score interpretation. Expandable accordions for abdication patterns. Never static where interactive is more useful.
Navigation
Every file links to the others
All five existing files plus every new file must link to each other through a consistent nav or stage bar. The toolkit should feel like one system, not five separate documents.
Print
Every file must print cleanly
Include print CSS. Nav hides, backgrounds drop to white, font sizes drop to 12px. The facilitator guide especially must work as a printed run-of-show. Test before considering any file done.
Design system — use these tokens exactly
Each stage has its own accent color. Everything else is shared across the toolkit.
| Token | Hex | Used for |
|---|---|---|
| --ink | #1a1a2e | All body text, nav backgrounds, dark cards |
| --fog | #f0eff8 | Page background, card backgrounds |
| --signal | #5c4fff | Stage 1 accent, pull quotes, interactive elements |
| --teal | #1a6b7a | Stage 2 accent (Developing → Integrated) |
| --gold | #7a5c00 | Stage 3 accent (Integrated → Market Leading) |
| --slate | #2d3f5c | Stage 4 accent (Market Leading → Sustaining) |
| --growth | #2a7a5c | Positive / "What Good Looks Like" cards across all stages |
| --warn | #c7522a | Warning / abdication / "What's at Stake" cards |
| --amber | #92600a | Caution / "We Go First" intro cards |
Typography
| Face | Role | Sizes used |
|---|---|---|
| DM Serif Display | All h1, h2, section headings, pull quotes, large numbers | 1.05rem – 3.5rem |
| Inter | All body copy, card text, descriptions | 12px – 15px |
| JetBrains Mono | All labels, tags, eyebrows, metadata, badges | 9px – 12px |
"Every new file is part of a system. Before writing a line, check: does it look like it belongs with the other four? Does it sound like the same voice? Does it start with us?"
Deliverables — full specs
Click any deliverable to expand its full brief. Complete ones are shown for reference — remaining ones are the build queue.
✓ Completed
1
Complete
What it is
The first stage guide. Establishes the full six-section structure, the "We Go First" model, the self-check interactive, the bias cards, stakes split-view, next steps, what good looks like, and references. Sets the template for all subsequent stages.
Accent color
--signal #5c4fff (purple)
Key content decisions
- Opens with "We built this for ourselves as much as anyone else" — sets collaborative tone for whole series
- We Go First section has four expandable abdication cards: Direction, Conflict, Accountability, Culture
- Six interactive checkboxes with live score interpretation
- Ten reference cards linking to Lencioni, Mind the Product, Cook-Greuter, Anderson, Torres, Martin
2
Complete
What it is
The gap between teams performing well internally and working as one integrated system. Introduces the False Summit concept — Developing feels like arrival. Four abdication patterns: Cross-functional seams, Customer insight ownership, Strategy as living filter, Feedback loops.
Accent color
--teal #1a6b7a
3
Complete
What it is
The shift from executing well to shaping the market. Vision, voice, leadership development, and protected innovation bets. The Comfort Trap replaces False Summit. Six mindsets dressed as virtues: Evidence Before Conviction, Indispensability, Safety in Execution, Humility as Silence, Defending the Model, Customers as Validators.
Accent color
--gold #7a5c00
4
Complete
What it is
The hardest stage — disrupting yourself while winning. The Core Paradox: excellent management causes leadership loss. Four abdication patterns: Renewal, Succession, Periphery, Purpose. Closing note for the full series. References Christensen, Collins's How the Mighty Fall, Built to Last, Three Horizons, ARF market leadership research.
Accent color
--slate #2d3f5c
5
Complete
What it is
A 3-hour run-of-show for introducing the framework and running accountability, conflict, decision ownership, and 360 feedback conversations. SAY/DO/WATCH FOR/IF-THEN card system. Ground rules, discussion questions, trust ladder, feedback format, commitment close. Print-optimized.
✓ Also complete
6
Complete
Goal
A single entry point that introduces the full toolkit, shows the arc of all four stages visually, and links to every deliverable. Should work as a shareable link — someone new to the toolkit lands here and immediately understands what it is and how to use it.
Specs
Hero
Full-width, dark. Headline, one-paragraph intro, two CTAs: "Start with Stage 1" and "Jump to Facilitator Guide"
Stage arc
Four stage cards in a horizontal row. Each shows stage name, one-line description, accent color, and a "Read the guide →" link
How to use it
A short three-step section: Read individually → Meet as a team → Use the facilitator guide
References overview
A condensed grid of the key source works — not duplicating the stage references, just the eight most foundational ones
Tone
Welcoming
Clear
Not prescriptive
Peer energy
Opening prompt to use
Say this to resume:"Build the landing page for the PM Leadership Maturity toolkit — pm-maturity-index.html. It should introduce the full toolkit, show the arc of all four stages visually with their accent colors, link to all five existing files, and include a short 'how to use this' section. Follow the design system in the project plan exactly."
Definition of done
- Links correctly to all five existing files by filename
- All four stage accent colors used correctly in stage cards
- Works as a standalone shareable link — no prior context needed
- Prints cleanly
- Nav present and links to all sections of this page
7
Complete
Goal
An interactive 15-question behavioral assessment that places someone on the maturity arc — with a summary of their stage, the two or three patterns most relevant to them, and a specific suggested next step. Useful both for individuals and as a pre-read before the group session.
Specs
Format
15 questions, 4-option Likert scale (Never / Sometimes / Often / Always). One question per screen or all visible — test both.
Scoring
Questions map to stages. Score aggregates to a primary stage placement with a secondary "pull" toward adjacent stage.
Result page
Your stage, headline, three patterns that match your score, one next step, link to the relevant stage guide.
Questions
Pull directly from the recognition criteria and self-check items in existing stage guides. Don't invent new content.
Opening prompt to use
Say this to resume:"Build the self-assessment quiz — org-quiz.html. 15 behavioral questions drawn from the recognition criteria in the four stage guides. 4-option scale. Score to a stage placement with a result page showing the stage, 2-3 matching patterns, and a next step. Follow the design system in the project plan."
Dependencies
Stage guides 1–4 (content source)
Landing page (links from there)
Definition of done
- 15 questions, all drawn from existing stage guide content
- Scoring places user in one of four stages reliably
- Result page links to the correct stage guide
- Works on mobile — questions readable, tappable
- No result that feels like a verdict — framing is curious, not evaluative
8
Complete
Goal
A single page with three discipline-specific views of how the maturity patterns show up differently in product management, engineering leadership, and design leadership. Makes the framework immediately recognizable to each discipline without requiring them to translate from a generic description.
Specs
Structure
Tab or toggle between three disciplines. Each view shows: "What Foundational looks like in [discipline]", "What the gap to Developing looks like", "What Integrated looks like", and "What Market Leading looks like."
Content approach
Very specific and behavioral. Not "lack of strategy" — "the PM who waits for stakeholders to set direction rather than proposing one." Real daily behaviors, not abstractions.
Cross-links
Each discipline view links back to the relevant stage guide for deeper reading.
Length
Compact. This is a lens, not a guide. One tight paragraph per stage per discipline is the target — scannable, not comprehensive.
Opening prompt to use
Say this to resume:"Build the discipline lenses file — assessment.html. Three views: Product, Engineering, Design. For each discipline, show what each of the four maturity stages looks like in that specific role — using concrete daily behaviors, not abstractions. Tabbed interface. Follow the design system in the project plan."
Dependencies
Stage guides 1–4 (content basis)
Definition of done
- Three disciplines, four stages each — 12 distinct behavioral descriptions
- Each description uses a specific, observable behavior — not a general trait
- A PM, an engineering lead, and a design lead each recognize themselves in their section
- Links back to stage guides work correctly
- Tab switching is smooth and accessible
9
Complete
Goal
A standalone, printable or digital 360 feedback template that works outside the facilitated session. Useful for peer feedback conversations, 1:1s, or async pre-work before a session. Structured enough to produce useful signal, flexible enough to use in different contexts.
Specs
Format
Digital version with text input fields. Printable version with writing lines. Both from the same file via print CSS.
Sections
Four quadrants from facilitator guide: Strength worth naming / Growth edge / Patterns I notice / One specific request. Plus: maturity stage lens — "through the lens of the maturity model, where do I see this person thriving and where do I see the gap?"
Guidance
Each section includes a short guidance note: what "good" feedback looks like here and one example of specific vs. vague feedback.
Framing
Opens with: "This is an act of generosity. Write it the way you'd want to receive it." Close with a prompt to share it in person, not over email.
Opening prompt to use
Say this to resume:"Build the standalone 360 feedback tool — 360Review.html. Four quadrants: strength, growth edge, patterns, specific request. Add a maturity model lens section. Digital with text fields, printable via print CSS. Include guidance notes and examples of specific vs. vague feedback in each section. Follow design system in the project plan."
Dependencies
Facilitator guide (360 section is the source)
Definition of done
- Digital version has working text input fields that are usable
- Print version is clean, includes writing lines, fits on 2 pages
- Each section has a guidance note and a specific/vague example
- Framing language holds the same tone as facilitator guide
- Maturity model lens section connects clearly to stage language
10
Complete
Goal
A condensed, single-scroll view of all four stages side by side. Shows patterns, mindsets, and "what good looks like" in a comparison format. Good for async sharing with stakeholders who haven't been in the facilitated session, or as a quick reference card during meetings.
Specs
Layout
Four columns on desktop (one per stage), stacked on mobile. Each column uses its stage accent color. Sticky column headers so you always know which stage you're reading.
Rows
Six rows: What it looks like / Key patterns (3 bullets) / Core mindset trap / What's being protected / One next step / What good looks like. Scannable at a glance.
Depth
This is a reference card, not a guide. Two to three words per cell where possible. Full sentences only where necessary. No prose paragraphs.
Links
Each stage column header links to the full stage guide. Bottom of page links to facilitator guide and quiz.
Opening prompt to use
Say this to resume:"Build the all-stages comparison overview — overview.html. Four columns, one per stage, using each stage's accent color. Six rows: what it looks like, key patterns, core mindset trap, what's protected, one next step, what good looks like. Dense and scannable — reference card format, not prose. Follow design system in the project plan."
Dependencies
All four stage guides (content source)
Landing page (links from there)
Definition of done
- All four stages visible side by side on desktop without scrolling horizontally
- Each cell is genuinely scannable — under 15 words
- Stage accent colors correctly applied to each column
- Links to all stage guides and facilitator guide work
- Prints cleanly as a two-page landscape reference card
11
Complete
Goal
A private self-assessment calibrated to each specific leadership role — Head of Engineering, Head of Product, Head of Design, Head of Program/Agility, and CTO as a senior layer. Each role has distinct sections addressing the maturity behaviors, blind spots, and avoidances specific to that seat. Links tightly to both the 360 feedback tool and the team quiz.
Specs
Structure
Five role tabs. Four Heads first, CTO as a separate senior layer. Each role has 3–4 section blocks covering: leading vs. solving, role boundary, cross-functional behavior, and what they're avoiding. Closes with maturity stage self-placement and a commitment.
CTO distinction
CTO gets five sections — altitude, org design, succession, avoidance (structural + technical honesty). Accountability note specifies: the person holding them accountable must be lateral or above, not a direct report.
Interactive elements
37 textarea fields, 34 print lines, 5 blind spot checks, 4 honest signal boxes, 6 rating scales, 5 stage placement selectors. Links to 360 tool and quiz from footer.
Tone
Private and direct. Not framed as a scorecard — framed as honest conversation with yourself. Each role's opening question names the core maturity gap for that seat specifically.
Opening prompt to use
Say this to resume:"Build the role-specific self-assessment — assessment.html. Five role tabs: Head of Engineering, Head of Product, Head of Design, Head of Program/Agility, and CTO as a senior layer. Each role has 3–4 sections with prompts, rating scales, blind spot checks, and a commitment close. Links to the 360 tool and quiz. Follow the design system in the project plan."
Dependencies
Stage guides 1–4 (content basis)
360 Feedback Tool (links to)
Team Quiz (links to)
Definition of done
- Five role tabs — four Heads plus CTO as distinct senior layer
- Each role has prompts specific to that seat — not generic leadership questions
- CTO section covers altitude, org design, succession, and structural avoidance
- Digital text fields work; print lines appear in print CSS
- Links to 360 tool and team quiz from footer and links section
- Commitment close format matches facilitator guide
Build sequence — all complete
All 11 deliverables are complete. The sequence below documents the order they were built and the effort each required.
1
Landing Page
pm-maturity-index.html
~1 session
Complete
2
Self-Assessment Quiz
org-quiz.html
~1–2 sessions
Complete
3
Discipline Lenses
assessment.html
~1 session
Complete
4
360 Feedback Tool
360Review.html
~1 session
Complete
5
All-Stages Overview
overview.html
~1 session
Complete
6
Role-Specific Self-Assessment
assessment.html
~1–2 sessions
Complete
"All 11 deliverables are complete. The toolkit is ready to use as a team resource. Share the project plan file to resume building or extending any deliverable."
How to extend this toolkit in a future session
Share this file (project-plan.html) and describe what you'd like to add or change. The design system, tone guidelines, and all existing specs are here — any new deliverable can be built to the same standard and linked into the existing toolkit.