Justin Brooke from Agent Skills is back on the podcast, and this time he walks us through the full business model behind selling AI systems as zip files with zero delivery work. His system is called CMO HQ, a marketing and sales operating system built entirely out of folders and markdown files that works with any AI, whether it is Claude, ChatGPT, Hermes, Codex, or anything else. The delivery model is dead simple: the customer buys from a sales page, receives a zip file with an operations manual and an installer dot MD file, hands that file to their AI of choice, and the AI builds out the entire system for them. No onboarding calls, no Loom walkthroughs, no custom setup. Justin shows us the full folder structure, the finance layer, a live content pipeline, and the actual installer file on screen.

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Timestamps

00:00 - Intro: Justin Brooke is back

00:23 - What CMO HQ is and why it works with any AI

01:23 - The folder structure: HQ, brands, finance, shared

03:30 - Brands folder: one per brand with intelligence, departments, and metrics

04:10 - The finance folder and why it matters for true marketing metrics

05:14 - The installer.md file that builds the whole system

05:45 - Why this is the simplest marketing OS out there

05:50 - Inside the finance folder: revenue, expenses, economics, reporting

06:48 - Connecting Google Ads, Kit, Thrivecart, and Xeny for full-picture data

07:56 - Building in iCloud for access from any device

09:27 - Marketing departments: paid, earned, and owned channels

10:00 - The sacred pipeline: active to review to publish

11:06 - Live example: faith-based niche site blog post end to end

13:30 - Automated performance reporting via MCP connections

15:18 - Why Justin does everything in Claude Cowork, not Claude Code

15:45 - How to sell any AI-generated asset to clients

16:25 - The delivery problem and why folders and files solve it

17:24 - The two-file delivery: operations manual plus installer.md

19:13 - Session transfer documents and how the system started

20:19 - Changelog.md for tracking business decisions

20:46 - The jobs to be done framework for building any system

22:01 - Jobs equal folders, instructions equal markdown files, which equal skills

23:26 - Why the nerds who want to build it themselves are not your customers

24:33 - Step one: jobs to be done, then vibe with Claude to build folders

26:00 - Three things every agent needs: memory, instructions, tools

26:18 - Why you should use a slide deck on every sales call

28:25 - The installer file walkthrough on screen

30:27 - Why this means zero delivery work

31:14 - Where to find Justin and Build Club

32:22 - Justin hangs out mostly on Twitter

Key Points

The entire system is folders and markdown files. No code, no complex frameworks, no platform lock-in. It works with Claude, ChatGPT, Hermes, Codex, or any other AI because all of them can read folders and files.

The delivery model eliminates all fulfillment work. Customers buy from a sales page, receive a zip file containing an operations manual and an installer dot MD file, hand that installer to their AI, and the AI builds out the entire system. No calls, no custom setup, no support tickets.

The installer dot MD file is the key innovation. It contains a greeting, an interview section that asks the customer about their business, and then the full folder structure with instructions. The AI reads it and builds everything automatically in one session.

CMO HQ has four main sections: an HQ folder for personal and business identity, a brands folder with one subfolder per brand containing intelligence, departments, and metrics, a finance folder that connects to accounting and ad platforms for real financial reporting, and a shared folder for team collaboration.

The jobs to be done framework is how you replicate this for any niche. Figure out what jobs need to be done in a business, make a folder for each job, put instructions in each folder, and you have a sellable system. Dentists, lawyers, agencies, any vertical works the same way.

Three things every agent needs: memory so it knows what happened, instructions so it knows what to do, and tools so it can do the work. If you have those three things in folders and files, you can handle any job.

The sales advice is simple and powerful: stop doing calls on the fly and use a slide deck for every sales call. It keeps you on pace, makes every call uniformly good by the fifth or sixth time, and becomes the training material when you hire a salesperson.

Links Mentioned

 Agent Skills / Build Club: https://agentskills.ai Jake Van Cleef (ICM system and folders-and-files research): mentioned, search YouTube Ghost CMS: https://ghost.org 11 Labs: https://elevenlabs.io

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FIND JUSTIN ON SOCIAL

 X/Twitter: https://x.com/agentskills_ai
                  https://x.com/IMJustinBrooke

Agent Skills: https://agentskills.ai