Positioning
What dpro is and is not. The category we fight for, the boundaries the Gatekeeper enforces.
The brand story for this area. Researcher, Copywriter, and Gatekeeper all read this to internalize positioning.
The single line every other message ladders up to. Keep it short and concrete.
The unique selling proposition — what dpro does that nothing else can. A few sentences max.
The longer-form statement that names the category, the buyer, and the differentiation. Used as a reference in agent prompts.
The category and capabilities dpro lives in. Each item is a machine-readable identifier; the dashboard humanizes them for editing.
Hard boundaries. The Gatekeeper rejects any post that positions dpro as one of these. Updating this list is one of the highest- leverage edits you can make.
Trust signals approved for use in posts (retention rate, customer count, etc.). Anything not on this list needs a one-line note in the post's reasoning.
Customers whose names may be cited in published content. Add a customer here only after legal/comms approval — everything else needs Tal's explicit OK per post.
Hard veto phrases — the Gatekeeper rejects any post containing these. Use for legally / brand-sensitive claims dpro will never make.