Messaging hierarchy

B2B Playbook working file. Read messaging first.

Positioning is locked. This file applies it. Delete teaching notes. Do not write copy until the core four lines exist.

Copyright © 2026 Ivan Xu. Private operating copy permitted. See LICENSE.

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Core (one primary ICP)

• Who it is for:
• What it is (product type):
• Why it is better than the named alternative:
• Door:
• Alternative we will name:
• Perception this hierarchy serves:

Value lines (three, distinct)

1. Line + proof:
2. Line + proof:
3. Line + proof:

Paste test: could a competitor use the same three? yes / no / which line dies:

Variants this quarter

Surface	Seat / stage	What changes	Owner
Homepage hero
Outbound first paragraph
First-meeting opener

Seat that gets its own URL, not a mashed hero:

Will not say