> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Messaging hierarchy

<img src="https://mintcdn.com/b2-b-playbook/8TjYHkeg5vZEv16F/assets/illustrations/worksheet-messaging.webp?fit=max&auto=format&n=8TjYHkeg5vZEv16F&q=85&s=28122b5b2fc28cb04b6375de20417425" alt="Core (one primary ICP); Value lines (three, distinct); Variants this quarter" width="1600" height="900" data-path="assets/illustrations/worksheet-messaging.webp" />

B2B Playbook working file. Read [messaging](../playbooks/02-product-marketing/messaging.md) 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