Positioning, ICP, message architecture, brand voice, and the GTM plan that follows from them.
The decisions, and the documents that carry them.
- Positioning: what the product is, who it's for, what it displaces, and the one thing it does better.
- ICP and segmentation, written tightly enough that a rep can disqualify with it.
- Message architecture: the core narrative, the proof under each claim, and the variants by segment and channel.
- Brand voice, plus a read on product-market fit that says where the evidence is thin.
- A GTM plan naming what ships, in what order, and to whom.
