Messaging & positioning
Messaging is the tab under Your product where your team keeps one living positioning framework per product: who it's for and not for, what buyers use today, why you win, how to talk about you against each competitor, the core message by channel, and your pricing stance. KeystoneIQ drafts it from your evidence, checks every claim, and you steer what stays. Available on Growth and Pro.
Three ways to start
| Start from | What happens |
|---|---|
| Draft from my evidence | KeystoneIQ reads your product's own pages, your documents, your team's answers, recent briefs, win/loss reasons, and competitor intel, then drafts a first version. The evidence card shows exactly what a draft will be built from and what is missing. |
| Paste what we say today | Paste your positioning or messaging doc. KeystoneIQ keeps your wording, structures it, and checks each claim. Documents that are not positioning (pricing sheets, specs) are refused with a reason. |
| Answer five questions | Who buys, who should not, what they use today, why you win, what you must never claim. Two minutes. Your answers are ground truth for every draft. |
What the labels mean
Every claim under Why us carries a label and a hover with the source count and check date.
| Label | Meaning |
|---|---|
| Backed | Your evidence supports it. Capability claims are checked against your own pages and documents, contrast claims against that competitor's evidence, outcome claims against closed deals and calls. |
| No evidence yet | Nothing found for or against. The card says what would prove it. |
| Contradicted | Evidence says otherwise. The card shows the sentence when the check names where it looked. |
| Competitor says this too | The competitor claims it as well, so it stops differentiating. |
| Aspirational | You chose to keep it without proof. |
| Not checked yet | The check did not run; it retries on the next draft. |
Superlatives ("only", "best", "fastest") are never marked Backed by the model; they need a third-party benchmark or customer quotes.
Steering
Every line has three verbs and, on claims, a fourth:
- Keep: this is the team's call. Kept and edited claims are served to sales and your AI assistant.
- Edit: your wording replaces the model's and carries into every future draft, word for word. The one-liner and elevator are editable in place too.
- Not this: pick why (not true, everyone says this, not how we talk, true but don't lead with it, legal). Rejected lines are never proposed again, and neither are rewordings of them.
- Add proof: a customer quote, a number you stand behind, or a link. The claim counts as backed by you.
Keep anyway on a contradicted claim keeps it as aspirational: internal only, until it is backed.
Your direction memo (what to lead with, what to avoid, who you are really for) and an optional paragraph in your voice shape every future draft. Redraft whenever you want; the receipt line says what the new version kept, left out, and learned.
Approve, share, export
- Approve when it reads right. If a version still has contradicted or retire-suggested claims, KeystoneIQ asks first. The approved version is what your team, sales, briefs, battlecards, and your AI assistant (the
get_positioningMCP tool) see. Drafts are never served. - Share with sales creates a 90-day read-only page for people who never log in: one-liner, three things to lead with, why us, a card per competitor, quotable proof, and one-tap thumbs that reach your feedback. Revoke it any time.
- Export Word and Export slides build a document or deck from the same rule the assistant uses. Tick Include unproven (marked) to add unproven lines, labelled.
It keeps itself honest
- Every Tuesday approved claims are re-checked against the week's new evidence. A chip can change without a new version.
- When a competitor neutralises one of your claims or new evidence contradicts it, a positioning question appears on your dashboard and in the brief footer. Answer it in one tap; the framework updates.
- Messaging shows whether battlecards still reflect a brief from before the approval, and how much of the approved copy your own site actually says.
- Briefs get a "your approved messaging" block their positioning and battlecard sections must use, and battlecards lead with the approved guidance for that competitor.
Related
- Context Layer (MCP) reference:
get_positioningserves the approved framework to Claude, Cursor, and other MCP clients. - Security: how workspace data, share links, and connectors are protected.