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marketing: reconcile positioning.md with the CTO verdicts and the price decision

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The source-of-truth file still sold claims the board has since ruled on:

- 'thirteen agents' as a public coverage count — FRE-322 §1 counts 18 specs,
  9 of which can raise an approval card; no count is publishable (FRE-203 plan-b).
- 'Price rises to 5 at 1.0' — withdrawn by the Chief of Staff on 2026-10-29
  04:01; price stays $10 and is not a launch asset.
- 'macOS 14+' — the app cannot start below 14.2 (881190d, site 134f41e).
- Approved-claims table carried no launch sentence at all, and no row for the
  remote-SSH hold or the banned absolute privacy sentences.
- Pointed at the-nook/docs/marketing-strategy.md, which no longer exists.

Now: the Plan B claim set, a per-claim status table with verdict pointers,
FRE-354's corrections to the hook/bridge sentence and the Sentry disclosure,
the iPhone TestFlight state, and an explicit excluded/banned list.
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2026-10-29 10:19:14 +00:00
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marketing/positioning.md
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@@ -4,13 +4,37 @@ Every drafted asset draws its voice, claims, and constraints from this file. If
artifact invents its own framing, fix the artifact or fix this file — never both
silently diverging.
Primary source: `~/Code/the-nook/docs/marketing-strategy.md`.
**Reconciled 2026-10-29** against the CTO's verdicts ([FRE-315], [FRE-322],
[FRE-354]), the Chief of Staff's price decision (2026-10-29 04:01), the Plan B
launch route ([FRE-346] → [FRE-203] `plan-b`), and `The-Nook` master (app floor is
**14.2**, not 14.0 — `freno-dev` `881190d`, site merge `134f41e`). The previous
version of this file named an upstream `the-nook/docs/marketing-strategy.md` that
no longer exists; the verdicts below are the source of truth it was pointing at.
[FRE-315]: https://paperclip.freno.me/FRE/issues/FRE-315
[FRE-322]: https://paperclip.freno.me/FRE/issues/FRE-322
[FRE-354]: https://paperclip.freno.me/FRE/issues/FRE-354
[FRE-320]: https://paperclip.freno.me/FRE/issues/FRE-320
[FRE-346]: https://paperclip.freno.me/FRE/issues/FRE-346
[FRE-203]: https://paperclip.freno.me/FRE/issues/FRE-203
## The sentence
> **Your Mac and your agents, under control.** The Nook puts your whole coding-agent
> fleet in the notch — thirteen agents — so you see what is running,
> unblock it in one tap, and keep the machine from overheating while it works.
There is no single approved public sentence yet, and saying otherwise is the one
mistake this file exists to prevent. What exists is a **launch claim set** — two
sentences, both from one 15-second take, recorded as the chosen route by the Chief
of Staff on 2026-10-29 ([FRE-346] `decision` §2–§4):
| Slot | Exact sentence | Status today |
|---|---|---|
| Launch line | **"Every agent you're running reports into one notch, and the one waiting on you pins above the rest."** | Verified by code ([FRE-322] §3). Needs the one-Mac take before it is publishable. |
| Second line, same take | **"Approve an agent's tool call from your Mac's notch, and the agent carries on."** | Needs the demo ([FRE-322] §1). The same take settles it. |
Working line for internal writing, not for publication:
> **Your Mac and your agents, under control.** One notch for the whole fleet: you
> see what is running, you unblock what is waiting, and the machine stays cool
> while it works.
## The wedge
@@ -22,15 +46,18 @@ The thing to say over and over, in every channel, in slightly different words:
It is acute, quantifiable, and true — and it is the demo: a card appears, you tap
Allow, work resumes. Ten seconds, no explanation needed.
## The bundling reframe
## The consolidation reframe
Three audiences (agent herders, hardware tinkerers, glanceable-widget users) in one
$10 app reads like a grab bag. Reframe as consolidation, which is the honest story:
app reads like a grab bag. Reframe as consolidation, which is the honest story:
> One $10 app instead of a notch toy, a fan utility, a battery limiter, a menu-bar
> stats strip, and a notification hack. Same one-time purchase, no subscription.
> One app instead of a notch toy, a fan utility, a battery limiter, a menu-bar stats
> strip, and a notification hack. One purchase, no subscription.
Price rises to $15 at 1.0 — dated and honest, not a permanent beta.
**No price, no discount and no future price in copy.** The price is $10, it stays
$10, and the dated rise to $15 is withdrawn (Chief of Staff, 2026-10-29 04:01). A
price change is a Chief of Staff + sponsor call; it is never a marketing decision
and never a launch asset.
## Hard rules
@@ -48,30 +75,49 @@ pages, marketing copy, comparison tables, meta descriptions, emails, FAQs, all o
community replies written by a human, where quoting what a user said about another
tool is normal conversation.
### 2. A claim requires a test to exist
### 2. A claim needs a verdict, not just a test
Copy that says "13 agents" or "no data leaves the device" must have a test backing it.
If a claim cannot be pointed at code or a test, it does not go in copy.
Copy that says "every agent", "13 agents", "no data leaves the device" must point at
both a test **and** a CTO verdict naming the exact sentence. A passing test is not a
verdict; a verdict is not a recording. If a sentence cannot be traced to a row in the
tables below, it does not go in copy.
### 3. Honest privacy scoping
Telemetry and the trial email **do** leave the device. The defensible claim is:
Telemetry and the licence check **do** leave the device: Sentry runs on **every
launch, unconditionally** (with the Mac's IP address via `sendDefaultPii`), and the
trial check sends `IOPlatformUUID` and the device name to `freno.me` ([FRE-322]
§2.4, corrected by [FRE-354] `(b)`). Never publish, in any wording:
> **No prompt or code content leaves the device.**
- "no data leaves the device" / "local-only" / "no telemetry" / "no account"
- "nothing leaves your Mac"
Never "no data leaves the device".
The one favourable engine sentence — about the **hook and bridge only**, never
"The Nook" — as corrected by [FRE-354] `(j)`: the hook and bridge **are not a cloud
service**. Do not write "talk to nothing but your Mac" (too absolute: the
`NOOK_PORTS` fan-out resolves `host.docker.internal` and the default gateway, and
`defaultGateway()` opens a no-packet UDP socket to `8.8.8.8:80`), and do not narrow
it to "over SSH" (a tailnet peer dials directly).
It is verified as a code fact ([FRE-322] §2, [FRE-354] `(j)`), and it is still
**held** until the disclosures land: Sentry gated behind a preference or removed,
and `/privacy` + `/faq` corrected against the egress inventory (patch on branch
`faq/from-objections-2026-10-29`, verified by [FRE-354]). A true sentence next to
false ones is worse than no sentence.
### 4. Sell what works today
Phone approvals are deferred until a shipped iOS app exists — no "(coming soon)"
parentheticals. The launch story is the approval card: an agent blocked on a
permission prompt, unblocked from the Mac's notch, and work resumes.
An iPhone + Apple Watch companion **is** in users' hands as a TestFlight beta
(`ios-v0.3.2`, 2026-10-22; [FRE-354] open question). That makes one thing true and
one thing forbidden: say "TestFlight beta" when the phone exists in a sentence at
all, and never claim approvals-from-phone as a shipped capability without its own
CTO verdict — no "(coming soon)" parentheticals either way.
Remote SSH is **held**, not approved. The one-click install has not shipped and
has not been recorded (FRE-320, FRE-205), and the current path needs hand-edited
`~/.ssh/config` and a one-time `ssh-copy-id` (FRE-320). Its copy is parked in
`marketing/drafts/remote-ssh/` until the CTO verifies the shipping flow and a
demo exists.
Remote SSH is **held**, not approved: the one-click install has not
been verified end to end ([FRE-315] §1) and the shipped path needs hand-edited
`~/.ssh/config` and a one-time `ssh-copy-id` ([FRE-320]). Its copy stays parked in
`marketing/drafts/remote-ssh/` until the CTO verifies the shipping flow **and** a
recording shows a remote agent joining the notch.
### 5. Humans hold every account
@@ -79,28 +125,29 @@ No agent authenticates, posts, upvotes, or DMs. No sock puppets, no self-mention
without disclosure. `approved/` **is the only thing a human ever publishes from** —
nothing posts itself.
## Approved claims (each backed by code)
## Claims: status at 2026-10-29
| Claim | Backing |
|---|---|
| Thirteen hooked agents, one glance | `AgentSpec.all` — claude, codex, opencode, pi, omp, muse, hermes, openclaw, zai, gemini, cline, qwen, deepseek |
| Permission gate answered from a card | awaitPolicyTable + bridge directive path (`hook/normalize.go`, `serialize.go`) |
| Fan / thermal / charge control | `helper/` (privileged helper, SMC, no kext) |
| One-time purchase, no subscription | $10 → $15 at 1.0; Stripe checkout |
| macOS 14+ | 27 source files use the `@Observable` framework |
| No prompt or code content leaves the device | envelope carries session/event/terminal metadata only (see `docs/agent-interface.md`) |
Each row names the evidence, not a feeling. Re-read the verdict before using a row.
## Held claims (not publishable)
| Claim | Why it is held | What has to be true first |
| Claim | Status | Evidence / next step |
|---|---|---|
| Remote agents over SSH, one click to install | The one-click path is app-UI-only and needs hand-edited `~/.ssh/config` plus a one-time `ssh-copy-id`; no demo exists (FRE-320). FRE-315 and FRE-322 hold it unverified and demo-gated. | FRE-320/FRE-205 ship a genuinely one-click install, the CTO verifies it, and a recording shows a remote agent joining the island. Copy parked in `marketing/drafts/remote-ssh/`. |
| Approve an agent's tool call from the notch, and it carries on | **Needs demo** — not publishable | [FRE-322] §1. `AgentLiveTurnTests` has never run on a signed-in host; one observed local run settles it. Say "an agent", never "any agent", never "always". |
| Every agent you're running reports into one notch; the blocked one pins above the rest | **Verified by code, gated on the take** | [FRE-322] §3. Same one-Mac take as above. No count in the sentence. |
| The hook and bridge are not a cloud service | **Verified code fact, held on disclosure** | [FRE-322] §2, wording corrected by [FRE-354] `(j)`. Held until Sentry is gated/removed and `/privacy` + `/faq` land. Never widen to "The Nook", never "nothing but your Mac". |
| Fan, thermal and charge control | **No claim verdict yet — do not lead with it** | Backed by `helper/` (privileged helper, SMC, no kext), but no CTO sentence exists for it. Documentary, not launch. |
| One-time purchase, no subscription | **Publishable fact, price not a launch asset** | $10, held at $10. No dated rise, no discount framing, no pricing copy. |
| Agent coverage numbers ("thirteen agents", "8 agents", "all your agents") | **Excluded** | 18 agent specs; 9 can raise an approval card ([FRE-322] §1 matrix); 13 appear in the shipped corpus matrix. No count is publishable. |
| macOS 14.2 or later | **Publishable fact** | The app cannot start below 14.2 (`freno-dev` `881190d`, site `134f41e`). "macOS 14+" is false and was fixed on the site. |
| Remote agents over SSH, one click to install | **Held** | [FRE-315] §1, [FRE-320], [FRE-323]. Needs a verified one-click install plus a recording. |
| "Nothing leaves your Mac", "no telemetry", "local-only", "no account" | **False today — banned** | Sentry unconditional, licence check with hardware fingerprint ([FRE-322] §2.4). |
| Approvals from the iPhone or Apple Watch | **No verdict — not a launch claim** | The companion is a TestFlight beta ([FRE-354]); the approval-from-phone claim has no CTO verdict and stays out of launch copy. |
## Voice
- Short, concrete, no hype adjectives. Numbers over adjectives ("thirteen agents",
"one tap", "$10 once").
- The notch/island is the product's home; agents are the product's point.
- Short, concrete, no hype adjectives. Numbers over adjectives — but no coverage
counts (see the excluded row above).
- The notch is the product's home; agents are the product's point.
- Never apologize for being a utility. The utility is the point.
- Banned phrasings: competitor names (see rule 1), "AI-powered", "revolutionary",
"game-changer", "seamlessly". Unverifiable superlatives generally.
"game-changer", "seamlessly", any unverifiable superlative — and the specific
banned sentences in rule 3 and the table above.