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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- 'Price rises to 5 at 1.0' — withdrawn by the Chief of Staff on 2026-10-29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 artifact invents its own framing, fix the artifact or fix this file — never both
silently diverging. 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 ## The sentence
> **Your Mac and your agents, under control.** The Nook puts your whole coding-agent There is no single approved public sentence yet, and saying otherwise is the one
> fleet in the notch — thirteen agents — so you see what is running, mistake this file exists to prevent. What exists is a **launch claim set** — two
> unblock it in one tap, and keep the machine from overheating while it works. 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 ## 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 It is acute, quantifiable, and true — and it is the demo: a card appears, you tap
Allow, work resumes. Ten seconds, no explanation needed. 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 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 > One app instead of a notch toy, a fan utility, a battery limiter, a menu-bar stats
> stats strip, and a notification hack. Same one-time purchase, no subscription. > 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 ## 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 community replies written by a human, where quoting what a user said about another
tool is normal conversation. 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. Copy that says "every agent", "13 agents", "no data leaves the device" must point at
If a claim cannot be pointed at code or a test, it does not go in copy. 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 ### 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 ### 4. Sell what works today
Phone approvals are deferred until a shipped iOS app exists — no "(coming soon)" An iPhone + Apple Watch companion **is** in users' hands as a TestFlight beta
parentheticals. The launch story is the approval card: an agent blocked on a (`ios-v0.3.2`, 2026-10-22; [FRE-354] open question). That makes one thing true and
permission prompt, unblocked from the Mac's notch, and work resumes. 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 Remote SSH is **held**, not approved: the one-click install has not
has not been recorded (FRE-320, FRE-205), and the current path needs hand-edited 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 is parked in `~/.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 `marketing/drafts/remote-ssh/` until the CTO verifies the shipping flow **and** a
demo exists. recording shows a remote agent joining the notch.
### 5. Humans hold every account ### 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** — without disclosure. `approved/` **is the only thing a human ever publishes from** —
nothing posts itself. nothing posts itself.
## Approved claims (each backed by code) ## Claims: status at 2026-10-29
| Claim | Backing | Each row names the evidence, not a feeling. Re-read the verdict before using a row.
|---|---|
| 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`) |
## Held claims (not publishable) | Claim | Status | Evidence / next step |
| Claim | Why it is held | What has to be true first |
|---|---|---| |---|---|---|
| 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 ## Voice
- Short, concrete, no hype adjectives. Numbers over adjectives ("thirteen agents", - Short, concrete, no hype adjectives. Numbers over adjectives — but no coverage
"one tap", "$10 once"). counts (see the excluded row above).
- The notch/island is the product's home; agents are the product's point. - The notch is the product's home; agents are the product's point.
- Never apologize for being a utility. The utility is the point. - Never apologize for being a utility. The utility is the point.
- Banned phrasings: competitor names (see rule 1), "AI-powered", "revolutionary", - 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.