What’s in each territory.
Exactly what you get in the Pin, the Route and the Atlas. They build on each other: find the gap, build your story, then tell it everywhere. Start with the Pin if something feels off and you can’t say what, or you’re pre-launch. Have customers to talk to? Start with the Route. The Atlas only runs on a story that’s true, so it always comes after the Route.
IncludedLight—Not included
| Deliverable | The Pin | The Route | The Atlas |
|---|---|---|---|
| Find the gap | |||
| Story auditWhere your homepage, deck and pitch disagree, where a stranger gets lost, and signs your story has been outgrown | Included | — | — |
| Your core messageA headline, an opener and a short pitch, in your customers’ words, with three proof points | IncludedA working draft | IncludedFinal, inside the message house | — |
| Words to dropThe jargon to retire, and the plain words to use | Included | — | — |
| Customer language bankUp to 10 phrases from your customers | Included | LightInside the customer readout | — |
| Fix list and next stepThe first fixes, in order, and which service fits | Included | — | — |
| Build your story | |||
| Customer readoutUp to 5 conversations, in your customers’ own words | — | Included | — |
| Map of the alternativesWhat customers do without you, where each option sits, and the open ground | — | IncludedOne page | — |
| Who it’s forThe person who needs it most, who to win first, and who it’s not for | LightOne page, in the audit | IncludedICP one-pager | — |
| Positioning docWho it’s for, the problem, why you, the proof, and the category you sit in | — | IncludedUp to 4 pages | — |
| Message houseThe big idea, the reasons to believe it, proof under each | — | Included | — |
| Messaging by audienceOne version for each audience you pick first: the buyer who signs, the user, or investors, each with their own proof | — | Included | — |
| Story foundationEverything above in one document your team and your AI tools can use, plus a baseline to review against | — | Included | — |
| Tell it everywhere | |||
| Homepage messageA new headline, subhead and section order | — | — | Included |
| Sharpening passYour homepage and pitch deck edited line by line to tell the story | — | — | Included |
| Pitch narrativeThe story, told in the order buyers and investors ask | — | — | Included |
| Sales one-pagerHow to explain the product, and each release, in plain words | — | — | Included |
| Sales answersThe “isn’t that just…?” questions, answered | — | — | IncludedUp to ten answers |
| Launch and feature storyThe message, one-pager and sales brief for a launch or major feature | — | — | Included |
| Voice kit and team sessionA voice guide and prompts so your team’s AI tools sound like you, and the group that matters most says it the same way | — | — | IncludedPlus a handover doc |
| How it runs | |||
| Starts fromWhat each one builds on | NothingStart here if you can’t say what’s off, or you’re pre-launch | Nothing, or the PinStart here if you have customers to talk to | The RouteOr recent positioning built on customer research, reviewed first |
| CoversHow many products and customer segments. A segment is a type of customer, like small teams or enterprises | One productOne segment | One productUp to two segments | Up to two products or segmentsEach with its own message |
| TimeFrom start to finish | Up to two weeksA half-day session, then the write-up | Up to 4 weeks | Up to 6 weeks |
| ReviewAfter one to two quarters: has the story stuck, and what has moved? | On request | Included | Included |
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