The pillars, the lines, and the receipts.

Foundation

Positioning

The Dunford canvas, the one-line statement, and the three reasons to believe. The strategic foundation everything descends from.

positioning.md Story

Narrative

The four-act story arc — problem, old way, new way, the offer. The spine for the homepage, About page, and keynote.

narrative.md Architecture

Messaging house

One core promise, three pillars, six personas — sub-claims and proof per cell, with a CTA per buyer.

messaging-house.md Voice

Voice & tone

Four attributes, do/don't pairs, the banned-words list, the five-question check, and three full rewrite drills.

voice-and-tone.md Lines

Taglines

The hero lockup, the approved variants, and the rejected lines — with the credential and mechanism claims that must survive every cut.

taglines.md Essence

Manifesto

The long-form essence. The About-page voice. "Most consulting engagements end with a deck. The work doesn't."

manifesto.md Library

Key headlines

The working headline library for the new site and core campaigns — two to three variants per slot, top pick flagged.

key-headlines.md Page frame

About-page frame

The page-level positioning and voice guide for the net-new /about-us page — where v1.2 positioning goes live to buyers.

about-positioning.md