- Show, do not claim. Let the customer inspect the mechanism and result.
- Anchor the claim. Connect every important statement to evidence or a comparison.
- Sit beneath the stack. Support existing tools instead of demanding replacement.
- Calibrate the decision. Do not claim to resolve attribution universally.
- Lead with ownership before privacy. Make the collection point concrete before using broader value language. In the agency channel, the customer who owns the collection point is the agency's client; the agency operates it on their behalf.
- Speak with one product voice. Keep founder communication practical and supporting.
- Qualify out rather than sell in. Say when the problem, customer or implementation is not a fit.
Before publishing or promising, ask whether the statement is observable, current, specific and useful to the customer's decision.