Ownership.
The customer should own the collection point their decisions depend on. In the agency channel, the customer who owns the collection point is the agency's client; the agency operates it on their behalf.
Evidence.
Claims should be connected to a named system, visible comparison or observable result.
Restraint.
Say only what can be shown. Name limits and unresolved questions openly.
Product First.
Lead with the mechanism and customer evidence. The founder supports the explanation without becoming the product.
Decision Test.
Prefer the option that gives the customer more agency, makes the mechanism easier to inspect and reduces unsupported certainty.