positioning-message-houselisted

# Positioning Message House Turn positioning into an operating system for messaging: one category bet everyone stands on, a small set of pillar messages, and a matrix that translates them into each function's language at their moment in the buyer's journey. The whole design enforces one principle: **consistency comes from everyone standing on the same messages; specificity comes from translation, not from four teams inventing four stories.** The output is structured, so the downstream assets (battlecards, objection docs) are generated from the house rather than drifting away from it. ## What this consumes | Input | From | What it provides | |---|---|---| | ICP | `icp-research` (`icp.md`) | Triggers, buying committee, decision criteria, barriers, how-to-win | | Voice directory | `brand-voice-guide` | Tonal pillars and the writing standard every cell obeys | | Offerings list | The user, or the ICP's product context | What the pillars stand on | No ICP? Gather the minimum first: the bet must be grounded in a demand-side truth, not invented in a workshop. No voice guide? Draft plain and say so. ## The workflow Five phases. Show the user the bet and pillars (end of Phase 2) before translating the matrix. ### Phase 1: Load and frame Read the ICP and voice. Pull the raw material the house is built from: the primary trigger (why buyers move), the committee (who must hear what), the decision criteria (what they weigh), the barriers (what the messaging must answer), and the ho