The Brain
One store of what your company has decided — with a record of how sure you are about each thing, and who decided it. Every agent reads it before writing anything.
What it holds
Eight kinds of state, kept apart because they go stale at different rates and different people own them. Splitting them is not filing tidiness: a positioning change and a new objection from a call have nothing to do with each other, and a single document would let one quietly overwrite the other.
- Company
- Why the company exists, what it sells, and the things it will not say.
- Customer
- Who it is for, what hurts, and how they actually buy.
- Positioning
- The category, the alternatives, and what the claim is measured against.
- Messaging
- The claims themselves, and which one leads for which reader.
- Proof
- Every number, name and quote — and whether it may be published yet.
- Voice
- How it sounds, and the moves it never makes.
- Market
- Competitors, vocabulary, and where the whitespace is.
- Log
- Open questions, objections heard, and what the last round got wrong.
Every claim carries its confidence
Most stores of company knowledge hold statements. This one holds statements plus how they got there, which is what lets an agent tell a decision from a guess.
- Decided
- A person made this call. Only a person can.
- Inferred
- An agent worked this out and is proposing it. It is not a decision yet.
- Observed
- This came from data — imported from your systems, or from a third party.
- Open
- Nobody has decided. The gap is visible rather than filled in.
- Deferred
- Decided not to decide, on purpose, with a reason.
How it gets filled
Three sources, and they are not equal. Your existing systems and third-party data arrive as observations. An agent reading them can propose. A person decides.
Nothing becomes a decision without someone putting it there. That is the rule the rest of the system is built on, and it is also why the setup is a real engagement rather than an onboarding form — populating it is the judgment work.
Frequently asked
- How is this different from a style guide or a knowledge base?
- Provenance and the commit path. It records how confident you are in each assertion and who decided it, and outcomes are written back into it. A knowledge base is read; this is also written to, and only by people.
- Can an agent change what our company believes?
- No. An agent can propose, and a proposal is marked as one. Turning a proposal into a decision requires a person, and that rule is enforced by the system rather than promised on a page.
- What happens when the positioning changes?
- It changes in one place, and whatever gets drafted next reads the new version. What it cannot do is reach back and rewrite work already published — that is a separate problem, and pretending otherwise would be the kind of claim this whole thing exists to prevent.