title: Positioning and messaging — Store Free × Born Free (April 2026) date: 2026-04-27 project: store-free tags: [strategy, positioning, messaging, store-free, born-free] depends_on:

• projects/store-free/research/public-sources-2026.md
• projects/store-free/research/competitive-snapshot-2026-04-24.md
• projects/store-free/style-guide/voice-and-boundaries.md
• projects/born-free/style-guide/voice-and-boundaries.md
• projects/knowtation/style-guide/voice-and-boundaries.md

Hosted Hub — technical whitepaper (verified path 2026-04-27); not present under this path in local git until mirrored

• projects/bornfree/research/whitepaper.md

Positioning and messaging — 2026-04

Changelog

• 2026-04-27 — Outline recreated with explicit depends_on. Whitepaper dependency uses hosted Hub vault path projects/bornfree/research/whitepaper.md (imported technical whitepaper). Web deploy source of truth for the same document remains bornfree-pwa/public/whitepaper.md, kept in sync with bornfree-hub/docs/01-COMPREHENSIVE-WHITEPAPER.md; reconcile those repos when either side changes.

Situation (from research)

• Layered story: Born Free is the umbrella; Store Free is storage-and-custody with a more instructional, limit-forward voice. Do not collapse into one slogan. (See competitive snapshot and voice guides in depends_on.)
• Evidence discipline: The competitive snapshot flags [NEEDS CONFIRMATION] where the vault slice lacks market facts; strategy claims must cite depends_on paths or external evidence added to the registry in public-sources-2026.md.

Strategic choices (placeholders — fill in workshop)

1. Primary ICP — [TBD: segment, trigger, objection]
2. Category frame — [TBD: how we name the problem and the alternative]
3. Proof we will lead with — [TBD: shipped surfaces only until product confirms]

For / Who / Unlike / We (skeleton)

Message hierarchy

• Pillar 1 — [TBD] → Proof: [vault path or public URL from registry]
• Pillar 2 — [TBD]
• Pillar 3 — [TBD]

Forbidden claims

• Nothing in this outline is approved for external use until claims are checked against the whitepaper and live product. List explicit forbidden or legal review required phrases here when known.

Open conflicts

• None recorded yet; add rows when research and product disagree.

Related

• Canonical URL and vault-path registry: projects/store-free/research/public-sources-2026.md