{
 "id": "15.3",
 "title": "Value proposition by persona",
 "department": "Product marketing",
 "department_slug": "product-marketing",
 "direction": null,
 "branded": false,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "The promise, the proof and the payoff for each persona",
 "urls": {
  "html": "https://handbook.joinsquareup.com/product-marketing/value-proposition-by-persona",
  "markdown": "https://handbook.joinsquareup.com/product-marketing/value-proposition-by-persona.md",
  "json": "https://handbook.joinsquareup.com/product-marketing/value-proposition-by-persona.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Seven people, one promise each, proof they open in their own read",
  "points": [
   {
    "icon": "spark",
    "text": "The shared promise: paste your store, get this week's ideas drafted, pick, hand off."
   },
   {
    "icon": "people",
    "text": "Founder, marketer, specialist, agency, brief reader, approver and our team each get one."
   },
   {
    "icon": "eye",
    "text": "Every proof is a screen they can open, such as Why this on a card."
   },
   {
    "icon": "warn",
    "text": "Payoffs are time or confidence, never sales; ten minutes is an aim, not a result."
   },
   {
    "icon": "flag",
    "text": "Agencies get no brand switcher yet; each client is its own invite."
   }
  ],
  "stat": {
   "value": "7",
   "label": "people who touch Brew"
  },
  "decide": "Which persona does every public page lead with: the founder who is the marketing team?",
  "mood": "building"
 },
 "sources": [
  "brand-directions/book/content/b.js b-7 promise, per-person, proof-rules",
  "brew origin/main a559de6: SCOPE.md:13, 18, 20, 24; team-brief.js:20; handoff.js:7; evidence.js; public/app.js:773-779",
  "handbook content/product/personas.md, content/marketing-and-growth/audiences-and-hooks.md",
  "brew working tree docs/pricing.md:43, untracked",
  "memory: brew-proof-plain-make, brew-live-stores"
 ],
 "open_questions": [
  "**Which persona does every public page lead with?** Proposal: the founder who is the marketing team; the others get their own page or slide.",
  "**Do we promise anything to agencies before the brand switcher?** Proposal: only the brief written for them, and say plainly that each client is its own invite.",
  "**Do we keep the ten minutes as a public line?** Proposal: no, until it is measured; say the week, already drafted, instead."
 ],
 "parts": {
  "Answer": "For each of the seven people who touch Brew, one promise, one proof they can check in their own read, and one payoff about their time or their confidence, never their sales; this page settles what we promise each of them and what we show to back it.",
  "Today": "### The shared promise\n\n- Paste your store link. Get this week's marketing ideas, already drafted. Pick the good ones and hand them off [src: brand-directions/book/content/b.js b-7 promise]\n- The payoff in the old book, the week decided in about ten minutes, is a design aim for the founder's Monday, not a measured result; never quote it as one [src: brand-directions/book/content/b.js b-7 promise]\n\n### Promise, proof and payoff, person by person\n\n| Person | Promise | Proof they can check today | Payoff | Source |\n|---|---|---|---|---|\n| Founder who is the marketing team | This week's marketing, already drafted, from your own store | Why this, and the proof, on every card: each number matched to the line it came from | Decide the week without reading everything yourself | [src: brew/SCOPE.md:13] [src: brew/evidence.js] |\n| In house marketer | Ideas with receipts you can defend to the founder | The proof sheet names its sources and names any number with none | A faster yes from the founder | [src: memory brew-proof-plain-make] |\n| Specialist: ads, social, website or email | Only your areas, already started | A seat that re-ranks the feed; the jam's first draft, every version kept | Start from a draft, not a blank page | [src: brew/public/app.js:773-779] [src: brew/SCOPE.md:18] |\n| Agency or freelancer | A drafted week per client, and a brief written for you | Briefs written for an agency, a designer, a media buyer, a creator or a video editor | Look sharp to the client, spend less time briefing | [src: brew/team-brief.js:20] |\n| Person who opens a brief link | Everything to ship it, on one page | The read only brief page, no login | No chasing for files or words | [src: brew/handoff.js:7] |\n| Approver, such as a co founder | Only the calls that need you | Need your yes, and Ask for OK in a jam | Answer in a tap | [src: handbook content/product/personas.md] |\n| Our team, who ship briefs | Full context with every brief | The whole brief by email with a tracked status | Right first time | [src: brew/SCOPE.md:20] |\n\n### What each person doubts, and the honest answer\n\n| Person | Their doubt, a Sample in their words | Honest answer | Source |\n|---|---|---|---|\n| Founder | AI ideas are generic | Every pick starts from your own reviews and pages, with the source on it | [src: handbook content/marketing-and-growth/audiences-and-hooks.md] |\n| In house marketer | My founder will not trust a tool's ideas | Ideas come with proof and a plan; Need your yes puts the owner's calls in one place | [src: handbook content/marketing-and-growth/audiences-and-hooks.md] |\n| Agency | Will it make me look replaceable | It drafts, you decide and ship; the brief goes out under your name | [src: handbook content/marketing-and-growth/audiences-and-hooks.md] |\n\nThe doubts are samples. No partner has given us their words in writing yet [src: memory brew-live-stores].\n\n### What is not true yet for each\n\n| Person | Not yet | Source |\n|---|---|---|\n| Agency | No brand switcher; invited one brand at a time | [src: handbook content/product/personas.md] |\n| Founder | Nothing posts and nothing is measured in v1 | [src: brew/SCOPE.md:20] |\n| Approver | No approval of posts until v2 | [src: handbook content/product/personas.md] |",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| Each proof line points at one screen in the six addresses: Today, Work, Your store, Settings, a pick, Make it | v1 | Changes |\n| Founder payoff stated as a measured median time to decide the week, once the decision log exists | v1 | New |\n| Real partner words replace every sample doubt, with written permission | v1 | Changes |\n| Approver promise: approve a post before it goes out | v2 | New |\n| Founder and marketer payoff may include what worked, with the result | v3 | New |\n| Agency promise: one login for every client, and a dial per client | v4 | New |\n| Payoff is time or confidence, never sales, until v3 measures | v1 to v2 | Stays |\n| Agency price per brand at five or more brands, once pricing is unparked | v1 | New, proposed [src: brew working tree docs/pricing.md:43] |",
  "How we do it": "1. Start every value line from the person's moment, then the promise.\n2. The proof must be something they can open in their own read. Name the screen.\n3. The payoff is about time or confidence. Never a lift, a revenue number or a customer count.\n4. Check the promise against [claims we can make](/product-marketing/claims-we-can-make) before it goes anywhere.\n5. When a partner says it better in their own words, ask for written permission and replace the sample.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Proof opened | Share of cards a person opens the proof sheet on, per persona | Card events, once logged | Proposed |\n| Time to decide the week | Median minutes from opening Today on Monday to the last pick handed off | Decision log, not built | Proposed |\n| Briefs per persona | Briefs sent, by recipient type | Brief records | Proposed |",
  "Open": "1. **Which persona does every public page lead with?** Proposal: the founder who is the marketing team; the others get their own page or slide.\n2. **Do we promise anything to agencies before the brand switcher?** Proposal: only the brief written for them, and say plainly that each client is its own invite.\n3. **Do we keep the ten minutes as a public line?** Proposal: no, until it is measured; say the week, already drafted, instead."
 }
}