| Date | Decision | Rationale |
|---|
| 2026-02-23 | Pivot to "Custom Signal Engine" positioning | Differentiates from generic signal providers, emphasizes bespoke build |
| 2026-02-23 | Keep company name "Smartbound" | Brand equity exists, distinctive name |
| 2026-02-23 | Category name: "Custom Signal Engine" | Ownable, descriptive, category-defining |
| 2026-02-23 | Primary tagline: "Your sales team knows who to call and why" | Outcome-focused, memorable |
| 2026-02-23 | Methodology name: "Pain-Qualified Prospecting" (PQP) | Client-friendly alternative to PVP |
| 2026-02-23 | Visual direction: Professional + distinctive | Dark primary, sharp accent, not generic tech |
| 2026-02-23 | Broaden ICP: B2B companies with signal potential | Don't restrict market prematurely; qualify on signal density, not vertical |
| 2026-02-23 | Vertical approach: Proven → High-potential → Exploratory | Let client results inform focus, not assumptions |
| 2026-02-23 | Add scoping conversation | "If signals don't exist, we won't sell you an engine" |