Principles / beliefs
MMotivationMotivation: builds desire, proof, identificationState the convictions behind the product, so the reader can join a worldview before joining a waitlist.
- +Each principle is a choice: it implies something you deliberately don't do
- +Written as beliefs ('We think X'), not features in disguise
- +Three to five items: enough for a worldview, few enough to remember
The principles are restated features ('We believe in powerful integrations'). Readers smell the sales pitch inside the manifesto and the trust the format was building evaporates.
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Where it appears
The same section, different positions. Each archetype asks something different of it.