What only we can say and the weaknesses we set quietly against the competitor set.

What it holds

• Discriminators with the evidence that makes each one defensible.
• Ghosting lines written against named competitor weaknesses.
• Claims we have decided not to make, with the reason.

Sources. Layer 6 firm profiles · Head-to-head record

• Win statement and themesThe single reason to choose us, broken into three to five provable themes.
• Storyline and artefactsNarrative spine, brand voice and the artefacts that carry it into the response.