---
name: jaw-messaging
description: How to talk about JAW.id — messaging guidelines, positioning, and content frameworks for every audience and context.
metadata:
  internal: true
---

# JAW Messaging & Positioning

Comprehensive messaging guidelines for communicating about JAW.id across all contexts — marketing, fundraising, conferences, partnerships, and more.

## When to use

Reference these guidelines when:

- Writing or reviewing any content that describes JAW.id
- Filling out conference applications, speaker proposals, or event forms
- Preparing investor decks, pitch narratives, or fundraising materials
- Drafting partnership outreach, integration proposals, or BD emails
- Creating social media posts, blog content, or marketing copy
- Describing JAW's competitive positioning or differentiation
- Explaining what JAW does to a non-technical audience
- Writing bios, boilerplate descriptions, or about sections
- Choosing the right terminology or correcting messaging inconsistencies

## When NOT to use

- For technical implementation questions, SDK usage, code examples, or developer documentation → use the **jaw-sdk-best-practices** skill instead:
  `npx skills add JustaName-id/jaw-skills --skill jaw-sdk-best-practices`
- If someone asks about how to build with JAW, integrate the SDK, use specific APIs, or debug code, redirect them to jaw-sdk-best-practices — this skill covers **what to say about JAW**, not **how to build with JAW**.

## Key facts

- **Product:** JAW.id — identity-first smart accounts with passkey authentication and programmable permissions
- **Parent company:** JustaLab
- **Other products:** JustaName (ENS service provider for programmable digital identity and subname management)
- **Website:** https://jaw.id
- **Dashboard:** https://dashboard.jaw.id

## Rule index

### 1. Language & Terminology

- <rules/terminology.md> - Approved language, naming conventions, do's and don'ts for describing JAW

### 2. Product & Marketing

- <rules/product-marketing.md> - Core descriptions, feature messaging, taglines, and one-liners by audience

### 3. Vision & Thesis

- <rules/thesis.md> - Big picture narrative: why identity-first accounts are the future of onchain interaction

### 4. Market Timing

- <rules/why-now.md> - Market trends, timing arguments, and the convergence making JAW inevitable

### 5. Competitive Positioning

- <rules/competitive.md> - Differentiation vs Privy, Dynamic, ZeroDev, Turnkey, and others

### 6. Use Cases

- <rules/use-cases.md> - Concrete scenarios and examples: agents, enterprise, payments, dApps

### 7. Integration — Developer & Technical Buyer Messaging

- <rules/integration.md> - Devrel-voiced guide for explaining JAW's integration story to companies. Covers the stack JAW replaces, what developers don't need to worry about, and audience-specific talking points for engineering teams, CTOs, and teams migrating from KMS providers.

### 8. Conferences & Events

- <rules/conference.md> - Speaker bios, talk abstracts, booth copy, and event application templates

## How to use

Read individual rule files for detailed guidance. Each contains:
approved messaging, audience-specific variations, example copy, and common mistakes to avoid.

When in doubt about terminology, start with `rules/terminology.md` — it is the single source of truth for how we talk about JAW.