This repository is Coder’s canonical source of truth for company and product messaging, positioning, audiences, value propositions, use cases, terminology, competitive context, and supporting evidence.
It exists to give everyone at Coder, including the AI agents and tools we use, a shared foundation for how we describe Coder, our products, the problems we solve, and why they matter.
This repository is public. Do not commit confidential, proprietary, customer-sensitive, or otherwise non-public information. Messaging that relies on non-public context should be maintained elsewhere.
- Company — Company-level messaging, positioning, narrative, and value propositions, including the customer journey narrative that connects the product line, a TLDR of the AI Operating Layer whitepaper, the ideal customer profile, the packaging narrative, and the fuller "why Coder" narrative behind the message house's pillars
- Products — Product-specific messaging and positioning, including FAQs and playbooks for supporting evaluations (new playbooks start from
products/_playbook-template.md) - Audiences — Priorities, problems, and messaging for key audiences, including role-based pages and a
personas/subdirectory describing cross-role buyer motivations - Use cases — Customer problems and outcomes that may span products
- Market landscape — Comparisons between Coder and the vendors and product categories that come up alongside it
Use this repository as the starting point when creating or reviewing Coder messaging. The content here establishes the strategic foundation, not necessarily copy that should be reproduced verbatim.
When guidance here conflicts with older decks, documents, Slack conversations, prompts, or other materials, treat this repository as the current source of truth or raise the discrepancy with Product Marketing.
For AI agents and applications, see AI_CONTEXT.md for instructions on navigating and applying this context.
Messaging evolves alongside our products, customers, and market. Make changes to the canonical source here rather than creating parallel sources of truth elsewhere.
For material changes to positioning, terminology, claims, or product messaging, open a pull request for review. Before contributing, confirm that everything being added is appropriate for public disclosure.