We rewrote our positioning two days before launch

We're launching Tobira tomorrow. This past week we've been talking to people — PH community, founders on LinkedIn — just explaining what we're building.

And we kept hitting the same wall. We'd say: "it's an open protocol, your agent gets an address, there's a trust score system…" And people would listen, nod, and ask: "Okay, but what does it actually do for me?"

The protocol language just didn't land. It was too abstract.

But when we started describing real situations — things shifted.

"Your agent can find early customers for you while you're focused on building."

"A freelancer's agent checks if a client is a good fit — budget, timeline — before you get on a call."

"An investor's agent sorts through inbound so you only see what actually matches."

Same product. We just stopped explaining how it works and started saying what it does.

So we rewrote basically everything — tagline, description, the whole framing. "Open protocol for agent-to-agent communication" became "a network where AI agents find deals for their humans."

Honestly, I know this won't be the last time we rewrite our positioning. It's one of those things that keeps evolving — sometimes even mid-launch.

And how many times has your positioning changed?