The four value pillars
Sell the outcome, then show the feature.
Pillar 1. Visible, as yourself. Headline: "Everyone visible, every week, in their own voice." They say: "I don't know what to post." "AI posts don't sound like me." Holly brings stories and meeting ideas and drafts in each person's voice. Proof: a draft for someone in the prospect's role during the call. Evidence for the problem, not proof of the product: about 6.5% of employees share content on LinkedIn, across 19,727 companies (2026, vendor data; also a competitor: never name in social or marketing copy).
Pillar 2. Safe by design. Headline: "Inside your rules, before anything goes out." They say: "Compliance is why nobody here posts." "If something goes wrong I can't prove who approved it." Proof: demonstrate it live. For law firms, the SRA's warning notice on offensive communications expects firms to assess social media risk; its notice on generative AI (August 2026) says solicitors remain accountable for AI output. Say "you decide what needs approval" and "we recommend a person approves every LinkedIn post". Never "nothing ever publishes without approval".
Pillar 3. Holly does the work. You keep the judgement. They say: "I need it to just do it, but I'm scared it'll say something stupid." The trust ladder is the headline, not the small print (levels as designed; exact behaviour to be confirmed by Dom, see the Holly playbook):
Say"On Observe, Holly watches and shows you what it would do. On Suggest, Holly proposes; you decide what goes ahead. On Auto-draft, Holly drafts without being asked; you review. Auto-publish is the top level you can choose; for LinkedIn we recommend a person approves every post. We recommend most teams start at Suggest and regulated firms at Observe. You move each person up only when Holly has earned it."
Quotable evidence: "A G2 survey of 1,035 software buyers in 2025 found that 47% of businesses using AI agents run them with guardrails, and only 8% give them full autonomy. G2 is a software review vendor, so treat it as their data, but it's why Holly starts cautious." Never use it to promise savings.
Pillar 4. Know what's working. Headline: "Know what's working, and who to talk to first." They say: "The board wants results, I've got charts." Reports, share links, scheduled emails and the digest are AMBER until D1: never demoed. Proof, the pilot quote: "You end up with logins for so many pieces of software and you don't end up using them. This replaces the lot. And it does my least favourite job, end-of-month analytics, in a click." (Freelance marketer, pilot programme.) Warmth scores are not shown in a demo; with a customer, never written up as leads, prospects or candidates. No Watch alert numbers (D12).