The never-claim list

All RED. The honest answer is a short "no" or "not today", without a date.

• Not built, or not to be claimed: the RED rows in the register; any certification or penetration test; "enterprise grade security"; Bird Dog (never demonstrate, offer or give away); regulator templates and evidence packs.
• Retired lines, in any form: "Other tools count engagement. Maktura names it, and tells you what to say next." / "a suggested next line" / "Sanity not vanity" / "Win on signals, not volume" / "Moneyball for professional services" / "the world's most advanced social media management and intelligence tool" / "the future of social media marketing management" / the "Dom got frustrated" story / the old traction line / "£69 locked" / "locked for life" / "closes 30 October" / "90 days from launch" / "early bird £89.99" / "£79, £149, £299" / "61 live features" / "for professional services firms" / "Official platform APIs only, Maktura never scrapes" / "That list exists. Nobody has ever given you the names." / "It has to end on a name." / "nothing publishes without you approving it" / "twenty minutes on your own LinkedIn" / "always demo, never describe" / the vertical shop window.
• Banned words (internal documents too, except when quoting this list): agentic, AI powered or AI-powered, voice cloning, leverage as a verb, synergy, thought leadership (except as a report title), robust, seamless, holistic, transformative, paradigm. No fear-of-missing-out framing ("don't fall behind", "before it's too late", "your competitors are already..."). Genuine scarcity stated as fact is fine.
• Register: sales material is sincere. The satirical LinkedIn character and the corporate-satire social style never appear in a sales conversation, email, proposal or deck (D7); satire belongs to Maktura's own social channels.
• Internal words never said to a buyer: the behemoth; Atlas; Sentinel; any joke about a customer being stupid.