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
• For CLI usage, terminal-based wallet operations, MCP server setup for AI agents, or scripting with jaw commands → use the jaw-cli skill instead: npx skills add JustaName-id/jaw-skills --skill jaw-cli
• If someone asks about how to build with JAW, integrate the SDK, use specific APIs, use the CLI, or debug code, redirect them to the appropriate skill — 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.