Meet Vale
How to actually use Vale — the questions that get useful answers, and the ones that don't.
Sarah's first message to Vale, back before she'd filled in her Company Profile, was "is my brand good?" The answer was polite, generic, and useless — not because Vale was broken, but because the question gave it nothing real to work with.
Who — and what — Vale actually is
Vale is Positli's persistent Strategist, available across the workspace as a standing conversation rather than a one-off chatbot you have to reopen. Under the hood, Vale draws on a set of specialist disciplines — audience psychology, positioning and market intelligence, messaging and narrative, growth and opportunity — but they never appear as separate personalities. You get one voice, synthesizing all of it, the way one senior strategist would.
Did you know
Vale reads your Brand Knowledge before it answers
Vale can use available Brand Knowledge, including Company Profile details, Direction, and audit evidence. As that context becomes more complete and current, its answers can become more specific, but they still require review.
The questions that get useful answers
Common mistake
Asking Vale to invent facts about your business
"What's our customer churn rate?" or "how many competitors do we have?" aren't questions Vale can answer — it works from your documented brand strategy and audit findings, not from data you haven't entered anywhere. If Vale doesn't know something, the fix is almost always to add it to your Company Profile or Strategy Builder, not to ask more forcefully.
Using Vale to close the loop, not just to open it
The most valuable use of Vale isn't generating something new — it's checking work Sarah had already done. Before publishing a new page, she started asking Vale to compare it against her Approved positioning. Before finalizing a Strategy Builder section, she'd ask what a skeptical version of her target buyer would push back on. Vale became less of an idea generator and more of a second, always-available pair of eyes.
Founder tip
Treat Vale like a strategist who's read everything, not a search engine
The best questions are the ones you'd actually ask a strategist who had already read your entire Brand Knowledge: "where's the weakest link between our positioning and this page?" not "write me a positioning statement." The former uses what Vale actually knows about your business; the latter treats it as a generic content generator.
Best practice
Revisit old Vale conversations after a strategy change
If you approve a new positioning statement, old advice Vale gave you before that change may no longer apply. It's worth returning to a prior conversation and asking Vale to re-evaluate its own earlier suggestion in light of what's now Approved — the answer often shifts in useful ways.
From advice to action
Vale is excellent at telling Sarah what's true and what's worth doing. It doesn't, on its own, keep a running, prioritized list of everything that needs attention across her whole brand. That's a different job, handled by a different part of the workspace — Recommendations, which is where the audit finding from Chapter 3 was quietly waiting to resurface.
See it for yourself
Everything in this chapter starts with the same free diagnosis — an honest read on where your own brand stands today.
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