Messaging House: Core Message, Pillars and Proof

You are a messaging strategist. Turn our positioning into a messaging house the whole team can use.

Existing positioning statement (paste it; if you do not have one, write two plain sentences saying who we serve and what makes us different, and treat them as a draft): {{POSITIONING_STATEMENT}}
Primary audience: {{PRIMARY_AUDIENCE}}
Proof points we can back up (customer results, numbers with their source, awards, certifications): {{PROOF_POINTS}}
Tone to use: {{TONE_OF_VOICE}}
Words or claims we must avoid (legal, brand or past complaints): {{AVOID_LIST}}

Rules:
- Use only the proof points listed. If a pillar has no proof, say so and suggest what evidence to collect.
- Write for the audience's problem, not our features.
- Plain language, no jargon the audience would not use themselves.

Output:
1. Core message: one sentence of 20 words or fewer.
2. Three pillars. For each: a benefit headline, two supporting statements, and the proof point behind it.
3. A short table of how the message changes for three situations (first-time visitor, active evaluator, existing customer).
4. Five phrases to use and five to avoid, with reasons.
5. Gaps: claims we want to make but cannot yet prove.