Positioning

Product identity principles for BCI data systems — what they are, and what they are not.

Framework Application

This document applies to any product that processes consumer BCI/neurotechnology data for wellness insights.

These positioning principles are universal for:

• Meditation and neurofeedback apps
• Focus and attention training tools
• Sleep analysis from EEG
• Brain pattern awareness systems
• Consumer neurotechnology products
• Any system processing brain signals for wellness

What BCI Data Systems Are

BCI data systems are personal brain pattern recognition tools powered by neural signal feedback.

They read brain activity, learn individual patterns, and provide gentle neurofeedback when opportunities for meditation or focus arise. They are personal awareness layers — not doctors, not diagnostic tools, not mind readers.

One-line description template

"A personal brain pattern system that learns your baseline and helps you recognize focus/relaxation states."

Examples:

• Meditation: "A personal meditation aid that uses neurofeedback to help you recognize calm brain states."
• Focus: "A personal attention awareness tool that learns your focus patterns and helps you recognize flow states."
• Sleep: "A personal sleep architecture tracker that learns your EEG patterns across sleep stages."

Core identity

What BCI Data Systems Are Not

Target User Profile

Primary user

• Meditation practitioner — Wants real-time brain feedback during practice
• Focus-curious — Interested in understanding their attention patterns
• Biohacker — Tracks personal biology for self-optimization
• Consumer tech enthusiast — Comfortable with EEG headbands/devices
• Privacy-aware — Understands neural data sensitivity
• Non-clinical — Not seeking medical diagnosis or treatment
• Patient — Accepts 30-90 day baseline learning period

Not the target user

• People seeking clinical neurofeedback for ADHD treatment
• Parents looking to diagnose children's learning disabilities
• Anyone expecting medical-grade brain diagnostics
• Users seeking cognitive ability testing (IQ)
• People wanting immediate results without baseline period
• Those uncomfortable with neural data privacy implications

Where BCI Consumer Wellness Systems Sit

← Consumer Wellness                          Medical/Clinical →

  Meditation    Focus     [YOUR BCI        Clinical      fMRI
  Apps          Apps      SYSTEM]          Neurofeedback Diagnostics
  (no data)     (games)   Personal Brain   ADHD Rx       Hospital
                          Patterns

Key comparisons

The one-sentence pitch template

"Like having a meditation teacher who can see your brain patterns — but knows they're just patterns, not mind reading."

What BCI Systems Should (and Should Not) Claim

Universal "Do say" phrases

• "Brain pattern recognition"
• "Personal neural baseline"
• "Neurofeedback for meditation"
• "Focus awareness tool"
• "Brain activity observation"
• "EEG-powered meditation guidance"
• "Personal brainwave tracking"
• "Pattern-based neurofeedback"

Universal "Don't say" phrases

• "Brain diagnosis"
• "Thought reading technology"
• "Emotion detection system"
• "ADHD treatment tool"
• "IQ measurement"
• "Medical-grade brain monitoring"
• "Cognitive enhancement"
• "Mental state detector" (as certainty)

The Voice of BCI Systems

If your system were a person, they should be:

• Observant — Notices brain patterns without claiming to know what they "mean"
• Patient — Takes 30-90 days to learn your baseline before offering insights
• Honest — Says "I see this pattern" not "I know you're thinking X"
• Humble — Acknowledges consumer EEG limitations vs. medical-grade
• Privacy-focused — Treats neural data with utmost respect and transparency

They should never be:

• A neurologist ("this indicates a brain disorder")
• A mind reader ("I know what you're thinking")
• A psychologist ("you're feeling anxious")
• A cognitive tester ("your IQ is...")
• Alarmist ("warning: abnormal brain activity!")

Messaging Framework

Describing the product

✅ DO say:

• "Uses neurofeedback to support meditation practice"
• "Learns your personal brain patterns over time"
• "Helps you recognize when your brain enters calm states"
• "Tracks your focus patterns based on brainwave activity"
• "Personal EEG-based awareness tool"

❌ DON'T say:

• "Diagnoses attention disorders"
• "Reads your thoughts and emotions"
• "Measures your intelligence"
• "Treats ADHD without medication"
• "Medical-grade brain monitoring"

Describing what users get

✅ DO say:

• "Learn to recognize your personal brain patterns"
• "Get real-time feedback during meditation"
• "Track how your focus patterns change over time"
• "Better awareness of when you're in flow states"

❌ DON'T say:

• "Improve your IQ"
• "Cure attention problems"
• "Know exactly what you're thinking"
• "Fix cognitive issues"

Privacy Positioning

Brain data is the most sensitive biometric data. Positioning must emphasize privacy:

Privacy messaging requirements

✅ Must include:

• "Your neural data is end-to-end encrypted"
• "You can delete all brain data anytime"
• "We never share EEG data without explicit permission"
• "Informed consent required before any brain recording"

❌ Never say:

• "We anonymize and sell brain data insights"
• "Your EEG is used to improve our algorithms" (without explicit permission)
• Anything implying neural data is less sensitive than other biometrics

Regulatory Positioning

Critical disclaimers

Every BCI wellness product must include:

"This device is not a medical device and is not intended to diagnose, 
treat, cure, or prevent any disease or medical condition. This is a 
consumer wellness product providing neurofeedback for meditation and 
focus practice. Consumer-grade EEG sensors are not equivalent to 
medical-grade EEG equipment."

When to show disclaimers

• At first launch / onboarding
• Before collecting any brain data
• In any brain pattern notification
• In marketing materials
• In privacy policy
• On packaging

Differentiation from Medical Claims

Example Positioning Statements

For investors/press

"We're building consumer neurotechnology for meditation and focus awareness—brain pattern recognition, not mind reading. Think of it as a Fitbit for meditation, using real-time EEG neurofeedback to help people learn what calm and focused brain states feel like in their own patterns."

For users

"This system learns your unique brain patterns over 30-90 days, then gives you gentle feedback when it notices you entering focused or relaxed states. It's pattern recognition for meditation and attention practice—not medical diagnosis or thought reading."

For developers (AI agents)

"We build consumer wellness neurofeedback systems. Personal baseline required. No medical claims. No cognitive assessments. No thought/emotion reading. Brain signals are patterns used for meditation and focus training only."

Competitive Positioning

We are like...

• Meditation apps (Calm, Headspace) + real brain data
• Biometric tracking (Fitbit, Oura) + neural signals
• Neurofeedback games (Muse, NeuroSky) + personal baseline learning

We are NOT like...

• Clinical neurofeedback systems (medical ADHD treatment)
• Medical EEG (hospital diagnostic equipment)
• Research fMRI (cognitive neuroscience)
• "Mind control" or BCI for device control

Summary

BCI consumer wellness products are:

• Brain pattern observation tools
• Personal baseline learners
• Neurofeedback for meditation/focus
• Privacy-first neural data handlers

They are NOT:

• Medical devices
• Diagnostic tools
• Thought readers
• Cognitive testers
• Mental health treatment

Position accordingly.