Messaging Framework

Organize everything you say into one core message and a few proof-backed pillars — so the whole team tells the same story, in the buyer's language.

When to use

When messaging is inconsistent across the site, deck, and sales calls; when there's a value prop but no structure beneath it; or when a launch, rebrand, or new segment needs a message map the team can work from.

Before you start

1. Read the brand/product context first. Pull the positioning, value proposition, ICP/segments, differentiator, proof, and voice from .agents/product-marketing.md. If the positioning or value prop is a gap, close it first.
2. Gather inputs: the segments that need their own emphasis.
3. Confirm the objective: a message map the team works from. (If positioning isn't settled, run positioning-statement; if the user just needs the hero line, use value-proposition.)

Method

The framework organizes positioning and the value prop into one core message and a few pillars — it doesn't reinvent them. Every pillar carries proof; a pillar without proof is just a claim. Variants keep the same pillars but shift emphasis and language by audience. If there are two "core" messages, you don't have one yet.

Workflow