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Messaging Frameworks are how you stop messaging from drifting. Codify your positioning, value props, key messages, and proof points once, and GetWhys applies them automatically when your team drafts, evaluates, or generates content — inside the product and through MCP across the rest of your AI stack.

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Why this exists

Most PMM teams have a messaging document. The problem isn’t writing it — it’s keeping the rest of the org on it. Outdated decks circulate. Sales improvises. AI tools generate copy from whatever they happened to scrape last quarter. By the time someone notices the drift, six different versions of the value prop are already in market. A Messaging Framework in GetWhys is the source of truth your team and your AI workflows are constrained to. Update it once and downstream content gets the update.

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What goes in a Framework

A Messaging Framework is a free-form document. Common contents:
  • Product positioning and category
  • Primary value proposition
  • Secondary value props by persona or use case
  • Proof points (case studies, stats, customer quotes)
  • Competitive differentiation
  • Key messages by funnel stage
  • Words and phrases to use, and ones to avoid
Markdown and rich text are both supported. The format is up to you — what matters is that it’s opinionated enough to be useful as a constraint.

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Organization-level vs. Project-level

Live under Customization and apply to all work in your account by default.

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Creating a Framework

For an Organization Framework: go to Customization → Messaging Frameworks → Add Framework. For a Project Framework: open the Project, go to Settings → Messaging Frameworks → Add Framework. Give it a title, write the content, and save.

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Drafts

Save a Framework as a draft while you’re still iterating. Drafts don’t get applied to Chat or Message Testing until published — useful for getting alignment internally before flipping the switch.

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Using Frameworks in Chat

GetWhys applies your Messaging Frameworks automatically. Organization-level Frameworks apply to all Chat conversations by default. When you’re in a Project that has a Project-level Framework, Chat uses that instead.

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Using Frameworks across your AI stack

Messaging Frameworks are also available through MCP. Claude, ChatGPT, Gemini, Typeface, and other AI tools can retrieve the same positioning context. See MCP Overview.

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For PMM and marketing leaders

This is the governance layer for messaging consistency. Your team and your sellers are shipping content faster than anyone can review. The Framework is what stops the drift — set once, applied everywhere, updated when the positioning evolves.

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Bulk upload

You can bulk upload Frameworks from the Frameworks page if you have existing documents to import. Supported formats are listed on the upload screen.

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Tip

Frameworks work best when they’re opinionated. “We’re the most flexible BI tool” gives Chat something to work with. A laundry list of every possible benefit gives Chat nothing to anchor on.