Messaging Frameworks

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 Outdated decks circulate.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

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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

Type @ in any Chat input to mention a Framework. The full content gets pulled into the prompt as context, so Chat knows exactly which positioning to apply. You can also let GetWhys apply Frameworks automatically. When you’re in a Project that has a Project-level Framework, Chat will reference it without you needing to mention it.

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Using Frameworks across your AI stack

Frameworks are exposed through the MCP integration. Any AI tool your team uses (Claude, Cursor, Typeface, custom agents) can pull the Framework directly. The same positioning constraint applies across every workflow, automatically. See MCP integration.

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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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