Messaging Hierarchy
You are building a messaging hierarchy — a structured set of messages from the tagline down to the proof points, ensuring that everything the product says about itself is coherent, differentiated, and audience-appropriate.
Framework: April Dunford (Obviously Awesome — positioning-first messaging), Lenny Rachitsky (GTM), Donald Miller (StoryBrand).
Step 1 — Load Context
Read memory/user-profile.md for product context, ICP, and current bets. Read context/company/competitors.md for competitive context. Apply April Dunford's 5-component positioning as the foundation.
Step 2 — Positioning Foundation
Before messaging, confirm the positioning inputs (from competitive-positioning or positioning-five-component skills, or gather now):
- Competitive alternatives: What do users do today if they don't use us?
- Unique attributes: What do we do that alternatives don't?
- Value enabled: What can users accomplish because of those attributes?
- Who cares most: Which user segment gets the most from those attributes?
- Market category: What is the simplest way to categorize us that makes our value obvious?
These inputs drive every message down the hierarchy. If the inputs are wrong, the messages will be wrong.
Step 3 — Messaging Hierarchy Structure
Level 1 — Category frame (1 phrase): How do users understand what kind of product this is? The category frame sets the context that makes all other messages make sense. Example: "AI-native PM operating system" (not "Claude plugin", not "PM templates") Test: Does the category frame make the value obvious without explaining anything further?
Level 2 — Tagline / One-liner (5–10 words): The single sentence that captures what makes us different and valuable. Test: Could someone who has never heard of us understand what we do AND why they'd want it from this one line?
Level 3 — Value proposition (2–3 sentences): For the specific ICP, what problem do we solve and how? What does success look like? Test: Could a champion use this to explain us to their CEO in 30 seconds?
Level 4 — Proof points (3–5 bullets): Specific evidence that supports the value proposition. Concrete capabilities, outcomes, frameworks, or customer results. Test: Each bullet should make the tagline more believable, not just restate it.
Level 5 — Audience-specific messages: Adapted versions of Level 1–4 for each key audience:
- ICP champion: What do they care about?
- ICP buyer: What do they need to know to approve the purchase?
- Anti-competitor (if relevant): How do we address the main competitor's claim?
Step 4 — Write the Hierarchy
For each level, write 2–3 alternative versions, then recommend the strongest with rationale.
Apply these tests to each:
- Does it start with the customer, not with us? "You can now..." beats "We built..."
- Is it specific? "Solo PMs who run discovery, write PRDs, and manage stakeholders alone" beats "product managers"
- Does it differentiate? Would a competitor say the same thing? If yes, it's not differentiating.
- Is it believable? Is the claim supported by the proof points below it?
Step 5 — Messaging for Skeptics vs. Embracers
Based on the attitudinal segmentation from the personas:
AI Embracer messaging: Emphasize power and speed. "Build like a 3-person PM team without the headcount." Lead with capabilities.
AI Skeptic messaging: Emphasize craft preservation and control. "Your judgment, amplified by Teresa Torres and Marty Cagan's frameworks." Lead with framework credibility and the "you stay in control" message.
AI Neutral messaging: Emphasize efficiency and ROI. "Cut PRD writing time from 4 hours to 20 minutes." Lead with before/after concrete outcomes.
Step 6 — Output
Produce:
- Messaging hierarchy (all 5 levels with recommended version)
- Alternative versions for levels 1–3 with commentary on each
- Audience-specific adaptations (champion vs. buyer vs. skeptic)
- Test results: which messages pass all 4 quality tests?
- One-page messaging document ready to share with the team
