I actually tend to take bits and pieces from different ones that I've used in the past to create my go-to. Whatever framework you use should help you get to a focused opinion on the tagline, elevator pitch, and 3 benefit pillars. This means it should capture who is this for (primary personas) and what you're competing against (competitors) as "givens" to set the stage. Then the most valuable thing to have in the messaging are the 3 key benefit pillars of your product/solution/feature that are untouchable by the competition and matter most to your target audience. To justify your 3 key benefits, it's important that a messaging framework make you "show your work" so to speak. For each, why was it a challenge prior? How do you make it better? What's unique? What's the impact to your customer? Answering these in the framework also can make it easier when you're collecting feedback and buy-in, because it gives enough background for folks to debate. And then once you've nailed those pillars, the tagline and the elevator pitch tend to stem from there.