What are the specific tools and frameworks you use to create positioning and messaging?

I go old school and have a Google Doc template I love, but the general buckets are these.

• Industry trends - what has changed (Is it a big change? it should be! Is it relevant? Can you measure the impact? include stats with links)

• Who is the enemy? Is it the status quo or an old/antiquated way of doing things

• Why now? Drive urgency on needing to make this change ASAP

• Show that there will be winners and losers - what is the "destination?" - provide examples where you can. For example, "If you don't prioritize data compliance, you'll open yourself up to huge regulatory fines like xyz companies."

• Introduce your solution as the way to overcome these challenges

• Present evidence on how you've been able to help others do this

Some of my favorite go-to frameworks are Donald Miller's Building a Storybrand, Messaging - Emma Stratton, and Positioning - April Dunford. For example, if you need to develop launch narrative you can use Donald Miller's "StoryBrand" framework to orient your thoughts:

Here are the steps:

1. A Character (your customer)

2. Has a Problem (they need to solve)

3. And Meets a Guide (your business/product)

4. Who Gives Them a Plan (your solutions)

5. And Calls Them to Action (to start the buying process)

6. That Ends in Success

7. And Helps Them Avoid Failure (what would happen if they don't buy)

I recommend using this framework in joint narrative workshops with the product team, so both the PM and PMM are solutioning together.