What tools do you use to manage your packaging, positioning and messaging frameworks?

If you're not using AI, you're behind! Here are some tips on how to get started right away. The AI tools I love are ChatGTP, Claude, Notion, and Perplexity.

PRO TIP: Lots of other PMM tool favorites now have APIs with AI tools, like Google sheets! ;)

1. Customer & Market Research

• Use Case: Gather insights from customer reviews, competitor websites, and industry reports to understand pain points and trends.

  • Perplexity – Acts as an AI-powered search engine for pulling insights from real-time sources.

    • Example Prompt: “Summarize the top challenges [target audience] faces with [product category].”

  • ChatGPT/Claude – Process and analyze raw research data.

    • Example Prompt: “Analyze these customer reviews and identify common themes in pain points and benefits.”

2. Drafting Positioning Statements

• Use Case: Create multiple variations of positioning statements to align with different personas.

  • ChatGPT/Claude – Generate and refine positioning frameworks using battle-tested templates.

    • Example Prompt: “Using the Geoffrey Moore positioning framework, generate a positioning statement for [product] targeting [audience] solving [problem].”

  • Perplexity – Validate and compare against competitor positioning.

3. Messaging Framework Development

• Use Case: Build structured messaging tailored for different personas and market segments.

  • ChatGPT/Claude – Structure messaging hierarchies, ensuring alignment with pain points and product benefits.

    • Example Prompt: “Create a messaging framework for [product] including a high-level positioning statement, three key value propositions, and supporting proof points.”

  • Perplexity – Cross-check how competitors frame similar messaging.

4. Testing and Refining Messaging

• Use Case: Evaluate resonance and clarity of messaging.

  • ChatGPT – Act as a sounding board by providing critiques.

    • Example Prompt: “Act as a skeptical customer. Does this message sound compelling and clear? Where can it improve?”

  • Claude – Rewrite messaging in different tones or simplify complex language.

5. Generating Copy Variations for Channels

• Use Case: Adapt messaging for different formats (landing pages, sales decks, social posts).

• Tools & How to Use Them:

  • ChatGPT – Convert messaging into various content formats.

    • Example Prompt: “Transform this positioning statement into a Twitter thread and a LinkedIn post.”

  • Claude – Expand on key ideas with a more narrative-driven approach.

  • Perplexity – Compare messaging styles used in the industry.

6. Competitive Analysis & Differentiation

• Use Case: Identify white space in positioning.

• Tools & How to Use Them:

  • Perplexity – Research competitor claims and key messaging.

    • Example Prompt: “Compare the messaging of [Competitor A] vs. [Competitor B] for [product category].”

  • ChatGPT/Claude – Generate differentiation statements based on gaps found in competitor messaging.

Best Practices for AI-Assisted Positioning & Messaging

• Start with Human Insights – AI is best at refining, not replacing, strategic thinking.

• Prompt Iteratively – Use structured prompts to guide AI toward better outputs.

• Validate with Real Feedback – Test AI-generated messaging with customers and sales teams.

• Cross-Check Sources – Especially when using Perplexity for competitive research.