<!-- Messaging framework and message house · from Chapter 24 of The Product 360 Handbook -->

# Messaging framework · [Product or offer] · v[n] · [Date]

**Positioning source:** [canvas and statement links]   **Owner:** [PMM]   **Accuracy reviewer:** [PM]

## Message house
**Roof (umbrella message, one sentence, customer language):** [ ]

| | Pillar 1 | Pillar 2 | Pillar 3 |
|---|---|---|---|
| Value theme (from canvas) | | | |
| Supporting message | | | |
| Proof points (claims-log IDs) | | | |
| Main persona | | | |

**Foundation (credibility, trust and objection handling):** [security, compliance, data use terms, support, integrations, company facts, AI governance facts]

## Persona variants ([Product] messaging for [persona])
| Persona | Role in deal | Pain in their words | Lead pillar | Core message | Proof they trust | Objections to handle |
|---|---|---|---|---|---|---|
| Champion | | | | | | |
| Economic buyer | | | | | | |
| End user | | | | | | |
| Technical evaluator or security | | | Foundation | | | |
| Partner | | | | | | |

## Availability labels
| Capability mentioned | Label (GA / Preview / Roadmap) | Matches offer definition? |
|---|---|---|
| | | |

## Words we use and words we avoid
- Use: [ ]
- Avoid: [for example, "replaces your [professional]", "fully autonomous", unqualified "available now"]