If you’ve worked in product marketing for more than about five minutes, you know that your days don’t unfold as neat checklists, or as isolated research projects. In reality, every major PMM initiative—whether it’s a product launch, a website overhaul, a campaign, or a big strategic deep-dive—looks more like a tangle of files, messaging drafts, product docs, customer feedback, bits of enablement, and a dozen Slack threads. And yet, almost every tool out there seems determined to flatten all that complexity into chat logs, folder trees, or little boxes with labels.
That way of working has always been at odds with how PMMs actually get things done. When we set out to build Projects, we didn’t want to just give you another “folder system.” We wanted to help you organize your work the way you actually do it—with room for the messiness, context, and collaboration real PMMs need every day.
Why Projects? Organizing for the Real Way PMMs Work
The inspiration behind Projects isn’t some sweeping market trend or a single “customer asks” ticket. It’s that almost every PMM I’ve talked to describes a fundamentally cross-functional, often opinionated, sometimes chaotic way of working. You aren’t just off in the research corner, cranking out a persona doc and tossing it over the wall. You’re in the thick of launches, launches, launches. Or you’re updating core messaging and trying to wrangle feedback from product, sales, customer success, even the legal team—hopefully before the next big go-live.
Normally, all the core stuff that makes a project succeed (product docs, feedback, messaging frameworks, strategic research, stakeholder opinions, etc.) lives in a dozen different places. The result? Lots of duplicate work, version fatigue, and a recurring “where did I save that” anxiety.
Projects was designed to fix that. Not by forcing you into another artificial construct, but by mapping to the way PMMs genuinely think and execute. You create a project around a real initiative, like a new product launch, a strategic research push, or the start of a big positioning refresh and you toss in all your inputs: product notes, research transcripts, messaging docs, feedback files, whatever you want. That becomes the central organizing space. Everything for that project now lives in one place, in context, and stays aligned as you move from messy initial research to polished output.
Let’s Give This Some Real-Life PMM Examples
Here’s how I picture Projects shaking up your day-to-day:
- Product Launches: Instead of juggling docs, slides, and random chat threads, upload everything—the product brief, beta feedback, messaging draft, competitor battle cards—into one project. Start chats with the AI that actually uses all those files (plus organizational data and our proprietary GetWhys data set). You and your team can keep track of everything without worrying if someone’s using outdated info.
- Content Development: Running a new campaign or rolling out a blog series? Spin up a dedicated project. Bring in your personas, research, messaging framework, and let GetWhys generate campaign content that’s always on-message. You get outputs you can use right away—and know they’ve lined up with the latest research and framework.
- Strategic Research: If you’re venturing into a new vertical, you (and your cross-functional partners) can drop all discovery work—interviews, learnings, competitive scans—into a project. Collaborators share the same research bank, see the same outputs, and keep each other on the same page. No more hunting through docs or chasing down “the latest version.”
- Real Collaboration (with Full Context): This is where Projects is just getting started. Eventually, my vision is: the PMM sources research and builds intent, content partners spin up pieces right from the same project workspace, and higher-ups or “approvers” can review, edit, and approve—all in one flow. For now, the big win is in keeping everything centralized and sharable, without copy-pasting snippets from this Google Doc to that Slack chat to some random enablement tool. Work stays together, aligned, and (most important!) findable.
Project-Level Messaging Frameworks:
One of the most relentless pain points I hear from PMMs—especially those working across multiple products or regions—is that messaging misalignment just creeps in. You’ll have a global narrative, but every product or campaign has specific nuances or little shifts. You end up either copy-pasting old docs, or worse, editing the “master” and causing chaos for every other team.
With Projects, you can set messaging frameworks at the project level. That means anything generated in that project—content, research, reports, share-outs—uses only the messaging rules for that initiative. No more digging through irrelevant brand decks, or weeding out language meant for last quarter’s launch. You get focus and alignment, with zero extra effort.
Scoped Data: Keep Context Clear and Outputs Precise
Another thing that matters to PMMs (and any cross-functional players joining a project): context is everything. A product description relevant for one launch probably means nothing for the next. With Projects, you can scope data specifically to one project. That might be a product one-pager, internal research, “must-use” talk tracks, or customer insights pulled from interviews. These docs stay attached—and only attached—to their project. At the same time, you still have access to company-wide knowledge and our ever-expanding GetWhys dataset, plus (when needed) deep internet research. Best of both worlds: focused, relevant context, with the option to go broad when needed.
A Nod To The Future
Looking ahead, I see PMMs moving from being “doc wranglers” to managers and editors of AI-powered workflows and knowledge engines. You’ll set the goal (“We’re launching the new X product, here’s what we know, here’s what we need to learn”), and the system will know what research to run, what artifacts to build, and what share-outs are needed for each function. You interrupt, edit, approve, or nudge as needed, but the grunt work is mostly handled. That’s the direction we’re building toward.
But Projects is real, tangible progress on that vision, here and now. It lets you organize your work in the way you actually conducted, rather than forcing you into an artificial construct.
Ready to see Projects in action?
Jump into GetWhys today, or, if you want someone to walk you through how it fits your real workflow, just reach out and I’ll set up a personal test drive with you and your team.
— Tyler