Use when the market needs a new category no single vendor can name alone: the category thesis, the lighthouse coalition, and the launch beats.
Instructions your experts follow when using this skill.
Use this when the market needs a new category and no single vendor can name it alone. Start from the market shift the category rides, the lighthouse partners and analysts in play, the existing joint proof (wins, numbers, quotes), and the launch window and budget.
The shift. The old way and why it breaks. The new way in one sentence. The written point of view the coalition evangelises — world changed, old way broken, new way, stakes — which has to be true even if we did not exist. The category name with its ownability tests: analyst adoption, the budget-line-item test, and the would-this-have-an-encyclopedia-entry-in- three-years test. And the three proof points that must exist before launch.
Each claim names its evidence or stays UNKNOWN. A thesis with no named shift is positioning, not a category.
At most five lighthouse partners, each with a named executive sponsor and a dated commitment. Two analysts briefed early. One lighthouse customer per partner where possible.
Each member gets a role — proof, reach, or credibility — and a dated deliverable. A member with no dated deliverable is a logo, not a coalition partner.
One shared story every partner tells. Objection-mapped proof: closest-customer-first, every number sourced, partner claims kept in their own words.
Then a dated beat plan — analyst briefings, the joint launch, lighthouse wins, event moments.
Proof the owner has not approved stays internal. Nothing partner-facing leaves without the owner's yes.
One ignition moment three to six months after the point of view lands — broad reach plus direct outreach, aimed at the category rather than the product — with 30-day success criteria written before it fires.
Then dated beats, each with an owner per side, a success line, and a recap inside 48 hours with owners and dates.
After launch, track the category signals quarterly — analyst mentions, inbound using the name, win-rate lift — against a year-one, year-two, year-three flywheel, and reallocate beats toward what moves. A beat that misses twice gets one fix, then it is cut.
The one-page thesis, the coalition roster with its dated commitments, the shared narrative with its proof, and the beat plan with its recaps.
No lighthouse partners yet means thesis first, with coalition seats marked UNKNOWN for the owner to fill. No budget means a proof-first plan — the narrative plus one lighthouse win — before any launch beat.
No thesis, narrative, proof, or launch beat goes to a partner, an analyst, or the public without your explicit yes.
Phrases that help your experts find this skill.
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context.
When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.
When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," "PMF survey," "product/market fit survey," "customer interview questions," "interview outreach," "Sales Safari," or "find out why customers churn/convert/buy." Use for analyzing existing research assets, mining online sources, AND running primary research (interviews and surveys). For writing copy informed by research, see copywriting. For acting on research to improve pages, see cro.