Take a competitor apart in a way that changes a decision: what they promise, who they are built for, where they are weak, and what we should do about it.
Instructions your experts follow when using this skill.
Use this when someone asks about a competitor. A teardown that ends in observations has failed; it ends in a decision.
Four sources, in this order, because each one contradicts the last in a useful way:
Answer these and nothing else:
The fourth question is the one people skip. A teardown with no honest praise in it is not research, it is reassurance.
A page. Their promise, their customer, three strengths, three structural weaknesses, and one recommendation with a reason. Mark every claim as observed or inferred — a reader needs to know which parts would survive a phone call.
Never state a competitor's revenue, headcount, churn or customer count as fact unless it is published — say "inferred from" and name what you inferred it from. Never repeat a rumour. Never write a comparison that a competitor could sue over, and never recommend copying a feature without saying what it would cost us.
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.