608건 · 관련도순
Use when positioning an American Educational Research Journal (AERJ) manuscript in the literature. AERJ readers span the whole field, so the paper must engage the literatures a general education-research audience expects and speak past its own subfield. Builds the positioning argument; it does not write the literature review for you.
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Product marketing skill for positioning, GTM strategy, competitive intelligence, and product launches. Covers April Dunford positioning, ICP definition, competitive battlecards, launch playbooks, and international market entry.
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Brand strategy covering positioning, identity, brand architecture, messaging frameworks, and governance. Use when developing brand positioning, creating messaging frameworks, auditing brand health, or building brand architecture.
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Define a new category where your product wins by default. Reframe the buying decision. Triggers on: "create a category", "category design", "define my category", "category of one", "reframe the market", "position as category king", "new category", "category creation", "own a category", "category strategy", "competitive positioning", "strategic positioning", "market reframing", "be the only option", "change the buying criteria", "category king".
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Build product marketing strategy including positioning, messaging, and go-to-market. Use when the user says "positioning", "messaging framework", "go-to-market", "GTM strategy", "product marketing", "competitive positioning", "battlecard", "sales enablement", "launch plan", or asks about how to position or message their product in the market.
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Use when a PERSONAL brand — founder, coach, or creator — needs a 12-month strategy: niche selection with Ikigai and a 3x3 matrix, positioning statement, a three-chapter story arc, four content pillars with 28 topics, a five-stage authority ladder, and a Q1 to Q4 growth plan. Trigger on 'personal brand strategy', 'founder brand plan', 'coach positioning', 'creator strategy', 'what niche should I own', 'I post constantly and nothing compounds'. Also use when the user has followers and no direction. Not for — a company brand, see `58-positioning-global` and `00-marketing-plan-global`; the context file this reads first, see `22-personal-brand-context-global`; turning it into revenue, see `27-personal-brand-monetize-global`.
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Dung khi can tra loi duoc tai sao khach chon MINH chu khong chon nguoi khac — positioning statement theo Promise + Proof + Path, ma tran khac biet so voi doi thu, category entry points, thap thong diep 3 tang va huong tagline. Kich hoat khi user nhac 'dinh vi thuong hieu', 'positioning', 'USP', 'khac biet voi doi thu', 'tai sao khach chon minh', 'tai dinh vi', 'noi gi de khach nho', 'san pham giong het thi truong'. Khong dung cho — soi doi thu dang lam gi thi dung skill 08-nghien-cuu-doi-thu; giong noi va tu vung khi viet thi dung skill 35-brand-voice; viet cau slogan / headline poster hai lop thi dung skill 74-copy-hai-lop; dong goi goi ban thi dung skill 31-offer-design; ke hoach ra mat san pham thi dung skill 59-go-to-market.
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Dung khi mot CA NHAN — founder, coach, creator — can chien luoc thuong hieu ca nhan 12 thang: chon niche, positioning statement ca nhan, story arc 3 chuong, 4 content pillar, thang authority 5 nac va lo trinh tang truong theo quy. Doc file context tu skill 22 truoc khi viet. Kich hoat khi user nhac 'chien luoc personal brand', 'dinh vi ca nhan', 'chon niche', 'content pillar ca nhan', 'story arc', 'founder positioning', 'toi nen noi ve chu de gi', 'xay hinh anh chuyen gia'. Khong dung cho — dinh vi cho DOANH NGHIEP hay san pham thi dung skill 58-positioning; ke hoach marketing cong ty thi dung skill 00-ke-hoach-mkt; tao file context ca nhan lan dau thi chay skill 22-personal-brand-context truoc.
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Builds a positioning canvas (competitive alternatives, differentiated value, best-fit customer, category) plus a strategic narrative and sales-pitch storyboard, and grades existing positioning or messaging. Use for 'positioning', 'how do we describe our product', 'messaging', 'our pitch isn't landing', 'category', 'differentiation', 'one-liner', 'value prop', 'old game new game'. Draws on 43 Lenny's Podcast guests incl. April Dunford, Andy Raskin and Arielle Jackson.
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Help founders and marketers nail their positioning. Use when someone mentions "positioning," "value proposition," "who is this for," "how do I describe my product," "messaging," "ICP," "ideal customer," or is struggling to articulate what makes their product different.
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Professional copywriter for SaaS and startups. Expert in landing page copy, positioning, messaging, conversion optimization, and voice-of-customer research. Use when writing compelling copy for SaaS products, landing pages, marketing materials, or when you need help with product positioning and messaging strategy.
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产品营销 (PMM, Product Marketing) — 拥有「产品如何被定位 / 表达 / 发布 / 卖进市场」的从业者认知操作系统: 是产品 / 销售 / 市场 / 客户之间的连接组织, 负责把产品能力翻译成市场价值, 并把市场声音带回产品。覆盖 (a) 定位与差异化 (April Dunford 「刻意选择语境」框架 + 竞争性替代方案 + 卖价值不卖功能 + 选择「让你优势成立的市场参照系」, 对照 Ries & Trout 经典「定位是占领心智」), (b) 信息传递与叙事 (messaging 层级 / 信息屋 + 价值主张 + 收益导向 vs 战略叙事「换框架」Andy Raskin + 表达清晰度 Emma Stratton / Punchy + 初创 homepage 定位 FletchPMM), (c) 进入市场 (GTM) 策略与产品发布 (发布分级 T1/T2/T3 + 发布流程与跨职能编排 + GTM 打法 PLG vs SLG vs 混合 + 滩头细分选择), (d) 市场与竞争情报 (竞品分析 + battlecard 战卡 + 输赢分析 win/loss + 竞争赋能 Klue/Crayon/Clozd), (e) 买家与客户研究 (ICP 理想客户画像 + 买家 / 用户 persona + Jobs-to-be-Done 任务理论 Christensen/Moesta/Ulwick ODI + 客户之声 VoC + 用真实买家测信息 Wynter/Peep Laja), (f) 销售赋能 (战卡 + pitch / 销售 deck + 一页纸 + demo 叙事 + 异议处理 + 销售培训 + 内容采用率 — 你的产出只值销售实际用到的那部分), (g) 定价与打包 (价值定价 + 打包分层 + 《Monetizing Innovation》Ramanujam/Simon-Kucher + PLG 定价 — 常与产品 / 财务共担), (h) 细分与品类 (市场细分 + TAM/SAM/SOM + 技术采用生命周期与跨越鸿沟 Geoffrey Moore + 品类设计与叙事 Play Bigger / Christopher Lochhead — 稀有且昂贵, 不是默认选项), (i) 需求生成与内容协同 (campaign 信息 + 思想领导力 + 漏斗内容 TOFU/MOFU/BOFU + ABM 基于客户营销), (j) 分析师与影响者关系 (Gartner 魔力象限 + Forrester Wave + 分析师 briefing — To B 场景, 对 pay-to-play 影响诚实标注), (k) 客户营销与倡导 (参考客户 + case study + 评测站 G2/TrustRadius/Capterra 运营 + 社区), (l) PMM 运营与度量 (影响管道 + 赢率 + 发布采用率 + 信息穿透率 + 角色汇报线「向产品还是向市场」之争 + PMM 作为战略职能 vs 接单工具人陷阱); 跨 B2B SaaS (该学科重心) / B2C 消费 / 开发者 PLG / 平台产品。不含 产品管理 (PM 造产品 / 拥有 roadmap, PMM 拥有市场 — 相邻且极易混淆) / 增长 / 效果营销 / 付费投放 (平行学科) / 品牌 / 企业传播 / 公关为终点 / 需求生成为终点 (PMM 与之协同但不等同) / 平面设计 /「做 slide 和周边的团队」(PMM 抗争的接单工具人窄化) / 泛泛「市场营销」。 (Product Marketing (PMM) — the cognitive operating system of practitioners who own how a product is positioned, messaged, launched, and sold into a market: the connective tissue between product, sales, marketing, and customers, responsible for translating product capability into market value and bringing the voice of the market back into product. Covers (a) positioning & differentiation (April Dunford's deliberate-context framing, competitive alternatives, value-not-features, framing the market in which your strengths matter — vs Ries & Trout classic perception-in-the-mind positioning), (b) messaging & narrative (messaging hierarchy / house, value proposition, benefit-led vs strategic-narrative / change-the-frame messaging Andy Raskin, clarity craft Emma Stratton/Punchy, homepage & startup positioning FletchPMM), (c) go-to-market (GTM) strategy & product launches (launch tiers T1/T2/T3, launch process & cross-functional orchestration, GTM motion PLG vs SLG vs hybrid, beachhead segment selection), (d) market & competitive intelligence (competitive analysis, battlecards, win/loss analysis, competitive enablement Klue/Crayon/Clozd), (e) buyer & customer research (ICP ideal customer profile, buyer & user personas, Jobs-to-be-Done Christensen/Moesta/Ulwick ODI, voice of customer, message testing with real buyers Wynter/Peep Laja), (f) sales enablement (battlecards, pitch & sales decks, one-pagers, demo narratives, objection handling, sales training, content adoption — output is only as good as what sales actually uses), (g) pricing & packaging (value-based pricing, packaging & tiering, Monetizing Innovation Ramanujam/Simon-Kucher, PLG pricing — often shared with product/finance), (h) segmentation & category (market segmentation, TAM/SAM/SOM, technology adoption lifecycle & crossing the chasm Geoffrey Moore, category design & narrative Play Bigger / Christopher Lochhead — rare and expensive, not a default), (i) demand-gen & content partnership (campaign messaging, thought leadership, funnel content TOFU/MOFU/BOFU, ABM account-based marketing), (j) analyst & influencer relations (Gartner Magic Quadrant, Forrester Wave, analyst briefings — for B2B, with honest read on pay-to-play perception), (k) customer marketing & advocacy (references, case studies, reviews G2/TrustRadius/Capterra presence, community), (l) PMM operations & metrics (influenced pipeline, win rate, launch adoption, message pull-through, the role's reporting line product-vs-mark
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Builds a product messaging library from your positioning, your website and customer evidence: a description, the status quo and alternatives, pain points with their knock-on consequences, capabilities, functional, emotional and social benefits, branded features, the cost of doing nothing, common objections with responses, and core messaging blocks (tagline, elevator pitch, value props, proof, per-audience lines). Every claim sourced. Triggers: "product messaging", "messaging library", "messaging framework", "value props", "capabilities and benefits", "what are our differentiators in words". Run after /positioning. Not for choosing the position itself (use /positioning).
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Interactive workshop skill for developing messaging and positioning. Walks through a structured Socratic Q&A with the team, captures answers, and builds the messaging_positioning.md doc in real time.
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Maps a startup's competitive landscape, scores moat strength across 6+ dimensions, and writes an investor-ready competition narrative with a positioning map. Use when the user asks for a competitive landscape, moat analysis, or positioning review and gives enough to work from: a deck, a list of competitors, or a clearly named startup. A full run takes about 30–40 minutes and searches the web, so for a passing question such as 'who are my competitors?' or 'is that a real moat?', answer briefly in chat and offer the analysis instead of starting it. When it runs, the competitor set and moat scores are checked adversarially, never recalled from memory.
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Use when a B2B SaaS product needs upstream positioning or messaging clarity — defining who it's for, the category, competitive alternatives, differentiation, value props, strategic narrative, or a messaging hierarchy. Triggers include "my messaging isn't working," "we sound like everyone else," repositioning, or auditing an existing positioning doc. Use before homepage, deck, or sales-narrative work. Not for writing the final copy (use copywriter-skill) or running the sales process (use sales-skill).
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Design agency positioning. TRIGGERS - Use when user needs help with agency-positioning-strategy related tasks.
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Build or refine brand positioning with audience, category, differentiators, proof, tone, JTBD signals, and competitive context. Use when marketing, founders, or GTM teams need a positioning canvas, messaging pillars, or campaign foundation. Do not use for isolated ad copy tweaks with no strategy question.
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Strategic analyst that maps competitive landscapes, identifies white space opportunities, and provides positioning recommendations. Use when users need competitive analysis, market positioning strategy, differentiation tactics, or "how do I stand out?" guidance across any domain (portfolios, products, services). NOT for market size estimation or financial forecasting.
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Systematic competitor tracking that feeds CMO positioning, CRO battlecards, and CPO roadmap decisions. Use when analyzing competitors, building sales battlecards, tracking market moves, positioning against alternatives, or when user mentions competitive intelligence, competitive analysis, competitor research, battlecards, win/loss, or market positioning.
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Use when the user asks to "build a message house", "write a PR-FAQ for our launch", or "define the launch narrative and value pillars"; derives from the positioning canvas a message house — tagline, one-liner, three value pillars, per-persona proof points (each labeled Measured / User-provided / [needs source]) — plus a working-backwards PR-FAQ narrative spine (launch-day tense, empty-chair test, five external + five internal FAQs) and per-channel message angle packs (angles, not finished copy). Not for the positioning canvas itself — use positioning-mapper; not for finished blog posts or pages — use content-writer; not for ad or email units — use each discipline creative builder; not for claim adjudication — use offer-claims-registry. 消息屋/PR-FAQ/价值支柱/发布叙事
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Use when the user asks to "check if our surfaces have drifted from the canon", "watch for competitor repositioning", or "define when we should reposition"; produces a drift report — self-drift per flagship surface vs the narrative-registry canon over time (via wayback.py, change history Measured with as-of dates), competitor-repositioning alerts, an explicit repositioning-trigger condition set, and a D1/W1/M1 message-shift retro (intended vs actual pull-through, evidence-labeled) — feeding the TALE L drift-audit sub-items and the narrative-whiplash guardrail fact base. Not for the first-time consistency check before a surface ships — use narrative-cascade-planner; not for computing the TALE profile result or running the vetoes — use narrative-quality-auditor; not for echo-rate / AI-answer resonance measurement — use narrative-resonance-monitor. 自漂移监测/竞品重定位告警/重定位触发/叙事漂移复盘
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Design agency positioning. TRIGGERS - Use when user needs help with agency-positioning-strategy related tasks.
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Strategic analyst that maps competitive landscapes, identifies white space opportunities, and provides positioning recommendations. Use when users need competitive analysis, market positioning strategy, differentiation tactics, or "how do I stand out?" guidance across any domain (portfolios, products, services). NOT for market size estimation or financial forecasting.
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