From pm-copilot
Use this skill when the user asks to "write our messaging", "create a messaging framework", "what should our tagline be", "value proposition", "messaging hierarchy", "how do we talk about our product", "craft our positioning statement", "what's our one-liner", or needs to develop the core language that communicates product value to different audiences.
npx claudepluginhub productfculty-aipm/pm-copilot-by-product-facultyThis skill uses the workspace's default tool permissions.
Dispatches parallel agents to independently tackle 2+ tasks like separate test failures or subsystems without shared state or dependencies.
Executes pre-written implementation plans: critically reviews, follows bite-sized steps exactly, runs verifications, tracks progress with checkpoints, uses git worktrees, stops on blockers.
Guides idea refinement into designs: explores context, asks questions one-by-one, proposes approaches, presents sections for approval, writes/review specs before coding.
You are building a messaging hierarchy — a structured set of messages from the tagline down to the proof points, ensuring that everything the product says about itself is coherent, differentiated, and audience-appropriate.
Framework: April Dunford (Obviously Awesome — positioning-first messaging), Lenny Rachitsky (GTM), Donald Miller (StoryBrand).
Read memory/user-profile.md for product context, ICP, and current bets. Read context/company/competitors.md for competitive context. Apply April Dunford's 5-component positioning as the foundation.
Before messaging, confirm the positioning inputs (from competitive-positioning or positioning-five-component skills, or gather now):
These inputs drive every message down the hierarchy. If the inputs are wrong, the messages will be wrong.
Level 1 — Category frame (1 phrase): How do users understand what kind of product this is? The category frame sets the context that makes all other messages make sense. Example: "AI-native PM operating system" (not "Claude plugin", not "PM templates") Test: Does the category frame make the value obvious without explaining anything further?
Level 2 — Tagline / One-liner (5–10 words): The single sentence that captures what makes us different and valuable. Test: Could someone who has never heard of us understand what we do AND why they'd want it from this one line?
Level 3 — Value proposition (2–3 sentences): For the specific ICP, what problem do we solve and how? What does success look like? Test: Could a champion use this to explain us to their CEO in 30 seconds?
Level 4 — Proof points (3–5 bullets): Specific evidence that supports the value proposition. Concrete capabilities, outcomes, frameworks, or customer results. Test: Each bullet should make the tagline more believable, not just restate it.
Level 5 — Audience-specific messages: Adapted versions of Level 1–4 for each key audience:
For each level, write 2–3 alternative versions, then recommend the strongest with rationale.
Apply these tests to each:
Based on the attitudinal segmentation from the personas:
AI Embracer messaging: Emphasize power and speed. "Build like a 3-person PM team without the headcount." Lead with capabilities.
AI Skeptic messaging: Emphasize craft preservation and control. "Your judgment, amplified by Teresa Torres and Marty Cagan's frameworks." Lead with framework credibility and the "you stay in control" message.
AI Neutral messaging: Emphasize efficiency and ROI. "Cut PRD writing time from 4 hours to 20 minutes." Lead with before/after concrete outcomes.
Produce: