Windsurf + Aider targets, MCP server, and demo placement (#33)

Broadens both reach (more tools) and content types (an MCP server), continuing
the multi-platform story.

Windsurf + Aider:
- build-exports.mjs gains two platforms: exports/windsurf/*.md (workspace rules,
  trigger: model_decision) and exports/aider/*.md (conventions for `aider --read`).
  Now 5 platforms (ChatGPT, Gemini, Cursor, Windsurf, Aider).
- install.sh + bin/cli.mjs install both (windsurf -> .windsurf/rules, aider ->
  .aider/skills with a --read hint); generated README index is excluded from copies.
- One-line windsurf-install.sh / aider-install.sh wrappers for parity.

MCP server (new content type):
- mcp/server.mjs — zero-dependency stdio MCP server exposing list_skills,
  search_skills, get_skill. Published as a second bin (pm-claude-skills-mcp).
  Logs to stderr; reads bundled skills/ at startup. mcp/README.md documents
  client config.

Also: README hero "See it in action" demo placement (ready to swap in a GIF;
recording guide in web/docs-assets/README.md), Works-With table + exports +
install docs updated, CHANGELOG Unreleased. package.json files/bin updated.


Claude-Session: https://claude.ai/code/session_016JWn5jRD5tcEFKrubjQ6Px

Co-authored-by: Claude <noreply@anthropic.com>

exports/aider/pm-gtm/competitor-teardown/competitor-teardown.md

@@ -0,0 +1,80 @@
+# Competitor Teardown Skill
+
+This skill produces a complete competitive analysis document — structured for use in strategy decks, investor materials, sales enablement, or product planning sessions.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Your product** (name + one-line description)
+- **Competitors to analyse** (list 2–5 names; if not provided, ask)
+- **Analysis depth** (quick overview / detailed teardown)
+- **Primary use case for this analysis** (e.g. sales enablement, investor deck, internal strategy, product planning)
+
+## Output Structure
+
+### 1. Competitive Landscape Overview
+
+One paragraph summarising the market dynamic: who the key players are, how the market is segmented, and where the white space sits. Keep this under 150 words — it's the exec summary.
+
+### 2. Positioning Map
+
+Describe a 2x2 positioning map in text form (since you can't render images):
+
+- Define the two axes relevant to this market (e.g. "Ease of Use vs. Depth of Features" or "Price vs. Enterprise Readiness")
+- Place each competitor in one quadrant with a one-sentence rationale
+- Place the user's product and highlight the strategic implication
+
+### 3. Feature Comparison Table
+
+| Feature / Capability | [Your Product] | [Competitor A] | [Competitor B] | [Competitor C] |
+|---|---|---|---|---|
+| [Feature] | ✅ / ❌ / 🟡 Partial | | | |
+
+Use ✅ (has it), ❌ (doesn't have it), 🟡 (partial/limited). Add a "Strategic Notes" column for features where the difference is a significant selling point or risk.
+
+Include 10–15 rows. If user hasn't provided feature details, note which cells need to be verified.
+
+### 4. Messaging Analysis
+
+For each competitor, analyse their public-facing messaging (website headline, tagline, primary value prop):
+
+**[Competitor Name]**
+- **Their primary claim:** [what they say they do]
+- **Target audience signal:** [who they seem to be targeting based on language/imagery]
+- **Emotional hook:** [fear / aspiration / authority / speed / simplicity]
+- **Gap or weakness in their messaging:** [what they don't address that your product could own]
+
+### 5. SWOT Summary
+
+Produce a clean SWOT for the user's product in the context of this competitive landscape:
+
+- **Strengths:** [2–3 genuine differentiators]
+- **Weaknesses:** [2–3 honest gaps or vulnerabilities]
+- **Opportunities:** [2–3 market gaps or competitor weaknesses to exploit]
+- **Threats:** [2–3 competitor moves or market shifts to watch]
+
+### 6. Strategic Recommendations
+
+3–5 actionable recommendations based on the analysis. Frame each as: **"Given [observation], [your product] should [action] to [outcome]."**
+
+## Quality Checks
+
+- [ ] Axes on positioning map are meaningful and specific to this market
+- [ ] Feature table includes strategic notes on key differentiators
+- [ ] Messaging analysis covers all named competitors
+- [ ] SWOT is honest — Weaknesses and Threats should not be softened
+- [ ] Recommendations are specific and actionable, not generic strategy advice
+
+## Anti-Patterns
+
+- [ ] Do not mark feature presence as equivalent across competitors without noting quality differences — both products may have "reporting" while one's is meaningfully better
+- [ ] Do not position the user's product in the most favourable quadrant without justification — a self-serving positioning map that ignores real competitive pressure provides no strategic value
+- [ ] Do not soften Weaknesses or Threats in the SWOT — a SWOT that only celebrates strengths is a marketing document, not a strategy tool
+- [ ] Do not include unverifiable claims about competitor capabilities without flagging them as assumptions — presenting rumours as facts damages analytical credibility
+
+## Example Trigger Phrases
+
+- "Do a competitor analysis of [Product] vs [Competitor A] and [Competitor B]"
+- "Tear down [Competitor]'s positioning"
+- "Give me a competitive landscape for [market]"
+- "Build a SWOT for our product against [competitor]"

exports/aider/pm-gtm/content-calendar/content-calendar.md

@@ -0,0 +1,61 @@
+# Content Calendar Skill
+
+This skill generates a structured content calendar from brand inputs. It produces ready-to-use calendar entries with topics, formats, channels, and opening hooks — usable for social media, blogs, newsletters, or multi-channel campaigns.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Brand or product name**
+- **Target audience** (who are you trying to reach?)
+- **Primary content goal** (awareness / lead gen / retention / thought leadership)
+- **Channels** (e.g. LinkedIn, Instagram, newsletter, blog, X/Twitter)
+- **Cadence** (daily / 3x per week / weekly / monthly)
+- **Timeframe** (e.g. 4 weeks, Q2)
+- **Brand pillars or themes** (optional — if not provided, derive 3 from the product description)
+
+## Output Structure
+
+### 1. Content Pillars (if not provided)
+
+Derive 3–4 content pillars from the brand/product description. Each pillar = a recurring theme that anchors multiple posts. Label each one clearly (e.g. "Pillar 1: Industry Education", "Pillar 2: Product Stories").
+
+### 2. Calendar Table
+
+Produce a weekly table for each week requested. Format:
+
+| Date | Pillar | Topic | Format | Channel | Opening Hook |
+|---|---|---|---|---|---|
+| Mon 7 Apr | Education | [Topic title] | Carousel / Article / Short video / Thread | LinkedIn | [First sentence or headline of the post] |
+
+Rules:
+- Rotate through all pillars across the week — don't stack the same pillar on consecutive days
+- Match format to channel norms (e.g. carousels for Instagram, long-form for LinkedIn, threads for X)
+- Opening hooks must be specific and scroll-stopping — no generic openers like "Did you know..."
+- Flag 1–2 posts per week as "High Priority" — these are the cornerstone pieces worth boosting or repurposing
+
+### 3. Repurposing Map
+
+For each "High Priority" post, add one repurposing suggestion — e.g. "Turn this LinkedIn article into a newsletter section" or "Clip this video for an Instagram Reel."
+
+## Quality Checks
+
+- [ ] Every week has balanced pillar distribution
+- [ ] No two consecutive posts have the same format on the same channel
+- [ ] Opening hooks are specific (no generic openers)
+- [ ] Formats match platform norms
+- [ ] Repurposing map covers all High Priority posts
+
+## Anti-Patterns
+
+- [ ] Do not fill the calendar with generic topic placeholders — every entry must have a specific, usable topic and hook
+- [ ] Do not stack the same pillar or format on consecutive days — variety is required
+- [ ] Do not produce opening hooks that start with "Did you know" or other cliché openers
+- [ ] Do not ignore channel norms — formats must match the platform (no long-form threads for Instagram)
+- [ ] Do not skip the repurposing map for High Priority posts
+
+## Example Trigger Phrases
+
+- "Build me a 4-week content calendar for [brand]"
+- "Create a social media plan for [product launch]"
+- "Give me a monthly editorial calendar for my newsletter"
+- "Plan my LinkedIn content for the next month"

exports/aider/pm-gtm/email-campaign/email-campaign.md

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+# Email Campaign Skill
+
+This skill writes complete, sequenced email campaigns — from welcome flows to product launches to re-engagement sequences. Each email is written with subject line, preview text, full body copy, and CTA.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Campaign goal** (onboard new users / launch a product / nurture leads / re-engage churned users / announce a feature)
+- **Audience** (who receives this? job title, lifecycle stage, what they know already)
+- **Product or offer** being promoted or introduced
+- **Number of emails in sequence** (if unsure, recommend based on goal)
+- **Tone** (professional / conversational / bold / educational)
+- **Sender name** (person or brand?)
+
+## Sequence Recommendations by Goal
+
+If the user hasn't specified number of emails, use these defaults:
+- **Onboarding:** 4 emails over 7 days (Day 0, Day 1, Day 3, Day 7)
+- **Product launch:** 3 emails (Teaser → Launch Day → Follow-up/Last chance)
+- **Lead nurture:** 5 emails over 2 weeks
+- **Re-engagement:** 3 emails (Gentle nudge → Value reminder → Final offer)
+- **Feature announcement:** 2 emails (Announcement → How-to/deep dive)
+
+## Output Structure Per Email
+
+For every email in the sequence, produce:
+
+---
+
+**Email [N] of [Total] — [Descriptive label e.g. "Welcome / Day 0"]**
+**Send timing:** [When relative to trigger event or previous email]
+
+**Subject line:** [Primary option]
+**Subject line (A/B variant):** [Alternative to test]
+**Preview text:** [40–90 characters — adds context to the subject, doesn't repeat it]
+
+**Body:**
+
+[Full email copy — formatted with clear opening line, 2–3 body paragraphs, one primary CTA]
+
+**CTA button text:** [3–6 words]
+**CTA destination:** [What page/action this should link to]
+
+**Strategic note:** [Why this email does what it does — the psychological or strategic intent. 1–2 sentences.]
+
+---
+
+## Writing Rules
+
+- Opening line must earn attention — no "Hi, welcome to [product]" openers
+- Each email has ONE primary CTA — never two competing asks
+- Keep paragraphs to 2–3 sentences maximum for mobile readability
+- Use "you" more than "we" — centre the reader, not the brand
+- Subject lines under 50 characters perform best on mobile — flag if going over
+- Preview text should add information the subject doesn't — never just repeat it
+- Every email should stand alone — assume some subscribers miss earlier emails
+
+## Quality Checks
+
+- [ ] Each email has a single clear CTA
+- [ ] Subject lines are under 50 characters (or flagged)
+- [ ] Preview text doesn't repeat the subject line
+- [ ] Opening line is specific and attention-earning
+- [ ] Sequence has logical narrative arc (doesn't feel like disconnected blasts)
+- [ ] Tone is consistent across all emails
+- [ ] Strategic notes explain the intent of each email
+
+## Anti-Patterns
+
+- [ ] Do not include more than one primary CTA per email — competing calls to action reduce click-through by splitting attention
+- [ ] Do not open with "Hi, welcome to [product]" or any variation of a generic greeting — the opening line must earn attention immediately or recipients stop reading
+- [ ] Do not write preview text that repeats the subject line — preview text is a second chance to earn the open, not a repeat of the first chance
+- [ ] Do not write a sequence where each email restates the same value proposition — each email must advance the narrative or serve a distinct purpose in the buyer's journey
+- [ ] Do not assume all subscribers receive all emails — each email must stand alone for subscribers who missed earlier messages in the sequence
+
+## Example Trigger Phrases
+
+- "Write a 3-email launch sequence for [product]"
+- "Build an onboarding email flow for [SaaS tool]"
+- "Create a drip campaign to nurture leads for [offer]"
+- "Write a re-engagement campaign for churned users"

exports/aider/pm-gtm/go-to-market/go-to-market.md

@@ -0,0 +1,101 @@
+# Go-To-Market Skill
+
+This skill produces a complete go-to-market asset pack for a product, feature, or initiative. It follows Geoffrey Moore's positioning framework and structures all outputs for use in sales decks, landing pages, launch emails, and internal alignment docs.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Product/feature name**
+- **One-line description** (what it does, technically)
+- **Target customer** (role, company size, industry if relevant)
+- **Primary problem it solves**
+- **Key competitor or alternative** (what people do today without this)
+- **Top 3 differentiators**
+
+## Output Structure
+
+Always produce all four sections below in order.
+
+---
+
+### 1. Positioning Statement
+
+Use the Geoffrey Moore format exactly:
+
+> For **[target customer]** who **[has this problem or need]**, **[Product Name]** is a **[product category]** that **[key benefit/outcome]**. Unlike **[primary alternative or competitor]**, our product **[key differentiator]**.
+
+Write one primary positioning statement, then offer a shorter tagline version (10 words or fewer) suitable for a hero headline.
+
+---
+
+### 2. Messaging Pillars
+
+Generate 3–5 messaging pillars. Each pillar must include:
+
+- **Pillar name** (2–4 words, bold)
+- **One-sentence summary** of what this pillar claims
+- **2–3 proof points** (specific, evidence-backed where possible — if the user hasn't provided data, flag with [ADD PROOF POINT])
+- **Example use in copy** (one sentence as it would appear in a landing page or deck)
+
+Pillars should be distinct — avoid overlap. Each pillar should be defensible against the primary competitor.
+
+---
+
+### 3. Feature & Functionality List
+
+Produce a two-column table:
+
+| Feature / Functionality | Buyer Benefit (what it means for the user) |
+|---|---|
+| [Technical capability] | [Outcome in plain language — start with a verb: "Reduces...", "Enables...", "Eliminates..."] |
+
+Rules:
+- Never list a feature without a corresponding benefit
+- Benefits should reference the target customer's workflow or pain point
+- Aim for 6–12 rows; ask the user for more features if they've only given 1–2
+- Avoid jargon in the benefit column — write as if explaining to a buyer, not an engineer
+
+---
+
+### 4. Use Cases
+
+Generate 3–5 role-specific use cases. Each use case must follow this format:
+
+**Use Case [N]: [Role] — [Scenario Title]**
+
+- **Who:** [Job title / role]
+- **Situation:** [The specific moment or trigger that leads them to use the product]
+- **Before:** [What they had to do without this product — be specific about time, friction, or risk]
+- **With [Product Name]:** [What they do now — concrete action, not vague benefit]
+- **Outcome:** [Measurable or tangible result]
+
+Use cases should cover different buyer personas if possible (e.g. end user, manager, admin).
+
+---
+
+## Quality Checks
+
+Before delivering output, verify:
+- [ ] Positioning statement follows Moore format exactly
+- [ ] Tagline is 10 words or fewer
+- [ ] Each pillar has at least 2 proof points (or flagged placeholders)
+- [ ] Every feature has a benefit — no orphaned features
+- [ ] Benefits start with action verbs
+- [ ] Use cases include a Before/After structure
+- [ ] Language is consistent with the target customer's vocabulary (not internal engineering terms)
+
+## Anti-Patterns
+
+- [ ] Do not write feature descriptions instead of benefits — the GTM pack must translate features into customer value
+- [ ] Do not use the same messaging across all buyer personas — each role has different priorities and language
+- [ ] Do not create a positioning statement that could apply to any competitor — differentiation must be specific and defensible
+- [ ] Do not skip the "not for" section — defining who this is not for sharpens positioning and prevents misdirected sales effort
+- [ ] Do not list use cases without tying them to specific job titles or buyer roles
+
+## Example Trigger Phrases
+
+- "Create a positioning statement for [product]"
+- "Write a GTM plan for [feature]"
+- "Give me key pillars for [product name]"
+- "Build a feature and use case list for [product]"
+- "We're launching [X] — help me with the messaging"

exports/aider/pm-gtm/media-pitch/media-pitch.md

@@ -0,0 +1,87 @@
+# Media Pitch Skill
+
+Writes media pitches that journalists actually respond to — built around the story angle, not the company's desire for coverage. Most pitches fail because they are press releases in an email. Good pitches are a human proposing a story to another human.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **The story** (what is the actual news or interesting angle?)
+- **Target publication or journalist** (who are you pitching to and what do they cover?)
+- **Company or organisation** (who is behind this?)
+- **Key proof point** (data, customer story, or exclusive that makes this credible)
+- **Why now** (why is this timely?)
+- **What you are offering** (interview / exclusive data / embargoed information / spokespeople)
+
+## Output Structure
+
+---
+
+### Pitch: [Target journalist / outlet]
+
+**Subject line:** [Under 10 words. The story angle, not the company name. Specific, not "Exciting news from [Company]"]
+
+---
+
+Hi [First name],
+
+[Opening sentence — one hook that makes them want to read the next line. Reference their recent work if genuinely relevant: "I read your piece on X last week, which is why I thought you'd be interested in this."]
+
+[Paragraph 1 — The story in 2–3 sentences. Lead with why the reader of [publication] would care. Not what the company does. The news angle, with the most interesting fact first.]
+
+[Paragraph 2 — Why this is a story now. One data point, trend, or timely hook. Be specific: "In the last 6 months, X has increased by Y, according to [source]." Generic claims about "growing trends" are ignored.]
+
+[Paragraph 3 — What you are offering. Interview with [specific person + their relevant credential]. Exclusive data / first look. Access to [specific thing]. One clear offering.]
+
+[Brief company context — 1 sentence maximum. Journalists don't need your history; they need to know you're credible.]
+
+Happy to send more details, connect you with [spokesperson], or share [specific exclusive asset] under embargo.
+
+[Name]
+[Title, Company]
+[Mobile — journalists work on deadline and text faster than email]
+
+---
+
+## Pitch Rules
+
+- Subject line is the pitch — if it doesn't earn a click, nothing else matters
+- The story angle is not "Company launches product" — it is what that product reveals about the world
+- One pitch, one journalist — mass BCC pitches are recognisable and ignored
+- Follow up once, after 3–5 business days, with new information (not "just checking in")
+- If offering an exclusive, name it explicitly and set a response deadline
+
+## Angle Development Framework
+
+If the user doesn't have a strong angle, help them find one:
+
+| Angle type | Example | Works for |
+|---|---|---|
+| Data reveal | "Our research of 10,000 users shows X" | Survey findings, product insights |
+| Trend + proof | "This is happening and here is evidence" | Market trends, behaviour change |
+| Contrarian | "Everyone thinks X but actually Y" | Counter-intuitive findings |
+| Human story | "This person's experience illustrates X" | Customer stories, case studies |
+| Milestone | "First / fastest / largest in [category]" | Launches, records |
+
+## Quality Checks
+
+- [ ] Subject line is the story angle (under 10 words, no company name)
+- [ ] Opening doesn't start with "I'm reaching out" or "I hope this email finds you well"
+- [ ] The story angle is clear in the first two sentences
+- [ ] A specific exclusive or offer is named
+- [ ] Journalist's name is used (not "Hi there")
+- [ ] Mobile number included for deadline follow-up
+
+## Anti-Patterns
+
+- [ ] Do not write a pitch that leads with the company's history or description — the story angle must come first, not who the company is
+- [ ] Do not use vague data points ("significant growth", "thousands of users") — every statistic must be specific and verifiable
+- [ ] Do not send the same pitch to multiple journalists in a BCC — pitches must be individually tailored to each journalist's beat and recent work
+- [ ] Do not offer an exclusive without setting a response deadline — an open-ended exclusive invitation is ignored or used to delay indefinitely
+- [ ] Do not follow up with "just checking in" — a follow-up must contain new information or a fresh angle, otherwise it is noise
+
+## Example Trigger Phrases
+
+- "Write a media pitch for [story or announcement]"
+- "Draft a journalist outreach email for [topic]"
+- "Help me pitch [story] to [type of journalist or outlet]"
+- "What is a good angle for a media pitch about [topic]?"

exports/aider/pm-gtm/product-positioning-doc/product-positioning-doc.md

@@ -0,0 +1,224 @@
+# Product Positioning Doc Skill
+
+This skill produces a complete product positioning document following the April Dunford positioning methodology. Output covers category definition, target customer, unique attributes, proof points, and a messaging hierarchy — ready to align GTM, marketing, sales, and product teams.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Product name** and what it does
+- **Target customer** — who is it for? (role, company type, size)
+- **Problem it solves** — what pain or goal does it address?
+- **Key alternatives** — what do customers use today instead? (not just direct competitors — include status quo, spreadsheets, DIY)
+- **Differentiation** — what does this product do that alternatives cannot? (not features — capabilities that produce different outcomes)
+- **Proof points** — any customer data, case studies, metrics, or validation?
+- **Business goal** — is positioning for a new category, expansion into new segment, or repositioning away from a declining category?
+
+## Output Structure
+
+---
+
+# Positioning Document: [Product Name]
+
+**Version:** [1.0]
+**Owner:** [PMM / Founder / Marketing lead]
+**Date:** [Date]
+**Status:** [Draft / Reviewed / Approved]
+**Approved by:** [Names — this document must be signed off by product, marketing, and sales leadership before use]
+
+---
+
+## 1. Background & Context
+
+[2–3 sentences describing why positioning is being done now. Is this a new product, a pivot, a segment expansion, or a rebrand? What triggered this work?]
+
+**Positioning objective:** [e.g. Move from being perceived as a reporting tool to being the category leader in revenue intelligence for mid-market SaaS]
+
+---
+
+## 2. Market Category
+
+**What category does this product compete in?**
+
+This is the frame of reference your customer uses to understand what the product is. Choose the wrong category and everything downstream — competitors, value, messaging — is wrong.
+
+**Category:** [e.g. Customer data platform / Revenue intelligence / No-code automation / Modern data stack]
+
+**Why this category, not [alternative category]?**
+[1–2 sentences on why this framing serves the customer's understanding better than adjacent categories]
+
+**Category maturity:**
+- [ ] New category (we are creating it — high education burden, high upside if it works)
+- [ ] Growing category (fast-growing segment — compete on differentiation)
+- [ ] Mature category (well-understood — must disrupt with clear superiority or narrower niche)
+
+---
+
+## 3. Target Customer
+
+**Be precise. Vague targeting produces vague positioning.**
+
+| Dimension | Description |
+|---|---|
+| **Primary buyer / decision-maker** | [e.g. VP of Revenue Operations at B2B SaaS companies with 100–500 employees] |
+| **Primary user** | [e.g. Revenue operations analysts and sales ops managers] |
+| **Company profile** | [Industry, size, growth stage, technology stack] |
+| **Business context** | [What is happening in their world that makes them a buyer right now?] |
+| **Trigger event** | [What just happened that makes them start looking for a solution? — e.g. Sales team grew past 20 reps, forecast accuracy became a board question] |
+
+**Who this is NOT for:**
+[Be explicit about who to exclude — this sharpens the positioning for those who are a fit]
+
+---
+
+## 4. Competitive Alternatives
+
+What do buyers use today when they don't have your product? List all real alternatives — not just direct competitors.
+
+| Alternative | Who uses it | Why buyers choose it | What they sacrifice |
+|---|---|---|---|
+| **[Direct competitor — e.g. Gong]** | [Enterprise sales teams] | [Market leader, strong brand, sales coaching features] | [Price, complexity, implementation time] |
+| **[Adjacent tool — e.g. Salesforce reports]** | [CRM-native users] | [Already have it, no additional cost] | [No AI analysis, manual reporting, siloed data] |
+| **[Status quo — e.g. spreadsheets + manual tracking]** | [SMB, early-stage] | [Free, flexible, no change management] | [Time-consuming, error-prone, not scalable] |
+| **[Build in-house]** | [Tech companies with data teams] | [Custom to their exact needs] | [Engineering cost, maintenance burden, 12+ month timeline] |
+
+**Key insight:** [What does this competitive landscape tell you about what your positioning must emphasise? e.g. "Every alternative either costs too much or requires too much manual work — positioning must nail 'fast time to value' and 'right-sized for mid-market'"]
+
+---
+
+## 5. Unique Differentiated Attributes
+
+These are the features or capabilities your product has that alternatives genuinely cannot match — or cannot match at the same level. Do not list features that competitors also have.
+
+| Attribute | What it is | What it enables (outcome) | Why competitors can't match it |
+|---|---|---|---|
+| [e.g. Real-time CRM sync] | [Bidirectional sync with any CRM in <5 min] | [Reps see clean data in the tools they already use — no toggle between systems] | [Legacy competitors require 3-month integration projects; Salesforce-native tools only work in SFDC] |
+| [e.g. Natural language querying] | [Ask questions in plain English, get data visualisations] | [Anyone on the revenue team can answer their own questions without SQL or waiting for an analyst] | [BI tools require analyst training; direct competitors have rigid dashboards] |
+| [...] | [...] | [...] | [...] |
+
+**The core differentiation thesis:**
+[1–2 sentences that unite the above attributes into a single "why we win" statement — this is internal language, not customer-facing yet]
+
+---
+
+## 6. Value Proof Points
+
+Back up the differentiation claims with evidence:
+
+| Claim | Proof point | Source |
+|---|---|---|
+| [Fastest time to value] | [Average customer is live in 4 hours vs 3 months for legacy alternatives] | [Customer data — average across [X] accounts] |
+| [Better forecast accuracy] | [Customers achieve X% improvement in forecast accuracy within 90 days] | [Case study: [Company Name] — link] |
+| [Loved by operators, not just managers] | [NPS of X among end users; 4.8/5 on G2 for ease of use] | [G2 reviews, internal NPS survey] |
+
+**Proof gaps:** [Are there claims you're making that you don't yet have evidence for? List them — they are either research projects or risks to the positioning]
+
+---
+
+## 7. Positioning Statement
+
+The classic positioning template — internal only, never used verbatim in marketing:
+
+> **For** [target customer]
+> **who** [trigger event or problem statement],
+> **[Product name]** is a **[category]**
+> **that** [primary differentiated value — the outcome, not the feature].
+> **Unlike** [primary alternative],
+> **[Product name]** [the key thing that makes you different and better].
+
+**Draft positioning statement:**
+> For [VP Revenue Ops at B2B SaaS companies with 50–500 reps] who [struggle to forecast accurately as the sales team scales], [Product Name] is a [revenue intelligence platform] that [gives every rep and manager accurate, real-time pipeline visibility without any analyst overhead]. Unlike [Salesforce dashboards and manual reporting], [Product Name] [syncs automatically, surfaces risks before they become missed quarters, and needs no configuration by IT or data teams].
+
+---
+
+## 8. Messaging Hierarchy
+
+Translate the positioning into customer-facing language at three levels:
+
+### Tagline (5–8 words)
+
+[The simplest possible statement of what you do and for whom. Used in ads, hero sections, email signatures.]
+
+Options to test:
+1. [e.g. "Revenue intelligence for scaling sales teams"]
+2. [e.g. "Forecast with confidence. Close with clarity."]
+3. [e.g. "The revenue platform your whole team will actually use"]
+
+### Value Proposition (1–2 sentences)
+
+[Used in the hero section of the website, email subject lines, and sales decks. Must be instantly clear.]
+
+> [e.g. "[Product Name] gives revenue teams real-time pipeline visibility and accurate forecasting — without spreadsheets, custom reports, or waiting for an analyst. Get live in 4 hours, not 4 months."]
+
+### Full Description (3–5 sentences)
+
+[Used in PR, partnership briefs, longer sales emails, and About Us pages.]
+
+> [e.g. "[Product Name] is the revenue intelligence platform built for mid-market SaaS teams. Unlike legacy BI tools that require analyst configuration or CRM dashboards that only show what's already happened, [Product Name] automatically syncs your entire revenue stack, surfaces AI-driven risk signals, and lets any rep or manager ask questions in plain English. [X] customers use [Product Name] to call their quarters with confidence. Average time to live: 4 hours."]
+
+---
+
+## 9. Persona-Specific Messaging
+
+The core positioning is the same, but different buyers care about different aspects:
+
+| Persona | Their primary concern | Lead message | Proof point to use |
+|---|---|---|---|
+| **VP Revenue Operations** | Forecast accuracy, board credibility | "Call your quarter with confidence" | [X% improvement in forecast accuracy across N customers] |
+| **Head of Sales** | Rep productivity, pipeline visibility | "Your reps close more, not admin more" | [X hours/week saved per rep] |
+| **CEO / CFO** | Revenue predictability, cost | "Stop being surprised by quarters" | [ROI: £X saved vs X headcount required to replicate manually] |
+| **Sales Rep** | Ease of use, not adding to workload | "It works in the tools you already use" | [Ease of use NPS, G2 reviews] |
+
+---
+
+## 10. Messaging Do's and Don'ts
+
+**Do say:**
+- [Specific, outcome-focused language — what the customer achieves]
+- [Comparative language grounded in evidence]
+- [Language your target buyer uses to describe their problem — not language you invented]
+
+**Don't say:**
+- ["Best-in-class", "innovative", "cutting-edge", "game-changing" — unless followed by evidence]
+- [Feature lists without outcome context]
+- [Jargon your buyer doesn't use themselves]
+- [Claims your competitors could also make]
+
+---
+
+## 11. Distribution Plan
+
+Positioning only works if it's implemented consistently:
+
+| Team | What they need | Format | Owner | When |
+|---|---|---|---|---|
+| Marketing | Tagline, value prop, messaging hierarchy | This doc + messaging playbook | PMM | [Date] |
+| Sales | Competitive positioning, objection responses | One-pager + deck | Sales enablement | [Date] |
+| Product | Category definition, target customer | Shared doc + roadmap input | PMM + PM | [Date] |
+| Leadership | Full positioning narrative | This doc | PMM | [Date] |
+
+---
+
+## Quality Checks
+
+- [ ] Positioning statement has exactly one A — the product is accountable to exactly one primary differentiated claim
+- [ ] Competitive alternatives include the status quo — not just named competitors
+- [ ] Differentiated attributes describe outcomes, not features
+- [ ] Every proof point cites a source — not "customers say…"
+- [ ] Persona messaging uses the buyer's language, not the company's
+- [ ] At least two people from product, marketing, and sales have reviewed and approved
+
+## Anti-Patterns
+
+- [ ] Do not write positioning that could describe any competitor — differentiation must be specific, provable, and hard to copy
+- [ ] Do not mix category design with category entry — know whether you are creating a new category or competing in an existing one
+- [ ] Do not create persona messaging that uses the same headline for all personas — each persona has different priorities
+- [ ] Do not include proof points that are claims without evidence — every proof point needs a supporting data point or reference
+- [ ] Do not skip the "not for" section — defining who this is not for sharpens targeting and prevents off-persona deals
+
+## Example Trigger Phrases
+
+- "Write a positioning document for [product]"
+- "Build a messaging framework for our B2B SaaS tool"
+- "Define our product positioning — who is this for and why should they care?"
+- "Create a positioning statement and messaging hierarchy for [launch]"
+- "Help me articulate our differentiation vs [Competitor]"

exports/aider/pm-gtm/seo-content-brief/seo-content-brief.md

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+# SEO Content Brief Skill
+
+Produces a complete SEO content brief that writers can use to create content that ranks — combining search intent analysis, competitive insights, and on-page optimisation requirements into a single actionable document.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Target keyword or topic**
+- **Target audience** (who is searching for this?)
+- **Website or domain** (for internal linking context)
+- **Content goal** (rank for keyword / drive leads / build authority / support existing content)
+- **Current ranking or page** (if improving existing content — optional)
+- **Word count target or preference** (optional — if not provided, derive from search intent)
+
+## Output Structure
+
+---
+
+# SEO Content Brief: [Target Keyword]
+
+**Target keyword:** [Primary keyword]
+**Secondary keywords:** [Related terms to include naturally]
+**Search intent:** [Informational / Navigational / Commercial / Transactional]
+**Target word count:** [Range — e.g. 1,200–1,800 words]
+**Content type:** [Blog post / Landing page / Guide / Comparison / Listicle]
+**Audience:** [Who will read this]
+**CTA:** [What action should this page drive?]
+
+---
+
+## Search Intent Analysis
+
+**What the searcher wants:** [What someone typing this keyword is actually trying to accomplish]
+
+**What "good" looks like for this query:**
+- Format: [How results typically appear — guide, list, comparison table, etc.]
+- Depth: [Surface-level overview vs. comprehensive deep dive]
+- Tone: [Expert / Conversational / Technical / Beginner-friendly]
+
+**User's next question:** [What they'll search for after reading a good answer — use for internal linking]
+
+---
+
+## Competitor Content Analysis
+
+| Ranking page | Word count | Key sections covered | Gaps or weaknesses |
+|---|---|---|---|
+| [URL or description] | [~N words] | [Sections] | [What they're missing] |
+
+**Opportunity to differentiate:** [Specific angle, data, or depth your content can add that competitors lack]
+
+---
+
+## Recommended Outline
+
+Each heading is the exact H2/H3 to use (these are what Google reads):
+
+**[H1: Title — include primary keyword, under 60 characters]**
+
+**Introduction** (150–200 words)
+- Hook with the problem or question
+- State what the reader will learn
+- Include primary keyword naturally in first 100 words
+
+**[H2: First main section]**
+- [Key points to cover]
+- [Include secondary keyword: X]
+
+**[H2: Second main section]**
+- [Key points]
+
+**[H2: Third main section]**
+- [Key points — consider a table or list here for featured snippet opportunity]
+
+**[H2: FAQ section]** *(recommended for informational queries)*
+- Q: [Question from "People Also Ask" for this keyword]
+- Q: [Question 2]
+
+**Conclusion** (100–150 words)
+- Summarise key takeaways
+- Include CTA
+
+---
+
+## On-Page SEO Requirements
+
+| Element | Requirement |
+|---|---|
+| Title tag | [60 chars max — primary keyword near start] |
+| Meta description | [155 chars max — include keyword + benefit] |
+| H1 | [Match or close to title tag] |
+| Keyword density | [Use primary keyword 3–5x naturally; don't force it] |
+| Image alt text | [Describe image + include keyword where natural] |
+| Internal links | [3–5 internal links — see suggestions below] |
+| External links | [1–2 authoritative sources to cite] |
+
+---
+
+## Internal Linking Suggestions
+
+| Anchor text | Link to | Why |
+|---|---|---|
+| [Relevant phrase] | [/page-path] | [Topic relevance] |
+
+---
+
+## Quality Checks
+
+- [ ] Search intent is correctly identified (informational vs commercial)
+- [ ] Outline addresses the actual user question (not just the keyword)
+- [ ] Competitor gaps are specific and actionable
+- [ ] FAQ section addresses real "People Also Ask" questions
+- [ ] Title tag is under 60 characters and includes the keyword
+- [ ] Internal linking suggestions are relevant and specific
+
+## Example Trigger Phrases
+
+- "Write an SEO brief for the keyword [keyword]"
+- "Create a content brief for [topic]"
+- "What should I include in a blog post about [keyword]?"
+- "Build a content strategy brief for [topic]"
+
+## Anti-Patterns
+
+- [ ] Do not write an outline that answers a different question than the actual search intent — the brief must match what the searcher wants, not what the brand wants to say
+- [ ] Do not set keyword density targets so high that they produce unnatural writing — 3–5 natural mentions is guidance, not a quota
+- [ ] Do not skip the competitor gap analysis — without it, the brief produces content that duplicates what already ranks
+- [ ] Do not leave the FAQ section without real "People Also Ask" questions — fabricated questions miss search volume opportunities
+- [ ] Do not write a title tag longer than 60 characters — it will be truncated in search results and undermine ranking

exports/aider/pm-gtm/social-media-strategy/social-media-strategy.md

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+# Social Media Strategy Skill
+
+This skill produces a complete social media strategy covering audience definition, platform rationale, content pillars, posting cadence, tone of voice guidelines, measurement framework, and a 4-week starter content calendar. Output is ready for a marketing team, founder, or agency to execute immediately.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Brand / product / creator name**
+- **What you're promoting** — product, service, personal brand, community, or event
+- **Target audience** — who are you trying to reach? (job title, age, interests, platforms they use)
+- **Business goal** — what does social need to achieve? (brand awareness / lead generation / community building / sales / recruitment)
+- **Current social presence** — which platforms are you on? What's working, what isn't?
+- **Competitors or aspirational accounts** — who does social well in your space?
+- **Resources** — how many people and how much time per week can you dedicate to social?
+
+## Output Structure
+
+---
+
+# Social Media Strategy: [Brand / Product / Creator]
+
+**Goal:** [Primary business goal]
+**Audience:** [1-sentence description of primary audience]
+**Timeframe:** [e.g. Q3 2026 — 3-month strategy]
+**Owner:** [Marketing lead / founder / social team]
+**Date:** [Date]
+
+---
+
+## 1. Audience Profile
+
+**Primary audience:**
+
+| Dimension | Detail |
+|---|---|
+| **Who they are** | [Job title, age range, life stage, geography] |
+| **What they care about** | [Professional or personal priorities, pain points] |
+| **Where they spend time online** | [Platforms, communities, influencers they follow] |
+| **What they consume** | [Content formats they engage with — video, threads, newsletters, podcasts] |
+| **What would make them follow you** | [The specific value proposition of your social presence] |
+
+**Secondary audience:** [Any secondary segment — e.g. job seekers if you're a brand, investors if you're a startup]
+
+---
+
+## 2. Platform Strategy
+
+Not every platform is right for every brand. Justify each platform choice:
+
+| Platform | Audience fit | Content format | Priority | Why (or why not) |
+|---|---|---|---|---|
+| **LinkedIn** | [B2B / professional] | [Text posts, carousels, articles] | [Primary / Secondary / Skip] | [e.g. Primary platform for B2B SaaS — where buyers and influencers are] |
+| **X / Twitter** | [Tech, media, founders] | [Short text, threads, replies] | [...] | [...] |
+| **Instagram** | [Consumer, visual brands, creators] | [Reels, Stories, carousels] | [...] | [...] |
+| **TikTok** | [B2C, Gen Z, consumer] | [Short-form video] | [...] | [...] |
+| **YouTube** | [All audiences — discovery + long-form] | [Long-form video, Shorts] | [...] | [...] |
+| **Threads** | [Text-first, creator, early adopter] | [Short text, conversations] | [...] | [...] |
+
+**Lead platform:** [One platform to invest most heavily in — where your audience is most active and where you have the best chance to stand out]
+
+**Supporting platforms:** [1–2 secondary platforms where you'll repurpose or adapt content]
+
+---
+
+## 3. Content Pillars
+
+Define 3–5 content themes that anchor your social presence. Each pillar must serve the audience, not just the brand.
+
+### Pillar 1: [Name — e.g. "Behind the build"]
+
+**What it is:** [1-sentence description]
+**Why the audience cares:** [What value does this deliver to them?]
+**Content examples:**
+- [e.g. Engineering decisions we made and why]
+- [e.g. Week-in-the-life of the founding team]
+- [e.g. What we shipped this week and what we learned]
+
+**Format mix:** [Carousel / video / thread / short-form text]
+**Posting cadence:** [X times per week]
+
+---
+
+### Pillar 2: [Name — e.g. "Practical education"]
+
+**What it is:** [...]
+**Why the audience cares:** [...]
+**Content examples:**
+- [...]
+- [...]
+
+**Format mix:** [...]
+**Posting cadence:** [...]
+
+---
+
+### Pillar 3: [Name — e.g. "Social proof and community"]
+
+**What it is:** [Customer stories, testimonials, user-generated content, community spotlights]
+**Why the audience cares:** [Validation from peers carries more weight than brand claims]
+**Content examples:**
+- [Customer outcome stories — 1 metric + 1 quote format]
+- [Repost community member wins]
+- [Case study carousels]
+
+**Format mix:** [...]
+**Posting cadence:** [...]
+
+---
+
+### Pillar 4: [Name — e.g. "Point of view"]
+
+**What it is:** [Opinions on industry trends, hot takes, commentary on news in your space]
+**Why the audience cares:** [People follow accounts that say something, not just share information]
+**Content examples:**
+- [Contrarian takes on common advice]
+- [Reaction to industry news — what it means for your audience]
+- [Founder's personal perspective on a topic]
+
+**Format mix:** [...]
+**Posting cadence:** [...]
+
+---
+
+## 4. Tone of Voice
+
+Define how your brand sounds on social — before you write a single post:
+
+| Dimension | [Your brand] sounds like... | [Your brand] does NOT sound like... |
+|---|---|---|
+| **Formality** | [e.g. Conversational, plain English] | [Corporate speak, jargon] |
+| **Energy** | [e.g. Curious, enthusiastic] | [Aggressive, hypey] |
+| **Personality** | [e.g. Smart friend who happens to be an expert] | [Faceless institution] |
+| **Humour** | [e.g. Dry wit, occasional] | [Try-hard memes, sarcasm] |
+| **Self-promotion** | [e.g. Earns the right to mention the product] | [Every post is an ad] |
+
+**Reference accounts that nail the tone you're aiming for:** [Name 2–3 accounts — and why]
+
+---
+
+## 5. Posting Cadence & Workflow
+
+| Platform | Posts per week | Best days | Best times | Format split |
+|---|---|---|---|---|
+| [LinkedIn] | [3–5] | [Tue–Thu] | [07:30–09:00 or 12:00–13:00] | [60% educational, 30% POV, 10% product] |
+| [X / Twitter] | [5–7] | [Any] | [Morning and lunchtime] | [50% replies/engagement, 30% original, 20% reposts] |
+| [Instagram] | [3–4] | [Mon, Wed, Fri] | [18:00–20:00] | [50% Reels, 30% carousels, 20% Stories] |
+
+**Content production workflow:**
+
+| Day | Activity | Owner | Time required |
+|---|---|---|---|
+| Monday | Plan the week's content — review pillars, select topics | [Social manager] | 30 min |
+| Tuesday | Write long-form posts for LinkedIn and threads | [Writer / founder] | 60 min |
+| Wednesday | Design carousels or graphics | [Designer / Canva] | 45 min |
+| Thursday | Schedule the week's content in [Buffer / Hootsuite / Later] | [Social manager] | 20 min |
+| Daily | Engage with comments, reply to mentions, interact with community | [Social manager] | 15 min |
+
+---
+
+## 6. Growth Tactics
+
+Beyond posting, how will you grow your following and reach?
+
+| Tactic | Description | Platform | Frequency |
+|---|---|---|---|
+| **Engage before you post** | Spend 15 min commenting on posts from target accounts before posting your own | All | Daily |
+| **Collaboration posts** | Co-create content with a complementary brand or creator | LinkedIn / IG | Monthly |
+| **Community participation** | Answer questions in relevant groups, subreddits, or Discord servers | LinkedIn / Reddit / Discord | Weekly |
+| **Tag relevant accounts** | When mentioning companies, tools, or people — tag them (earns reshares) | All | As relevant |
+| **Cross-promote** | Mention your social in newsletters, emails, events, and podcast appearances | All | Ongoing |
+| **Use trending formats early** | When a new format (e.g. LinkedIn carousels, IG Reels) emerges, adopt early | Platform-specific | When relevant |
+
+---
+
+## 7. Measurement Framework
+
+**Primary KPIs (tied to business goal):**
+
+| KPI | Platform | Current baseline | Target (90 days) | Why it matters |
+|---|---|---|---|---|
+| [Follower growth rate] | [LinkedIn] | [X%/month] | [≥ Y%/month] | [Audience reach] |
+| [Engagement rate] | [LinkedIn] | [X%] | [≥ Y%] | [Content resonance] |
+| [Link clicks / traffic from social] | [All] | [X visits/month] | [≥ Y visits/month] | [Direct business impact] |
+| [Inbound leads attributed to social] | [LinkedIn] | [X/month] | [≥ Y/month] | [Revenue impact] |
+
+**Secondary metrics (health indicators):**
+- Reach per post
+- Saves and shares (not just likes)
+- Comment sentiment and quality
+- DMs initiated from content
+
+**Reporting cadence:** [Weekly check on engagement / Monthly review of follower and traffic / Quarterly strategy review]
+
+---
+
+## 8. 4-Week Starter Content Calendar
+
+A concrete first month of content — ready to adapt and post:
+
+| Week | Day | Platform | Pillar | Format | Topic idea |
+|---|---|---|---|---|---|
+| 1 | Mon | LinkedIn | Education | Carousel | [e.g. "5 things we wished we knew before building [X]"] |
+| 1 | Wed | LinkedIn | Behind the build | Text post | [e.g. "We almost gave up in month 3. Here's what changed."] |
+| 1 | Fri | Instagram | Social proof | Reel | [e.g. Customer story — problem → solution → result] |
+| 2 | Tue | LinkedIn | POV | Thread | [e.g. "Hot take: [common advice in your space] is wrong. Here's why."] |
+| 2 | Thu | X/Twitter | Education | Thread | [e.g. "The [X] framework we use every week — and how you can steal it"] |
+| 2 | Sat | Instagram | Behind the build | Story | [e.g. "Week 2 update — what we shipped and one thing that didn't go to plan"] |
+| 3 | Mon | LinkedIn | Education | Carousel | [e.g. "How to [achieve outcome] in [timeframe] — step by step"] |
+| 3 | Wed | LinkedIn | Community | Text post | [e.g. Reshare a customer win with commentary] |
+| 3 | Fri | Instagram | POV | Reel | [e.g. "[Industry myth] — why we disagree and what we do instead"] |
+| 4 | Tue | LinkedIn | Behind the build | Video | [e.g. Founder talking to camera — "One thing I learned building [X] this month"] |
+| 4 | Thu | X/Twitter | POV | Thread | [e.g. "[Trend in your space] — here's what's actually happening"] |
+| 4 | Sat | All | Milestone | Text + image | [e.g. "[X followers / X users / X months] — thank you + what's next"] |
+
+---
+
+## Quality Checks
+
+- [ ] Every content pillar delivers value to the audience — not just the brand
+- [ ] Platform selection is justified by where the target audience actually spends time
+- [ ] Tone of voice examples are specific enough to use as a writing guide
+- [ ] KPIs are tied to the business goal, not just vanity metrics (likes, followers in isolation)
+- [ ] Posting cadence is realistic for the available resources — sustainable beats ambitious
+- [ ] The 4-week calendar has specific topic ideas, not just "write an educational post"
+
+## Example Trigger Phrases
+
+- "Build a social media strategy for [brand/product]"
+- "Create a LinkedIn content strategy for our B2B SaaS"
+- "Help me define content pillars and posting cadence for our startup"
+- "Design a 90-day social media plan for [company]"
+- "What should our social media strategy be for a product launch?"
+
+## Anti-Patterns
+
+- [ ] Do not recommend every platform — justify each choice with where the target audience actually spends time
+- [ ] Do not define content pillars that serve only the brand — each pillar must deliver specific value to the audience or it will not earn attention
+- [ ] Do not set a posting cadence that exceeds the team's realistic capacity — an unsustainable strategy fails faster than a modest one
+- [ ] Do not use vanity metrics (likes, followers in isolation) as primary KPIs — tie KPIs to the stated business goal
+- [ ] Do not skip the tone of voice section — without it, multiple contributors produce inconsistent content that erodes brand identity