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feat: v12.0.0 — 150-skill milestone, 15 new skills across 10 bundles

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Adds 15 new skills reaching the 150-skill milestone:

Data & Analytics (pm-data):
- cohort-analysis: retention curves, LTV projection, behavioural segmentation, SQL reference queries
- data-pipeline-spec: ETL/ELT design with SLAs, DQ rules, error handling, compliance

Customer Success (pm-cs):
- renewal-playbook: health snapshot, value story, commercial scenarios, objection responses, 16-week timeline
- customer-success-plan: joint success plan with milestones, mutual commitments, escalation path

People & Leadership (pm-people):
- 360-feedback-template: survey instrument + narrative report with strengths and development themes
- team-health-check: Spotify-model assessment across 7 dimensions with facilitation guide

Operations (pm-operations):
- risk-register: L×I scoring, RAG heat map, mitigation and contingency plans
- raci-matrix: role definitions, decision map, anti-pattern guide, communication template

Marketing & GTM (pm-gtm):
- social-media-strategy: audience profile, content pillars, KPIs, 4-week starter calendar
- product-positioning-doc: April Dunford-style positioning, messaging hierarchy, persona messaging

Discovery (pm-discovery):
- customer-journey-map: stage-by-stage journey with touchpoints, emotions, and prioritised opportunities

Delivery (pm-delivery):
- user-story-writer: Given/When/Then ACs, edge cases, definition of done, epic decomposition

Advanced (pm-advanced):
- ai-ethics-review: fairness, bias, transparency, privacy, safety, accountability, societal impact

Sales (pm-sales):
- partnership-proposal: mutual value, commercial model, joint GTM plan, governance

Design (pm-design):
- design-system-audit: component coverage, token consistency, WCAG, adoption, remediation roadmap

Co-Authored-By: Claude Sonnet 4.6 <noreply@anthropic.com>
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---
name: product-positioning-doc
description: "Write a product positioning document and messaging framework. Use when asked to define product positioning, write a positioning statement, build a messaging framework, or create a messaging hierarchy. Produces a complete positioning doc with category definition, target customer, differentiation, proof points, messaging pillars, and persona-specific messaging."
---
# 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
## 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]"
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---
name: social-media-strategy
description: "Build a social media strategy for a brand, product, or creator. Use when asked to create a social media strategy, define a social content strategy, plan content pillars, set social KPIs, or build a posting framework. Produces a complete strategy with audience definition, platform selection, content pillars, posting cadence, KPIs, and a 4-week starter calendar."
---
# 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?"