v1.0

pm-marketing-growth/.claude-plugin/plugin.json

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+{
+  "name": "pm-marketing-growth",
+  "version": "1.0.0",
+  "description": "Product marketing and growth skills: marketing ideas, value proposition statements, North Star metrics, product naming, and positioning.",
+  "author": {
+    "name": "Paweł Huryn",
+    "email": "pawel@productcompass.pm",
+    "url": "https://www.productcompass.pm"
+  },
+  "keywords": [
+    "product-management",
+    "marketing",
+    "growth",
+    "north-star",
+    "positioning",
+    "branding"
+  ],
+  "homepage": "https://www.productcompass.pm",
+  "license": "MIT"
+}

pm-marketing-growth/README.md

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+# pm-marketing-growth
+
+Product marketing and growth skills: marketing ideas, value proposition statements, North Star metrics, product naming, and positioning.
+
+## Overview
+
+This plugin provides 5 skills and 2 commands for product managers.
+
+## Skills
+
+- **marketing-ideas** — Generate 5 creative, cost-effective marketing ideas with channels, messaging, and engagement rationale.
+- **north-star-metric** — Identify a North Star Metric and 3-5 Input Metrics.
+- **positioning-ideas** — Brainstorm product positioning ideas differentiated from competitors.
+- **product-name** — Brainstorm 5 unique, memorable product names with rationale aligned to brand values and target audience.
+- **value-prop-statements** — Generate value proposition statements for marketing, sales, and onboarding from existing value propositions.
+
+## Commands
+
+- `/pm-marketing-growth:market-product` — Brainstorm marketing ideas, positioning, value prop statements, and product names — creative marketing toolkit
+- `/pm-marketing-growth:north-star` — Define your North Star Metric and supporting input metrics — classify the business game and validate against best practices
+
+## Installation
+
+```bash
+/install pm-marketing-growth
+```
+
+Or use directly:
+
+```bash
+cc --plugin-dir /path/to/pm-marketing-growth
+```
+
+## Author
+
+Paweł Huryn — [The Product Compass Newsletter](https://www.productcompass.pm)
+
+## License
+
+MIT

pm-marketing-growth/commands/market-product.md

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+---
+description: Brainstorm marketing ideas, positioning, value prop statements, and product names — creative marketing toolkit
+argument-hint: "<product or marketing challenge>"
+---
+
+# /market-product -- Marketing Creative Toolkit
+
+Generate creative marketing assets: campaign ideas, positioning statements, value prop copy, and product naming options. All in one workflow or pick specific modules.
+
+## Invocation
+
+```
+/market-product AI scheduling tool for remote teams — need launch marketing
+/market-product Help me position our analytics product against enterprise competitors
+/market-product We need a name for our new developer productivity feature
+```
+
+## Workflow
+
+### Step 1: Understand the Marketing Need
+
+Ask:
+- What is the product? Target audience?
+- What do you need? (full marketing toolkit, or specific: ideas, positioning, naming, copy)
+- What's the context? (launch, rebrand, campaign, competitive repositioning)
+- Any existing brand guidelines or tone of voice?
+
+### Step 2: Generate Based on Need
+
+**Marketing Ideas** — apply **marketing-ideas** skill:
+- 5 creative, cost-effective campaign ideas
+- Each with: channel, messaging angle, engagement rationale, estimated effort
+- Mix of quick wins and bigger bets
+
+**Positioning** — apply **positioning-ideas** skill:
+- Identify top 5 competitors for positioning context
+- Generate 3-5 positioning statements differentiated from each
+- Include rationale for each positioning angle
+
+**Value Proposition Statements** — apply **value-prop-statements** skill:
+- Generate copy for marketing, sales, and onboarding contexts
+- Segment-specific variations
+- Short (tagline), medium (elevator pitch), and long (landing page) versions
+
+**Product Naming** — apply **product-name** skill:
+- Brainstorm 5 unique, memorable names
+- Each with: rationale, brand alignment, domain availability notes
+- Check for unintended meanings or conflicts
+
+### Step 3: Generate Output
+
+```
+## Marketing Toolkit: [Product]
+
+**Date**: [today]
+**Context**: [launch / rebrand / campaign / etc.]
+
+### Marketing Campaign Ideas
+| # | Idea | Channel | Effort | Expected Impact |
+|---|------|---------|--------|----------------|
+
+### Positioning Options
+| # | Positioning | vs Competitor | Strength | Risk |
+|---|-----------|--------------|----------|------|
+
+**Recommended positioning**: [which and why]
+
+### Value Prop Copy
+**Tagline**: [one line]
+**Elevator pitch**: [2-3 sentences]
+**Landing page hero**: [headline + subheading]
+**Sales one-liner**: [for sales conversations]
+
+### Product Name Options (if requested)
+| # | Name | Rationale | Domain | Risk |
+|---|------|----------|--------|------|
+
+### Messaging Matrix
+| Audience | Key Message | Proof Point | CTA |
+|----------|-----------|------------|-----|
+```
+
+Save as markdown.
+
+### Step 4: Offer Next Steps
+
+- "Want me to **draft full marketing content** (blog post, email, social)?"
+- "Should I **define the North Star metric** for this campaign?"
+- "Want me to **create a competitive battlecard** to support positioning?"
+- "Should I **plan the full launch**?"
+
+## Notes
+
+- Positioning should be tested, not assumed — recommend A/B testing headlines
+- Value prop copy should use the customer's language, not internal jargon
+- Marketing ideas should be specific and actionable, not generic ("use social media")
+- Product names should be checked for trademark conflicts before committing
+- Always tie marketing back to customer JTBD, not product features

pm-marketing-growth/commands/north-star.md

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+---
+description: Define your North Star Metric and supporting input metrics — classify the business game and validate against best practices
+argument-hint: "<product or business>"
+---
+
+# /north-star -- North Star Metric Definition
+
+Identify the single metric that best captures the value your product delivers, plus the input metrics that drive it. Classifies your business game and validates against proven criteria.
+
+## Invocation
+
+```
+/north-star B2B SaaS for team collaboration
+/north-star Consumer fitness app monetized through subscriptions
+/north-star Help me fix our North Star — we're tracking DAU but it doesn't feel right
+```
+
+## Workflow
+
+### Step 1: Understand the Product
+
+Ask:
+- What is the product? What value does it deliver to users?
+- What's the business model? (subscription, transaction, advertising, marketplace)
+- Current metrics being tracked (if any)
+- Why is this needed now? (new product, existing metric feels wrong, team alignment)
+
+### Step 2: Classify the Business Game
+
+Apply the **north-star-metric** skill:
+
+Identify which game the product is playing:
+- **Attention**: Revenue from user time/engagement (media, social, ad-supported)
+- **Transaction**: Revenue from purchases (e-commerce, marketplace)
+- **Productivity**: Revenue from efficiency gains (SaaS, tools, B2B)
+
+The game determines what kind of North Star makes sense.
+
+### Step 3: Define the North Star
+
+- Propose 2-3 North Star candidates
+- Validate each against 7 criteria:
+  1. Expresses value delivered to customers
+  2. Is a leading indicator of revenue
+  3. Is measurable and trackable
+  4. Is understandable by the whole team
+  5. Is actionable (teams can influence it)
+  6. Is not a vanity metric
+  7. Is not gameable without delivering real value
+- Recommend the strongest candidate with rationale
+
+### Step 4: Define Input Metrics
+
+For the selected North Star, identify 3-5 input metrics:
+- Each input metric should be a lever that directly drives the North Star
+- Each should be ownable by a specific team
+- Together, inputs should be MECE in explaining North Star movement
+
+### Step 5: Generate Metrics Framework
+
+```
+## North Star Framework: [Product]
+
+**Business Game**: [Attention / Transaction / Productivity]
+
+### North Star Metric
+**Metric**: [precise name]
+**Definition**: [formula or measurement method]
+**Why this metric**: [explains value, leads revenue, is actionable]
+**Current value**: [if known]
+**Target**: [goal]
+
+### Validation
+| Criterion | Pass? | Notes |
+|----------|-------|-------|
+| Expresses value | [Y/N] | [explanation] |
+| Leading indicator | [Y/N] | [explanation] |
+| Measurable | [Y/N] | [explanation] |
+| Understandable | [Y/N] | [explanation] |
+| Actionable | [Y/N] | [explanation] |
+| Not vanity | [Y/N] | [explanation] |
+| Not gameable | [Y/N] | [explanation] |
+
+### Input Metrics
+| Input Metric | Drives North Star By | Owner | Current | Target |
+|-------------|---------------------|-------|---------|--------|
+
+### Metrics Constellation
+[Visual tree showing North Star → Input Metrics → Team Actions]
+
+### Counter-Metrics
+| Metric | Protects Against |
+|--------|-----------------|
+
+### Anti-Patterns Avoided
+[Why we didn't choose DAU, revenue, or other common but flawed metrics]
+```
+
+Save as markdown.
+
+### Step 6: Offer Next Steps
+
+- "Want me to **build a full metrics dashboard** around this?"
+- "Should I **create OKRs** based on these metrics?"
+- "Want me to **write SQL queries** to compute these metrics?"
+
+## Notes
+
+- The North Star should measure *value delivered*, not just *activity* — "daily active users" is only good if active use = value delivery
+- Revenue is never a good North Star — it's a lagging indicator that doesn't capture user value
+- Input metrics are what make the framework actionable — without them, the North Star is just a vanity dashboard
+- Revisit the North Star annually or when the business model changes significantly
+- Counter-metrics prevent Goodhart's Law — when a metric becomes a target, it ceases to be a good metric

pm-marketing-growth/skills/marketing-ideas/SKILL.md

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+---
+name: marketing-ideas
+description: "Generate 5 creative, cost-effective marketing ideas with channels, messaging, and engagement rationale. Use when brainstorming marketing campaigns or planning product promotion. Triggers: marketing ideas, promote product, marketing campaign."
+---
+# Marketing Ideas
+
+Generate 5 creative, cost-effective marketing ideas with channels, messaging, and engagement rationale. Use when brainstorming marketing campaigns, planning product promotion, or exploring creative marketing approaches.
+
+## When to Use
+
+- Brainstorming marketing campaigns
+- Planning product promotion strategies
+- Exploring creative marketing approaches
+- Building growth initiatives
+- Triggers: marketing ideas, promote product, marketing campaign, creative marketing, growth ideas
+
+## Prompt
+
+You are an experienced product marketer specializing in cost-effective growth strategies and creative campaign development.
+
+Analyze the following product and market context: $ARGUMENTS
+
+Generate 5 creative marketing ideas for promoting this product to the target market segment. For each idea:
+
+1. **Channel**: Identify the primary marketing channel (social media, content, partnerships, community, email, etc.)
+2. **Core Message**: Craft a compelling message that resonates with the audience
+3. **Why It Works**: Provide a brief explanation of why this approach is likely to engage the target audience
+4. **Cost Efficiency**: Highlight what makes this strategy cost-effective or resource-efficient
+
+Prioritize strategies that deliver high impact with limited budget. Consider unconventional approaches and leverage emerging trends where applicable.
+
+## Tips for Best Results
+
+- Provide specific details about your product, target market, and business constraints
+- Include any existing brand positioning or messaging guidelines
+- Mention your current marketing channels and what's already working
+- Share any budget limitations or resource constraints
+- Include information about your target audience's preferences and behaviors
+
+---
+
+### Further Reading
+
+- [Product Management vs. Product Marketing vs. Product Growth 101](https://www.productcompass.pm/p/product-management-vs-product-marketing)

pm-marketing-growth/skills/north-star-metric/SKILL.md

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+---
+name: north-star-metric
+description: "Identify a North Star Metric and 3-5 Input Metrics. Classifies the business game (Attention, Transaction, Productivity) and validates against 7 criteria. Triggers: North Star metric, key metric, what to measure, metrics framework."
+---
+# North Star Metric
+
+Identify a North Star Metric and 3-5 Input Metrics that form a metrics constellation. Classifies the business game being played and validates against criteria for an effective North Star. Use when defining key metrics, setting up a metrics framework, or choosing what to measure.
+
+## Domain Context
+
+NSM is **NOT**: multiple metrics, a revenue/LTV metric (must be customer-centric), an OKR (that's a goal-setting technique), or a strategy (but choosing the right NSM is a strategic choice).
+
+NSM **IS**: a single, customer-centric KPI that reflects the value customers get from the product and serves as a leading indicator of long-term business success. You can use Key Results (OKRs) to express expected change in NSM.
+
+Free resource: [The North Star Framework 101 (PDF)](https://learn.productcompass.pm/nsm101)
+
+## When to Use
+
+- Defining your company's key metric framework
+- Setting up a metrics tracking system
+- Choosing what to measure and optimize for
+- Evaluating potential North Star candidates
+- Triggers: North Star metric, north star, key metric, what to measure, metrics framework, OMTM
+
+## The Three Business Games
+
+Before identifying your North Star, classify your business into one of these three games:
+
+- **Attention Game**: How much time do customers spend using your product? (Examples: Facebook, Spotify, YouTube, TikTok)
+- **Transaction Game**: How many transactions occur between customers and your platform? (Examples: Amazon, Uber, Airbnb, PayPal)
+- **Productivity Game**: How efficiently can someone complete their work or achieve their goals? (Examples: Canva, Dropbox, Loom, Notion)
+
+## Prompt
+
+You are a metrics strategist specializing in North Star metrics and growth measurement frameworks.
+
+Given the following business context: $ARGUMENTS
+
+**Step 1: Classify the Business Game**
+Determine which game this company plays: Attention, Transaction, or Productivity.
+
+**Step 2: Identify the North Star Metric**
+Suggest a single metric that meets all seven criteria for an effective North Star:
+
+1. **Easy to Understand**: Clear definition that everyone in the organization comprehends
+2. **Customer-Centric**: Reflects value delivered to customers, not just revenue or activity
+3. **Sustainable Value**: Indicates habits and long-term customer engagement
+4. **Vision Alignment**: Represents meaningful progress toward the company's vision and mission
+5. **Quantitative**: Measurable with clear, numeric tracking
+6. **Actionable**: Teams can directly influence it through product, marketing, and operational changes
+7. **Leading Indicator**: Predicts future business success and revenue growth
+
+**Step 3: Identify Input Metrics**
+Define 3-5 Input Metrics (also called leading indicators) that most directly influence and drive the North Star Metric. Each input metric should:
+- Be easier to move in the short term
+- Directly contribute to the North Star outcome
+- Help identify where optimization efforts should focus
+
+## Tips for Best Results
+
+- Provide details about your business model and revenue model
+- Share your company's vision, mission, or long-term goals
+- Include current metrics you're tracking
+- Mention key customer segments and use cases
+- Describe the primary value you deliver to customers
+
+---
+
+### Further Reading
+
+- [The North Star Framework 101](https://www.productcompass.pm/p/the-north-star-framework-101)
+- [AARRR (Pirate) Metrics: The 5-Stage Framework for Growth](https://www.productcompass.pm/p/aarrr-pirate-metrics)
+- [The Google HEART Framework: Your Guide to Measuring User-Centric Success](https://www.productcompass.pm/p/the-google-heart-framework)
+- [The Ultimate List of Product Metrics](https://www.productcompass.pm/p/the-ultimate-list-of-product-metrics)

pm-marketing-growth/skills/positioning-ideas/SKILL.md

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+---
+name: positioning-ideas
+description: "Brainstorm product positioning ideas differentiated from competitors. Identifies top 5 competitors and generates positioning statements with rationale. Triggers: positioning, brand positioning, differentiation, positioning statement."
+---
+# Positioning Ideas
+
+Brainstorm product positioning ideas differentiated from competitors. Identifies top competitors and generates positioning statements with strategic rationale. Use when developing product positioning, differentiating from competitors, or crafting brand positioning strategy.
+
+## When to Use
+
+- Developing product positioning strategy
+- Differentiating from competitors
+- Crafting brand positioning statements
+- Identifying market positioning gaps
+- Triggers: positioning, brand positioning, differentiation, how to position, positioning statement
+
+## Prompt
+
+You are an experienced brand strategist with expertise in competitive positioning, market differentiation, and brand strategy.
+
+Given the following product and market context: $ARGUMENTS
+
+Follow these steps:
+
+**Step 1: Competitive Landscape Analysis**
+Identify and briefly describe the top 5 competitors in this market. For each, note:
+- Their primary positioning angle
+- Their target audience focus
+- Key differentiators they emphasize
+- Potential positioning gaps they leave open
+
+**Step 2: Positioning Brainstorm**
+Generate 5 unique positioning ideas for this product that target the specified market segment. Each positioning idea should:
+- Be clearly differentiated from competitor positioning
+- Resonate with the target audience's values and needs
+- Emphasize specific capabilities that competitors downplay or ignore
+- Open an unclaimed market territory
+
+**Step 3: Positioning Statements**
+For each idea, provide:
+
+1. **Positioning Statement**: A one-sentence statement that captures the core positioning (e.g., "The [product] is the only [category] designed for [target segment] who want to [primary benefit]")
+2. **Strategic Rationale**: Explain why this positioning would resonate with the audience and create differentiation
+3. **Supporting Message**: Key supporting messages that reinforce this positioning
+4. **Competitive Advantage**: What specific advantages enable this positioning claim
+
+## Tips for Best Results
+
+- Provide detailed target audience profiles and their pain points
+- Share your product's unique capabilities and differentiators
+- Mention current positioning (if any) and what's working or not working
+- Include information about competitor positioning and messaging
+- Describe what market segment or niche you want to own
+- Share your long-term vision and business strategy
+
+---
+
+### Further Reading
+
+- [Product Management vs. Product Marketing vs. Product Growth 101](https://www.productcompass.pm/p/product-management-vs-product-marketing)
+- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)

pm-marketing-growth/skills/product-name/SKILL.md

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+---
+name: product-name
+description: "Brainstorm 5 unique, memorable product names with rationale aligned to brand values and target audience. Use when naming a new product or rebranding. Triggers: product name, name ideas, brand name, naming."
+---
+# Product Name
+
+Brainstorm unique, memorable product names with rationale aligned to brand values and target audience. Use when naming a new product, rebranding, or exploring name options that strengthen your brand positioning.
+
+## When to Use
+
+- Naming a new product or feature
+- Rebranding or renaming existing products
+- Exploring name options before launch
+- Testing names against brand guidelines
+- Triggers: product name, name ideas, brand name, naming, what to call, product naming
+
+## Prompt
+
+You are an experienced branding consultant with expertise in product naming, brand architecture, and market positioning.
+
+Based on the following company and product context: $ARGUMENTS
+
+Suggest five unique, memorable product names that align with the company's brand values, target audience, and market positioning.
+
+For each name suggestion, provide:
+
+1. **Name**: The proposed product name
+2. **Rationale**: Explain why this name works—how it reflects the product's value, appeals to the target audience, and aligns with brand positioning
+3. **Brand Fit**: How the name supports the overall brand architecture and messaging strategy
+4. **Memorability**: Why the name is distinctive, easy to remember, and differentiating in the market
+5. **Domain & Trademark Considerations**: Brief note on availability and potential trademark/domain concerns
+
+Prioritize names that are:
+- Easy to pronounce and spell
+- Distinctive and differentiated from competitors
+- Aligned with brand tone and positioning
+- Relevant to the product's core value and use case
+- Available for trademark and domain registration
+
+## Tips for Best Results
+
+- Share your brand guidelines and tone of voice
+- Specify target audience and their preferences
+- Mention competitor names and what you want to differentiate from
+- Include any naming conventions or patterns used by your company
+- Share the product's core value proposition and key features
+- Mention geographic markets or languages to consider

pm-marketing-growth/skills/value-prop-statements/SKILL.md

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+---
+name: value-prop-statements
+description: "Generate value proposition statements for marketing, sales, and onboarding from existing value propositions. Triggers: value proposition statements, marketing copy, sales messaging, value statements."
+---
+# Value Proposition Statements
+
+Generate value proposition statements from existing value propositions for marketing, sales, and onboarding. Creates statements that address target segments, emphasize benefits, and highlight capabilities. Perfect for crafting targeted marketing content, sales presentations, and customer onboarding messages.
+
+## When to Use
+
+- Writing marketing copy and promotional content
+- Creating sales decks and pitch materials
+- Crafting customer onboarding messages
+- Developing segment-specific messaging
+- Triggers: value proposition statements, marketing copy, sales messaging, value statements, positioning copy
+
+## Prompt
+
+You are an experienced product growth expert with expertise in value proposition development and targeted messaging.
+
+Based on the following value proposition(s) for $ARGUMENTS, develop comprehensive value proposition statements that can be used across marketing, sales, and onboarding contexts.
+
+For each statement, ensure it:
+- Directly addresses a specific target market segment or use case
+- Emphasizes the primary benefit and desired outcome
+- Highlights the key features and capabilities that make it possible
+- Uses clear, compelling language that resonates with the audience
+
+## Example Framework (Canva)
+
+To illustrate the approach, here are value proposition statements for Canva:
+
+1. **For Social Media Marketers**: Canva empowers social media marketers to create stunning, on-brand designs effortlessly, without requiring expensive design software or hiring dedicated designers. Quickly produce professional-quality graphics that boost engagement and strengthen brand consistency across all channels.
+
+2. **For Small Business Owners**: With Canva's intuitive drag-and-drop interface and extensive collection of pre-designed templates, small business owners can launch polished marketing campaigns in minutes. Create website graphics, social posts, flyers, and promotional materials that look professionally designed—all without prior design experience.
+
+3. **For Content Creators**: By using Canva, content creators can focus on storytelling while spending less time on design logistics. Produce consistent, visually appealing content at scale with templates tailored to different platforms, ultimately allowing more time for audience engagement and content strategy.
+
+## Tips for Best Results
+
+- Provide existing value propositions or key benefits
+- Specify target segments and their pain points
+- Include product features and differentiators
+- Share distribution channels (marketing, sales, onboarding)
+- Mention any brand tone or voice guidelines
+
+---
+
+### Further Reading
+
+- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)