kili-d/pmm-kit

14 skills

• campaign-starter

  Generate campaign and launch starter assets — campaign brief, landing page outline, email copy, sales one-pager, FAQ, social copy — from a hub that's actually ready for it. Fires on prompts like "create a campaign brief," "generate starter launch assets," "draft a sales one-pager and FAQ," or "let's put together launch copy." Deliberately the least powerful and most gated skill in PMM Kit — runs last, and refuses to produce polished launch assets on a hub that isn't ready, telling you what's missing instead. Requires an existing product hub.

  Self-containedInstructions only683 words
• competitor-discovery

  Find and categorize competitors and alternatives for a product — the first of three competitor passes (discovery, then journey capture, then positioning/pricing; run in that order, don't skip ahead). Fires on prompts like "find competitors for this product," "map the competitive landscape," "who else would a customer compare us against," or when CLAUDE.md's default workflow reaches its competitor step. Requires an existing product hub — run context-intake first if none exists.

  Self-containedInstructions only474 words
• competitor-journey-capture

  Capture a competitor's customer journey sequentially — what a prospect actually sees and experiences, screen by screen — before any strategic positioning analysis. Second of three competitor passes (after competitor-discovery, before competitor-positioning-pricing). Fires on prompts like "capture the competitor journey for X," "take me through Y's signup and buying flow," "organize these competitor screenshots into a sequence," or when following up on competitor-discovery's prioritized list. Requires an existing product hub with prioritized competitors in 04-competitor-map.md.

  Self-containedInstructions only502 words
• competitor-positioning-pricing

  Analyze a competitor's positioning, messaging, pricing, packaging, claims, proof points, and implied ICP — the third and final competitor pass, after competitor-discovery and competitor-journey-capture. Fires on prompts like "analyze competitor positioning," "compare pricing and packaging for these competitors," "extract messaging patterns from competitor pages," or as the natural follow-up once a competitor's journey has been captured. Requires an existing product hub with a captured journey in 05-journey-teardowns.md for the competitor(s) in question.

  Self-containedInstructions only489 words
• context-intake

  Personalize PMM Kit and/or start a new product's context hub — this is the load-bearing, run-first skill that turns the generic PMM Kit framework into something specific to a real organization and product. Use whenever the context/ folder is empty or missing key files, when starting work on a product that has no hub yet, when the user says things like "set up PMM Kit for my product," "personalize this," "let's start a new product," "onboard this product," or drops docs into an inputs/ folder wanting them turned into usable context, or whenever CLAUDE.md's own instruction to run context-intake first applies. Always run this before product-immersion, evidence-synthesizer, or any other PMM Kit skill on a product that hasn't been through intake yet.

  Self-containedInstructions only1,055 words
• copywriting

  Turn an approved positioning statement and messaging house into actual copy — headlines, subheads, taglines, CTAs, opening lines, punch-up edits of existing drafts — at the sentence level. Fires on prompts like "give me headline options," "write a tagline," "punch up this paragraph," "draft CTA copy," "tighten this hero section," or any ad hoc copywriting request. Unlike `campaign-starter`, this is not gated behind full campaign readiness — it can run any time `08-messaging-house.md` (or at minimum `07-positioning.md`) has real content, and it's meant to be invoked repeatedly, not once. Requires an existing product hub; if positioning/messaging house are still empty, it says so and offers clearly-labeled draft copy anyway rather than refusing outright.

  Self-containedInstructions only568 words
• distribution-planner

  Map every available distribution channel — including owned assets like an existing customer base, brand portfolio, or partner network — and work out how channel realities should change messaging, assets, and launch sequencing. Fires on prompts like "build a GTM distribution plan," "map available channels for this launch," "decide which distribution paths fit this product," or once positioning exists and it's time to figure out how it actually reaches anyone. Requires an existing product hub.

  Self-containedInstructions only478 words
• evidence-synthesizer

  Turn messy source material — issue-tracker tickets, team chat/discussion, support tickets, sales notes, product analytics, specs, docs, product vision — into structured, labeled PMM evidence. Fires on prompts like "synthesize these docs into the context hub," "read these tickets and pull out the product marketing implications," "turn these sales and support notes into customer evidence," "what does our analytics/chat/support data actually tell us," or whenever a product hub has a pile of unprocessed material in inputs/ or connected tools. Requires an existing product hub — run context-intake first if none exists. This does not cover competitor material — that's competitor-discovery and its sequence.

  Self-containedInstructions only779 words
• messaging-house

  Draft or refine the messaging house — narrative, core value proposition, message hierarchy (pillars), and audience-specific angles — built from an already-drafted positioning statement. Fires on prompts like "build a messaging house," "give me a message hierarchy," "draft audience angles for X," "what's our narrative," or as the natural next step once `positioning-messaging` has produced a real `07-positioning.md`. Also the skill to re-run when positioning changes, or when an existing messaging house needs deepening — proof integration, objection handling, sharper audience angles. Requires an existing product hub with a real (non-template) `07-positioning.md`; will say so and point back to `positioning-messaging` if that's still empty.

  Self-containedInstructions only710 words
• positioning-messaging

  Draft positioning (Dunford spine) — competitive alternatives, unique attributes, the value they enable, who cares most, and the market category as an explicit decision — from product vision, internal conversations, and external observations. Fires on prompts like "draft positioning from this context hub," "what's our positioning," "help me pick a market category," or as the natural next step once value-framing and competitor passes exist. Requires an existing product hub. Vision-first — it still drafts a point of view when customer evidence is thin, flagging what's an assumption rather than refusing; it stops only when there's genuinely nothing to form a point of view from. Once positioning is drafted, run `messaging-house` next to build the narrative and message hierarchy from it — this skill does not draft the messaging house itself.

  Self-containedInstructions only685 words
• product-immersion

  Use for a hands-on, first-time-user read of a product, demo, prototype, screenshots, or docs — captured before Product Management framing shapes the story. Fires on prompts like "walk through this product like a customer," "give me product immersion notes from these screenshots," "turn this demo into product truth observations," "what would a new user notice or get confused by," or when following CLAUDE.md's default workflow to step 2 (naive read) for a product hub that hasn't had one yet. Requires an existing product hub — run context-intake first if none exists for this product.

  Self-containedInstructions only696 words
• stakeholder-alignment

  Prepare for stakeholder alignment across Product Management, Sales, Marketing, Support, Brand, and leadership — identify who can approve, block, dilute, or accelerate the work, what each needs to believe, and which decisions are still genuinely unresolved. Fires on prompts like "build a stakeholder alignment brief," "who needs to buy into this GTM plan," "prepare me for stakeholder review," or once other skills have scattered stakeholder-relevant signals across the hub that need consolidating. Requires an existing product hub.

  Self-containedInstructions only479 words
• strategic-narrative

  Craft the movement-level story (Andy Raskin's strategic narrative) — name the old-game→new-game shift, the stakes (winners and losers), the object of the new game (Promised Land), the obstacles, capabilities as "magic gifts," and evidence the story comes true. Fires on prompts like "build a strategic narrative," "what's our why-now story," "name the shift," "old game new game," "promised land," "Raskin framework," "our pitch starts with the product and falls flat," "prospects keep asking how we're different from X," "rebuild the sales deck opener," "we need a movement, not a feature list," or "what's the campaign narrative." Also the natural next step after `positioning-messaging` when the product sells to enterprise or group buyers and needs a story bigger than a category claim. Requires an existing product hub with a chosen positioning POV in `07-positioning.md` (an `Assumption`-labeled POV counts); will say so and point back to `positioning-messaging` if that's still empty.

  Self-containedInstructions only1,732 words
• value-framing

  Translate product capabilities into customer jobs, pains, desired outcomes, objections, proof needs, and value propositions — completing the JTBD chain and building the value-proposition matrix. Fires on prompts like "turn these features into customer value," "build a value proposition matrix," "identify customer jobs and proof needs," or once product truth and enough customer evidence exist. Requires an existing product hub with content in 01-product-truth.md and 03-customer-and-jobs.md — run product-immersion and/or evidence-synthesizer first if those are still thin.

  Self-containedInstructions only661 words