Skills for Marketers
Positioning explains who an offer is for, the alternatives customers consider, and why a difference matters. A useful AI-assisted workflow begins with evidence about those choices.
Bring customer interviews, the product’s actual capabilities, and a list of alternatives—including doing nothing. Distinguish customer language from your team’s assumptions.
Outline the audience, problem, alternative, meaningful difference, and supporting proof. Check the draft with customers and colleagues before treating it as the final positioning.
Chooses which slice of the ideal customer profile to win first, and says why not the others — with the market read that decides whether the window for each one is open, closing or already shut.
Scores a brand on six dimensions against rubric.md, comparing what a customer actually meets with what the company wrote down — then reports at most five findings, each with the evidence under it and what it is costing.
Writes the rules that make a brand usable by people outside marketing — a short list of prohibitions, a pointer to every rule that already exists in a context file, an owner and a trigger on each row, and a brief for whoever owns the visuals.
Tests whether the company's story about what changed in the world is true, and writes it where it is not — an argument with a dated turn, evidence for each beat, and one version short enough for a rep to say out loud.
Decides what the company stands for above any one product, and whether to change it — values that rule something out, a character description separate from how the company writes, and a rebrand recommendation with the cheapest honest version named.
Designs a round of customer research that will actually settle something — who to talk to, what to ask without leading them, how many is enough — and then reads what comes back with a confidence level on every finding.
Writes the company's ideal customer profile, its three to five buyer personas, the segments to disqualify with the signal that identifies each one early, and the buying committee for a typical deal.
Reads everything a buyer can see — the website, the deck, the one-pagers, the emails, the ads — against the wording the company agreed, and reports where two surfaces say different things, which ones matter, and the exact edit for each.
Turns a settled position into the words each audience hears — one claim held constant, a version for every persona and every person on the buying committee, the support each of them accepts, and the thing not to say to each.
Turns a messaging argument into a test plan you can run in two to four weeks with no research budget, then reads the results and says what they do and do not license you to change.
Decides first whether a thing needs a name at all, then generates and screens candidates against criteria you agreed before seeing any of them.
Writes positioning.md — the category, the statement, three differentiators that survive a stress test, why now, and the objections that actually stall deals.
Builds brand-voice.md from writing the company has already published — the voice in one line, the traits with do and don't examples, the word lists, and the formatting rules.
Builds and grows customer-language.md — what buyers actually said, word for word, about the problem, the result, the category, and the questions they ask.
Takes every claim the company makes and says, one at a time, whether anything it can actually show backs it up — with the verdict, the evidence named, and for anything thin a rewrite the evidence does carry.
Re-establishes what a company is and is not, on evidence rather than on argument: interviews with real buyers, a verdict on why deals were actually won and lost, an honest read of the rivals, the rewritten position, a test of whether buyers believe the new claim, and the propagation of all of it into every file that quotes the old one. Standalone playbook: required skills are sold separately; you must already own them. See the prerequisite list below.
The essentials
Build a foundation with 46 skills for recurring marketing work.
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Coming soon · downloads being preparedThe bigger picture
Connect your workflow with all 62 skills and five playbooks.
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Coming soon · downloads being prepared