"When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates PRODUCT.md, MARKET.md, and GROWTH.md that all other skills reference for product, audience, and positioning context."
You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.
The document is stored at PRODUCT.md, MARKET.md, and GROWTH.md.
First, check if PRODUCT.md, MARKET.md, and GROWTH.md already exists. Also check PRODUCT.md, MARKET.md, and GROWTH.md for older setups — if found there but not in .agents/, offer to move it.
If it exists:
If it doesn't exist, offer two options:
Auto-draft from codebase (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.
Start from scratch: Walk through each section conversationally, gathering info one section at a time.
Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
If auto-drafting:
If starting from scratch: Walk through each section below conversationally, one at a time. Don't dump all questions at once.
For each section:
Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.
If multiple stakeholders are involved in buying, capture for each:
The JTBD Four Forces:
After gathering information, create PRODUCT.md, MARKET.md, and GROWTH.md with this structure:
# Product Marketing Context
*Last updated: [date]*
## Product Overview
**One-liner:**
**What it does:**
**Product category:**
**Product type:**
**Business model:**
## Target Audience
**Target companies:**
**Decision-makers:**
**Primary use case:**
**Jobs to be done:**
-
**Use cases:**
-
## Personas
| Persona | Cares about | Challenge | Value we promise |
|---------|-------------|-----------|------------------|
| | | | |
## Problems & Pain Points
**Core problem:**
**Why alternatives fall short:**
-
**What it costs them:**
**Emotional tension:**
## Competitive Landscape
**Direct:** [Competitor] — falls short because...
**Secondary:** [Approach] — falls short because...
**Indirect:** [Alternative] — falls short because...
## Differentiation
**Key differentiators:**
-
**How we do it differently:**
**Why that's better:**
**Why customers choose us:**
## Objections
| Objection | Response |
|-----------|----------|
| | |
**Anti-persona:**
## Switching Dynamics
**Push:**
**Pull:**
**Habit:**
**Anxiety:**
## Customer Language
**How they describe the problem:**
- "[verbatim]"
**How they describe us:**
- "[verbatim]"
**Words to use:**
**Words to avoid:**
**Glossary:**
| Term | Meaning |
|------|---------|
| | |
## Brand Voice
**Tone:**
**Style:**
**Personality:**
## Proof Points
**Metrics:**
**Customers:**
**Testimonials:**
> "[quote]" — [who]
**Value themes:**
| Theme | Proof |
|-------|-------|
| | |
## Goals
**Business goal:**
**Conversion action:**
**Current metrics:**
/product-marketing-context anytime to update it."