Product marketing
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Product management and marketing strategy — positioning, discovery, go-to-market, prioritization, metrics, copywriting, and artifact generation. Verified against Cagan (SVPG), Dunford, Torres, Reforge, JTBD, and OWASP-grade rigor applied to PM/PMM decisions.
SKILL.md
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Product & Marketing — Strategy Through Execution
Frameworks and production patterns for product management and product marketing. Every recommendation cites its source — no opinions disguised as best practice.
This skill works in two modes:
- Builder — you're shipping a product and need to figure out positioning, pricing, launch, and growth
- Operator — you're running a product org and need discovery, prioritization, roadmapping, and metrics
Architecture Overview
[Strategy]
├── Vision & mission (where we're going)
├── Competitive landscape (who else, what's different)
├── Strategic pillars (3-5 focus areas)
└── What we will NOT do
↓
[Discovery]
├── Customer interviews (weekly cadence)
├── JTBD analysis (functional, emotional, social jobs)
├── Opportunity Solution Trees (outcomes → opportunities → solutions)
└── Assumption mapping → experiment design
↓
[Positioning & Messaging]
├── Dunford 5-component positioning
├── Messaging hierarchy (tagline → value prop → pillars → proof)
├── Strategic narrative (Raskin structure)
└── Per-persona variations
↓
[Prioritization & Roadmap]
├── RICE / ICE / WSJF scoring
├── Now / Next / Later roadmap
├── OKRs (quarterly outcomes)
└── Saying no (with a framework)
↓
[Go-to-Market]
├── GTM motion (PLG vs Sales-Led vs Community-Led)
├── Pricing strategy (Van Westendorp, anchoring, tiers)
├── Launch plan (tiered: major / feature / minor)
└── Channel selection (Bullseye method)
↓
[Marketing Copy]
├── Landing pages (PAS / AIDA / BAB frameworks)
├── Pricing pages (tier structure, anchoring)
├── Email sequences (onboarding, launch, nurture)
└── Case studies, changelogs, announcements
↓
[Metrics & Feedback Loop]
├── North Star + input metrics
├── AARRR funnel (Acquisition → Activation → Retention → Revenue → Referral)
├── Unit economics (CAC, LTV, payback)
└── Experiment results → feed back into Discovery
Quick Reference
| Need to... | See |
|---|---|
| Define product vision and strategy | Strategy |
| Run customer interviews, map opportunities | Discovery |
| Position your product against competitors | Positioning & Messaging |
| Plan pricing, launch, and GTM motion | Go-to-Market |
| Decide what to build next, manage roadmap | Prioritization & Roadmap |
| Choose metrics, set OKRs, measure growth | Metrics & Analytics |
| Write landing pages, emails, case studies | Marketing Copy |
| Generate PRDs, briefs, battle cards | Templates |
Decision Matrix: "What Do I Do First?"
By stage
| Stage | First Priority | Second Priority | Skip For Now |
|---|---|---|---|
| Idea stage | Discovery (interviews, JTBD) | Strategy (vision, landscape) | Metrics, Launch |
| Pre-launch | Positioning, Messaging | Pricing, Landing page copy | Roadmap, OKRs |
| Launch | GTM plan, Launch copy | Metrics setup, Activation | Long-term roadmap |
| Growing | Metrics (North Star, retention) | Prioritization, OKRs | Re-positioning (unless stalled) |
| Scaling | Strategy (pillars, what not to do) | Roadmap, Team OKRs | Discovery basics (should be habitual) |
By question
| Question | Framework | Resource |
|---|---|---|
| "Who is this for?" | User personas + JTBD | Discovery |
| "Why would they pick us?" | Dunford positioning | Positioning |
| "What should we build next?" | RICE + Opportunity Solution Tree | Prioritization |
| "How do we price this?" | Van Westendorp + competitive anchoring | Go-to-Market |
| "How do we know it's working?" | North Star + AARRR | Metrics |
| "What should the landing page say?" | PAS framework + messaging hierarchy | Marketing Copy |
| "How do we launch?" | Tiered launch plan | Go-to-Market |
| "Should I write a PRD?" | Yes — use lightweight Notion-style format | Templates |
The #1 Mistake: Building Before Positioning
Most builders skip positioning and go straight to "what features should we build?" This is backwards. If you can't complete this sentence, you don't have positioning:
For [target customer] who [key need/problem], [product name] is a [market category] that [key benefit]. Unlike [competitive alternative], we [primary differentiator].
If that sentence feels forced or generic, start with Positioning & Messaging before anything else.
Common Anti-Patterns
| Anti-Pattern | Why It Fails | What To Do Instead |
|---|---|---|
| "We're for everyone" | No positioning = no differentiation. You compete on price alone | Pick a beachhead segment. Dominate it. Expand later (Moore, "Crossing the Chasm") |
| Feature roadmap shared publicly | Commits you to outputs, not outcomes. Competitors copy. Customers wait instead of buying | Now/Next/Later roadmap with themes, not features |
| Pricing based on costs | Ignores willingness-to-pay. Leaves money on the table | Value-based pricing. Start with Van Westendorp research |
| "We'll launch when it's ready" | Perfectionism kills momentum. You learn nothing without users | Ship to a small cohort. Iterate. Launch is marketing, not engineering |
| Measuring everything | Dashboard with 50 metrics = no focus. Teams optimize for their own metric, not the product | One North Star + 3-5 input metrics. That's it |
| Copying competitor pricing | Their costs, market, and positioning are different from yours | Price based on YOUR value proposition to YOUR target segment |
| Annual roadmap with specific features | World changes quarterly. Roadmap becomes fiction | Quarterly OKRs + Now/Next/Later. Commit to outcomes, not outputs |
Verified Against
This skill synthesizes frameworks from authoritative, primary sources:
| Source | What We Cite | Publication |
|---|---|---|
| Marty Cagan / SVPG | Product operating model, empowered teams, product strategy | "Transformed" (2024), "Empowered" (2020), "Inspired" (2018) |
| April Dunford | 5-component positioning, sales pitch structure | "Obviously Awesome" (2019), "Sales Pitch" (2023) |
| Teresa Torres | Continuous discovery, Opportunity Solution Trees, assumption mapping | "Continuous Discovery Habits" (2021) |
| Clayton Christensen | Jobs-to-be-Done theory | "Competing Against Luck" (2016) |
| Tony Ulwick | Outcome-Driven Innovation (quantitative JTBD) | "Jobs to be Done" (2016) |
| Reforge | Growth loops, Four Fits, retention analysis | Courses and essays (2018–2026) |
| Andy Raskin | Strategic narrative structure | "Greatest Sales Deck" (2016, updated through 2024) |
| Emily Kramer / MKT1 | Startup marketing architecture, messaging hierarchy | MKT1 Newsletter (2021–2026) |
| Geoffrey Moore | Technology adoption lifecycle, chasm crossing | "Crossing the Chasm" (3rd ed, 2014) |
| John Doerr / Christina Wodtke | OKRs | "Measure What Matters" (2018), "Radical Focus" (2nd ed, 2021) |
| Intercom | RICE prioritization | Intercom blog (2018) |
| Amplitude | North Star framework | "North Star Playbook" (2019) |
| Dave McClure | AARRR / Pirate Metrics | "Startup Metrics for Pirates" (2007) |
| Ryan Singer | Shape Up (appetite-based development) | "Shape Up" (2019) |
| Gabriel Weinberg | Traction channels, Bullseye framework | "Traction" (2015) |
| David Skok | SaaS unit economics | ForEntrepreneurs blog (2010–2026) |
| Patrick Campbell | SaaS pricing strategy | ProfitWell / Paddle content archive |
| Donald Miller | StoryBrand narrative framework | "Building a StoryBrand" (2017) |
Last verified: March 2026