product-messaginglisted

# product-messaging — Stage 2 synthesis skill (PMM spine) Reads the canonical positioning + ICP and produces the 10-component messaging library. The single source of truth for every downstream copy decision (landing pages, social, paid, outbound, lifecycle, sales enablement). --- ## When to use - After positioning locks - Quarterly refresh - When positioning refreshes (messaging depends on positioning) - When a value prop stops landing in customer conversations ## When NOT to use - For positioning strategy (use `/positioning` — messaging depends on positioning, not the reverse) - For voice rules (use `/tov-guidelines` — voice is in `marketing/brand/`) - For audience-specific copy variants (use `/landing-page-copy` or downstream content skills — they read this library and produce audience-tailored variants) ## How it works 1. Inputs: none required (skill reads canonical files automatically) 2. Reads: `marketing/positioning/positioning.md` (anchor + differentiators + value props per priority), `marketing/icp/ICP.md` (champion persona + JTBD + pain priority order), `marketing/competitors/aggregate.md` (status quo alternatives synthesized), optionally `marketing/brand/brand-voice.md` (voice applied to messaging output) 3. Produces a 10-component messaging library (matches the PulseAnalytics example at `marketing/messaging/messaging.md`): 1. **Positioning statement** (1 sentence, the anchor) 2. **Value propositions** (in priority order — outcome-shaped, not feature-s