Extracts a company's visual identity from screenshots (best) or its website (fallback) and writes a DESIGN.md brand file: machine-readable tokens for colours, typography, spacing, corner radius and logo usage, plus short prose explaining how and when to use each, and a list of do's and don'ts. Any later page, deck, carousel or ad can read the tokens instead of guessing. Triggers: "brand kit", "brand guidelines", "extract our brand", "design tokens", "colours and fonts from", "visual identity", "DESIGN.md". Not for tone of voice (use /tov-guidelines) or messaging (use /messaging).
Researches a company from its website and public sources and writes a company profile: what it sells, who buys it, traction, funding, team, hiring, tech stack, key people, red flags and the gaps you still need to fill, every claim tagged with a source and a confidence level. Use it as the first file in a marketing context folder, or to prep a discovery call or qualify a prospect. Triggers: "company research", "company background", "company context for", "qualify this prospect", "discovery call prep", "account brief", or a company URL handed over for research. Not for competitor analysis (use /competitor-research) or customer profiles (use /icp-research).
Researches one B2B SaaS competitor across 13 dimensions (company, product, ICP, pricing, reviews, content, launches, search and AI visibility, tech stack, hiring, go-to-market, social, paid ads) and writes a sourced dossier with an executive summary, a threat level, strengths and weaknesses, and a data gaps section. Run it once per competitor, then compare. Triggers: "competitor analysis", "competitor research on", "what is [competitor] doing", "compare us to", "competitive landscape", "battlecard prep". Run after /company-context and /icp-research. Not for researching your own company (use /company-context).
Draws out a founder's or expert's point of view: what they believe about their market that others don't, the hot takes they'd defend, the stories behind them, and their taste. Generates interview questions, works from answers, a live call or existing content, and ends with ranked One Big Idea candidates for thought leadership and positioning. Triggers: "expert POV", "founder POV", "one big idea", "OBI", "contrarian beliefs", "what makes our founder different", "thought leadership foundation", "founder interview questions". Feeds /positioning and /tov-guidelines. Not for writing posts or articles, and not for brand voice rules (use /tov-guidelines).
Works out a company's go-to-market motion (product-led, sales-led or hybrid) from its website and pricing, then maps the funnel stage by stage: a definition, strategy, leading inputs the team controls, lagging outputs with targets, cadence and owner for each stage, MQL, SQL and PQL criteria, post-sale stages, closed-lost re-entry paths and backward funnel maths from a revenue target. Triggers: "funnel strategy", "funnel stages", "pipeline stages", "PLG vs SLG", "lead qualification criteria", "map our sales process", "how do leads flow". Feeds /goals. Not for setting the target itself (use /goals).
Turns a target someone has already committed to (a board plan, an annual plan, a contract) into a plan the team can measure: KPIs in three tiers with a guardrail for each, a baseline from real data, monthly pacing with lag and seasonality, and two or three channels chosen from how your ICP actually searches and buys. Writes context/goals/MMYY-scope.md and context/goals/measurement.md. It never invents the target. Triggers: "set our goals", "what are our KPIs", "revenue target and pacing", "which channels and what targets", "write the scope file", "are we on track". Run after /funnel-strategy. Not for designing funnel stages (use /funnel-strategy).
Builds an ideal customer profile from evidence: case studies, testimonials, customer logos, solutions pages, reviews and any sales notes you have. Produces market sizing layers, firmographic segments, a champion and an economic buyer persona, a negative ICP, intent signals, customer proof points and a voice-of-customer section in the buyers' own words, every claim sourced. Triggers: "ICP research", "ideal customer profile", "who are our customers", "customer segments", "buyer personas", "who should we target". Run after /company-context. Not for competitor analysis (use /competitor-research) or call transcript patterns (use /win-loss).
Builds a product messaging library from your positioning, your website and customer evidence: a description, the status quo and alternatives, pain points with their knock-on consequences, capabilities, functional, emotional and social benefits, branded features, the cost of doing nothing, common objections with responses, and core messaging blocks (tagline, elevator pitch, value props, proof, per-audience lines). Every claim sourced. Triggers: "product messaging", "messaging library", "messaging framework", "value props", "capabilities and benefits", "what are our differentiators in words". Run after /positioning. Not for choosing the position itself (use /positioning).
Develops B2B SaaS positioning from your ICP, competitor and win-loss evidence. Maps what buyers compare you to, chooses between leading with a category or a problem, picks a primary and secondary anchor and up to three defensible differentiators, lays out 2 to 4 worked positioning options with a comparison canvas so you can decide, then locks the chosen one and tests it (clarity ladder, guarantee test). Triggers: "positioning", "how do we position", "what category are we in", "how do we differentiate from", "our homepage is confusing", "positioning options". Run before /messaging. Not for taglines or a messaging library (use /messaging).
Extracts a company's tone of voice from its own content and turns it into rules a writer or an AI can follow. Phase 1 analyses 15 to 20 pages for sentence, paragraph, word and structure patterns with frequency counts; after the user reviews it, Phase 2 writes the guidelines: tone attributes with before and after examples, a We are / We are not table, tone by context, vocabulary to use and avoid, and open questions. Triggers: "tone of voice", "brand voice", "voice guidelines", "writing style guide", "extract voice from our website", "TOV". Not for visual identity (use /brand-kit) or messaging (use /messaging).
Analyses sales call transcripts (and churn or renewal calls) to find why deals are won, lost, kept or churned. Reads each call across six dimensions (product, messaging, sales process, pricing, competition, customer context), pulls verbatim quotes with the speaker named, counts how often each pattern appears, and writes findings with recommendations. Works with any recorder export or pasted text. Triggers: "win/loss analysis", "why do we lose", "why do we win", "analyse these sales calls", "lost deals", "churn analysis", "objection patterns". Feeds /positioning and /messaging. Not for general meeting summaries or competitor research (use /competitor-research).
Designs A/B tests that give results you can trust. Writes the hypothesis in a fixed form, scores the backlog by impact, confidence and ease, works out the sample size each variant needs, commits to the duration and the success metric before launch, and keeps each variant to one change. Use when someone says "A/B test", "split test", "test this headline", "experiment design", "sample size", "how long should we run this test" or "is this result significant".
Checks a page's head tags by reading its HTML or code, page title, meta description, canonical URL, robots, Open Graph and Twitter cards, favicons and JSON-LD, then lists what's broken in priority order with the smallest fix for each. Use when someone says "check our meta tags", "fix OG tags", "social share preview is broken", "canonical URL", "JSON-LD", "metadata audit" or "lint my page metadata", or before shipping a new page.
Plans a website's page hierarchy, navigation, URL patterns and internal linking before anything gets designed or written. Uses plain rules (every important page within 3 clicks, 4 to 7 main nav items, no orphan pages, pillar and cluster content) and produces a hierarchy diagram, a URL map and an internal linking plan a developer can build from. Use when someone says "site architecture", "sitemap plan", "URL structure", "navigation plan", "internal linking", "hub and spoke" or "how should we organise our site".
Writes website copy for one page or a whole site in three passes. First a rough draft from the messaging, then a tight edit for length and clarity, then a voice pass in the brand's tone. Keeps headlines under 100 characters and subheads under 150, traces every claim back to the messaging, and invents no numbers. Use when someone says "write the homepage", "website copy", "landing page copy", "rewrite our site", "copy for these pages" or "full-site copy refresh".
Scores a B2B SaaS website out of 100 for product marketing quality. Checks whether a visitor can tell what the product is, who it's for, what problem it solves, why it beats the alternatives and what to do next, with a verbatim quote from the page behind every score. Ends with prioritised fixes and before/after rewrites of the hero. Use when someone says "score this website", "website audit", "PM audit", "rate this site", "what's wrong with our homepage", "website teardown" or "review [URL]".
Turns positioning and messaging into a page wireframe: the sections in order, what each one has to prove, where the copy goes, where the CTAs sit and how it stacks on mobile. Outputs a section-by-section spec plus a simple HTML or React mock a designer or developer can build from. Use when someone says "wireframe", "page layout", "landing page structure", "homepage sections", "LP structure", "block sequence" or "build a landing page".
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