Strategy & Positioning

Brand Product Context

Use when starting work on a brand or product with the AAJ skills, or when any skill needs context about the business that isn't available yet. Also use when the user mentions onboarding, "set up my brand," brand brief, company context, who we are, our ICP, our positioning, brand voice, or "tell the agent about my business." Produces a structured .agents/product-marketing.md brief — company, product, ICP, positioning, value, voice, goals, funnel, and competitors — that every other AAJ skill reads first.

Campaign Orchestrator

Use when the user has a marketing goal or problem but doesn't know which skill to reach for — "our funnel is broken", "we're launching next month", "growth has stalled", "where do I even start". Also use when the user asks for a campaign plan, a marketing plan, a GTM plan, or help sequencing work across several areas. Diagnoses which of the named Plays applies, then runs it through Diagnose → Design → Execute, calling the right skills in order and refusing to skip ahead.

Marketing Psychology

Use when the user wants to apply behavioral science or persuasion principles to marketing — pricing pages, landing pages, onboarding, emails, offers, or CTAs. Also use when the user mentions psychology, cognitive bias, behavioral economics, persuasion, social proof, anchoring, loss aversion, scarcity, friction, or "why aren't people converting". Diagnoses which decision friction is actually blocking the buyer, then selects the principles that address it — with an explicit line between persuasion and manipulation.

Messaging Framework

Use when the user wants to build a messaging framework or message hierarchy — the organized set of what to say, to whom, and in what order. Also use when the user mentions messaging, message hierarchy, messaging pillars, core message, talking points, message map, value pillars, or "what should our messaging be." Produces a messaging framework — one core message, 3–4 pillars with proof, audience variants, and what to keep off-message.

Positioning Statement

Use when the user wants to write, sharpen, or pressure-test a positioning statement, value proposition, or core messaging for a product or company. Also use when the user mentions positioning, messaging, value prop, "what do we do / who is it for", category, differentiation, or competitive alternative. Produces a defensible positioning statement, supporting proof points, and a one-line value proposition, with variants by audience lens.

Pricing And Packaging

Use when the user wants to design or sanity-check pricing and packaging — the tiers, what's in each, and the price points. Also use when the user mentions pricing, packaging, tiers, plans, price points, good-better-best, pricing model, value metric, ARPU, or "how should we price this." Produces a packaging structure (tiers and what's in each), price points with rationale, and a modeled blended ARPU and revenue mix.

Value Proposition

Use when the user wants to write or sharpen a value proposition — the core promise of a product for a specific audience. Also use when the user mentions value prop, core promise, "what do we say we do", main message, hero message, tagline, or "why should anyone buy this." Produces a one-line value proposition plus supporting proof points, with variants by audience.