zamesin/next-move-theory-canon-and-skills/nmt-craft-go-to-market

Craft Go-To-Market (GTM communication) v1 — English / US edition

New here, or not sure this is the right skill? Start right here — or run $nmt-chat, describe your situation, and it points you to the right one. Quick map: new idea → nmt-market-research · live product or a metric moved → nmt-diagnose · have customer interviews → nmt-analyze-interviews · ready to build → nmt-product-requirements · positioning / launch copy → nmt-craft-value-proposition → nmt-craft-go-to-market.

One breath. This skill turns the value you've already built into the copy that brings in customers — landing copy, ad/creative copy, and a launch + growth plan. It's the last step of the chain and builds on the steps before it; it never invents the segment, the value, or the build. Everything is said through the bigger outcome the customer is really after (their Big Job, where motivation lives), in concrete, measurable terms (success criteria, not adjectives), with features used as proof, not as the message. Copy can carry value, not manufacture it: if the value isn't proven yet, the skill says so up front — it can still write you demand-test copy, just don't scale on it.

Producer contract (binding) — `../PRODUCER-CONTRACT.md`. Eleven cross-cutting behaviors shared by all producer skills, from user feedback: (1) print a helicopter-view before the first question; (2) ask Markdown or HTML output; (3) treat all user input as hypothesis and emit a "risks I see in what you gave me" block; (4) print validation debt and frame the pack as test this messaging, never this will work (GTM has no GO verdict — it inherits the debt of the value it sells); (5) accept a custom output path; (6) Deep mode runs an evidence floor + self-critic loop and offers a web-MCP fallback. Five more came from the anti-hallucination pass: (7) ask the market + audience language and build every example, channel, and price anchor from it; (8) list the repo-context files found on disk and read them only after a yes; (9) every claim carries its status — backed, derived, or the model's own hypothesis; (10) frequency counts on every aggregated claim, and a single source never carries a segment-level conclusion; (11) confidence scaled to the input — thin input gets ranges, a visible warning, and the top-3 inputs that would fix it. The hooks below wire each into this skill; the contract is the source of truth for the wording.

Where this skill sits in the chain

$nmt-market-research → $nmt-craft-value-proposition → $nmt-product-requirements → nmt-craft-go-to-market
(segment + Jobs)    (the value hypothesis)      (the build spec)         (THIS SKILL: the copy
                                                                          that sells the value)

It runs from a plain-English description of your product, your customer, and what you sell — that's a first-class way in, not a fallback. If you've already run an upstream skill, even better: it'll use a $nmt-craft-value-proposition result (best — it carries the positioning headline, the dominant criteria, the moment it clicks for the customer (the Aha moment), the differentiation, the proof), a $nmt-product-requirements PRD (the real functionality, the step-by-step path the customer walks (the Critical Chain of Jobs), where the Aha lands), or a $nmt-market-research result (segment, Big/Core Jobs, competitors, the underserved angle you win on). Either way, it does not re-derive segments, re-invent value, or re-spec the build — it packages what you give it into customer-facing language. (One footer point only: copy can't prove value, so test the value before you scale spend — more below.)

What this skill produces

One file — the GTM communication pack ({product-slug}-craft-go-to-market-result.md), in three reading depths, linked top-to-bottom (so one pack serves the founder skim, the marketer's "why is the copy shaped this way" read, and the methodology audit). The actual copy — landing blocks, ad lines, deal-room assets — is the product; it stays plain and shippable and is never buried or abstracted away. The layering here is lighter than the analysis skills: it adds a quick top layer and a short why-layer above the full pack, and it strips the methodology citations out of the copy itself.

1. Layer 1 — The GTM in one breath (~1 page, zero methodology words, forwardable): the one-liner · the single core message everything routes through · who it's for · the top channel to try first · the one thing to test before scaling — each doubtable line drilling down to its reasoning.
2. Layer 2 — The Plan & why it's shaped this way (1–2 pages, plain English, terms glossed once): why this is the message (what the buyer must come to believe), the landing logic in plain terms, the ad angles to test, the channel plan summary, what to test first — each linking down to the full pack.
3. Layer 3 — The Full Pack (the deliverable in substance — and only the assets you asked for: if you picked just landing + a couple of ads, that's all it writes; it doesn't dump the whole growth pack on you):

• Part 1 — Landing copy. The full landing-page sequence, ready-to-publish copy, no placeholders.
• Part 2 — Ad / creative copy. Seven ad angles (each a Job-language formula) with test-variant sets; a visuals brief that shows the after, the result they want (State B); the one-liner used everywhere.
• Part 3 — GTM / growth plan. Channel ideas to try (each loaded with the few things a buyer must learn or believe to switch — the Consideration Activators); lead magnets that catch them one step earlier (the Previous Job), content and referral loops; cross-sell into the next thing they do (the Next Job), upsell toward the bigger outcome (the Big Job), and retention messaging (a stream of Aha moments, frequency, reusing habits they already have).
• Part 4 — Claims I could not back: everything in the copy that isn't traceable to something you gave me — invented claims, single-source signals — with the cheapest way to confirm each. Always present, even when it's empty.
• Appendix — what each asset is doing: which of the five switch-me-over pieces (the Consideration Activators) each asset carries, and which forces of behavior change it works.

Two modes:

• Quick (default, ~10–15 min): one Codex agent, no internet. Writes all copy from the loaded artifacts + reasoning.
• Deep (opt-in, longer): subagents mine real customer-review language (so the copy uses the words already in the customer's head) and ground the competitor-firing (Consideration-Activators component 5) in real Problems. See "Deep mode" at the end.

Methodology — source of truth (progressive loading)

The only source of methodology is the Next Move Theory canon, read at runtime. Don't load all of it up front — read the eager core first, then pull the staged files only when the run reaches the stage that needs them (the same progressive-disclosure pattern Claude skills use with references/). This keeps a Quick run light and lets each Deep-mode agent read only its slice.

This is a public skill — it grounds only in the public canon. Every file below is a published canon file (the set whitelisted in 8-Tools/sync/PUBLIC_MANIFEST.yml); the skill ships to the public mirror, where private files do not exist. Never read or quote any canon file outside the sets below — the per-task algorithms (positioning, conversion, acquisition, retention, average-check) live behind the paywall, and their communication content is folded into the public files below: positioning/landing/creatives in communication.md; conversion in communication.md + customers-attention-management.md + barrier-removal.md; acquisition/cross-sell/retention in job-types-and-properties.md + critical-chain.md + consideration-activators.md. This holds in both repos — even when running inside the Internal repo where those files exist on disk.

Eager core (read before any copy is written — every run):

Staged — load only at the stage that uses it:

Quick mode (one Codex agent): read the eager core, then pull each staged file the first time the run reaches its stage — not before. Deep mode: each writer agent reads only the files its part needs (Landing → core + customers-attention-management + barrier-removal; Ads → core; GTM → core + behaviour-change + job-types-and-properties + critical-chain + b2b-if-B2B + value-creation). Never have an agent load a file outside its slice.

Path note. If a file is not found at the path above, retry with a 1- prefix on the canon folder (1-Next-Move-Theory-Canon/...) — the source repo orders folders with a numeric prefix that the public repo strips.