Ideal Customer Profile
borghei/Claude-Skills
Define a sharp Ideal Customer Profile (ICP) — firmographics, behavioral signals, JTBD, and buyer persona.
Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives.
Install Value Proposition
$ npx skills add phuryn/pm-skills --skill value-proposition -a claude-codeProject install by default; add -g for ~/.claude/skills/.
$ gh skill install phuryn/pm-skills value-proposition --agent claude-codeProject scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).
$ git clone --depth 1 https://github.com/phuryn/pm-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/pm-product-strategy/skills/value-proposition .claude/skills/value-proposition && rm -rf skills-srcUse ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.
Claude Code skills documentation · loads skills from .claude/skills/
Install the "value-proposition" agent skill from https://github.com/phuryn/pm-skills/tree/main/pm-product-strategy/skills/value-proposition into .claude/skills/value-proposition/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "value-proposition", then confirm the skill loads.Claude Code copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$skill-installer install https://github.com/phuryn/pm-skills/tree/main/pm-product-strategy/skills/value-propositionType this inside Codex. $skill-installer <name> installs a curated skill from openai/skills. The installer writes to $CODEX_HOME/skills (default ~/.codex/skills). Restart Codex if the skill does not show up.
$ npx skills add phuryn/pm-skills --skill value-proposition -a codexProject install goes to .agents/skills/; add -g for ~/.codex/skills/.
$ gh skill install phuryn/pm-skills value-proposition --agent codexProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/phuryn/pm-skills.git skills-src && mkdir -p .agents/skills && cp -r skills-src/pm-product-strategy/skills/value-proposition .agents/skills/value-proposition && rm -rf skills-srcUse ~/.agents/skills/ instead of .agents/skills for a personal install.
Codex skills documentation · loads skills from .agents/skills/
Install the "value-proposition" agent skill from https://github.com/phuryn/pm-skills/tree/main/pm-product-strategy/skills/value-proposition into .agents/skills/value-proposition/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "value-proposition", then confirm the skill loads.Codex copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ npx skills add phuryn/pm-skills --skill value-proposition -a cursorProject install goes to .agents/skills/; add -g for ~/.cursor/skills/.
$ gh skill install phuryn/pm-skills value-proposition --agent cursorProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/phuryn/pm-skills.git skills-src && mkdir -p .cursor/skills && cp -r skills-src/pm-product-strategy/skills/value-proposition .cursor/skills/value-proposition && rm -rf skills-srcUse ~/.cursor/skills/ instead of .cursor/skills for a personal install.
Cursor skills documentation · loads skills from .cursor/skills/, .agents/skills/, .claude/skills/, .codex/skills/
Install the "value-proposition" agent skill from https://github.com/phuryn/pm-skills/tree/main/pm-product-strategy/skills/value-proposition into .cursor/skills/value-proposition/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "value-proposition", then confirm the skill loads.Cursor copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ gemini skills install https://github.com/phuryn/pm-skills.git --path pm-product-strategy/skills/value-proposition--scope user (default) or --scope workspace; --path is the subfolder of the repo that holds the skill; --consent skips the security confirmation prompt.
$ npx skills add phuryn/pm-skills --skill value-proposition -a gemini-cliProject install goes to .agents/skills/; add -g for ~/.gemini/skills/.
$ gh skill install phuryn/pm-skills value-proposition --agent gemini-cliProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/phuryn/pm-skills.git skills-src && mkdir -p .gemini/skills && cp -r skills-src/pm-product-strategy/skills/value-proposition .gemini/skills/value-proposition && rm -rf skills-srcUse ~/.gemini/skills/ instead of .gemini/skills for a personal install, then run /skills reload.
Gemini CLI skills documentation · loads skills from .gemini/skills/, .agents/skills/
Install the "value-proposition" agent skill from https://github.com/phuryn/pm-skills/tree/main/pm-product-strategy/skills/value-proposition into .gemini/skills/value-proposition/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "value-proposition", then confirm the skill loads.Gemini CLI copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ gh skill install phuryn/pm-skills value-propositionInstalls for Copilot at project scope by default; add --scope user for a personal install. Preview a skill first with gh skill preview. Needs GitHub CLI 2.90.0 or later (public preview).
$ npx skills add phuryn/pm-skills --skill value-proposition -a github-copilotProject install goes to .agents/skills/; add -g for ~/.copilot/skills/.
$ git clone --depth 1 https://github.com/phuryn/pm-skills.git skills-src && mkdir -p .github/skills && cp -r skills-src/pm-product-strategy/skills/value-proposition .github/skills/value-proposition && rm -rf skills-srcUse ~/.copilot/skills/ instead of .github/skills for a personal install. Commit .github/skills so cloud agent and code review can use it.
GitHub Copilot skills documentation · loads skills from .github/skills/, .claude/skills/, .agents/skills/
Install the "value-proposition" agent skill from https://github.com/phuryn/pm-skills/tree/main/pm-product-strategy/skills/value-proposition into .github/skills/value-proposition/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "value-proposition", then confirm the skill loads.GitHub Copilot copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ npx skills add phuryn/pm-skills --skill value-proposition -a opencodeOpenCode documents no install command of its own. Project install goes to .agents/skills/; add -g for ~/.config/opencode/skills/.
$ gh skill install phuryn/pm-skills value-proposition --agent opencodeProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/phuryn/pm-skills.git skills-src && mkdir -p .opencode/skills && cp -r skills-src/pm-product-strategy/skills/value-proposition .opencode/skills/value-proposition && rm -rf skills-srcUse ~/.config/opencode/skills/ instead of .opencode/skills for a personal install.
OpenCode skills documentation · loads skills from .opencode/skills/, .claude/skills/, .agents/skills/
Install the "value-proposition" agent skill from https://github.com/phuryn/pm-skills/tree/main/pm-product-strategy/skills/value-proposition into .opencode/skills/value-proposition/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "value-proposition", then confirm the skill loads.OpenCode copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
Facts
- Skill name
value-proposition- GitHub stars
- 27k
- Token cost
- ~1.5k tokens
- SKILL.md length
- 696 words
- Files
- 1
- Skills in repo
- 62
- Repo updated
- First seen
- Licence
- MIT
At a glance
Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives.
- Works in 8 steps: Identify and profile the target customer… → Define the core problem and JTBD → Describe the current state and friction… → …
- Creating a value proposition
- SKILL.md covers Metadata, Instructions, Input Requirements and Value Proposition Template, plus 3 more sections
- Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md
What it does
Value Proposition is an agent skill from phuryn/pm-skills. Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives. Use when creating a value proposition, analyzing customer value delivery, or articulating why customers should choose your product.
Its SKILL.md is about 1.5k tokens, which your agent loads only when the skill is triggered. It is a single SKILL.md file with no bundled scripts.
It sits in Marketing & SEO, covering Positioning and messaging and User stories. The repository describes itself as: PM Skills Marketplace: 100+ agentic skills, commands, and plugins — from discovery to strategy, execution, launch, and growth. The licence is MIT.
When your agent uses it
- Creating a value proposition
- Analyzing customer value delivery
- Articulating why customers should choose your product
Example prompts
- “/value-proposition”
Workflow steps
8 steps, taken from the first numbered list in SKILL.md.
- Identify and profile the target customer segment
- Define the core problem and JTBD
- Describe the current state and friction points
- Articulate how the product solves the problem
- Envision the improved outcome
- Compare against competitive alternatives
- Create a concise value prop statement (1-2 sentences)
- Develop a positioning statement for marketing use
What it can do on your machine
Read from SKILL.md and the folder at commit 8607e3b. It shows what the files ask for, not the result of running them.
Tool permissions
Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.
From allowed-tools in the SKILL.md frontmatter.
Runs code
No scripts in the folder and no shell commands in SKILL.md.
From the folder's file list and the shell code blocks in SKILL.md.
Network
Links to these hosts (documentation or services it may open):
productcompass.pmdocs.google.com
From URLs in SKILL.md, links to its own repository left out.
Credentials
Names no API keys, tokens, secrets or passwords.
From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.
Context cost
Value Proposition loads about 1.5k tokens when it runs. Until then it costs about 68 tokens; SKILL.md has 696 words of instructions outside code blocks.
Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.
Safety
Auto-check passed
The automated check found no risky patterns in SKILL.md.
Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.
SKILL.md
The full file from phuryn/pm-skills at commit 8607e3b, republished under its MIT licence (© phuryn). 696 words, ~1,457 tokens.
Download SKILL.mdSave it as
.claude/skills/value-proposition/SKILL.md (or your agent's skills folder).- name
- value-proposition
- description
- Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives. Use when creating a value proposition, analyzing customer value delivery, or articulating why customers should choose your product.
Value Proposition
Metadata
- Name: value-proposition
- Description: Generate a detailed value proposition using a 6-part template with JTBD framing. Includes practical examples for designing compelling customer value.
- Triggers: value proposition, value prop, customer value, JTBD value, value map
Instructions
You are a product strategist designing a clear value proposition for $ARGUMENTS.
Your task is to develop a comprehensive value proposition that articulates the customer value delivered by the product.
Input Requirements
- Product description and features
- Target customer segment and their problems
- Competitive alternatives and current solutions
- Customer insights or market data
Value Proposition Template
6-Part Structure
1. Who
- Who is this value proposition for?
- What customer segment are we addressing?
- What are their characteristics and constraints?
2. Why (Problem)
- What is the customer's core problem or need?
- What's the Job to Be Done (JTBD)?
- What desired outcomes are they trying to achieve?
3. What Before
- What is the customer's current situation?
- What are they using today to solve this problem?
- What friction or pain exists in the current approach?
4. How (Solution)
- How does the product solve the problem?
- What specific features or capabilities deliver value?
- Why is this solution better than alternatives?
5. What After
- What is the improved outcome or future state?
- How does the customer's life/work change?
- What becomes possible that wasn't before?
6. Alternatives
- What other solutions could customers use?
- Why would they choose us instead?
- What's the switching cost or friction from alternatives?
Example: Canva
- Who: Non-designers who need to create marketing graphics
- Why: They need professional-looking designs but can't hire designers or use complex tools
- What Before: Using PowerPoint, Photoshop (too complex), or hiring expensive designers
- How: Drag-and-drop templates, built-in design elements, AI design assistance, intuitive interface
- What After: Create professional designs in minutes, launch campaigns faster, save design costs
- Alternatives: Photoshop (complex), Fiverr (slow, expensive), Canva competitors (fewer templates, harder UX)
Output Process
- Identify and profile the target customer segment
- Define the core problem and JTBD
- Describe the current state and friction points
- Articulate how the product solves the problem
- Envision the improved outcome
- Compare against competitive alternatives
- Create a concise value prop statement (1-2 sentences)
- Develop a positioning statement for marketing use
Show full SKILL.md (329 more words)Show less
Domain Context
This template vs Strategyzer's Value Proposition Canvas: Strategyzer's canvas (by Alexander Osterwalder) is widely used but has structural limitations. This 6-part JTBD template (by Paweł Huryn and Aatir Abdul Rauf) addresses them:
- Customer first: This template starts with the customer (Who/Why) and works toward the solution. Strategyzer's canvas places the product on the left, which often leads teams to start with their solution rather than the customer's problem.
- One segment at a time: This template is designed for one segment per pass. Strategyzer's canvas encourages mapping multiple products/services simultaneously, which dilutes focus.
- Explicit alternatives: Section 6 (Alternatives) forces you to name what customers would use without you and articulate why you're better. Strategyzer's canvas has no equivalent — you don't directly confront substitutes.
- Simpler structure: "What before → How → What after" is easier to fill out than separating Customer Jobs, Pains, and Gains on one side and Pain Relievers, Gain Creators, and Products on the other. The separation often creates confusion about where things go.
- Actionable output: The final Value Proposition Statement is ready for marketing, sales, and onboarding. Strategyzer's canvas doesn't produce a reusable statement.
Use Strategyzer's Value Proposition Canvas when you need a detailed pains/gains decomposition for a mature product with complex customer needs. Use this 6-part template for clarity, speed, and actionable output.
Notes
- Jobs to Be Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics
- Value propositions are segment-specific; you may have different value props for different customer groups
- The stronger your value prop, the easier marketing, sales, and product decisions become
- Test value props with real customers before finalizing
- Use a Value Curve (Blue Ocean Strategy) to visually compare your offering against competitors across key factors
Templates
Further Reading
© phuryn, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file
Files
Just SKILL.md in pm-product-strategy/skills/value-proposition of phuryn/pm-skills.
Open the folder on GitHubat commit 8607e3b
Compare with similar skills
Value Proposition next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.
| Skill | Stars | Used in | Tokens | Auto-check | Licence | Repo updated |
|---|---|---|---|---|---|---|
| Value Proposition this skillphuryn/pm-skills | 27k | — | ~1.5k | Automated safety check: Pass | MIT | |
| Ideal Customer Profileborghei/Claude-Skills | 874 | — | ~2.1k | Automated safety check: Pass | MIT | |
| Obviously Awesomewondelai/skills | 2.4k | — | ~4.6k | Automated safety check: Pass | MIT | |
| Audience Belief Mapperaaron-he-zhu/aaron-marketing-skills | 2.9k | — | ~3.2k | Automated safety check: Pass | Apache-2.0 | |
| Product Marketing Context Globalminhnv0807/ai-business-skills | 608 | — | ~2.1k | Automated safety check: Pass | MIT | |
| Building ProductGTM-Strategist/gtm-strategist-skills | 261 | — | ~5.8k | Automated safety check: Pass | MIT |
Similar skills
Obviously Awesome
wondelai/skills
Define product positioning by mapping competitive alternatives, unique attributes, and best-fit customers to the right market category.
Audience Belief Mapper
aaron-he-zhu/aaron-marketing-skills
A skill your agent uses when the user asks to "map what our buyers believe", "capture the objections we keep hearing", or "find the switching forces that move the beachhead"; produces a belief map…
Product Marketing Context Global
minhnv0807/ai-business-skills
A skill your agent uses when starting work on a new product, client, or market — this skill creates the file .agents/product-marketing-context-global.md that 60+ other global skills read before they…
Building Product
GTM-Strategist/gtm-strategist-skills
A skill your agent uses when the user needs to define their MVP, create a product roadmap, plan metrics and tracking, refine their value proposition with JTBD, or run usability tests.
Customer Research
Nexus-JPF/note-companion
When the user wants to conduct, analyze, or synthesize customer research.
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Related
Questions about Value Proposition
What does Value Proposition do?
Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives. Value Proposition is an agent skill from phuryn/pm-skills. Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives.
When should I use Value Proposition?
Value Proposition fits situations like: creating a value proposition; analyzing customer value delivery; articulating why customers should choose your product.
How do I install Value Proposition in Claude Code?
Run `npx skills add phuryn/pm-skills --skill value-proposition -a claude-code`. Or copy the skill folder (pm-product-strategy/skills/value-proposition in phuryn/pm-skills) into .claude/skills/value-proposition in your project. Claude Code loads it when a task matches its description.
How do I install Value Proposition in Codex?
Run `npx skills add phuryn/pm-skills --skill value-proposition -a codex`. Or copy the skill folder (pm-product-strategy/skills/value-proposition in phuryn/pm-skills) into .agents/skills/value-proposition in your project. Codex loads it when a task matches its description.
Can I use Value Proposition in Cursor, Gemini CLI or GitHub Copilot?
Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add phuryn/pm-skills --skill value-proposition -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/value-proposition, .gemini/skills/value-proposition, .github/skills/value-proposition and .opencode/skills/value-proposition in your project.
What does Value Proposition need to run?
SKILL.md names no scripts, command-line tools or credentials: Value Proposition is instructions for the agent only.
Does Value Proposition access the network?
SKILL.md names 2 domains. As links in the text: productcompass.pm and docs.google.com. This is read from the text; nothing was executed.
Is Value Proposition safe to install?
Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.
What licence does Value Proposition use?
Value Proposition is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.
How many tokens does Value Proposition use?
About 1.5k tokens (SKILL.md is roughly 5.8k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full.
What are the alternatives to Value Proposition?
Skills that share tags, products or a category with Value Proposition: Ideal Customer Profile (borghei/Claude-Skills, 874 stars), Obviously Awesome (wondelai/skills, 2.4k stars), Audience Belief Mapper (aaron-he-zhu/aaron-marketing-skills, 2.9k stars) and Product Marketing Context Global (minhnv0807/ai-business-skills, 608 stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.
Who maintains Value Proposition?
phuryn (a GitHub user) maintains it in phuryn/pm-skills, which has 26,809 GitHub stars. The repository holds 62 skills in this directory. The repository was last updated on September 14, 2026.
Source: phuryn/pm-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.