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Use when building sales battlecards, when finding positioning gaps and messaging angles competitors haven't claimed, or when a competitor makes a move and you need to assess the impact.","anthropics\u002Fknowledge-work-plugins","anthropics","https:\u002F\u002Favatars.githubusercontent.com\u002Fu\u002F76263028?v=4","01M697XGDPXJAVQ8391V2BCYTE","Anthropic","01M7188MPC48111TN566QNQE3X",35463,"Apache-2.0","https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fmarketing\u002Fskills\u002Fcompetitive-brief\u002FSKILL.md",[18],{"categoryNo":19,"categoryName":20,"taxonomyType":21,"taxonomyTypeDesc":22},"01JBSEEDCAT000000000000021","资料检索与研究","SCENARIO","使用场景",[24,25,26,27,28,29,30,31,32,33,34,35,36,37,38,39,40,41,42,43],"competitive","competitive brief","brief","Market","gaps","sales","comparison","use","assess","competitor","segment","competitors","generate","battlecards","you","when","positioning","impact","move","messaging","2026-11-10 10:12:30",false,"---\nname: competitive-brief\ndescription: Research competitors and generate a positioning and messaging comparison with content gaps, opportunities, and threats. Use when building sales battlecards, when finding positioning gaps and messaging angles competitors haven't claimed, or when a competitor makes a move and you need to assess the impact.\nargument-hint: \"\u003Ccompetitor or market segment>\"\n---\n\n# Competitive Brief\n\n> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](..\u002F..\u002FCONNECTORS.md).\n\nResearch competitors and generate a structured competitive analysis comparing positioning, messaging, content strategy, and market presence.\n\n## Trigger\n\nUser runs `\u002Fcompetitive-brief` or asks for a competitive analysis, competitor research, or market comparison.\n\n## Inputs\n\nGather the following from the user:\n\n1. **Competitor name(s)** — one or more competitors to analyze (required)\n\n2. **Your company\u002Fproduct context** (optional but recommended):\n   - What you sell and to whom\n   - Your positioning or value proposition\n   - Key differentiators you want to highlight\n\n3. **Focus areas** (optional — if not specified, cover all):\n   - Messaging and positioning\n   - Product and feature comparison\n   - Content and thought leadership strategy\n   - Recent announcements and news\n   - Pricing and packaging (if publicly available)\n   - Market presence and audience\n\n## Research Process\n\nFor each competitor, research using web search:\n\n1. **Company website** — homepage messaging, product pages, about page, pricing page\n2. **Recent news** — press releases, funding announcements, product launches, partnerships (last 6 months)\n3. **Content strategy** — blog topics, resource types, social media presence, webinars, podcasts\n4. **Review sites and comparisons** — third-party comparisons, analyst mentions, customer review themes\n5. **Job postings** — hiring signals that indicate strategic direction (optional)\n\n### Research Sources\n\nGather intelligence from these categories of sources:\n\n#### Primary Sources (Direct from Competitor)\n- **Website**: homepage, product pages, pricing, about page, careers\n- **Blog and resource center**: content themes, publishing frequency, depth\n- **Social media profiles**: messaging, engagement, content strategy\n- **Product demos and free trials**: UX, features, onboarding experience\n- **Webinars and events**: topics, speakers, audience engagement\n- **Press releases and newsroom**: announcements, partnerships, milestones\n- **Job postings**: hiring signals that reveal strategic priorities (e.g., hiring for a new product line or market)\n\n#### Secondary Sources (Third-Party)\n- **Review sites**: G2, Capterra, TrustRadius, Product Hunt — customer sentiment themes\n- **Analyst reports**: Gartner, Forrester, IDC — market positioning and category placement\n- **News coverage**: TechCrunch, industry publications — funding, partnerships, narrative\n- **Social listening**: mentions, sentiment, share of voice across social platforms\n- **SEO tools**: keyword rankings, organic traffic estimates, content gaps\n- **Financial filings**: revenue, growth rate, investment areas (for public companies)\n- **Community forums**: community forums (e.g. Reddit, Discourse), industry chat groups (e.g. Slack communities) — user sentiment\n\n### Research Cadence\n- **Deep competitive analysis**: quarterly (full research across all sources)\n- **Competitive monitoring**: monthly (scan for new announcements, content, messaging changes)\n- **Real-time alerts**: ongoing (set up alerts for competitor brand mentions, press, job postings)\n\n## Competitive Brief Structure\n\n### 1. Executive Summary\n- 2-3 sentence overview of the competitive landscape\n- Key takeaway: your biggest opportunity and biggest threat\n\n### 2. Competitor Profiles\n\nFor each competitor:\n\n#### Company Overview\n- What they do (one-sentence positioning)\n- Target audience\n- Company size\u002Fstage indicators (funding, employee count if available)\n- Key recent developments\n\n#### Messaging Analysis\n- Primary tagline or headline\n- Core value proposition\n- Key messaging themes (3-5)\n- Tone and voice characterization\n- How they describe the problem they solve\n\n#### Product\u002FSolution Positioning\n- How they categorize their product\n- Key features they emphasize\n- Claimed differentiators\n- Pricing approach (if publicly available)\n\n#### Content Strategy\n- Blog frequency and topics\n- Content types produced (ebooks, webinars, case studies, tools)\n- Social media presence and engagement approach\n- Thought leadership themes\n- SEO strategy observations (what terms they appear to target)\n\n#### Strengths\n- What they do well\n- Where their messaging resonates\n- Competitive advantages\n\n#### Weaknesses\n- Gaps in their messaging or positioning\n- Areas where they are vulnerable\n- Customer complaints or criticism themes (from reviews)\n\n### 3. Messaging Comparison Matrix\n\n| Dimension | Your Company | Competitor A | Competitor B |\n|-----------|-------------|--------------|--------------|\n| Primary tagline | ... | ... | ... |\n| Target buyer | ... | ... | ... |\n| Key differentiator | ... | ... | ... |\n| Tone\u002Fvoice | ... | ... | ... |\n| Core value prop | ... | ... | ... |\n\n(Include user's company only if they provided their positioning context)\n\n### 4. Content Gap Analysis\n- Topics your competitors cover that you do not (or vice versa)\n- Content formats they use that you could adopt\n- Keywords or themes they own vs. opportunities they have missed\n\n### 5. Opportunities\n- Positioning gaps you can exploit\n- Messaging angles your competitors have not claimed\n- Audience segments they are underserving\n- Content or channel opportunities\n\n### 6. Threats\n- Areas where competitors are strong and you are vulnerable\n- Trends that favor their positioning\n- Recent moves that could shift the market\n\n### 7. Recommended Actions\n- 3-5 specific, actionable recommendations based on the analysis\n- Quick wins (things you can act on this week)\n- Strategic moves (longer-term positioning or content investments)\n\n## Analysis Frameworks\n\n### Messaging Comparison Frameworks\n\n#### Value Proposition Comparison\n\nFor each competitor, document:\n- **Promise**: what they promise the customer will achieve\n- **Evidence**: how they prove the promise (data, testimonials, demos)\n- **Mechanism**: how their product delivers on the promise (the \"how it works\")\n- **Uniqueness**: what they claim only they can do\n\n#### Narrative Analysis\n\nIdentify each competitor's story arc:\n- **Villain**: what problem or enemy they position against (status quo, legacy tools, complexity)\n- **Hero**: who is the hero in their story (the customer? the product? the team?)\n- **Transformation**: what before\u002Fafter do they promise?\n- **Stakes**: what happens if you do not act?\n\nThis reveals positioning strategy and emotional appeals.\n\n#### Messaging Strengths and Vulnerabilities\n\nFor each competitor's messaging, assess:\n- **Clarity**: can a first-time visitor understand what they do in 5 seconds?\n- **Differentiation**: is their positioning distinct or generic?\n- **Proof**: do they back up claims with evidence?\n- **Consistency**: is messaging consistent across channels?\n- **Resonance**: does their messaging address real customer pain points?\n\n### Content Gap Analysis Methodology\n\n#### Content Audit Comparison\n\nMap content across competitors by:\n\n| Topic\u002FTheme | Your Content | Competitor A | Competitor B | Gap? |\n|-------------|-------------|--------------|--------------|------|\n| [Topic 1] | Blog post, ebook | Blog series, webinar | Nothing | Opportunity for B |\n| [Topic 2] | Nothing | Whitepaper | Blog post, video | Gap for you |\n| [Topic 3] | Case study | Nothing | Case study | Parity |\n\n#### Content Type Coverage\n\n| Content Format | You | Comp A | Comp B | Comp C |\n|----------------|-----|--------|--------|--------|\n| Blog posts | Y | Y | Y | Y |\n| Case studies | Y | Y | N | Y |\n| Ebooks\u002FWhitepapers | N | Y | Y | N |\n| Webinars | Y | Y | Y | N |\n| Podcast | N | N | Y | N |\n| Video content | N | Y | Y | Y |\n| Interactive tools | N | N | N | Y |\n| Templates\u002FResources | Y | N | Y | N |\n\n#### Identifying Content Opportunities\n1. **Topics they cover that you do not**: potential gaps in your content strategy\n2. **Topics you cover that they do not**: potential differentiators to amplify\n3. **Formats they use that you do not**: format gaps that could reach new audiences\n4. **Audience segments they address that you do not**: underserved audiences\n5. **Search terms they rank for that you do not**: SEO content gaps\n\n#### Content Quality Assessment\n- Depth: surface-level or comprehensive?\n- Freshness: regularly updated or stale?\n- Engagement: do posts get comments, shares, links?\n- Production value: text-only or multimedia?\n- Thought leadership: original insights or rehashed content?\n\n### Positioning Strategy\n\n#### Positioning Statement Framework\n\nFor your company and each competitor, define (or reverse-engineer) their positioning statement:\n\n> For [target audience], [product\u002Fcompany] is the [category] that [key benefit\u002Fdifferentiator] because [reason to believe].\n\nExample:\n> For mid-market SaaS marketing teams, Acme is the campaign management platform that unifies planning and execution in one workspace because it is built on a single data model that eliminates tool fragmentation.\n\n#### Positioning Map\n\nPlot competitors on a 2x2 matrix using the two most important dimensions for your market:\n\nCommon axis pairs:\n- **Price vs. Capability** (low cost \u002F basic vs. premium \u002F full-featured)\n- **Ease of Use vs. Power** (simple \u002F limited vs. complex \u002F flexible)\n- **SMB Focus vs. Enterprise Focus** (self-serve \u002F individual vs. sales-led \u002F team)\n- **Point Solution vs. Platform** (does one thing well vs. does many things)\n- **Innovative vs. Established** (new approach vs. proven track record)\n\nIdentify which quadrant is underserved or where your differentiation is strongest.\n\n#### Category Strategy\n- **Create a new category**: if you do something genuinely different, define and own the category (high risk, high reward)\n- **Reframe the existing category**: change how buyers evaluate the category to favor your strengths\n- **Win the existing category**: compete directly on recognized criteria and out-execute\n- **Niche within the category**: own a specific segment, use case, or audience\n\n#### Positioning Pitfalls to Avoid\n- Positioning against a competitor rather than for a customer need\n- Claiming too many differentiators (pick 1-2 that matter most)\n- Using category jargon the customer does not use\n- Positioning on features rather than outcomes\n- Changing positioning too frequently (confuses the market)\n\n### Battlecard Creation\n\nA competitive battlecard is a one-page reference for sales and marketing teams. Include:\n\n#### Header\n- Competitor name and logo\n- Last updated date\n- Competitive win rate (if tracked)\n\n#### Quick Overview\n- What they do (one sentence)\n- Their target customer\n- Pricing model summary\n- Key recent developments\n\n#### Their Pitch\n- How they describe themselves\n- Their primary tagline\n- Their top 3 claimed differentiators\n\n#### Strengths (Be Honest)\n- Where they genuinely compete well\n- What customers like about them (from reviews)\n- Features or capabilities where they lead\n\n#### Weaknesses\n- Consistent customer complaints (from reviews)\n- Technical limitations\n- Gaps in their offering\n- Areas where customers report dissatisfaction\n\n#### Our Differentiators\n- 3-5 specific ways your product or approach is different\n- For each: the differentiator, why it matters to the customer, and proof\n\n#### Objection Handling\n| If the prospect says... | Respond with... |\n|------------------------|----------------|\n| \"[Competitor] does X too\" | \"Here is how our approach differs...\" |\n| \"[Competitor] is cheaper\" | \"Here is what that price difference gets you...\" |\n| \"I've heard good things about [Competitor]\" | \"They are strong at X. Where we differ is...\" |\n\n#### Landmines to Set\nQuestions to ask prospects early that highlight your advantages:\n- \"How do you currently handle [area where competitor is weak]?\"\n- \"How important is [capability you have that they lack]?\"\n- \"Have you considered [risk that your product mitigates]?\"\n\n#### Landmines to Defuse\nQuestions competitors might encourage prospects to ask you, with prepared responses.\n\n#### Win\u002FLoss Themes\n- Common reasons deals are won against this competitor\n- Common reasons deals are lost to this competitor\n- What types of prospects favor them vs. you\n\n#### Battlecard Maintenance\n- Review and update quarterly at minimum\n- Update immediately after major competitor announcements\n- Incorporate win\u002Floss feedback from sales team\n- Track which objection-handling responses are most effective\n\n## Output\n\nPresent the full competitive brief with clear formatting. Note the date of the research so the user knows the freshness of the data.\n\nAfter the brief, ask:\n\n\"Would you like me to:\n- Create a battlecard for your sales team based on this analysis?\n- Draft messaging that exploits the positioning gaps identified?\n- Dive deeper into any specific competitor?\n- Set up a competitive monitoring plan?\"\n","# Competitive Brief\n\n> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](..\u002F..\u002FCONNECTORS.md).\n\nResearch competitors and generate a structured competitive analysis comparing positioning, messaging, content strategy, and market presence.\n\n## Trigger\n\nUser runs `\u002Fcompetitive-brief` or asks for a competitive analysis, competitor research, or market comparison.\n\n## Inputs\n\nGather the following from the user:\n\n1. **Competitor name(s)** — one or more competitors to analyze (required)\n\n2. **Your company\u002Fproduct context** (optional but recommended):\n   - What you sell and to whom\n   - Your positioning or value proposition\n   - Key differentiators you want to highlight\n\n3. **Focus areas** (optional — if not specified, cover all):\n   - Messaging and positioning\n   - Product and feature comparison\n   - Content and thought leadership strategy\n   - Recent announcements and news\n   - Pricing and packaging (if publicly available)\n   - Market presence and audience\n\n## Research Process\n\nFor each competitor, research using web search:\n\n1. **Company website** — homepage messaging, product pages, about page, pricing page\n2. **Recent news** — press releases, funding announcements, product launches, partnerships (last 6 months)\n3. **Content strategy** — blog topics, resource types, social media presence, webinars, podcasts\n4. **Review sites and comparisons** — third-party comparisons, analyst mentions, customer review themes\n5. **Job postings** — hiring signals that indicate strategic direction (optional)\n\n### Research Sources\n\nGather intelligence from these categories of sources:\n\n#### Primary Sources (Direct from Competitor)\n- **Website**: homepage, product pages, pricing, about page, careers\n- **Blog and resource center**: content themes, publishing frequency, depth\n- **Social media profiles**: messaging, engagement, content strategy\n- **Product demos and free trials**: UX, features, onboarding experience\n- **Webinars and events**: topics, speakers, audience engagement\n- **Press releases and newsroom**: announcements, partnerships, milestones\n- **Job postings**: hiring signals that reveal strategic priorities (e.g., hiring for a new product line or market)\n\n#### Secondary Sources (Third-Party)\n- **Review sites**: G2, Capterra, TrustRadius, Product Hunt — customer sentiment themes\n- **Analyst reports**: Gartner, Forrester, IDC — market positioning and category placement\n- **News coverage**: TechCrunch, industry publications — funding, partnerships, narrative\n- **Social listening**: mentions, sentiment, share of voice across social platforms\n- **SEO tools**: keyword rankings, organic traffic estimates, content gaps\n- **Financial filings**: revenue, growth rate, investment areas (for public companies)\n- **Community forums**: community forums (e.g. Reddit, Discourse), industry chat groups (e.g. Slack communities) — user sentiment\n\n### Research Cadence\n- **Deep competitive analysis**: quarterly (full research across all sources)\n- **Competitive monitoring**: monthly (scan for new announcements, content, messaging changes)\n- **Real-time alerts**: ongoing (set up alerts for competitor brand mentions, press, job postings)\n\n## Competitive Brief Structure\n\n### 1. Executive Summary\n- 2-3 sentence overview of the competitive landscape\n- Key takeaway: your biggest opportunity and biggest threat\n\n### 2. Competitor Profiles\n\nFor each competitor:\n\n#### Company Overview\n- What they do (one-sentence positioning)\n- Target audience\n- Company size\u002Fstage indicators (funding, employee count if available)\n- Key recent developments\n\n#### Messaging Analysis\n- Primary tagline or headline\n- Core value proposition\n- Key messaging themes (3-5)\n- Tone and voice characterization\n- How they describe the problem they solve\n\n#### Product\u002FSolution Positioning\n- How they categorize their product\n- Key features they emphasize\n- Claimed differentiators\n- Pricing approach (if publicly available)\n\n#### Content Strategy\n- Blog frequency and topics\n- Content types produced (ebooks, webinars, case studies, tools)\n- Social media presence and engagement approach\n- Thought leadership themes\n- SEO strategy observations (what terms they appear to target)\n\n#### Strengths\n- What they do well\n- Where their messaging resonates\n- Competitive advantages\n\n#### Weaknesses\n- Gaps in their messaging or positioning\n- Areas where they are vulnerable\n- Customer complaints or criticism themes (from reviews)\n\n### 3. Messaging Comparison Matrix\n\n| Dimension | Your Company | Competitor A | Competitor B |\n|-----------|-------------|--------------|--------------|\n| Primary tagline | ... | ... | ... |\n| Target buyer | ... | ... | ... |\n| Key differentiator | ... | ... | ... |\n| Tone\u002Fvoice | ... | ... | ... |\n| Core value prop | ... | ... | ... |\n\n(Include user's company only if they provided their positioning context)\n\n### 4. Content Gap Analysis\n- Topics your competitors cover that you do not (or vice versa)\n- Content formats they use that you could adopt\n- Keywords or themes they own vs. opportunities they have missed\n\n### 5. Opportunities\n- Positioning gaps you can exploit\n- Messaging angles your competitors have not claimed\n- Audience segments they are underserving\n- Content or channel opportunities\n\n### 6. Threats\n- Areas where competitors are strong and you are vulnerable\n- Trends that favor their positioning\n- Recent moves that could shift the market\n\n### 7. Recommended Actions\n- 3-5 specific, actionable recommendations based on the analysis\n- Quick wins (things you can act on this week)\n- Strategic moves (longer-term positioning or content investments)\n\n## Analysis Frameworks\n\n### Messaging Comparison Frameworks\n\n#### Value Proposition Comparison\n\nFor each competitor, document:\n- **Promise**: what they promise the customer will achieve\n- **Evidence**: how they prove the promise (data, testimonials, demos)\n- **Mechanism**: how their product delivers on the promise (the \"how it works\")\n- **Uniqueness**: what they claim only they can do\n\n#### Narrative Analysis\n\nIdentify each competitor's story arc:\n- **Villain**: what problem or enemy they position against (status quo, legacy tools, complexity)\n- **Hero**: who is the hero in their story (the customer? the product? the team?)\n- **Transformation**: what before\u002Fafter do they promise?\n- **Stakes**: what happens if you do not act?\n\nThis reveals positioning strategy and emotional appeals.\n\n#### Messaging Strengths and Vulnerabilities\n\nFor each competitor's messaging, assess:\n- **Clarity**: can a first-time visitor understand what they do in 5 seconds?\n- **Differentiation**: is their positioning distinct or generic?\n- **Proof**: do they back up claims with evidence?\n- **Consistency**: is messaging consistent across channels?\n- **Resonance**: does their messaging address real customer pain points?\n\n### Content Gap Analysis Methodology\n\n#### Content Audit Comparison\n\nMap content across competitors by:\n\n| Topic\u002FTheme | Your Content | Competitor A | Competitor B | Gap? |\n|-------------|-------------|--------------|--------------|------|\n| [Topic 1] | Blog post, ebook | Blog series, webinar | Nothing | Opportunity for B |\n| [Topic 2] | Nothing | Whitepaper | Blog post, video | Gap for you |\n| [Topic 3] | Case study | Nothing | Case study | Parity |\n\n#### Content Type Coverage\n\n| Content Format | You | Comp A | Comp B | Comp C |\n|----------------|-----|--------|--------|--------|\n| Blog posts | Y | Y | Y | Y |\n| Case studies | Y | Y | N | Y |\n| Ebooks\u002FWhitepapers | N | Y | Y | N |\n| Webinars | Y | Y | Y | N |\n| Podcast | N | N | Y | N |\n| Video content | N | Y | Y | Y |\n| Interactive tools | N | N | N | Y |\n| Templates\u002FResources | Y | N | Y | N |\n\n#### Identifying Content Opportunities\n1. **Topics they cover that you do not**: potential gaps in your content strategy\n2. **Topics you cover that they do not**: potential differentiators to amplify\n3. **Formats they use that you do not**: format gaps that could reach new audiences\n4. **Audience segments they address that you do not**: underserved audiences\n5. **Search terms they rank for that you do not**: SEO content gaps\n\n#### Content Quality Assessment\n- Depth: surface-level or comprehensive?\n- Freshness: regularly updated or stale?\n- Engagement: do posts get comments, shares, links?\n- Production value: text-only or multimedia?\n- Thought leadership: original insights or rehashed content?\n\n### Positioning Strategy\n\n#### Positioning Statement Framework\n\nFor your company and each competitor, define (or reverse-engineer) their positioning statement:\n\n> For [target audience], [product\u002Fcompany] is the [category] that [key benefit\u002Fdifferentiator] because [reason to believe].\n\nExample:\n> For mid-market SaaS marketing teams, Acme is the campaign management platform that unifies planning and execution in one workspace because it is built on a single data model that eliminates tool fragmentation.\n\n#### Positioning Map\n\nPlot competitors on a 2x2 matrix using the two most important dimensions for your market:\n\nCommon axis pairs:\n- **Price vs. Capability** (low cost \u002F basic vs. premium \u002F full-featured)\n- **Ease of Use vs. Power** (simple \u002F limited vs. complex \u002F flexible)\n- **SMB Focus vs. Enterprise Focus** (self-serve \u002F individual vs. sales-led \u002F team)\n- **Point Solution vs. Platform** (does one thing well vs. does many things)\n- **Innovative vs. Established** (new approach vs. proven track record)\n\nIdentify which quadrant is underserved or where your differentiation is strongest.\n\n#### Category Strategy\n- **Create a new category**: if you do something genuinely different, define and own the category (high risk, high reward)\n- **Reframe the existing category**: change how buyers evaluate the category to favor your strengths\n- **Win the existing category**: compete directly on recognized criteria and out-execute\n- **Niche within the category**: own a specific segment, use case, or audience\n\n#### Positioning Pitfalls to Avoid\n- Positioning against a competitor rather than for a customer need\n- Claiming too many differentiators (pick 1-2 that matter most)\n- Using category jargon the customer does not use\n- Positioning on features rather than outcomes\n- Changing positioning too frequently (confuses the market)\n\n### Battlecard Creation\n\nA competitive battlecard is a one-page reference for sales and marketing teams. Include:\n\n#### Header\n- Competitor name and logo\n- Last updated date\n- Competitive win rate (if tracked)\n\n#### Quick Overview\n- What they do (one sentence)\n- Their target customer\n- Pricing model summary\n- Key recent developments\n\n#### Their Pitch\n- How they describe themselves\n- Their primary tagline\n- Their top 3 claimed differentiators\n\n#### Strengths (Be Honest)\n- Where they genuinely compete well\n- What customers like about them (from reviews)\n- Features or capabilities where they lead\n\n#### Weaknesses\n- Consistent customer complaints (from reviews)\n- Technical limitations\n- Gaps in their offering\n- Areas where customers report dissatisfaction\n\n#### Our Differentiators\n- 3-5 specific ways your product or approach is different\n- For each: the differentiator, why it matters to the customer, and proof\n\n#### Objection Handling\n| If the prospect says... | Respond with... |\n|------------------------|----------------|\n| \"[Competitor] does X too\" | \"Here is how our approach differs...\" |\n| \"[Competitor] is cheaper\" | \"Here is what that price difference gets you...\" |\n| \"I've heard good things about [Competitor]\" | \"They are strong at X. Where we differ is...\" |\n\n#### Landmines to Set\nQuestions to ask prospects early that highlight your advantages:\n- \"How do you currently handle [area where competitor is weak]?\"\n- \"How important is [capability you have that they lack]?\"\n- \"Have you considered [risk that your product mitigates]?\"\n\n#### Landmines to Defuse\nQuestions competitors might encourage prospects to ask you, with prepared responses.\n\n#### Win\u002FLoss Themes\n- Common reasons deals are won against this competitor\n- Common reasons deals are lost to this competitor\n- What types of prospects favor them vs. you\n\n#### Battlecard Maintenance\n- Review and update quarterly at minimum\n- Update immediately after major competitor announcements\n- Incorporate win\u002Floss feedback from sales team\n- Track which objection-handling responses are most effective\n\n## Output\n\nPresent the full competitive brief with clear formatting. Note the date of the research so the user knows the freshness of the data.\n\nAfter the brief, ask:\n\n\"Would you like me to:\n- Create a battlecard for your sales team based on this analysis?\n- Draft messaging that exploits the positioning gaps identified?\n- Dive deeper into any specific competitor?\n- Set up a competitive monitoring plan?\"\n",{"name":5,"description":7,"argument-hint":49},"\u003Ccompetitor or market segment>","main","e605d8ddbfb688da57dfaaceebd93f12a64ef1d3","marketing\u002Fskills\u002Fcompetitive-brief",3926,"https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins","https:\u002F\u002Fgithub.com\u002Fanthropics","https:\u002F\u002Fanthropic.com","2026-11-11 15:25:16",{"source":8,"skillName":5,"commands":59,"prompt":69,"zipAvailable":70},[60,63,66],{"tool":61,"command":62},"npx","npx skills add anthropics\u002Fknowledge-work-plugins --skill competitive-brief",{"tool":64,"command":65},"bunx","bunx skills add anthropics\u002Fknowledge-work-plugins --skill competitive-brief",{"tool":67,"command":68},"pnpm","pnpm dlx skills add anthropics\u002Fknowledge-work-plugins --skill competitive-brief","安装技能，技能地址：https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fmarketing\u002Fskills\u002Fcompetitive-brief\u002FSKILL.md",true,[],[73,99,124,147,176,201],{"skillNo":74,"name":75,"nameZh":6,"description":76,"descriptionZh":6,"repositoryFullName":8,"ownerLogin":9,"ownerAvatarUrl":10,"ownerAccountNo":11,"ownerDisplayName":12,"repositoryNo":13,"starsCount":14,"licenseSpdxId":15,"licenseFileUrl":6,"sourceHtmlUrl":77,"categories":78,"keywords":79,"publishedAt":44},"01M718Y97HCGW12Q53PSJDY03W","ticket-deflector","Reads a forwarded customer email or ticket, pulls order and refund status from a payments connector (PayPal, Square, or Stripe) or Shopify, account history from the CRM, and open tickets from a support desk (Zoho Desk), drafts a tone-matched reply in the owner's writing voice, and can issue a refund through the payments connector with explicit owner approval. With Shopify connected it also runs a proactive order-triage mode that surfaces orders needing attention — unfulfilled past the promised window, payment problems, pending refunds, stuck shipments — and drafts the next action for each before the customer has to ask. Use when the user says \"draft a response,\" \"answer this customer,\" \"where's my order,\" \"I want a refund,\" \"check my orders,\" or \"anything about to blow up.\"","https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fsmall-business\u002Fskills\u002Fticket-deflector\u002FSKILL.md",[],[80,81,82,83,84,85,86,39,87,88,89,90,91,92,93,94,95,96,97,98],"ticket","ticket deflector","mode","up","payments","open","writing","workflow","ask","Connector","text","mail","window","next","customer","support","crm","past","read",{"skillNo":100,"name":101,"nameZh":6,"description":102,"descriptionZh":6,"repositoryFullName":8,"ownerLogin":9,"ownerAvatarUrl":10,"ownerAccountNo":11,"ownerDisplayName":12,"repositoryNo":13,"starsCount":14,"licenseSpdxId":15,"licenseFileUrl":6,"sourceHtmlUrl":103,"categories":104,"keywords":105,"publishedAt":44},"01M718Y55HFAN5705ME5VEDZ9K","tax-season-organizer","Prepares tax-season materials for the owner's accountant, not tax advice. US federal tax; a non-US business gets its closed-books packet instead. Two modes: (1) quarterly estimated tax from YTD net income in the ledger (MYOB, NetSuite, QuickBooks, Xero, or Zoho Books); (2) year-end 1099 prep, scanning the ledger, PayPal, and Stripe for contractors paid over USD 600 into a 1099-NEC list with missing W-9 flags.\nAny tax request routes first to \u002Ftax-prep, which confirms the books are closed and reconciled before running this skill. Use this skill directly only when the owner says the period's books are already closed: \"books are closed, now do the 1099s,\" \"run the quarterly estimate off the closed numbers,\" or \"just the contractor W-9 list.\"","https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fsmall-business\u002Fskills\u002Ftax-season-organizer\u002FSKILL.md",[],[106,107,108,109,110,111,112,113,114,115,39,116,117,118,119,120,98,121,122,123],"tax season organizer","tax","us federal","which","netsuite","paid","end","usd","only","now","books","xero","scanning","run","request","flags","list","stripe",{"skillNo":125,"name":126,"nameZh":6,"description":127,"descriptionZh":6,"repositoryFullName":8,"ownerLogin":9,"ownerAvatarUrl":10,"ownerAccountNo":11,"ownerDisplayName":12,"repositoryNo":13,"starsCount":14,"licenseSpdxId":15,"licenseFileUrl":6,"sourceHtmlUrl":128,"categories":129,"keywords":130,"publishedAt":44},"01M718Y13VVPHDD9NTDBVFJ2AZ","tax-prep","Prepares tax materials as a two-link chain — month-end-prep confirms the books are closed and reconciled first, then tax-season-organizer calculates the quarterly estimated payment or builds the year-end 1099-NEC list and accountant packet from those closed numbers. Requires a ledger (MYOB, NetSuite, QuickBooks, Xero, or Zoho Books); uses Gusto, PayPal, and Stripe when connected, else CSV upload. US federal tax math; a non-US business gets the closed-books packet. Prep material for a CPA, never tax advice, nothing filed. Trigger on \"quarterly taxes,\" \"estimated tax payment,\" \"how much should I set aside,\" \"1099s,\" \"1099-NEC,\" \"W-9s,\" \"year-end tax prep,\" \"get my books ready for my accountant,\" any phrasing that suggests a tax deadline is coming, or a question about net profit or YTD income that sounds like worry about a tax bill. An owner who says the period's books are already closed routes to tax-season-organizer directly.","https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fsmall-business\u002Fskills\u002Ftax-prep\u002FSKILL.md",[],[131,107,132,133,108,134,135,110,136,137,138,139,140,141,142,112,143,144,145,146],"tax prep","prep","SET","as","ready","never","zoho books","get","chain","profit","for","trigger","material","question","paypal","business",{"skillNo":148,"name":149,"nameZh":6,"description":150,"descriptionZh":6,"repositoryFullName":8,"ownerLogin":9,"ownerAvatarUrl":10,"ownerAccountNo":11,"ownerDisplayName":12,"repositoryNo":13,"starsCount":14,"licenseSpdxId":15,"licenseFileUrl":6,"sourceHtmlUrl":151,"categories":152,"keywords":158,"publishedAt":44},"01M718XWTWQZ01GYSG9T8RW8TW","speed-to-lead","Makes sure no inbound lead goes unanswered. Watches web forms, the shared inbox, and the CRM for new inquiries, qualifies each one against the owner's criteria, drafts a reply in the owner's voice with real meeting times for the owner to approve and send, routes anything hot to a human right away, and logs the whole thing to the CRM. Never sends on its own. Built to run on a schedule so overnight inquiries are drafted and sorted by morning, and works from forwarded or pasted inquiries when no connector is available. Use this whenever the owner is worried about inbound leads or response time — including phrasings like \"leads are going cold,\" \"did anyone answer that inquiry,\" \"I keep missing form submissions,\" \"nothing falls through the cracks,\" \"handle my inbound,\" \"respond to this lead,\" or \"we lose people because nobody gets back fast enough.\" Reach for it for a single unanswered inquiry as readily as for a standing setup.","https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fsmall-business\u002Fskills\u002Fspeed-to-lead\u002FSKILL.md",[153],{"categoryNo":154,"categoryName":155,"taxonomyType":156,"taxonomyTypeDesc":157},"01JBSEEDCAT000000000000034","行政与办公人员","PROFESSION","适用职业",[159,160,161,162,163,164,136,165,166,167,168,169,170,171,39,172,173,89,174,175],"speed to lead","lead","speed","shared","back","cold","time","inbox","send","respond","new","web forms","people","schedule","logs","sure","human",{"skillNo":177,"name":178,"nameZh":6,"description":179,"descriptionZh":6,"repositoryFullName":8,"ownerLogin":9,"ownerAvatarUrl":10,"ownerAccountNo":11,"ownerDisplayName":12,"repositoryNo":13,"starsCount":14,"licenseSpdxId":15,"licenseFileUrl":6,"sourceHtmlUrl":180,"categories":181,"keywords":185,"publishedAt":44},"01M718XQYMN1KY3TPS33967FK0","social-content-engine","Runs the owner's content operation as a standing thing rather than a one-off: keeps a rolling posting calendar, learns the owner's voice, generates on-brand Canva graphics, writes captions that sound like them, repurposes one asset into every channel format, and stages posts for approval instead of publishing on its own. Pulls product photos and prices from Shopify when connected; with no connectors, drafts the calendar and asset briefs for manual posting. Use this whenever the owner talks about posting, content, or social — including \"I need to post more,\" \"we've gone quiet on Instagram,\" \"what should we post this month,\" \"make the content,\" \"give me a month of posts,\" \"write this in my voice,\" \"repurpose this,\" or \"set up our content calendar.\" Reach for it for a single post as readily as for a full quarter. One handoff: a finished, approved campaign brief goes to canva-creator; this skill owns the standing operation.","https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fsmall-business\u002Fskills\u002Fsocial-content-engine\u002FSKILL.md",[182],{"categoryNo":183,"categoryName":184,"taxonomyType":156,"taxonomyTypeDesc":157},"01JBSEEDCAT000000000000036","内容创作者",[186,187,188,189,190,191,133,26,192,193,194,83,195,39,196,197,198,98,199,200],"social","social content engine","engine","content engine","social content","content","posts","Captions","prices","campaign","me","product","calendar","write","drafts",{"skillNo":202,"name":203,"nameZh":6,"description":204,"descriptionZh":6,"repositoryFullName":8,"ownerLogin":9,"ownerAvatarUrl":10,"ownerAccountNo":11,"ownerDisplayName":12,"repositoryNo":13,"starsCount":14,"licenseSpdxId":15,"licenseFileUrl":6,"sourceHtmlUrl":205,"categories":206,"keywords":207,"publishedAt":44},"01M718XMPJVH0EVRVP998BVZPC","smb-router","The front door to the Small Business plugin. Listens to what the owner needs right now — vague or specific — and routes them to the best skill or slash command for the moment. Also serves as a guide: explains what's available, suggests what to try next, and adapts recommendations based on stored business context. Trigger whenever the owner asks \"what can you do,\" \"help me with my business,\" \"what should I focus on,\" \"I don't know where to start,\" or any open-ended business request that doesn't clearly match a single skill.","https:\u002F\u002Fgithub.com\u002Fanthropics\u002Fknowledge-work-plugins\u002Fblob\u002Fmain\u002Fsmall-business\u002Fskills\u002Fsmb-router\u002FSKILL.md",[],[208,209,210,134,211,141,142,212,85,213,115,146,38,214,215,216,217,196,218,93],"router","smb","smb router","do","front","single","vague","can","with","plugin","focus"]