Launch Narrative Builder

launch-narrative-builder

Agent: PMM

L2 product marketing manager responsible for competitive intelligence, positioning, GTM planning, pricing strategy, launch narrative, and sales enablement.

Department ethos: ideal-product.md

Skill Description

Builds the launch narrative including headline, proof points, and story arc, creating the cohesive story that every launch asset -- blog post, email, sales deck, and demo script -- draws from.

When to Use

• A Tier 1 or Tier 2 launch needs a unifying story that downstream content and enablement can reference.
• Positioning has been defined but there is no narrative structure to carry it across channels.
• Multiple features are launching together and need a single, coherent story rather than a feature dump.
• A product pivot or repositioning requires a fresh narrative that reframes the market conversation.
• An executive keynote or major event appearance needs a narrative arc built around a product launch.

Workflow

1. Start with the positioning document. Extract the core differentiation, target persona, and primary value proposition. The narrative must be rooted in positioning, not invented independently.
2. Define the narrative tension. Identify the market problem or status quo that the launch disrupts. Frame it as a before/after: the world before this product exists vs. the world after.
3. Write the headline. It should be concrete, benefit-oriented, and under 12 words. Test it against the "would a buyer forward this?" bar.
4. Build the messaging hierarchy: headline, sub-headline (expands on the headline with specificity), three supporting proof points (each with a claim and evidence), and a closing CTA.
5. Construct the story arc. Use a three-act structure: Act 1 (the problem and why it matters now), Act 2 (the solution and how it works), Act 3 (the proof and what happens next).
6. Identify proof points for each claim: customer quotes, data points, third-party validation, or product demonstrations. Every claim in the narrative must have at least one proof point.
7. Write the narrative brief: a one-page document that content, design, sales, and PR can all use as the source of truth for launch messaging.
8. Review with product (for accuracy), sales (for resonance), and marketing leadership (for brand alignment). Iterate based on feedback.
9. Distribute the narrative brief and confirm that all downstream asset creators (blog writer, email marketer, deck designer) are working from it.

Anti-Patterns

• Leading with features instead of a story. Why: Feature lists do not create emotional resonance or urgency; buyers remember stories, not spec sheets.
• Building the narrative without referencing positioning. Why: A narrative disconnected from positioning creates messaging drift, and downstream assets will contradict each other.
• Writing different narratives for different channels. Why: The narrative should be one story told at different depths; channel-specific narratives fragment the market perception.
• Skipping proof points. Why: Claims without evidence are marketing fluff; buyers and analysts will dismiss unsupported assertions.
• Treating the narrative as a copy exercise rather than a strategic document. Why: The narrative brief is a decision-making tool that aligns ten-plus people; it must be reviewed and approved, not just written and shipped.

Output

Success:

• A narrative brief with headline, sub-headline, three proof points with evidence, and a three-act story arc.
• Reviewed and approved by product, sales, and marketing leadership.
• All downstream asset creators confirmed working from the brief.

Failure:

• A headline and tagline with no supporting structure, leaving content creators to invent their own narratives.
• A narrative that reads like a product spec with no story tension or buyer-centric framing.
• Proof points that rely on unverified claims or internal metrics that cannot be shared externally.

Related Skills

• positioning-crafter
• gtm-planner
• enablement-brief-writer
• prd-executive-summary
• competitive-response-monitor-pmm — sibling skill under the same agent — combine with competitive-response-monitor-pmm for end-to-end coverage
• competitor-mapper-pmm — sibling skill under the same agent — combine with competitor-mapper-pmm for end-to-end coverage
• gtm-activation-pmm — sibling skill under the same agent — combine with gtm-activation-pmm for end-to-end coverage
• gtm-planner — sibling skill under the same agent — combine with gtm-planner for end-to-end coverage
• internal-comms-broadcaster-pmm — sibling skill under the same agent — combine with internal-comms-broadcaster-pmm for end-to-end coverage
• sales-playbook-messaging — sibling skill under the same agent — combine with sales-playbook-messaging for end-to-end coverage
• positioning-crafter — sibling skill under the same agent — combine with positioning-crafter for end-to-end coverage
• packaging-designer-pmm — sibling skill under the same agent — combine with packaging-designer-pmm for end-to-end coverage
• pmm-market-intelligence — sibling skill under the same agent — combine with pmm-market-intelligence for end-to-end coverage
• pmm-pre-briefer-pmm — sibling skill under the same agent — combine with pmm-pre-briefer-pmm for end-to-end coverage
• prd-executive-summary — sibling skill under the same agent — combine with prd-executive-summary for end-to-end coverage
• pricing-finaliser-pmm — sibling skill under the same agent — combine with pricing-finaliser-pmm for end-to-end coverage
• pricing-strategy-pmm — sibling skill under the same agent — combine with pricing-strategy-pmm for end-to-end coverage
• roadmap-language-reviewer — sibling skill under the same agent — combine with roadmap-language-reviewer for end-to-end coverage