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Build a positioning and narrative where the developer is the hero and a real trend is the villain. Use when the messaging describes the product instead of the problem, sounds like every competitor, or has no urgency because nothing is at stake.
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SOC 職業分類に基づく
Interview the founder once and write a docs/gtm-cofounder/founder-brief.md that every other skill reads first, so the advice is about their real business, not a textbook. Use this before anything else, or whenever the agent lacks context on the founder's product, ICP, market, or stage, or is giving generic GTM advice.
After the founder brief, turn it into an honest diagnosis and a prioritized, stage-aware GTM roadmap saved as docs/gtm-cofounder/gtm-roadmap.md. This is the hub the founder returns to every session to see where they are and the single next move. Use right after start-here, whenever the founder doesn't know what to work on next, wants a plan instead of a one-off task, or is drowning in disconnected tactics.
Refresh the founder's competitive and market context. Re-scan named rivals and the category for what changed since the brief was written (rebrands, repositioning, new entrants, pricing shifts, renamed categories) and update docs/gtm-cofounder/founder-brief.md and the roadmap with anything that moves positioning. Use on a cadence, or whenever a competitor rebrands, a new tool appears, or the founder senses the market has shifted under them.
Get the first 50 real users through channels the founder's ICP already uses. Use when the product shipped and nobody came, the founder is "posting more" with no result, or is reaching for paid ads before product-market fit.
Build authority by teaching the problem space, not announcing features. Use when the founder finds "marketing" distasteful and does none, publishes only product updates, or wants a sustainable content and GitHub-README strategy that developers actually respect.
Measure GTM with the metrics that matter (net developer retention, DREAM funnel) instead of vanity numbers. Use when the founder has dashboards full of stars and pageviews but can't tell if go-to-market is working, or is optimizing acquisition over a leaky bucket.
| name | positioning-and-story |
| description | Build a positioning and narrative where the developer is the hero and a real trend is the villain. Use when the messaging describes the product instead of the problem, sounds like every competitor, or has no urgency because nothing is at stake. |
Your story is boring without a villain. And you are not the hero of it. The developer is. You're the wise advisor who hands them a better weapon.
Use this when: your homepage explains what your product does before it names the problem, your positioning is interchangeable with three competitors, or nobody feels any urgency to act now.
Developers don't buy features; they hire a tool to defeat something that's making their life worse. Get the roles right:
No villain → no urgency → no story → no conversion.
The benchmark (EngFlow):
"Slow builds waste your time. Standard build tools can't handle today's codebases. Speed up builds now to keep engineers in flow."
Good villains: cloud-cost sprawl · tool fragmentation · compounding tech debt · flaky pipelines · observability gaps · manual deploys · YAML sprawl · agents you can't trust in prod.
Compete as high up this ladder as you can. Feature wars are a race to the bottom.
| Level | Type | Sounds like | Grade |
|---|---|---|---|
| 1 | Feature | "we have X, they don't" | D |
| 2 | Benefit | "we save you time" | C |
| 3 | Customer segment | "for CTOs under release pressure with compliance" | B |
| 4 | Problem | "the only fix for [problem no one else has named]" | A |
Reaching Level 4 / category creation: talk to enough TAB members (see talk-to-users) to surface a problem competitors haven't named, then name it so precisely your product is the obvious answer. When rivals adopt your vocabulary, they've already lost the position. (JFrog: "artifact repository" → "Universal Artifact Repository" and leapfrogged Sonatype.)
Can you state a problem only you solve, in the user's words?
├─ YES → Level 4. Lead with the problem; name the category.
└─ NO → Can you name a specific segment with a compelling reason?
├─ YES → Level 3. Lead with the ICP + their trigger.
└─ NO → you're stuck at feature/benefit → go run `talk-to-users`.
talk-to-users "environmental changes" bucket, it's already there.Built from real dev-tool GTM experience, with frameworks from Adam Frankl (The Developer-Facing Startup) and Jakub Czakon (markepear.dev). When a framework can't make the call, that's what a human is for: The DevTool GTM Company.