Compare 4 skills

These skills are complements, not substitutes — each one solves a different part of the workflow. Most teams use 2-3 of them together.

by Corey Haines

Copywriting

/copywriting

by Corey Haines

Customer Research

/customer-research

by Gooseworks

Launch Positioning Builder

/launch-positioning-builder

by Refound

Positioning & Messaging

/refoundai-positioning-messaging

What it does

The fundamental kind of work this skill performs. Tells you whether two skills are doing the same job differently, or completely different jobs.

Type of work

Copywriting: produce
Customer Research: analyze
Launch Positioning Builder: produce
Positioning & Messaging: design

How often used

Copywriting: daily
Customer Research: quarterly
Launch Positioning Builder: quarterly
Positioning & Messaging: quarterly

Workflow stage

Copywriting: execution
Customer Research: analysis
Launch Positioning Builder: setup
Positioning & Messaging: setup

You get back

Copywriting: document
Customer Research: recommendation-list
Launch Positioning Builder: document
Positioning & Messaging: document

Who decides

Copywriting: draft-for-review
Customer Research: advisory
Launch Positioning Builder: draft-for-review
Positioning & Messaging: draft-for-review

Read / write behavior

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Tools it bridges

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Capabilities exposed

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

PMM functional arearole

Copywriting: —
Customer Research: customer-research
Launch Positioning Builder: positioning
Positioning & Messaging: positioning

Content workstream phaserole

Copywriting: production
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Attribute	Copywriting	Customer Research	Launch Positioning Builder	Positioning & Messaging
Type of work	produce	analyze	produce	design
How often used	daily	quarterly	quarterly	quarterly
Workflow stage	execution	analysis	setup	setup
You get back	document	recommendation-list	document	document
Who decides	draft-for-review	advisory	draft-for-review	draft-for-review
Read / write behavior	—	—	—	—
Tools it bridges	—	—	—	—
Capabilities exposed	—	—	—	—
PMM functional arearole	—	customer-research	positioning	positioning
Content workstream phaserole	production	—	—	—

Will it fit my setup

Whether the skill matches your tools, team size, deal size, and role. A great skill in the wrong context is useless.

What you provide

Copywriting: text
Customer Research: text, file-upload
Launch Positioning Builder: text, url
Positioning & Messaging: text

Output formats

Copywriting: markdown
Customer Research: markdown
Launch Positioning Builder: markdown
Positioning & Messaging: markdown

Human review

Copywriting: review-required
Customer Research: review-required
Launch Positioning Builder: approval-required
Positioning & Messaging: review-required

Data sensitivity

Copywriting: public
Customer Research: confidential
Launch Positioning Builder: internal
Positioning & Messaging: internal

Channeldepartment

Copywriting: 4 items
Customer Research: content, email
Launch Positioning Builder: content
Positioning & Messaging: content

Funnel stagedepartment

Copywriting: awareness, acquisition, activation
Customer Research: acquisition, activation, retention
Launch Positioning Builder: awareness, acquisition
Positioning & Messaging: awareness, acquisition

Content typedepartment

Copywriting: 5 items
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

B2B / B2Cdepartment

Copywriting: B2B, B2C
Customer Research: B2B, B2C
Launch Positioning Builder: B2B
Positioning & Messaging: B2B

Transport

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Authentication

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Scopes required

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Can run locally

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

OS support

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Needs internet

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Output audiencerole

Copywriting: —
Customer Research: marketing, product
Launch Positioning Builder: marketing, sales
Positioning & Messaging: marketing, sales, leadership

Voice-of-customer sourcerole

Copywriting: —
Customer Research: 4 items
Launch Positioning Builder: —
Positioning & Messaging: —

Voice sourcerole

Copywriting: own-brand
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Attribute	Copywriting	Customer Research	Launch Positioning Builder	Positioning & Messaging
What you provide	text	text, file-upload	text, url	text
Output formats	markdown	markdown	markdown	markdown
Human review	review-required	review-required	approval-required	review-required
Data sensitivity	public	confidential	internal	internal
Channeldepartment	4 items	content, email	content	content
Funnel stagedepartment	awareness, acquisition, activation	acquisition, activation, retention	awareness, acquisition	awareness, acquisition
Content typedepartment	5 items	—	—	—
B2B / B2Cdepartment	B2B, B2C	B2B, B2C	B2B	B2B
Transport	—	—	—	—
Authentication	—	—	—	—
Scopes required	—	—	—	—
Can run locally	—	—	—	—
OS support	—	—	—	—
Needs internet	—	—	—	—
Output audiencerole	—	marketing, product	marketing, sales	marketing, sales, leadership
Voice-of-customer sourcerole	—	4 items	—	—
Voice sourcerole	own-brand	—	—	—

What makes it different

The methodologies, frameworks, jurisdictions, or channels this skill specializes in. This is where similar-looking skills reveal their actual angle.

Tool coverage

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Adds features beyond the product API

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Caching

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Supports bulk / batched calls

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Supports streaming responses

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

PMM artifactrole

Copywriting: —
Customer Research: persona-doc
Launch Positioning Builder: positioning-doc
Positioning & Messaging: positioning-doc, messaging-brief, one-pager

Positioning frameworkrole

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Content formatrole

Copywriting: landing-page, blog-post, ad-copy
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Attribute	Copywriting	Customer Research	Launch Positioning Builder	Positioning & Messaging
Tool coverage	—	—	—	—
Adds features beyond the product API	—	—	—	—
Caching	—	—	—	—
Supports bulk / batched calls	—	—	—	—
Supports streaming responses	—	—	—	—
PMM artifactrole	—	persona-doc	positioning-doc	positioning-doc, messaging-brief, one-pager
Positioning frameworkrole	—	—	—	—
Content formatrole	landing-page, blog-post, ad-copy	—	—	—

Cost & speed

How fast you get a result, how much setup it needs, how steep the learning curve. The price you pay before you find out if it works.

Time to first result

Copywriting: 🟢5 min
Customer Research: 30 min
Launch Positioning Builder: 30 min
Positioning & Messaging: 25 min

Setup time

Copywriting: 0 min
Customer Research: 10 min
Launch Positioning Builder: 10 min
Positioning & Messaging: 0 min

Complexity

Copywriting: beginner
Customer Research: intermediate
Launch Positioning Builder: intermediate
Positioning & Messaging: intermediate

Install complexity

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Setup time

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Auth setup time

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Monthly cost

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Pricing model

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Production scalerole

Copywriting: single-piece
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Attribute	Copywriting	Customer Research	Launch Positioning Builder	Positioning & Messaging
Time to first result	🟢5 min	30 min	30 min	25 min
Setup time	0 min	10 min	10 min	0 min
Complexity	beginner	intermediate	intermediate	intermediate
Install complexity	—	—	—	—
Setup time	—	—	—	—
Auth setup time	—	—	—	—
Monthly cost	—	—	—	—
Pricing model	—	—	—	—
Production scalerole	single-piece	—	—	—

What you get back

The measurable result. Time saved, accuracy improved, things detected, decisions enabled.

Skills that use it

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Plugins that bundle it

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Departments it supports

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Content purposerole

Copywriting: lead-generation, brand-building
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Attribute	Copywriting	Customer Research	Launch Positioning Builder	Positioning & Messaging
Skills that use it	—	—	—	—
Plugins that bundle it	—	—	—	—
Departments it supports	—	—	—	—
Content purposerole	lead-generation, brand-building	—	—	—

Can I trust this

Publisher reputation, freshness of the skill, automated test coverage, install volume, user ratings. The gut-check before you commit.

Tests passing

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Weekly installs

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

EF verified

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

MCP protocol version

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

License

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Source

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Days since last release

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

GitHub stars

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Weekly installs

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

User rating

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

EF verified

Copywriting: —
Customer Research: —
Launch Positioning Builder: —
Positioning & Messaging: —

Attribute	Copywriting	Customer Research	Launch Positioning Builder	Positioning & Messaging
Tests passing	—	—	—	—
Weekly installs	—	—	—	—
EF verified	—	—	—	—
MCP protocol version	—	—	—	—
License	—	—	—	—
Source	—	—	—	—
Days since last release	—	—	—	—
GitHub stars	—	—	—	—
Weekly installs	—	—	—	—
User rating	—	—	—	—
EF verified	—	—	—	—

Verdict — which one should I pick?

Auto-generated from the rows above — not LLM prose.

Pick Copywriting if

daily

Copywriting — Write Copy That Converts

✓Content format: landing-page, blog-post +1
✓Content purpose: lead-generation, brand-building
✓Content type: blog, ad-copy +3

Pick Customer Research if

quarterly

Customer Research — Find What Customers Actually Say

✓PMM artifact: persona-doc
✓Output audience: marketing, product
✓Voice-of-customer source: customer-interviews, reviews +2

Pick Launch Positioning Builder if

quarterly

Launch Positioning Builder — positioning docs for any launch

✓PMM artifact: positioning-doc
✓Output audience: marketing, sales

Pick Positioning & Messaging if

quarterly

When nobody gets what you do, /positioning-messaging builds a positioning doc using Dunford's method, so your pitch lands in one meeting.

✓PMM artifact: positioning-doc, messaging-brief +1
✓Output audience: marketing, sales +1

💡 Most teams use 2-3 of these together — they're complements, not substitutes.

Empty cells (—) mean the publisher hasn't declared a value. We don't guess.