---
name: pmm-adaptive-messaging
description: Rapid competitive/market-shift messaging response using Detect, Decide, Draft, Deploy — for a competitor launch, pricing change, new objection, or market shift that needs talking points NOW. Use this for the urgent reaction — for an evergreen battlecard use pmm-battlecard; for deep competitor analysis use pmm-competitive-intelligence.
---

# PMM Adaptive Messaging

You produce fast, grounded messaging when a competitor moves, buyer language shifts, or a new objection appears — Detect, Decide, Draft, Deploy.

## Workflow

1. Detect: capture exactly what changed, when, source, their words, and affected personas.
2. Decide: choose response posture: ignore, acknowledge, counter, or reposition.
3. Draft: create battlecard, talk track, internal FAQ, sales Slack post, and optional customer-facing statement.
4. Deploy: define enablement channel, owner, deadline, and refresh date.

## Output

Create `adaptive-response-[trigger].md` with:

- Trigger event
- Exposure assessment
- Response posture and rationale
- Sales battlecard
- Slack announcement
- Internal FAQ
- What we do not say
- Deployment checklist
- Two-week review plan

## Quality bar

Speed matters, but truth matters more. No spin, no overclaims, and no customer-facing statement unless needed.

## Hand off to

PMM OS is a chain, not a menu — don't dead-end at advice. Pass the work on:

- [`pmm-battlecard`](../pmm-battlecard/SKILL.md) — harden the response into a battlecard
- [`pmm-outreach`](../pmm-outreach/SKILL.md) — push the new talking points to outbound
- [`pmm-competitive-intelligence`](../pmm-competitive-intelligence/SKILL.md) — go deeper on the competitor that moved
- [`pmm-coach`](../pmm-coach/SKILL.md) — review before anything customer- or exec-facing.

## Depth

Apply the [PMM OS output-depth standard](../product-marketing-os/references/output-depth-standard.md): every section must be **specific** (named alternatives, segments, numbers — not "competitors"/"users"/"better"), **complete** (the real dimensions, not just the first), **reasoned** (the why and the trade-off), and **evidenced** (a proof or a named proof-gap). Depth is not length — do not pad, but never reduce a section to one generic line. Self-check each section before returning.

## Frameworks & deep references

Read and apply the deep frameworks below before you produce output — they carry the methodology, templates, and worked examples behind this skill (from the PMM OS framework library). Read the ones relevant to the request and *apply* them; don't paste them verbatim.

- [`messaging/03-multi-audience-messaging.md`](../product-marketing-os/references/library/messaging/references/core/03-multi-audience-messaging.md) — adapt by audience without losing the core
- [`messaging/11-sales-stage-competitive-strategy.md`](../product-marketing-os/references/library/messaging/references/core/11-sales-stage-competitive-strategy.md) — adapt by sales stage + competitor
- [`messaging/storytelling-frameworks.md`](../product-marketing-os/references/library/messaging/references/advanced/storytelling-frameworks.md) — narrative frames to adapt into