# Product Meaning Extractor > Deep product analysis before creating videos, presentations, or ads. Use when: 'analyze product', 'extract value', 'product brief', 'what makes this product special', 'prepare brief', 'understand the product', 'video brief'. Takes a URL or product description and outputs a structured brief with core insight, enemy, transformation, proof, mechanism, and emotional hooks. Based on JTBD, StoryBrand,… - **Type:** Skill - **Install:** `agentstack add skill-anastasiyaw-claude-code-config-product-meaning-extractor` - **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior - **Seller:** [AnastasiyaW](https://agentstack.voostack.com/s/anastasiyaw) - **Installs:** 0 - **Category:** [AI & ML](https://agentstack.voostack.com/c/ai-and-ml) - **Latest version:** 0.1.0 - **License:** MIT - **Upstream author:** [AnastasiyaW](https://github.com/AnastasiyaW) - **Source:** https://github.com/AnastasiyaW/claude-code-config/tree/main/skills/video-production/product-meaning-extractor ## Install ```sh agentstack add skill-anastasiyaw-claude-code-config-product-meaning-extractor ``` Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent. ## About # Product Meaning Extractor Extract the REAL value from a product before writing a single line of video/presentation code. Without this step, content is a flat list of features. With it, content tells a story. ## Why This Exists Most product videos fail because they skip analysis. They grab text from a landing page and lay it over animations. The result: "We have feature A, B, C. Try us." - nobody watches past 3 seconds. This skill forces you to find what actually matters: the enemy, the transformation, the mechanism, and the emotional hook. Everything else flows from these. ## Process ### Step 1: Gather Raw Material **From the product URL:** 1. Visit the site, extract ALL text (hero, features, pricing, about, FAQ) 2. Screenshot key visuals (hero, before/after, product shots) 3. Extract brand colors from CSS (`--primary`, `--accent`, meta `theme-color`) 4. Note the tone: formal/casual, technical/simple, premium/accessible **From reviews/testimonials (if available):** 1. Find testimonials on the site itself 2. Check App Store / Product Hunt / G2 / Trustpilot / Reddit mentions 3. Extract VERBATIM customer phrases - their words always beat your words ### Step 2: The "So What?" Test For EVERY feature on the site, ask "So what?" until you reach the real value. Most features need 3-4 "so what?" iterations: ``` Feature: "Outputs .PSD with layers" So what? → "You can edit individual elements" So what? → "You don't redo the whole job if one thing is wrong" So what? → "It saves hours of re-work and frustration" REAL VALUE: "Never redo work from scratch again" ``` ``` Feature: "AI-powered analysis" So what? → "It finds patterns humans miss" So what? → "Decisions are based on data, not gut feeling" So what? → "You stop guessing and start knowing" REAL VALUE: "Confidence in every decision" ``` Do this for every feature. Most products have 3-4 real values buried under 10+ feature bullets. ### Step 3: Fill the Product Brief Output this structured brief (fill EVERY field, mark unknowns as `[needs data]`): ```markdown # Product Brief: [Product Name] ## Core Insight [One sentence: WHY does this product exist? Not what it does - why the world needs it. Test: remove the product name. If the sentence still makes sense, it's good. BAD: "ProductX uses AI to optimize workflows" (about the product) GOOD: "Creative teams shouldn't choose between speed and quality" (about the world)] ## Enemy [What is specifically bad without this product? Be concrete and visceral. BAD: "Manual work is time-consuming" GOOD: "Retouchers spend 45 minutes per photo removing scratches pixel by pixel. A 200-product catalog = 150 hours of mind-numbing work. Client wants changes? Start over." The enemy should make the reader think: "yes, that's exactly my problem."] ## Transformation **Before:** [A specific "day in the life" WITHOUT the product. What does the person DO, FEEL, WASTE? Write it as a mini-scene, not a bullet point.] **After:** [Same person WITH the product. What changed? Be specific about outcomes AND feelings.] ## Unique Mechanism [HOW does it solve the problem? The specific approach that makes it different. BAD: "Uses AI to improve results" GOOD: "Pixel-level neural retouching that preserves original resolution and DPI, outputting editable .PSD with layers - not a flattened, compressed JPG" The mechanism answers: "Why should I believe this works?"] ## Proof Points 1. [Hard number/stat: "2x faster", "10,000 customers", "$2M saved"] 2. [Social proof: specific companies/people who use it] 3. [Comparison: "vs [alternative], we [specific advantage]"] 4. [If no hard data available: mark as [needs data] and suggest what to measure] ## Emotional Hooks (rank top 3) Pick the strongest emotional transitions for this specific product: - [ ] Frustration → Relief ("Stop spending hours on...") - [ ] Fear → Safety ("Never lose quality when...") - [ ] Chaos → Control ("Finally, one tool that...") - [ ] Shame → Pride ("Deliver work that...") - [ ] Scarcity → Abundance ("Unlimited [X] without...") - [ ] Complexity → Simplicity ("Just upload and...") - [ ] Slow → Fast ("[X] in seconds, not hours") - [ ] Expensive → Affordable ("Premium results at...") - [ ] Isolation → Belonging ("Join [X] teams who...") - [ ] Ignorance → Insight ("Finally see what...") ## Customer Language Bank ### Pain phrases (how they describe the problem): - "[verbatim from reviews/testimonials]" - "[verbatim]" - [If no reviews found: write 3 plausible pain phrases based on the enemy, mark as [inferred]] ### Desire phrases (how they describe the dream state): - "[verbatim]" ### Objection phrases (what they worried about before buying): - "[verbatim or inferred]" ## Target Audience (max 3, ranked) 1. [Primary: WHO + their specific context + why they care MOST] 2. [Secondary: ...] 3. [Tertiary: ...] ## Competitive Positioning (April Dunford framework) - **Competitive alternatives:** [What would they use if product didn't exist?] - **Unique attributes:** [What can ONLY this product do?] - **Value:** [What does the unique attribute enable?] - **Target customer:** [Who cares most about that value?] - **Market category:** [What frame makes the value obvious?] ## Brand Signals - **Colors:** [Primary, accent, bg - with hex codes] - **Tone:** [formal/casual, technical/simple, premium/accessible] - **Visual style:** [dark/light, minimal/rich, photo-heavy/text-heavy] ## Video Angle Recommendations ### Angle 1: [Name] (best for [15s/30s/60s]) **Hook:** "[Specific opening line using customer pain phrase]" **Structure:** [Narrative arc: PAS / BAB / Apple Keynote / Before-After] **Key scene:** [The single most powerful visual moment] **CTA:** "[Specific call to action]" ### Angle 2: [Name] ... ``` ### Step 4: Brief Validation Checklist Run these checks before using the brief: - [ ] Core insight doesn't mention the product name (it's about the WORLD, not the product) - [ ] Enemy is specific enough to make someone say "that's me" - [ ] Transformation includes FEELINGS, not just features - [ ] Mechanism explains HOW, not just "AI-powered" - [ ] At least one proof point has a hard number - [ ] Customer language uses real or realistic phrases, not marketing speak - [ ] No more than 3 target audience segments (focus!) - [ ] At least 2 video angles suggested with different hooks ## Anti-Patterns | Anti-Pattern | Why It's Bad | Fix | |---|---|---| | Feature listing | "We have X, Y, Z" - nobody cares about features | Use "So What?" test to find real values | | Jargon | "Leveraging proprietary algorithms" | Use customer words, test: would a friend say this? | | Vague enemy | "Current solutions are inadequate" | Inadequate HOW? Add numbers, time, frustration | | Missing mechanism | "Better results" | HOW better? What's the secret sauce? | | No tension | No enemy = flat content | The enemy must be REAL and FELT | | Generic emotions | "Save time" | Time for WHAT? "Get home before kid's bedtime" | | Company-first | "We are the leader in..." | Customer-first: "You deserve..." | ## Frameworks Reference **JTBD (Jobs-to-be-Done):** - Functional job: What task are they trying to accomplish? - Emotional job: How do they want to feel? - Social job: How do they want to be perceived? **StoryBrand (Donald Miller):** 1. Hero (customer) has a Problem 2. Meets a Guide (your product) with Empathy + Authority 3. Who gives them a Plan 4. Calls them to Action 5. Helps them avoid Failure 6. And achieve Success **Obviously Awesome (April Dunford):** Competitive alternatives → Unique attributes → Value → Target customer → Market category **Value Proposition Canvas (Strategyzer):** Customer: Jobs + Pains + Gains ←→ Product: Products + Pain Relievers + Gain Creators ## Gotchas - Don't skip the "So What?" test - it's where insights hide behind features - Customer language > clever copywriting. Always. - If you can't find the enemy, the product might not have a clear positioning - flag this - Brief should take 10-15 minutes of real analysis. 2-minute briefs are too shallow - Update the brief as you learn more during content creation - The brief is the SOURCE OF TRUTH for all subsequent work (video, ads, slides) ## Source & license This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code. - **Author:** [AnastasiyaW](https://github.com/AnastasiyaW) - **Source:** [AnastasiyaW/claude-code-config](https://github.com/AnastasiyaW/claude-code-config) - **License:** MIT Install and usage instructions live in the source repository linked above. ## Pricing - **Free** — Free ## Security capabilities Automated source analysis of v0.1.0 — what this tool can access: - **Network access:** no - **Filesystem access:** no - **Shell / process execution:** no - **Environment & secrets:** no - **Dynamic code execution:** no *"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.* ## Versions - **0.1.0** — security scan: passed — Imported from the upstream source. ## Links - Listing page: https://agentstack.voostack.com/l/skill-anastasiyaw-claude-code-config-product-meaning-extractor - Seller: https://agentstack.voostack.com/s/anastasiyaw - Browse the marketplace: https://agentstack.voostack.com/browse --- Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.