Are your sales materials capable of drawing the right people into the right conversation?

9 free Claude skills to sharpen messaging before any pitch moment and capture what people said for the next iteration.

/foundation
Captures your product, buyers, what makes you different, and your evidence. Pushes back on weak claims, flags companies you didn't know were adjacent. Reusable across campaigns.
/campaign
Sets up for a specific push, whether that's a conference, investor roadshow, podcast tour, or cold outreach campaign. Pulls in what's happening there and adapts your intro and pitch deck for that context.
/positioning-tagline
Extracts your tagline from buyer language you've captured. Marks it as a guess if you haven't had buyer conversations yet. Updates as you collect more language.
/narrative
Three versions of your pitch for every target profile: thirty seconds, two minutes, and five minutes. For different occasions and levels of attention.
/objection-playbook
Predicts the objections you're most likely to hear from this person. Drafts a response for each one so you're not caught off guard in the meeting.
/one-pager
A printable, one-page handout for every target profile. Hand it out in a meeting, send as a follow-up, or give to the person who wants to think about it later.
/deck
15 to 20 slide outline for one target profile, buyer or investor. Reads from your /foundation file so the deck speaks to what they care about. Re-run for each profile.
/validation-prep
Helps you harvest signal from conversations. A question sheet that gets past "I like it," plus a low-friction way to record a conversation and notes template for the day.
/validation-debrief
After your conversations, pulls exact quotes from what people said and finds patterns across them. Routes the findings back into your /foundation file for the next round.

Why now

You've got a pitch moment coming up. You have a deck, a homepage, a one-pager. Some of it lands. Some doesn't yet.

Skills help you sharpen what you've got before the conversations, ask the right questions while you're in them, and pull what you heard into the next iteration.

Positioning is iterative. Like science. You can't hire someone to nail it without talking to people. Skills are the cheap path to a version you can test in conversation. Copywriters, designers, and artists take it further.

What are skills and how they work

Skip this if you know what skills are.

Skills are instructions for ChatGPT or Claude. Instead of re-explaining what you need every time, the skill tells the AI what to ask, what files to read, what frameworks to apply. Same prompt, sharper output.

Why not just use Claude?

Built from how we extract context to create positioning, taglines, and sales materials at Norml. They demand facts. They push you toward buyer conversations. They flag fluff before it reaches the buyer.

These get you to materials you can test in 4 weeks instead of 4 months. They complement your copywriter and designer, sharpening enough to put in front of people and learn from what comes back.

How to use them

/foundation
First. Capture your product, buyers, and evidence in one file. Every other skill reads from it, so you only do this work once.
/campaign
Next. Name the specific event or moment you're prepping for, and what success looks like there. The other skills adapt their output to that context.
/positioning-tagline /narrative /objection-playbook /one-pager /deck
These produce the sales materials you'll bring into the conversation. Each one outputs a concrete piece of collateral aimed at one target profile.
/validation-prep /validation-debrief
Before your conversations, run /validation-prep to know what to listen for and how to capture it. After, run /validation-debrief to fold what you heard back into the file.
iterate
Run the chain again for the next event. Captured language replaces guesses each time, and your materials get sharper with every round.

Install the skills

Three ways to install. Pick by the AI tool you already use.

Claude Desktop app

Steps

  1. Open the Claude Desktop app
  2. Click the Code tab
  3. Paste this and let Claude run it: 
    git clone --depth 1 https://github.com/Mogiilka/bio-skills.git ~/.claude/skills/bio-skills && cd ~/.claude/skills/bio-skills && ./install
  4. Start a new chat, type /foundation

You now have 9 slash commands.

Source: github.com/Mogiilka/bio-skills. Read the skills before installing.

Claude Code (terminal)

For terminal users.

Why pick this over Claude Desktop

If you already live in a terminal, or in VS Code / JetBrains with Claude Code installed, skills become slash commands right there. No second app to open. Same speed and behavior as the Code tab in Claude Desktop, just inside your existing workflow.

Tradeoff

You need to be comfortable opening a terminal. Requires Claude Code, Git, and pasting one bash command. The Code tab above is friendlier if terminal isn't your thing.

Install

→ Full instructions on GitHub. Step-by-step setup, ~5 minutes. You can also read every skill there before installing.

ChatGPT Project

On ChatGPT? Paste it as a Project.

Browser-only. Works in any account with ChatGPT Plus (Projects requires it).

Steps

  1. Download bio-skills.zip and unzip
  2. Open chatgpt.com → New Project
  3. Upload the unzipped folder to the Project
  4. In a new conversation, type: "Follow the instructions in foundation/SKILL.md to start."
  5. After each skill produces output, save it as a .md file and upload it to the Project. The next skill reads from it.

Tradeoff: in the Claude Desktop and Claude Code installs above, skills read each other's output automatically. Here you upload between skills. If that's friction, install via Claude Desktop or Claude Code.

Stuck? Email mogiilka@norml.studio.

Who's behind

Norml. Where biotech gets properly introduced. Through narrative and design.

These skills are the foundational methodology we use with our clients. Run a pass yourself. When the materials work, come talk to us about the next round.

What we did before

Compass BioInformatics
InheriNext by Compass
BioInformatics
InheriNext is a genomics platform for analyzing hereditary disease data.
 AstraZeneca
AstraZeneca
AstraZeneca partnered with us to automate their marketing campaigns and centralize tracking across all marketing efforts within their internal platform.

Why we're creating skills

Small biotech teams don't always have time or budget for marketing, even when the messages matter most. First booth visit. First investor meeting. First BD pitch.

These skills clarify your message across your team so they communicate better with the market. They get you to a version you can test with buyers in weeks. They complement copywriters and designers, sharpening materials and surfacing feedback immediately.

Why free? This supports you until you're ready to pay for us. If you're already there, talk to us today.

Common questions

What do I need to run this?
An AI provider you already pay for (Claude or ChatGPT) and a basic idea of what your company is doing. The skills do the rest.
Does it matter what stage I'm at?
No. Pre-talk founders get a structured starting point and a list of what to capture in conversations. Founders with a few buyer conversations get sharper output because the skills feed on the language you've already captured. Either way: run /foundation and /validation-prep first, use your conversations to capture, then run the rest. Already running at scale? Come talk to us directly.
I already have sales materials. Worth running this?
Yes. /foundation checks whether your materials drive home your critical message, or whether they contain framing that raises red flags with savvy buyers. /validation-prep and /validation-debrief turn each round of conversations into a sharpening pass. You tighten what you already have with the language people use.
Is my data secure?
Yes. The skills are text files that the AI you already use (Claude or ChatGPT) reads from your local disk. Your prompts go through whoever you're using, Anthropic for Claude or OpenAI for ChatGPT, per their privacy policies, the same as any other chat with them. Norml has no server, no logs, sees nothing.
Why is this free? What's the catch?
No catch. These skills are the methodology we use on paid engagements at Norml. Running them yourself is one path. When it works and you're ready for the next round, come talk to us. The conversations usually start when you've got real signal from the people you're pitching.