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Open source. macOS, Windows and Linux.
At a glance
What it is
You have raw material (interview transcripts, sales-call notes, support tickets, churn surveys) and need to turn it into segments the team can write to, price to, and channel to.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
The whole file, exactly as it downloads. Read it before you rely on it.
SKILL.md
88 lines · 854 words
You have raw material (interview transcripts, sales-call notes, support tickets, churn surveys) and need to turn it into segments the team can write to, price to, and channel to. Or a teammate handed you a demographic and asked for a persona.
Runs after jtbd-interviews.md. If you don't have interview data, stop and go get it.
You have raw material (interview transcripts, sales-call notes, support tickets, churn surveys) and need to turn it into segments the team can write to, price to, and channel to.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Audience discovery & JTBD segmentation skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
What it covers
When to load this mode
The premise
The procedure
Decision rules — validate vs. discard
Anti-patterns
Before / after
Each of these library teams gives its bots this skill. Import one and look inside first.
1. Read every transcript twice. First pass: listen for the shape. Second pass: pull verbatim quotes into a sheet with five columns — trigger event, push, pull, anxiety, habit.
2. Cluster by job, not by person. Group transcripts where the trigger event is structurally the same — same kind of moment, same kind of breaking point. A grad student and a retiree might both have hired the same productivity app to recover an hour of cognitive space after a draining commute.
3. Name each cluster from the customer's words. Not "the time-strapped professional" — that's marketer-speak. Try "the Sunday-night-bracing-for-Monday person." If you can't picture the moment, the name is wrong.
4. Write a one-page segment card per cluster. Required fields:
Job (a verb phrase: "Help me get the kids out without yelling")
Trigger event (one specific moment)
Push, Pull, Anxiety, Habit — two lines each, one verbatim quote per Force
Hired and fired (what they're switching to / from)
Where they look (only what they said, not what you guess)
Three of their own sentences you'd put on a wall
5. Stamp the segment in TEAM_MEMORY.md under ## Research. Don't make Copy and Sales dig.
Validated when:
At least 5 transcripts cluster onto it (3 = hypothesis).
Trigger event is concrete and named the same way by multiple people.
All four Forces have verbatim quotes — not paraphrases.
You can name what they would have bought instead, and why they didn't.
A copywriter could draft the first sentence of an email to this person without asking you anything.
Discarded when:
Defined by demographic alone with no consistent trigger.
Trigger is abstract ("growth," "success") with no specific moment.
You can't name the alternative they were weighing. (No alternative = no decision = no buyer.)
The Forces sheet is mostly your inference, not their words.
Two team members read the card and picture two different humans.
Don't build personas from imagination. "Marketing Mary, age 38, drinks oat milk lattes" is fiction. Fiction generates plausible-sounding strategy that doesn't move the needle.
Don't segment by ICP firmographics alone in B2B. Two CFOs at identical-looking companies can be in different jobs depending on whether the board is happy with them this quarter.
Don't over-segment. More than 5 segments and the team quietly collapses them back into one.
Don't lead with channel. "We need to reach moms on TikTok" is a wish. Where they actually go when the trigger fires is what you put on the card.
Don't reverse-engineer segments from a campaign that worked. Survivorship bias — you re-find existing buyers and miss the segments you're not reaching.
Before (demographic persona, imagination-built):
"Sarah, 34, suburban mom of two, $90k household, follows wellness influencers. Wants to feel more put-together. Pain points: time, stress, mom guilt."
Team writes "feel more put-together" copy, runs Instagram ads, gets 0.4% CTR, blames the algorithm.
After (JTBD segment card, transcript-built):
Segment: "The 5pm-handoff parent." Job: "Get me from end-of-workday to bedtime without losing my voice." Trigger event: Walking in the door and one kid is already crying. Named in 6 of 8 transcripts. Push: "I'm running on fumes by 5." | "I yelled at him over a juice box. Felt like a monster." Pull: "Something I can hand to my partner and they'd do it the same way." | "Less in my head." Anxiety: "Another app that wants my email and never gets opened." | "No time to learn a system." Habit: "We've been winging it for four years." | "My mom didn't need an app." Hired: Shared calendars, meal kits, parenting podcasts. Fired: Their own planning brain at 5pm. Where they look: Reddit r/Parenting at 11pm. WhatsApp groups with three other parents.
Now Copy has the first line. Channels knows where to be. Sales knows what to de-risk. Offer knows what "no setup" is worth.
SKILL.md
88 lines · 854 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
Your new bot
Audience discovery & JTBD segmentation bot
Waiting in your sidebar once you say go.
No account needed · Runs on the AI plan you already pay for