BIO International Convention in 34 days. Learn from your buyers feedback with better sales materials. Free

9 skills to draft your sales materials before the conference, then sharpen them with what you hear there.

/foundation
Captures your product, buyers, what makes you different, your evidence. Shapes it into a structured file that every other skill reads from. Reusable across campaigns.
/campaign
Sets up for a specific event like BIO, JPM, or investor week. Pulls in what's happening there and adapts your intro and pitch deck for that context.
/positioning-tagline
Extracts your tagline from real buyer language. 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 buyer 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 buyer. Drafts a response for each one so you're not caught off guard at the booth.
/one-pager
A printable, one-page handout for every buyer profile. Hand it out at the booth or give it to the person who wants to think about it later.
/sales-deck
A 15 to 20 slide outline for every buyer profile and one setting: booth, investor meeting, or customer call. Raw copy to paste into any deck tool.
/validation-prep
A question sheet for buyer conversations. Built on the Mom Test to get past polite feedback. Points your attention to the signals worth following up on.
/validation-debrief
After the conference, pulls exact buyer quotes and finds patterns across multiple conversations. Routes the findings back into your /foundation file for the next round.

Why now

You're a scientist-founder going to BIO in four weeks.

Skills are here to help your polish your sales materials and even more — craft the right questions to question you positioning, extract the right words from buyers and use it in the next iteration.

Positioning is iterative process. Like science. You can't hire someone to create it for you without talking to people. So these skills are the cheap way to create v1 that can be tested with real conversation. And then handed off to professional copyrighters, designers and artists.

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. They demand facts. They push you toward buyer conversations. They use the Mom Test to avoid "I like it" feedback.

If you can't commit to a full engagement right now but need to show up at BIO with something testable — that's what these are for. They don't replace a copywriter. They get you to a draft you can test in 4 weeks instead of 4 months.

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 /sales-deck
These produce the actual sales materials you'll bring to BIO. Each one outputs a concrete artifact aimed at one buyer profile and one setting.
/validation-prep /validation-debrief
Before the conference, run /validation-prep to know what to listen for. After, run /validation-debrief to fold what you heard back into the file.
iterate
Run the chain again for the next event. Real buyer 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. We recommend Claude Code if you have the option (more on why below).

Claude Code Recommended

What it is

Anthropic's tool for using Claude on your own computer. Instead of typing into a chat window, Claude reads and writes files in a folder on your machine. It comes in three forms: a Code tab built into Claude Desktop, a separate terminal app, or a plugin for code editors like VS Code or JetBrains.

Why we recommend it

  • Faster to launch a skill. You type a short name like /foundation and the skill runs. No need to write a sentence telling Claude what to do every time.
  • Real files, not chat history. Each skill saves its output to a folder on your computer (foundation.md, narrative.md, etc.). Open them in any editor, share them with your team, hand them to a designer, print them. They don't disappear when you close the chat.
  • Skills connect to each other. Each one automatically reads the previous skill's output. No copying and pasting between steps.
  • One command updates everything when new skills ship.
  • All your materials live in one folder on your computer. Easy to find again when you prep for the next event.

Trade-off

The one-time install can feel intimidating if you've never opened a terminal. The Code tab inside Claude Desktop is the friendliest entry point and doesn't require any command line at all. After the install, day-to-day use is faster than the chat options.

Install

→ Full instructions on GitHub. Step-by-step, takes about 5 minutes.

Claude Desktop (Chat tab)

What it is

The regular Claude Desktop app you probably already use. To run skills here, you upload the skill files to a Project (a Claude feature that lets you give a conversation a set of reference files), then ask Claude to follow each skill by name.

Why you might pick this

  • No install. If you already have Claude Desktop or use Claude.ai in your browser, you're ready in 2 minutes.
  • Familiar. Same chat interface you're used to.
  • Free. Claude.ai's Projects feature is included on the free plan.
  • Works anywhere Claude.ai works, including mobile browsers.

Trade-off

More manual work between steps. Each skill's output lives in the chat, not as a file. You'll copy the output, save it somewhere, and re-upload it to the Project before running the next skill. No shortcut commands either, you ask in plain English ("follow the foundation skill") instead of typing one word.

Install

  1. Download skills.zip ↓
  2. Unzip it
  3. In Claude Desktop or Claude.ai, create a New Project
  4. Upload the skills/ folder from inside the unzip (not the whole zip contents)
  5. In a new chat in that Project, paste: "Follow the instructions in foundation/SKILL.md to start."

Run them in the order shown in How to use them above. For each new skill, paste: "Follow [skill-name]/SKILL.md."

ChatGPT Projects

What it is

ChatGPT's version of "give the AI a set of reference files for a conversation." Same idea as Claude Desktop above: upload the skill files, ask ChatGPT to follow them.

Why you might pick this

  • Use the AI you already pay for. If ChatGPT is your daily tool, no reason to switch.
  • Familiar. Same ChatGPT interface.

Trade-offs

  • Requires ChatGPT Plus. Projects is paid-only. If you're on the free plan, use Claude Desktop above (Claude.ai Projects is free).
  • Same manual work as Claude Desktop's main chat: outputs in chat, re-upload between skills, ask in plain English.
  • The skills were written and tested mainly in Claude. ChatGPT follows them well in practice, but minor formatting differences are possible.

Install

  1. Download skills.zip ↓
  2. Unzip it
  3. Go to chatgpt.com → create a New Project
  4. Upload the skills/ folder from inside the unzip (not the whole zip contents)
  5. In a new chat in that Project, paste: "Follow the instructions in foundation/SKILL.md to start."

Run them in the order shown in How to use them above. For each new skill, paste: "Follow [skill-name]/SKILL.md."

Stuck? Email mogiilka@norml.studio.

Who's behind

Norml. Creative brand and messaging studio. We're building for biotech and help companies shape narratives and design. These skills are the methodology we use on real client engagements, packaged so you can run a draft pass yourself.

What we did before

Compass BioInformatics
InheriNext by Compass
BioInformatics
InheriNext is a genomics platform for analyzing hereditary disease data.
InsuraTec
InsuraTec is an infrastructure for business management and direct-to-carrier access.

Why we're creating skills

Not always you have time or resources to work with creatives even if you want you product to be communicated well and look great. We want to help small startups and consultancies developing their product to break this wall.

These skills are not replacement for the copywriters and designers, they designed to help you build version one yourself and start gathering feedback over time.

Common questions

I haven't talked to buyers yet. Will this work?
Partially. Skills assume you've had at least a few buyer conversations, even brief. If you're pre-talk, run /foundation and /validation-prep first, use the conference to capture real buyer language, then run the rest after.
I already have sales materials. Worth running this?
Yes. Run /validation-prep before the conference. After, run /validation-debrief and polish what you have with the language you captured.
Is my data sent anywhere?
No. Skills are text files. The AI runs locally with whatever model you use. One note: markdown files from the internet can carry hidden instructions. Before installing any skill — ours or anyone else's — paste the folder into chat and ask the AI to flag anything suspicious.