The work a product marketer does between the product and the market: the story everything is written from, release notes and launch weeks, battlecards for every competitor, and customer proof you have permission to use.
Drafts the one-liner, the statement and who you sell to from your site, writes every piece from them, and proposes a change when your buyers move.
Reads your commits, drops what customers never see, and drafts changelog entries that name only what shipped.
Proposes a launch week for a big release or a big article, every piece on its day in the right voice, measured as one launch.
A battlecard per competitor, drafted from their own site and checked every week for changes.
Asks the right customers for a story, keeps their consent on every answer, and turns the answers into case studies and proof points.
Positioning usually lives in a slide nobody opens. In Ballad it's the plan: a one-liner you can say out loud, the statement behind it, and the segments you sell to. Every post, launch, bio and brief is written from it, so changing it changes what goes out.
Connect your repository and Ballad reads what you merge. On a daily or weekly cadence it drops the refactors and test fixes, groups the rest into changes a customer would notice, sizes the release, and drafts the entry for your changelog.
Ran payroll with the wrong hours? For 24 hours after a run you can undo it from the run summary, and whoever approved it gets an email saying so. Nothing reaches a bank until the window closes.
A major release, or an article worth pushing, becomes a proposed launch week: the changelog entry, founder posts on each network, a thread, a brand post, the newsletter issue, a Show HN and an image card. Trim what you don't want, pick the start, and run it.
Undo is the objection prospects raise most. A launch that leads with it answers the question before the demo does.
The trouble with battlecards isn't writing them, it's that they go stale the week a competitor changes their pricing page. Ballad drafts one per competitor from their own site and your positioning, then checks the pages it read every week and proposes an update when they change.
We moved off Halyard after a double run. Undo would have saved us a week of refunds.
Ballad watches People for customers who came through your content and converted, and suggests who to ask. You send them a link; they answer six questions and choose, answer by answer, what may be quoted and how they're named.
What one job learns, the others use: the calendar writes from the positioning, the launches measure through the same signals, and the analysis changes the plan.
Connect your repository and your channels, and the next release arrives as a changelog entry and a launch week waiting for your yes.
