How skills work
A skill is an expert playbook Claude follows. You don’t configure anything, you just ask, and Claude runs the right one.
Two ways to run any skill
Section titled “Two ways to run any skill”1. Just ask, in plain English. Describe what you want and Claude picks the skill.
“Research the cold-plunge market for examplebrand.com”
“Write me three ad variations for our new offer”
“Build a listicle landing page for this product”
2. Call it by name. Every skill has a short name (like apollo or hermes). On the desktop app you can type it as a command with the toolkit’s prefix:
/um-toolkit:apollo
Both work. Plain English is usually faster; calling by name is handy when you know exactly which skill you want.
Every skill reads your brand files first
Section titled “Every skill reads your brand files first”Before a skill produces anything, it loads your brand files: your offer, your voice, your buyer personas, your objections. That’s what makes the output sound like your brand. If you haven’t onboarded your brand yet, the skill will route you to setup first.
How to read these pages
Section titled “How to read these pages”Every skill has its own page, and they’re all laid out the same way:
- What it does: in one or two plain sentences.
- When to reach for it: the situations it’s built for.
- Where it runs: Cowork, the desktop app, or both.
- How to run it: the exact words to type.
- What it needs from you: the inputs.
- What you get back: the output.
- A worked example: so you can see it in action.
- Tips & gotchas: the things that trip people up.
Runtime tags
Section titled “Runtime tags”Each skill is tagged so you know where it works:
- Cowork-ready: works in both Cowork and the desktop app.
- Desktop: needs the Claude Code desktop app (these render images/video or build + deploy pages, which Cowork can’t do yet). See Choose your setup for why.
The full catalog
Section titled “The full catalog”| Skill | What it’s for | Where it runs |
|---|---|---|
| Setup | ||
| getting-started | Onboards you and your brand on a fresh install | Cowork + Desktop |
| brand-context | Researches a URL and fills in all your brand files | Cowork + Desktop |
| onboard-client | Adds another brand/client to your workspace | Cowork + Desktop |
| Research & strategy | ||
| apollo | 10-module market & customer research | Cowork-ready |
| persona-architect | 5 deep buyer personas with psychology | Cowork-ready |
| brand-style-extractor | Pulls a brand’s real colors, fonts, and logo | Desktop |
| ad-forensic-teardown | Systematic competitor-ad teardown | Cowork-ready |
| meta-strategy | Full 14-section Meta advertising strategy deck | Cowork-ready |
| Copywriting | ||
| hermes | Direct-response ads, emails, and sales copy | Cowork-ready |
| legendary-sales-letter | Long-form sales letters and advertorials | Cowork-ready |
| conversion-copy-architect | Behavioral-science conversion copy | Cowork-ready |
| ad-overlay-copy-engine | Text-overlay copy + layout for ad images | Cowork-ready |
| Ad creative | ||
| meta-image-ad-generator | Meta image-ad concepts and prompts | Desktop (to render) |
| seedance-video-ad-generator | Video ad prompts (Reels/TikTok/Shorts) | Desktop (to render) |
| Pages & funnels | ||
| page-architect | Full landing-page build: research → design → QA → ship | Desktop |
| design-architect | Design system, mockups, and visual QA | Desktop |
| living-elements | Animated “living” hero assets for premium pages | Desktop |
| Review & QA | ||
| red-team | Adversarial “would my buyer actually convert?” review | Cowork-ready |
| unicorn-page-review-panel | World-class expert page scoring | Cowork-ready |
| Bundled tools (other skills call these, not slash-skills) | ||
| creatify-batch | Batch image generation via Creatify | Desktop |
| image-sourcer | On-demand image generation | Desktop |