ICP Roleplay Demo Script
A launch video that explains the product in third person loses. A launch video where the founder steps into the ICP's life, hits the ICP's pain in real time, and opens the product to solve it — that one travels. This skill produces the script frame.
When invoking: Ask for the product, the ICP (role + seniority + company stage), and the specific pipeline the demo will show. Then produce the roleplay frame.
The frame
The founder is the ICP. Not "imagine a founder." Not "here's how our customer Lisa uses it." The founder speaks in first person as the ICP, on camera, using the product to solve a moment-specific pain.
The moment must be specific:
- Bad: "Every day founders struggle to keep track of their team."
- Good: "Hi, I'm Cailyn. I'm a founder and today is the day after the launch. Team Slack channels are blowing up and I need to know what's happening right now. So I open up Momo."
The bad version is about a category. The good version is about Tuesday at 9:47 a.m. in a specific person's life.
The 4 story beats (fits inside the 10-15s story window of x-launch-video-structure)
- Identity (1-2 seconds). "Hi, I'm [name]. I'm a [ICP role]."
- Moment (2-3 seconds). The specific time/context/trigger. "Today is the day after launch." "It's Friday and I'm about to send the investor update." "I just landed in Berlin for the conference." Time-stamps make the story real.
- Pain in real terms (2-3 seconds). Not "I'm struggling with productivity." Concrete: "I have seven Slack channels blowing up and I don't know what's real." "I have 40 demo requests in my inbox and three are from Fortune 500s I can't miss."
- Product moment (remaining seconds). "So I open up [product]." → cut straight to the product solving it. No menu tour. First click should show the payoff.
Rules
- First person only. No "founders like me" or "our users." "I."
- One specific ICP. If your product serves three ICPs, make three videos. A demo pretending to serve all three serves none.
- The moment has to be recent. Yesterday, today, "10 minutes ago." Not "imagine if."
- Pain must be measurable. Count something: channels, emails, hours, dollars.
- Solve visibly. Every second after "so I open up [product]" must show product UI with the outcome unfolding.
Founder-as-ICP vs. actual customer
This frame works because the founder has total control over the story and can shoot it in an afternoon. It does not work if the founder has never lived the ICP's actual workflow. If you have a real customer who'll go on camera, their version is always stronger — but it's rare. Roleplay is the practical default.
Output format
When asked to produce a roleplay demo script, produce:
- ICP identity paragraph — role, seniority, stage, the day-specific context.
- The 4 story beats — exact spoken lines for each, tight.
- Product-entry cue — the sentence that hands off from story to product.
- Visual hand-off — what the viewer sees on screen the instant the product opens.
- Outcome line — the 1 sentence that confirms the pain is resolved.
- Alt version — a second ICP identity the user could shoot instead, if they have more than one ICP.
Related skills
x-launch-video-structure— this script fits into beats 3-4 of the structurelaunch-video-hook-generator— produces beat 1; this produces beats 3-4clifton-sellers-content-prompts— pressure-testing ICP identitystorybrand-brandscript— if the user hasn't yet defined the ICP clearly