Install the OSMM plugin

One install, the whole standard

Builder skills

One builder per object — Context, Work Product, Measurement, Learning, and the Creative Brief composer. Trigger-rich, so a plain-English request invokes the right one.

JSON

Canonical Schemas

Every object validates against its schema, so what a builder writes is well-formed and portable — plain files you own, in an open standard.

Worked example sets

A complete B2C library and a parallel B2B library, built from public sources, so you can read real objects before building your own.

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One-command updates

Versioned under semver. You get a new release when maintainers ship one — not on every commit — so the standard stays stable underneath you.

In Claude Cowork (the app)

Four clicks, nothing to type

Most marketers are in Claude Cowork. Cowork installs plugins through its interface:

Open the Customize menu (left sidebar) and go to the Plugins tab.
Under Personal plugins, click +, then Add marketplace.
Enter the repository — open-semantic-marketing-model/osmm — and confirm.
Find the osmm plugin, click Install, and Authorize it.

The plugin is active in your next conversation. Updates are handled for you — Cowork syncs the marketplace when a new version is released.

Rolling it out for a team?

An admin can add OSMM once for the whole organization under Organization settings → Plugins → Add plugin → GitHub, using the same open-semantic-marketing-model/osmm repository. Members get it without adding the marketplace themselves.

Two commands

The first registers this repository as a plugin marketplace; the second installs the plugin.

/plugin marketplace add open-semantic-marketing-model/osmm /plugin install osmm@osmm

Run /reload-plugins (or restart Claude Code) to activate it in the current session. Prefer a menu? Run /plugin and use the Marketplaces and Discover tabs to do the same thing interactively.

To update later:

/plugin marketplace update osmm /plugin update osmm

Structure once, compose forever

You never write these files by hand. You hand Claude a source document, and a builder writes the object. Start with Business Context — it's the foundation everything else references.

Grab something real that describes your company — an About page, a pitch deck, a one-pager.

Hand it to Claude and say: "Build an OSMM business context object from this."

Claude picks the right builder, asks a few clarifying questions, and writes BUSINESS-CONTEXT_<you>.json.

Read it and fix anything that's wrong — it's your context. Then do a Persona the same way.

The one rule that makes this work: build Context before Work Product. Context objects (Business, Brand, Product, Persona, Audience) are the durable layer everything else points at. Five Context objects is a realistic, high-value first project.

The short version

Do I need to build all 18 objects? No. Most teams build five Context objects and stop — that's where most of the leverage is. Add work-product objects when a real campaign needs them.

Do I need to know JSON? No. You need to be able to read a structured document and tell whether it's right about your business.

Does it replace my MarTech stack? No. OSMM is the decision layer that sits above it — the structured brief your tools and agents read from.

Turn your docs into objects — without writing a line of JSON