The courses.
Two courses explore the ideas from different directions.
For marketers, leaders and teams who want to think more clearly, make sounder decisions and achieve more consistent results over time.
Understand how marketing systems behave.
Marketing Ideas Everyone Knows — But Few Understand
Eight corrections to some of marketing’s most familiar assumptions — including loyalty, persuasion, differentiation, targeting, creativity, and measurement.
The course is not about exposing mistakes for their own sake. It’s about learning to interpret markets more clearly: how brands actually grow, what buying behavior really looks like, and why so many marketing signals become misleading when viewed in isolation.
The goal is not skepticism, but better judgment — and a more stable understanding of what makes brands easier to notice, easier to choose, and easier to buy.
Launching on Udemy later in 2026.
Improve judgment under uncertainty.
Working the Wrong Problem — Why Marketing Sometimes Works, Often Doesn’t, And Commits The Enterprise Either Way
A four-volume course about judgment under uncertainty: how organizations interpret signals, commit resources, escalate decisions, and learn to distinguish movement from progress.
The course is not about eliminating uncertainty or replacing judgment with frameworks. It’s about learning how to think more clearly when the future is unclear, the incentives conflict, and the pressure to act is high.
The goal is not caution, but better commitment — developing the ability to diagnose more accurately, commit more intelligently, and revisit decisions without mistaking consistency for competence.
Launching on Thinkific later in 2026.