Most marketing courses
are slide decks.
This is a story.

§ Principles

1. 01

   The North Star

   Strategy, ICP, JTBD, and the metric you live by.

   Pick the right north star metric for three companies given conflicting data.

   Ready

2. 02

   The Funnel

   AARRR, lifecycle stages, and conversion math.

   Diagnose a leaky funnel and prioritize fixes by expected value.

   Ready

3. 03

   Channels

   Channel-market fit. Why growth hacks don't generalize.

   Allocate a $50K test budget across six channels for your archetype.

   Ready

4. 04

   Organic

   SEO, content, community, and owned audiences.

   Build a topical map and watch traffic compound across simulated months.

   Ready

5. 05

   Paid

   Search, social, attribution, creative iteration speed.

   Ad auction simulator. Bid, optimize, scale, find what breaks.

   Ready

6. 06

   CRO

   Landing pages, statistical significance, optimization vs theater.

   Landing Page Lab. Run variants, learn why most A/B tests are underpowered.

   Ready

7. 07

   Lifecycle

   Onboarding, activation, retention, resurrection, churn.

   Drag cohort retention curves into shape. See LTV impact in real time.

   Ready

8. 08

   Analytics

   Attribution models. Decision-making under noise.

   The Detective. The dashboard says one thing. The data says another. Find the lie.

   Ready

9. 09

   Brand & Creative

   Message-market fit. Performance creative as the new copywriting.

   Write three ad variants, ship a split test, see which wins and why.

   Ready

10. 10

    AI-Native Growth

    Agents in keyword research, creative, lifecycle, analytics.

    Assemble a mini agent workflow from prompt blocks for a real marketing task.

    Ready

11. 11

    Capstone

    Existential growth challenge. Apply everything across a 20-minute scenario.

    Outcome determines your ending.

    Ready

All 11 chapters live · roughly six hours of play across one archetype.