Design and validate the offer
26 primitives in this stage — 24 skills · 2 agents. Concept-stage catalogue, kept vendor-agnostic.
Mine voice-of-customer evidence →
"I have three years of client emails and community posts sitting in folders I never have time to read through."
Scan the market for competing options →
"I've been googling my topic for twenty minutes and I still don't have a clean list of what's actually out there."
Draft the target-learner persona →
"I keep saying 'busy professionals who want to level up' and wondering why my offer copy lands flat."
Articulate the before/after transformation gap →
"I know what I teach, but I can't seem to describe the change my students actually experience."
Pressure-test the after-state for measurability →
"My outcome is 'feel more confident' — and I already know that's not going to hold up when I try to write sales copy."
Draft the outcome promise statement →
"I've rewritten my headline eight times and it still sounds like every other course out there."
Critique the promise for specificity and believability →
"I want someone to just tell me whether this promise would make a sceptical buyer actually believe it."
Diagnose the root obstacle blocking the after-state →
"My students know what to do. They just don't do it. I'm not sure my course actually solves the real problem."
Assess whether a course is the right intervention →
"What if building a course is the wrong answer entirely and I'm just not willing to admit it yet?"
Recommend a delivery format from transformation and constraints →
"I default to a course because that's what everyone builds, but I'm not sure it's actually right for what I'm teaching."
Pressure-test the format against transformation depth →
"I keep seeing creators promise total mindset shifts inside a drip-feed PDF course and I don't want to be that person."
Design the tier architecture and per-tier inclusions →
"Do I do one price or three? And if three, what goes in each one that actually justifies the jump?"
Check tiers for value-ladder coherence and cannibalisation →
"My VIP tier has basically the same stuff as standard with a Zoom call thrown in — and I'm not sure anyone will pay three times the price for that."
Decide pricing model and set price points per tier →
"I picked $497 because it felt right. But I have no idea if that's too low, too high, or just random."
Judge viability and decide format/price/tier adjustments →
"The numbers came back and they don't add up. Now I need to know whether to raise the price or rethink the whole format."
Derive a defensible go/no-go threshold →
"I need to decide upfront what 'enough demand' means, before I start counting and wanting to move the goalposts."
Stress-test the threshold for post-hoc rationalisation →
"The thing I'm most afraid of is getting to the end of the launch and convincing myself the results were good enough anyway."
Draft the pre-sale / founding-member pitch and page copy →
"I'm ready to test this with real people but I don't have copy and I can't afford to launch something that reads like a rough draft."
Build the interview guide and poll/screener questions →
"I keep asking questions that make everyone sound interested, and then nobody buys."
Synthesise interview and poll responses into a demand picture →
"I've talked to fifteen people. They all sounded enthusiastic. I still don't know if I have a real signal or just politeness."
Render the go/no-go verdict against the threshold →
"I hit the number but most of it was free waitlist signups and I'm not sure I should count that."
Extract offer adjustments from validation learnings →
"The test didn't hit the threshold, but it told me things. I need to know what to actually change before I try again."
Scope the learner's consideration set →
"My competitor isn't just other courses. It's YouTube and doing nothing, and I need to know who I'm actually up against."
Extract promises and quality signals per competitor →
"I can see what they charge, but I can't tell whether their promise is actually credible or just good copywriting."
Find and stress-test differentiation angles →
"There's a gap in the market, but the question is whether it's a gap because nobody wants it or because nobody has built it yet."
Write the competitive positioning brief →
"I have all the research. Now I need someone to tell me what it actually means for how I should position this thing."