This course contains the use of artificial intelligence.

Positioning is not tested on the homepage. It is tested on the third message, after someone ignored the first two. Here are 440 tools to pass that test: 323 ready-to-use templates, checklists, procedures, AI prompts and question lists, 99 models and methods, 17 services shown on screen and the Buyer Role Message Card.

Open a lecture, take the template, rewrite your first message today.

A note before you enrol

18 of the 39 lessons were recorded against a hiring funnel rather than a sales funnel. The frameworks are the same, but the person being persuaded is a candidate, not a customer. That audience is harder: changing jobs costs people more than buying, and saying no costs them nothing, so messaging that works there works on customers with room to spare.

What changes after this course

Your position is a sentence with a named alternative, and you follow it through every place a person meets you: the product, the journey, the first contact, the follow-up, onboarding and the long relationship. You measure what the message does and test your own claims before the market does.

What is inside: 440 tools, counted lecture by lecture

You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.

• 49 downloadable resources: the lecture presentations plus the Buyer Role Message Card
• 323 ready-to-use tools inside the presentations:
• 68 templates and sample documents: positioning statement, value proposition builder, competitive positioning, brand voice reference messages
• 68 checklists: messaging consistency, brand name screening, Big Idea evaluation, product-market fit signals
• 52 step-by-step procedures and workflows: AI brand audit, brand voice agent training and testing, product-market fit discovery, recruitment message A/B testing
• 49 ready AI prompts: positioning statement generation, messaging matrix generation, brand voice agent, campaign headline generation
• 40 question lists and scripts: campaign channel selection, behavioral segmentation, customer interview script, trend assessment
• 31 scorecards, rubrics and matrices: positioning robustness, messaging matrix, competitor comparison matrix, key message scoring rubric
• 8 formulas and metric sets and 7 other working tools: brand health metrics, North Star input metrics, brand architecture decision worksheet, PMF diagnostic sheet
• 99 models and methods explained with examples: Jobs to Be Done, Nielsen Norman tone dimensions, AIDA messaging framework, FAB feature-advantage-benefit framework
• 17 services shown on screen, including ChatGPT, Claude, Perplexity, LinkedIn and the WIPO Global Brand Database

Where the tools are

• Positioning and messaging (2 sections, 89 tools). The positioning statement, the messaging matrix, verbal identity and message tracking.
• The product behind the message (3 sections, 125 tools). Strategy, fit, portfolio, customer research, jobs to be done, metrics, monetisation and scaling.
• The journey (2 sections, 43 tools). Touchpoints, channels, tone, question design and fixing a broken journey.
• Copy and dialogue (2 sections, 108 tools). Funnel analysis, FAB, AIDA, SPIN, hard cases, negative feedback and non-responders.
• Experience and relationship (2 sections, 50 tools). First contact, onboarding, the long relationship, the exit and winning people back.
• Testing your claims (2 sections, 45 tools). Argument, logic, bias, evidence and decision models.
• Russian-language edition (1 section, 124 tools). The original course materials in Russian.

Who is teaching

I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe. I am also a founder and lead the strategy of my own academy.

I have built my own academy's brand for twelve years as a solo founder, acting as its head and chief marketer, with contractors only for hands-on work. My test for a value proposition is simple: if it cannot be understood in ten seconds, it does not exist yet.

How to use the course

Start with the positioning statement and the messaging matrix, then follow the message through the product, the journey, copy and the relationship. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.

What is included

• 50 lectures across 16 sections, 31.5 hours
• 49 downloadable resources: lecture presentations and the Buyer Role Message Card
• 440 tools across the lessons, including 17 services shown on screen
• Lifetime access to all materials
• Active instructor support in the Q&A section
• A Udemy Certificate of Completion

Where to start

Write your positioning as one sentence: for whom, and instead of what. Then check whether your last message to a customer says the same. Enrol now and start your first lesson today.