Become the product marketer every AI startup is desperate to hire.

You'll separate your early customer profile from your ideal customer profile and learn why the two are almost never the same. We map who-where segments, run beachhead tests, define a tight anti-persona, and write the disqualification rules that protect your roadmap. By the end you can name the one segment that should consume eighty percent of your effort this quarter, and explain why on a single slide.

You'll build a positioning statement using the five inputs that actually matter: competitive alternatives, unique attributes, value, target segment, and market category. We work through the RAGE segment exercise, pressure-test the result against real buyer language, and rewrite your homepage hero in real time. You leave with a position that holds up under scrutiny from product, sales, and the CEO.

You'll learn the economics of category kingship, the magic triangle of category, company, and product, and the lightning-strike playbook. We work through when a new category is genuinely warranted and when it's marketing vanity that slows your sales cycle. You leave with a clear-eyed decision on whether to compete inside an existing category or carve a new one, and the point of view to back it up.

You'll build differentiation that is ten times better on something that matters, not ten percent better on everything. We dissect structural weaknesses in incumbent products, identify the moats that compound, and assemble the proof points buyers actually believe. You leave with a clean answer to the free-tool objection that ends the conversation instead of starting it.

You'll write a value proposition, three supporting benefits, and the proof that backs each one. We run the “so what?” test, build before-and-after copy frameworks, and translate dense product language into sentences a sales rep can use on a cold call. You leave with a messaging house your whole company can ladder up to, plus the snippets to drop straight into landing pages, decks, and emails.

You'll build packages with intentional fencing, design good-better-best tiers that move buyers up, and pick a value metric that scales with customer outcomes. We work through the specific pricing models that fit AI products — seats, usage, outcomes, hybrid — and the trade-offs each one creates for sales motion and gross margin. You leave with a pricing page you can ship and the model behind it written down.

You'll diagnose which motion fits your product, your buyer, and your price point, then design the growth loops or funnels that match. We cover channel-fit testing, the land-and-expand mechanics that make AI products compound, and the operating rhythm that keeps motion and message aligned. You leave with a one-page GTM motion brief that every function in the company can act on.

You'll run tiered launches from a single one-page canvas: tier-one moments that move the company, tier-two beats that move a segment, tier-three updates that move a feature. We cover orchestration across product, sales, and customer success, the beta-to-GA arc, and how to measure outcomes instead of activity. You leave with a launch system you can hand to anyone on your team.

You'll write the why-change, why-now, why-you narrative that compresses a six-month deal cycle. We build one-screen battlecards, including the dedicated battlecard for the free-tool objection, and design the enablement rhythm that keeps reps sharp without drowning them in content. You leave with the materials sales actually opens before a call.

You'll run win-loss interviews that get past the polite reasons buyers give in the moment. We map competitor tiers including the two everyone forgets — “do nothing” and “build it in-house” — and build the intelligence loop that turns deal feedback into product and message improvements within a single quarter. You leave with a competitive system that updates itself.

You'll learn the difference between owning attention and renting it, find the content tilt only your company can credibly claim, and separate demand creation from demand capture so you stop optimising the wrong number. We cover how to produce content that doesn't sound like the generic AI-written output flooding every feed. You leave with a content engine designed around your actual unfair advantage.

You'll design the activation moment that turns a signup into a habit, map the expansion triggers that grow accounts without a human in the loop, and spot the churn signals weeks before they show up in the dashboard. We cover the lifecycle campaigns that work specifically for AI products with high token costs and uneven engagement. You leave with a retention plan finance will fund.

You'll separate distinctiveness from differentiation and build the codes — colour, type, voice, visual system — that compound recognition across every channel. We treat brand as a system that compounds over years, not a logo refresh. You leave with a small set of distinctive assets you can defend internally and a brief that protects them from death by a thousand small decisions.

You'll set up honest attribution, separate leading from lagging indicators, and frame PMM as the connector function that makes product, marketing, and sales all hit their numbers. We cover the operating cadence, the dashboards that actually get used, and the executive-management skills that turn good work into visible impact. You leave with the operating layer that makes the rest of the course defensible.

You'll run a structured first ninety days: learn the company, connect with the right people, deliver one undeniable win. We cover T-shaped PMM career design, the choice between IC and management paths, and how to build influence in a function that almost never has direct authority. You leave with a plan for the next role and the next three after it.