A three-week, instructor-led course for marketing professionals who want to write their own rules.

There’s a reason you’re not clicking any more: The attention economy destroyed traditional marketing. It's not enough to learn new tricks—you have to invent them. Today's best marketers unearth new ways to create attention and turn it into profitable demand. 

We’ve spent years studying the new realities of marketing. Just Evil Enough will reset your marketing career so you can stop writing press releases and start hacking markets.

We’ll dive deep into the following concepts

Master the RIPE framework to turn attention into profitable demand—again and again.

Search emerging platforms and shifting norms to unearth novel exploits—before your competitors do.

Hone your go-to-market strategy with reframing, subversive tactics, and message maps.

Learn from dozens of case studies to inspire your campaigns and reveal untapped markets.

Rethink modern marketing through neuroscience, game theory, threat modelling, behavioural design and more.

Leverage your asymmetric advantages to capture attention and deliver meaningful results in a noisy market.

Reinvent yourself as a subversive marketer who thrives in the attention economy.

Work hands-on with powerful frameworks you can use to guide your planning again and again.

You’re doing everything right. You’ve read the blogs, listened to the podcasts. But the game feels rigged. 

You’re spending too much time building products, and not enough time making people care.

Your marketing team is tired. You want to reset their thinking for the attention economy.

Alistair is an entrepreneur, author, and business educator. He co-authored the best-selling Lean Analytics, and founded web performance pioneer Coradiant. He’s been a visiting executive at HBS, and has launched and chaired several of the world’s leading technology conferences.  In his spare time he makes treasure hunts.

Emily is the founder of strategic consultancy firm Inkvine which designs and executes subversive marketing campaigns for award-winning startups and scaleups. She holds multiple qualifications in marketing, PR, analytics and problem solving. She consults for VC funds, international accelerators and is advisory board member at SXSW. However, she started her career as a professional fire and knife performer, where she learned first-hand about the attention economy. 

When you complete this course, you’ll see marketing through an entirely new lens. You’ll create unexpected, subversive go-to-market campaigns that cut through the noise of the attention economy—and leave your competitors scrambling to catch up.

You’ll get up close and personal with Alistair and Emily in interactive workshops, and work with your peers in high-intensity breakouts. Buckle up, baby—it’s going to be intense. 

Your fellow students have been hand-picked for their diversity of perspective and experience. You’ll learn as much from each other as you will from your teachers—and make lifelong connections with other subversive marketers.

Don’t expect to take the Just Evil Enough course and simply get away with it. You’ll be held accountable for each of the learning outcomes you signed up for. 

It wouldn’t be subversive if there weren’t a few surprises, now, would it? Expect the unexpected, with surprise guests, plot twists, narrow escapes, and a whole lot more.

Just Evil Enough shows how a small number of firms think differently about brands, products, and markets—and in doing so, achieve disproportionate, and often unexpected, success.

Professor of Digital Business, DCU Business School, Dublin

Just Evil Enough captivated the attention of the founders in a manner seldom seen, and provoked so much discussion and reflection.

A rallying cry for marketers everywhere to stop writing press releases and instead find subversive, sustainable, brand-consistent ways to create attention they can turn into profitable demand.

Being Just Evil Enough is something every business needs to act on immediately if it is to survive in the attention economy.

CEO & Founder, Data Natives / Dataconomy / Dataconomy Media GmbH, Berlin

Your Just Evil Enough keynote is still fresh in my memory—one of the best I've seen in my career as an event organizer!

Head of events, Danish Marketing Association

Each week, you’ll join in-person live classes, brainstorm in breakout sessions, complete reading and viewing assignments, engage with your classmates online, and work through powerful frameworks. By the end of the course, you’ll not only think about marketing in an entirely new way—you’ll have concrete plans for campaigns and go-to-market strategies that you can put to work immediately.

No. This course is designed for working professionals. Each week we cover two 90-minute modules. You’ll have pre-class reading, group work, and supplemental tasks and exercises that can be completed around your own schedule. Many of the students will be using this course to work on campaigns and strategies for their full-time job.

I work full time. Will I need to take time off?

Yes. This is an intensive course that involves both instructor-led and peer activities. If you’re unable to attend all six live sessions, consider postponing your attendance until a time when you’ll be able to devote your full focus and energy to the material. You won’t get the results you want—and will undermine your classmates’ experience—if you aren’t committed to the process.

Do I have to attend all of the live sessions?

Yes. Every student will get one-on-one feedback from Alistair and Emily, along with feedback from your fellow students throughout the course, and from guests we invite to join us along the way.

Most marketing sucks. It hasn’t been updated for the attention economy. Great marketers tell stories that tease and compel. They find exploits so cunning, their mark doesn’t even know they’re being targeted. They subvert, surprise, and drive real business results.

We’re building an elite squad of subversive marketing leaders. Join us if you dare.

Be the first to know when the next cohort starts

Standing out in noisy markets is hard. It requires subversive thinking, unfair advantages, and campaigns that upend traditional thinking and outwit competitors. In this course, Alistair and Emily will help you reposition your brand, ignite your team, and reboot your career. It’s packed with surprising case studies, hands-on exercises, and powerful frameworks based on five years of research into the science—and art—of subversive marketing.

We won’t make you an evil genius. But we will teach you how to think like one.

Just Evil Enough: Rethink marketing for the attention economy.

Standing out in noisy markets is hard. It requires subversive thinking, unfair advantages, and campaigns that upend traditional thinking and outwit competitors. In this course, Alistair and Emily will help you reposition your brand, ignite your team, and reboot your career. It’s packed with surprising case studies, hands-on exercises, and powerful frameworks based on five years of research into the science—and art—of subversive marketing.  We won’t make you an evil genius. But we will teach you how to think like one.