Casey Hill

CMO @ DoWhatWorks, Educator at Stanford / UCSD, Consultant at McKinsey/Blackrock

Rebuild Your Social Proof Before It's Outdated

We’ll show real tests from B2B SaaS across homepages, pricing pages, paid LPs etc.

What types of social proof are winning.

The harder something is to fake, the more people trust it. We’ll show you how that plays out and how to apply it.

How to use “cost signaling” to understand what works.

Most teams already have the raw materials, they’re just underperforming. We’ll walk through simple “do this, not that”

How to uplevel your conventional logo bars or testimonials.

Learn from a world-leading expert how to design and analyze trustworthy A/B tests to evaluate ideas, integrate AI/ML, and grow your business

Author of best-selling A/B testing book

Microsoft

Airbnb

Amazon

Dr. Ronny Kohavi

Technical fellow and VP at Microsoft & Airbnb, co-author of A/B testing book

1 June 2026

14 Sept 2026

Through multiple real examples of well-run experiments and stories from Microsoft, Amazon, and Airbnb, you will see the humbling reality that we are terrible at assessing the value of ideas.Trivial changes can be surprisingly useful, whereas large efforts often fail. Accelerate innovation by building Minimum Viable Products (MVPs) and features, and make the organization more evidence-based and humble as it adopts and learns to use evidence from the gold standard in science—the controlled experiment.You will understand the challenges in designing and running trustworthy randomized controlled experiments (A/B tests), including the importance of the Overall Evaluation Criterion (OEC), scaling, common pitfalls, and Twyman's Law. We cover cultural challenges, institutional memory, maturity model, observational causal studies, offline evaluation, AI/Machine learning and triggering, build-vs-buy trade-offs, challenges, and requested topics. The Advanced Topics course is designed as a technical follow-on: <a target="_blank" rel="noopener noreferrer nofollow" href="https://bit.ly/AdvancedABFS">https://bit.ly/AdvancedABFS</a>

Empower your organization to be data-driven and innovative

Internalize the humbling reality: we are poor at assessing the value of ideas

Understand the key advantages and limitations of A/B testing

Learn how to design metrics and the Overall Evaluation Criterion

Learn how to design trustworthy A/B tests

Learn about the cultural challenges

Learn about the relationship to AI and Machine Learning Modeling

Data science managers and scientists will be able to design and interpret the experimental results in a trustworthy manner

Program managers focused on growth, revenue, conversions, and prioritization will understand how to provide the org with robust clear metric

Engineering leaders will be able to make organizations more data-driven and efficient with fewer severe incidents through A/B tests

Learn by doing. Throughout this course, you’ll apply every framework, tool, and technique to your own brand strategy project.

Co-founder & CEO @ Concept Bureau

Nike

TikTok

Eli Lilly and Company

Stocksy

Jasmine Bina

CEO of Concept Bureau. Brand Strategist. Cultural Futurist. Keynote Speaker.

Co-founder & CSO @ Concept Bureau

Seed Health

Feeld

Google

Upwork

Skillshare

Jean-Louis Rawlence

Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.

Cohort 2

Cohort 3

Brand strategy will make or break your company, but no one knows how to actually do it well.You have conviction about the brand. You know what makes it valuable. But you can't arrive at a powerful strategy that withstands the market or even the organization.That's not an execution problem. The concept underneath the brand isn't deep enough.The entire field teaches brand strategy as a business discipline. Positioning. Differentiation. Competitive analysis. But brands live in culture. When the concept isn't connected to cultural forces, it has no structural foundation. Everything downstream suffers.Ideas are technology. Meaning is engineered. Cultural forces are readable, structured, powerful enough to build on. We spent ten years synthesizing sociology, semiotics, behavioral science and anthropology into one operational methodology for brand. This course is that methodology, end to end.You bring your brand. Rebuild from further upstream than you've ever gone. 3 weeks that compound into months of velocity. You leave with a core concept, a cultural research system, and a conviction framework. Strategy with structural power to drive through execution.

Build a world-class brand strategy

How to find real opportunities in markets and culture

How to build positioning that actually converts

How to create a core brand idea that holds everything together

How to turn strategy into identity, story, and signal

How to lead with conviction and get buy-in across the company

How to use this system again and again

Brand and Marketing Leaders - Who want to build a defensible brand strategy

Founders - Who want to build culturally resonant and impactful consumer brands

Brand Strategists - Who are looking to systematize their strategy process

Transform your career into a powerful professional brand in 4-weeks. Gain the tools, strategies and confidence to stand out in an AI world.

Helping Leaders & Companies Thrive

NBCUniversal

Warner Bros. Discovery

Unilever

Shawn Johnson

Founder of SocioPunk: 25 yrs building global brands, products & successful teams

This will be a small class setting and group environment so that we can focus on outcomes & success.

Design Your Next Chapter - Cohort 4

Design Your Next Chapter in the Artificial Age - Cohort 6

By the end of this course, you’ll go from being uncertain about how to position yourself to confident in telling your story, showcasing your skills, and communicating your value with clarity in an AI driven world.You’ll leave with a professional brand system, career toolkit and leadership-ready presence that helps you stand out in today’s competitive market.Learn how to frame your narrative, design a unique brand system, and apply proven communication frameworks that companies can’t ignore.Each week, we’ll build practical tools and skills that give you the clarity and confidence to navigate transitions, pursue promotions and land your next big role.I bring 25+ years of executive experience leading design, product and brand organizations at Microsoft, NBC &amp; Warner Bros. Discovery. Now I’m bringing those same frameworks and insights directly to you. Key Takeaways:• A clear, compelling career narrative • A repeatable professional brand system • Communication frameworks for clarity and impact • A career toolkit built for today’s market • A networking plan to position yourself for leadershipThis course will help you better promote yourself through your strengths, narrative and brand.

Go from uncertainty to unstoppable with a presence companies can't ignore.

Audit & Frame Your Career Story

Craft Your Professional Brand System

Communicate with Clarity & Impact

Develop a Foundational Toolkit for Changing Markets

Networking for Visibility, Influence & Leadership

This course is designed for professionals at all stages - from job-seeking, transitioning or preparing for leadership.

No prerequisites required.

Professionals in TransitionDesigners, Product, Creative &amp; Marketing professionals who need to reposition themselves in a shifting market.

Emerging LeadersMid-career professionals aiming for promotion, build executive presence, sharpen communication, and elevate visibility.

Founders &amp; IndependentsFounders and professionals working in tech, product &amp; design who want to stand out with their personal brand.

Transform your narrative into a powerful professional brand with tools, strategies and confidence to stand out from the noise & competition.

Shawn Johnson - SocioPunk

This is an asynchronous, self-guided course with online support from your instructor.

Cohort 1 - Self-Guided Course

In today’s competitive market, your story and presence create your opportunities. This self-paced, asynchronous workshop gives professionals, emerging leaders, and founders the clarity and confidence to stand out in an AI driven market.Throughout the course materials, you’ll learn how to communicate your value with authority, shape a narrative that reflects your strengths, and build a strong presence that opens doors.This is not just theory; it’s a practical and proven framework designed to elevate how you show up in conversations, online and in your career.You’ll walk away with a clear plan, roadmap, foundational system, and tactical plan you can execute immediately.Drawing from 25+ years building &amp; leading high-performing teams at Microsoft, NBC, and Warner Bros. Discovery, this course will help you craft a professional identity that captures attention and positions you for what’s next.Key Takeaways: • Clear, memorable narrative that is differentiated • Foundational brand system to guide your voice + visibility • 30-day plan to consistently grow your presenceBecause this is a self-paced course, feedback will be via the Maven portal, and include a 1:1 meeting to review together.

Build the Brand, Visibility & Executive Presence to Stay Relevant

Clarify Your Professional Story

Build Your Core Brand Pillars

Design a Messaging Framework That Resonates

Create Your 30-Day Visibility & Networking Plan

Strengthen Your Executive & Leadership Presence

Professionals in TransitionProfessionals looking to reposition themselves in a constantly shifting market.

Emerging LeadersProfessionals aiming for promotion, build executive presence, sharpen communication, and elevate visibility.

Founders, Owners &amp; IndependentsFounders and professionals who want to stand out with clear distinction and an "ownable" voice.

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Marketers who drive brand awareness, customer acquisition, and growth across channels.

Driving user acquisition, activation, retention, and monetization through product-led growth strategies.

Marketing to business buyers — account-based marketing, demand generation, and enterprise sales cycles.

Positioning products, crafting messaging, enabling sales, and driving adoption for product launches.