Define "Good": Marketing for Non-Marketers in an AI World
Vanina Schick
Former VP Marketing at Maven (yes, here)
We can all create anything with AI... But is it "Good"?
There's now an AI tool for every part of Marketing: Design, Outreach, Email Automation, Social Content... But with every new workflow the same hard questions resurface:
-> ⛔ Who is this actually for?
-> ⛔ What makes my customer really want it?
-> ⛔ What should it look & sound like?
With AI, execution is not the bottleneck. It's knowing what to execute, where, and why. The bottleneck is now deciding what "Good" means.
Despite what the high-ego marketers and AI-doomers out there say, understanding "Good" is not a mysterious, or exclusively human. "Good" simply means your Marketing:
-> ✅ Speaks to the right customer
-> ✅ Focuses on what they'll actually pay for
-> ✅ Looks and feels coherently, uniquely yours
In this course your take the key strategic decisions owned by a marketing leader, defining "Good" in your unique context.
Across 8 hours of hands-on coaching you'll become the Marketing Director that your AI-Marketing execution needs.
Practically said, we will establish the objective criteria of quality for your marketing, so that you can:
-> 🤖 Efficiently delegate it's execution to AI
-> 🎨 Evaluate AI's output quality and skillfully prompt iterations
-> 🚀 Rapidly test & learn in-market
What you’ll learn
1 hr/day of core marketing theory to rigorously shape & document your strategic marketing context, ready for use in AI-marketing execution.
Articulate your customer need (Moesta's Jobs-to-be-Done method)
Write your positioning statement (Dunford's Obviously Awesome template)
Define the socio-cultural conversations your offer is part of
Find the POV that will earn you attention in the new media landscape
Identify your category's visual and verbal codes, how you fit or break them
Find your brand's personality archetype
Document how your customer discovers and decides to buy-- or not
Identify their key behavioral truths: trigger, drop and stop points
Explore and document your customer's attitudes and psychology
Build your AI-ready ICS that combines phycological and behavioral insights
Create a real AI-marketing deliverable, using your new strategic marketing context as input
Run your first ICS evaluation: get AI to eval it's own work using your Ideal Customer Sim
Iterate in 2 different ways: on the input itself, and on the output
Learn directly from Vanina
Vanina Schick
Product Marketing Leader I Brand Context Engineering I Qualitative Research
Who this course is for
Experts—Professional service vendors in any field: you'll get clarity and confidence you need to market yourself.
Builders—You've made something you want to sell, digital or physical: you'll be ready to lead your own Go-To-Market.
Solopreneurs—You're a team-of-one by design: you'll level up your Marketing better than any third-party can.
Prerequisites
You really know your business
This course assumes you are able to bring product, market and customer insight to the process of crafting your strategic marketing playbook.
You are ready to learn a new discipline
I can only effectively upskill coachable practitioners. Expect fast-paced, high-information-density delivery and direct feedback.
You are already AI-pilled and hands-on
This is not an AI tools course, this is about the harder, judgement-heavy up-stream part: how to judge and refine output so it's "good".
What's included
Live sessions
Learn directly from Vanina Schick in a real-time, interactive format.
Key strategy artifacts, built for your business
Using what you know about your customer, product, and category, we build out your marketing playbook, using the most powerful and robust frameworks across every relevant field, from Jobs-To-Be-Done (Moesta) to classic brand strategy tools like Archetype definition.
Your quality criteria: written for AI
We translate your strategy into an AI-redy .md, not a deck you file away. It contains a working, practical definition of good, across the full scope of marketing output. In any tool, current or future, it is the brief your AI works from and your scoring standard.
Your ICS (Ideal Customer Sim)
The classic ideal customer profile, rebuilt for the AI era as a synthetic persona, or "digital twin". Load it into your tools and your AI can write for, and role-play as your customer, so you test and improve marketing before shipping.
8 hours of live coaching, all of it on your business
This is not a theory course. We're working on strategic questions but not in the abstract: the material is your actual offer, customers, and channels. Every step of the way we are doing real, applied work.
A private 1:1 session with me, one month after
By then your criteria have met reality under your real constraints: some decisions held, some AI output still misses. We debug it together: where the loop stalls, which criteria need rewriting, what to adjust in how you brief. Your system gets its first tune-up with the person who built it with you
A Peer Sandbox for Live Critique
You work alongside other experts building their own courses. Insights come from watching positioning come together and fall apart in real time, across different expertise domains. Working through the same challenge with different material sharpens your thinking faster than working alone.
Maven Guarantee
Your purchase is backed by the Maven Guarantee.
Course syllabus
Week 1
Week 2
Free resources
Schedule
Live sessions
6 hrs
One live hour / day (Mon, Tues, Wed, Thurs, Fri, Monday)
Daily course work
6 hrs
One hour of personal work / day (Mon, Tues, Wed, Thurs, Fri)
Capstone project
2-12 hrs
Use the weekend to create a real AI-marketing deliverable, using your new strategic marketing context as input.
Testimonials
There's no way we would have arrived at such a perfect landing page on our own. Vanina's process is concise and the output was marvelous. I use that word specifically because I felt giddy at how effective it was.
Jasmine Bina
Brand Strategist and Cultural Futurist. Keynote Speaker. CEO of Concept Bureau, Co-Founder of Exposure Therapy
Frequently asked questions
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