The reality most brand leaders face: You're caught between creative teams and executives obsessed with metrics. Brand initiatives get sidelined for performance campaigns, and you're constantly justifying why brand matters beyond "awareness," while watching your competitors build stronger market positions. Where you are now: Getting your founder or CEO to invest in brand feels like pushing a boulder uphill while you balance urgent demands against strategic thinking. Alignment feels far off or impossible. I've been there. Now I'm sharing everything I learned building brands at Gusto, Brex, and Notion—what worked, what didn't, and what I wish someone had told me sooner. Who will benefit most from this course: - Marketing and brand leaders at post-Series A companies experiencing rapid growth- Strategic marketers looking to influence executive decisions and secure resources- Leaders transitioning from execution to strategic brand direction- Marketers who need to connect brand initiatives to business outcomes- Growth-stage operators who need practical templates, not theory This course is NOT for you if:- You're looking for general brand theory or marketing 101 concepts- You want a course focused on creative development or design skills- You believe executives will never value brand—this course is about changing that dynamic- You're at a pre-PMF startup still finding direction- You expect transformative results without putting in the work between sessions What you'll implement:- Apply 25+ Notion templates to drive alignment and streamline your brand operations- Translate brand value into metrics that convince executives to invest- Execute campaigns that drive both awareness and acquisition- Scale your resources from startup to growth stage (50 to 1,500+ employees)- Connect brand investments directly to business outcomes Week 1: Brand Foundations &amp; Opportunities Assess your current position and identify critical gaps and opportunities Week 2: Brand Alignment Learn proven techniques to secure executive buy-in and cross-functional support Week 3: Brand Resourcing &amp; Campaigns Build scalable processes that deliver consistent results without burning out teams Week 4: Brand Insights &amp; Measurement Implement frameworks that connect brand to business metrics executives care about Plus, you'll get direct support: - Two 1:1 consulting sessions focused on your specific challenges- Real feedback on your projects as you develop them- Ongoing Q&amp;A access throughout the program- A community of peers facing similar challenges- Lifetime access to materials and future updates This course requires commitment:
You'll need to dedicate 4-6 hours weekly to get full value from this course. Particularly in Modules 1 and 2, the frameworks and templates are designed for immediate implementation in your current role. My goal is to help you elevate your strategic impact while giving you practical tools to use from day one. You'll make significant progress during our 4 weeks together, and then continue applying these approaches long after the course ends—which is why you'll have lifetime access to the materials.

Insider Look: Building Multi-Billion Dollar Tech Brands 
 

Working in a dynamic landscape means constantly shifting priorities and an ever-evolving landscape. We'll orient ourselves in what success means—and how that changes over time. Overview:<ul><li>Define success: The pillars to scaling a brand</li><li>Identify critical brand opportunities in context of the business</li><li>Accessing Notion templates &amp; resources</li></ul>

Pre-work: Brand Strategy Milestones

Are you working on the right thing? Figure out your brand's biggest opportunities by diving into a case study from Brex on building foundational alignment. Notion Templates:<ul><li>Taste-Making Exercises</li><li>Brand Discussion Guide</li><li>Corporate Strategy Summary</li></ul>

Week 1: How to Find the Gaps

You've heard that consistency builds a brand. What builds consistency?Alignment—everyone needs to be on the same page about what you're building. We'll continue the Brex case study that led to their successful rebrand. Notion Templates:<ul><li>2x2 Grid: Brand Differentiation</li><li>Competitive Positioning Framework</li><li>Brand Foundations Framework</li></ul>

Week 1: How to Close the Gaps

The best ideas in the world don't matter without buy-in—or $ investment—from your leadership, your peers, or your team. This is how you get that buy-in. Notion Templates:<ul><li>Persuasive Brand Budget Requests</li><li>Brand Budgeting Spreadsheet</li><li>Pre-Mortem Brainstorms</li></ul>

Week 2: How to Get Buy-In

Build a multi-year marketing or campaign calendar that keeps all GTM teams aligned and informed on what you're putting out in front of customers. ﻿Notion Template:<ul><li>The Ultimate Marketing/Campaign/Launch Calendar</li></ul>

🔓 Bonus: Your marketing calendar needs a makeover

Craft brand-led, industry-leading campaigns that leverage the entire GTM function, with Notion as a case study. Notion Templates:<ul><li>Crafting an Effective Campaign Playbook</li><li>Define Internal SLAs for Cross-Functional Alignment</li><li>The Ultimate Campaign Brief (International, Multi-Channel)</li><li>Strategy Framework Library</li></ul>

Week 2: How to Build Winning Brand Campaigns

There are a thousand ways to measure a brand's impact, not all of them useful or practical. This module emphasizes strategies to glean actionable insights about your brand that help quantify its impact and inform future investments. Notion Templates:<ul><li>Social Proof Survey</li><li>Brand Health Survey Questions</li><li>Sourcing Brand Insights</li></ul>

Week 2: Actionable Brand Insights

Rebrands are often the culmination of all the skills referenced in the syllabus above. This bonus content, based on Brex's successful rebrand, covers tactical resources for maintaining alignment all the way through launch and beyond. Notion Templates:<ul><li>The Ultimate Rebrand Tracker</li><li>Internal FAQ for Rebranding</li></ul>

🔓 Bonus: Leading a Rebrand

My personal tech vendor roster is my rolodex—essentially my shortlist—of agencies and partners I've worked with or been in talks with over the course of my career, giving you an easy resource when you're ready to get work out the door! Even better, it's a Notion template. 😊

🔓 Bonus: Access my tech vendor roster

Course syllabus

Each week features 1-2 modules plus bonus content. Each of the 5 modules includes a mix of projects, lessons (long-form and video), and 5+ Notion templates that you can use right away.

Self-paced lessons

Each module pairs with a handful of practical projects, worksheets, or reflections to help bring the course content to life. Every project is an opportunity for discussion and feedback from Kira.

Practical projects

Join Kira for two live, 1:1 consulting sessions to ask questions about the course or get real-time feedback or advice. Kira also responds to questions and provides feedback throughout the entire cohort. 🕘 Biweekly between 8:30am–12:30pm PT

Office hours

Course schedule

Marketing leaders (Director-level and up) <span style="color: rgba(0, 0, 0, 0.9); font-family: &quot;Superhuman Adelle Email&quot;, color-emoji-override, sans-serif, &quot;Apple Color Emoji&quot;, emoji-flag-fallbacks, &quot;Segoe UI Emoji&quot;, &quot;Noto Color Emoji&quot;; font-size: 14px; white-space-collapse: collapse; background-color: rgb(255 255 255/var(--tw-bg-opacity));">at Series B–D+ companies responsible for brand strategy

Mid- to senior-level brand marketing ICs ready to find your path to leadership and up level your org's brand strategy

⚠️ This is not for you if you want Branding 101—we're going beyond the fundamentals and deep into daily operating rhythms

For marketing leaders & brand operators

What you’ll get out of this course

You'll get total access to my paid and unreleased <a href="https://www.notion.so/@kira" rel="noopener noreferrer" target="_blank">Notion templates</a>, created from the actual documents I've used over 10+ years of operating brands at growing tech companies like Gusto, Brex, and Notion—plus my in-depth voiceover and context on how to get the most from them.

25+ real-life templates for scaling a world-class brand (that you can use right away) 

Use actionable brand measurement strategies at all stages of growth for insights you can actually use. Learn to proactively navigate conversations with senior leadership so they invest in brand, keeping it front and center throughout organizational shifts &amp; planning cycles.

Create the buy-in & alignment you need to build a loved brand that drives growth

Analyze and level up your team's abilities in developing and executing global, brand-led growth campaigns that involve all key functions of marketing: PMM, social, content &amp; community, and growth marketing—with or without agency support.

Build award-winning, recognizable brand campaigns that don't burn teams out

Practice tactics for leading through major disruptions and change, like rebrands, brand refreshes, reorgs, or roadmap/audience changes. You'll learn to how to evaluate when change is needed, how to build the case for it, and how to implement without losing momentum.

Confidently pilot critical moments, like rebrands

25+ proven templates from hypergrowth startups: Get executive buy-in, build winning campaigns, and prove brand value from day one

Kira Klaas

VP, Corporate Marketing & Global Brand (Later, Notion, Brex, Gusto)

Cohort 6

Cohort 7

Growth leaders and teams are expected to bring impactful results at high speed. However, in that high-paced environment, it's easy to get into a trap of constant local optimization. 👉 What is good for USER is good for BUSINESS. The biggest changes that drove product Growth for companies like Miro, Notion, Figma didn't happen due to local changes. These products combined both components: high-quality user experience and ethical PLG strategies. 📌 Growth teams face many challenges like: — Getting caught in a trap of local optimization and constant A/B testing with no impact?— How do we uncover new growth opportunities to impact Activation, Habit-forming, and Upgrades?— What behavioral principles can help create the most user-friendly and ethical solutions?— Finally, how do we receive a buy-in to implement meaningful product changes and drive Product-led Growth? I've been facing these challenges myself and collecting knowledge for years to address them. 📌 What prepared me to share this knowledge with you: 1.&nbsp;For 6+ years at Miro, I covered all parts of the Growth funnel holistically&nbsp;(Activation, Engagement, Monetisation, Community-led Growth).2. As a part of Growth Leadership at Miro, scaled from 1 Growth team (5 people) to a stream of 15 teams (170+ people).3. As a founder of Growthmates, collected knowledge directly from 20+ leaders from Notion, Canva, Dropbox, and4. As a Growth advisor, helped 10+ B2B and B2C companies in SaaS, Collaboration, Education, AI, and other sectors. 📌 What to expect on this course: ✦ Take an end-to-end look at 3 key Growth flows: Activation, Habit-forming, Upgrades ✦ Apply Behavioural science methods and uncover new opportunities through a user-centric approach ✦ Turn your ideas into roadmap by applying 5-step Growth Flow review and prioritisation framework 🎯 As a result — you will create a diverse roadmap that will translate your ideas into Quick Wins, Meaningful shifts, and Big bets that you can present and get a buy-in. 📕 Resources that you'll get as a part of the course:— 30+ product flows for Onboarding, Adoption, and Upgrade experience from Notion, Canva, Dropbox, and more— User Research Pack for Growth initiatives (Survey templates, Interview guides, and more)— Live time with Kate Syuma on sessions to receive feedback ——— ❗️ This course is NOT about abstract growth strategies. It's about real product examples, behavioral science knowledge, and PRACTICE that you can combine with your real work project. — Products that use only Sales-led model (course is about Product-led Growth)&nbsp;— Too early-stage products in the development phase (course is about your flows to analyse and improve).&nbsp;&nbsp;— If you want t learn deep Data analytics&nbsp;(course is more about Qualitative user-centric approach)

Create your Product-led growth roadmap — from Quick wins to Big bets.

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

📅 Join on Tuesdays for Live sessions

Bring your real growth challenge with Activation, Habit-forming, or Upgrades, and work on it by applying the frameworks shared in the course.

✏️ Work on your work-related projects during the week

Get feedback directly from me on Q&amp;A parts of live sessions, as well as from a small group of peers who are solving similar challenges — let's learn from each other!

🙌  Get feedback on your work

PMs and Product Designers working on Growth — apply frameworks and feedback to produce a roadmap to immediately take into work

"Growth team of one" — Product and Design Leaders who drive several parts of growth simultaneously (like Activation, Habit-forming, Upgrades

Growth Marketers, User Researchers, and other Product members who want to deepen their knowledge of PLG practices and Behavioural psychology

Who is this course for

You will create a draft of the roadmap and will apply the "3 types of initiatives" framework to articulate the value of Product-led Growth and get stakeholders' buy-in.

Create a diverse growth roadmap to get buy-in

You will get feedback from me directly and like-minded peers on the growth flow you're working on.

Get direct feedback on Growth flows improvements

User-centricity requires understanding how people behave and make decisions. You'll get access to 30 main behavioral principles; we'll practice 3 Behavioral methods — all of which are complemented with real SaaS examples.

Practice key Behavioral psychology principles

You'll practice using my 5-step Growth Framework to take a helicopter view of one of the flows you'd like to excel in —activation, Habit-forming, or paths to Upgrade. After the course, you'll learn how to incorporate this approach into your work.

Take an end-to-end look at 3 key Growth flows: Activation, Habit forming, Upgrade

For your Project work, you will apply this knowledge on 3-5 critical steps of the flows by combining Growth frameworks and Behavioural science.

Uncover new changes to impact Activation, Habit-forming, Upgrades

To inform your roadmap, you'll get 30+ flows of Onboarding, Habit forming, and Upgrade examples from the best B2B and B2C SaaS, learning how they address Activation, Habit-forming, and Upgrade experience.

🎁 Access to 30+ Growth flows visual base with best practices

Combine behavioral science and proven growth strategies to create a diverse roadmap, get buy-in, and drive impact with high quality.

Cohort 1

Kate Syuma

Founder @Growthmates • Ex-Miro Head of Growth Design

Cohort 2

AI is reshaping value delivery overnight, procurement teams are getting savvier, and your perfectly calibrated Q1 pricing model might be obsolete by the fall. In this course you will learn to build pricing iteration into muscle memory and turn every feature launch into a revenue multiplier. We’ve designed it for product leaders who know that waiting 6 months for a consultant's deck will be too long. In just 2 weeks you’ll be able to iterate on pricing as fast as you ship features. In this intensive 2-week sprint, we'll take you from theory to practice: Week 1: The Architecture of SaaS Pricing- Master modern pricing models, from seats to outcomes and everything in between- Design feature packages that drive growth, not confusion- Develop the tools to run pricing experiments with precision Week 2: From Theory to Practice- Run your product through proven frameworks to align pricing with value- Get feedback on your existing pricing model from the instructors- Walk-through real examples of implementation to learn from the best Why work with us? Rob and Wilson spent 3 years as consulting partners at ProfitWell. During that time, they worked closely with some of the biggest names in SaaS, including Adobe, Autodesk, and Sprout Social. Since leaving ProfitWell, Rob co-founded PricingSaaS, a pricing intelligence platform that tracks 3.5k+ SaaS pricing pages. He's worked closely with startups, scaleups, and public SaaS leaders to monitor trends and stay ahead of the curve. Wilson has spent the past four years leading pricing strategy at Google Cloud, where he's learned how pricing strategy evolves in the trenches of a hyperscaler. Their combination of industry insights and hands-on experience allow Rob and Wilson to not only see the field, but help students understand which plays to call.

When every % of MRR matters, pricing is the lever you need.

You will learn 3 foundational skills that underpin every successful SaaS pricing strategy: <ol><li>How to segment your buyers</li><li>How to choose value metrics</li><li>How to package your features</li></ol> We'll share proven frameworks and examples from some of the top players in SaaS.

The Building Blocks: How to Construct a Successful Pricing Strategy

You will learn to utilize pricing to power the 3 fundamental growth levers of SaaS: <ol><li>Acquisition: Ability to drive potential users into your product funnel.</li><li>Monetization: Ability to generate revenue from users.</li><li>Retention: Ability to expand revenue from customers over time.</li></ol> We'll use real examples from top players in SaaS and do a live workshop.

The Growth Levers: How to Build a Pricing Strategy that Fuels Growth

You will go from research design to implementation across 3 phases: <ol><li>Experimental Design: Collect data through qualitative and quantitative methodologies.</li><li>Validation and Testing: Pressure test your ideas with customers and prospects.</li><li>Communication &amp; Launch: Go-to-market effectively.</li></ol> We will review real examples and do a live workshop.

The Action Plan: How to Validate, Test, and Communicate Pricing Changes

The course is broken down into 4 90-minute modules, each with an optional 1-hour Q&amp;A session afterwards.

Saturdays and Sundays

Each module has an interactive assignment to put what you've learned into action. These assignments will help ensure you leave the course with actionable next steps.

Weekly Assignments

Product Managers who want to step up and own pricing decisions.

Product Marketers who want to influence pricing &amp; packaging strategy.

Founders who need to master pricing &amp; packaging strategy.

You will gain fluency in key SaaS pricing concepts, and will understand the key ingredients that underpin successful SaaS pricing strategies.

Establish a strong foundation for SaaS pricing strategy.

Apply frameworks to set perfect price points, create irresistible tiers, and evolve your pricing as you scale—without leaving money on the table or scaring away early adopters.

Price for maximum revenue at every stage

You will be able to design and execute pricing tests, validate pricing before launch, and effectively communicate pricing changes.

Learn how to test, validate, and communicate pricing changes.

You will leave with an understanding of AI's impact on SaaS pricing, and what you can do to future-proof your strategy.

Future-proof your pricing model.

Learn to iterate rapidly on pricing and packaging to thrive in the age of AI. 

Rob Litterst

Rob is the Cofounder of PricingSaaS, a pricing intelligence platform.

Wilson Sadowski

Wilson is a senior pricing lead at Google Cloud.

As traditional growth channels become more expensive and less effective—rising CAC, ad fatigue, and impersonal automation—brands need new ways to drive sustainable growth. Community-led growth (CLG) isn’t just a marketing tactic—it’s the key to sustainable brand affinity, word-of-mouth acquisition, and long-term customer retention. In today’s landscape, customers are increasingly skeptical of ads, burned out by impersonal automation, and looking for connection. Brands that build thriving communities don’t just sell products—they create movements. This course will teach you how to harness human behavior, psychological triggers, and strategic frameworks to turn your most engaged users into brand evangelists — without relying on expensive paid marketing. Why Community-Led Growth?A well-built CLG strategy leads to: ⚪ Increased Brand Loyalty: Customers feel a sense of belonging and become repeat buyers.⚪ Stronger Emotional Connection: A community fosters attachment, making customers less likely to switch to competitors.⚪ Higher Organic Growth: Community-driven customers refer others, reducing marketing costs and increasing conversion rates.⚪ Resilience to Negative Experiences: A strong brand-community relationship makes customers more forgiving of setbacks. Whether you're a founder, marketer, or community leader, this course will give you the playbook to design a CLG motion that fuels sustainable growth and retention. In this course you'll learn how to: ✅ Design a CLG strategy that aligns with business goals and drives measurable impact✅ Track and present key ROI metrics (CAC reduction, retention impact, revenue influence)✅ Position CLG as a scalable, repeatable growth engine—not a “nice-to-have”✅ Identify and empower your most engaged users to drive organic acquisition Why Learn From Me?I’ve spent over a decade designing growth loops, engagement ecosystems, and community-led strategies across multiple industries.I’ve tested these strategies as an operator inside startups and large brands, as well as founding my own $300k ARR community, learning how to adapt CLG to different business models, goals, and challenges.In this course, I’ll equip you to do the same—whether you’re launching a brand-new community or optimizing an existing one.

Supercharge your brand’s growth and retention through natural human behavior.

<ul><li>Overview of community-led growth tactics and strategies</li><li>Case studies of successful CLG implementations across B2B and B2C</li></ul>

Foundations of Community-Led Growth


<ul><li>Driving brand loyalty and community engagement</li><li>Psychological frameworks that prompt desired user actions</li></ul>

Leveraging User Psychology for Growth Loops


<ul><li>Community surfaces and types</li><li>Paid vs free community models</li><li>Software tools to support community growth</li></ul>

Implementation Strategies


<ul><li>We'll meet for 15 min to discuss your current problem set live, then you'll do some asynchronous work which I'll provide feedback on to help you make real progress</li></ul>

Your current problem set


What we'll cover:

Fundamentals of Community-Led Growth<ul><li>Overview of CLG tactics and strategies for user acquisition and retention</li><li>Case studies of successful community-led brands</li><li>Measuring success and results</li></ul>

Monday: Live session


Leveraging Psychology for Growth<ul><li>Tactics for brand loyalty and hype creation</li><li>Psychological frameworks for building engaged, sustainable community loops </li><li>Psychological frameworks for encouraging desired user actions</li></ul>

Tuesday: Live session


<ul><li>A 15 minute slot to discuss specific challenges and problem sets to you and your role, 1:1</li></ul>

Wednesday: Office hours


Implementation Strategies<ul><li>Community surfaces and types</li><li>Paid vs. free community models</li><li>Software tools to support community growth</li></ul>

Friday: Live session


<ul><li>Submit your plan or ideas for how to implement CLG in your work</li><li>Receive async feedback, ideas, and suggestions within a week</li></ul>

Week 2: Personalized feedback


Schedule

Growth Marketers &amp; OperatorsDiscover sustainable acquisition channels and funnels beyond paid ads.

Community Leads &amp; CX LeadersStrengthen existing engagement, prove ROI and connect community to business metrics.

Founders &amp; Product LeadersActivate effective and sustainable growth engines with limited resources.

This course is designed specifically for...

You'll leave this course with:

We’ll analyze CLG approaches across B2B, B2C, and B2B2C models so you can design a strategy that directly impacts user acquisition, retention, and revenue growth.

A Community-Led Growth Strategy Built for Scale and Impact
 

Community isn’t just about gathering people—it’s about understanding what makes them stay, contribute, and evangelize. You’ll learn to:<ul><li>Build engagement loops that feel natural, not forced</li><li>Leverage social proof, reciprocity, and identity psychology to drive organic referrals</li></ul>

Psychological Frameworks To Drive Loyalty & Advocacy

Free vs. paid communities—how to determine which is right for your modelHow to justify CLG investment to leadership by linking community growth to reduced churn &amp; marketing spendRevenue opportunities within CLG (sponsorships, upsells, partnerships)

A Monetization & Growth Roadmap

We’ll cover:<ul><li>The best platforms for building and managing a community</li><li>Automation &amp; engagement tools to increase retention and referrals</li><li>CLG analytics &amp; reporting frameworks to showcase success internally</li></ul>

The Right Tools to Scale & Measure CLG 

After the live sessions, you’ll submit a proposal for how to implement CLG in your role. I’ll provide feedback on:<ul><li>What’s working &amp; what needs adjustment</li><li>Personalized recommendations to optimize engagement &amp; retention</li><li>Guidance sell CLG's impact internally</li></ul>

Personalized Feedback on Your CLG Strategy

Turn community into your biggest growth engine—build, scale, and prove the ROI of CLG to drive loyalty, retention, and organic acquisition.

Mallory Contois

5x startup operator @ Linkedin, Pinterest, Cameo, Metafy & Mercury

April Cohort

Through multiple real examples of well-run experiments and real stories at Microsoft, Amazon, and Airbnb, you will see the humbling reality that we are terrible at assessing the values of ideas. Trivial changes can be surprisingly useful, whereas large efforts often fail. Accelerate innovation by building Minimum Viable Products and Features (MVPs) and make the organization evidence-based and humbler, 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 controlled experiments, or A/B tests, including the importance of the Overall Evaluation Criterion (OEC), scaling, pitfalls, and Twyman's law. The 2nd week covers additional topics, some more technical, including cultural challenges, institutional memory, maturity model, observational causal studies, offline evaluations, AI/Machine learning and triggering, scaling, build vs. buy, challenges, and requested topics. The advanced topics course is a follow-on to this: https://bit.ly/AdvancedABFS

Empower your organization to be data-driven and innovative

<ul><li>Introduction to controlled experiments, or A/B testing</li><li>Interesting experiments – you’re the decision maker</li><li>Organizational tenets</li><li>Advantages and limitations of controlled experiments</li></ul>

Introduction

<ul><li>Interesting example</li><li>End-to-end experiment: Running and Analyzing an Experiment</li><li>Metrics</li><li>The OEC</li></ul>

End-to-end example, and Metrics and the OEC

<ul><li>Interesting example</li><li>P-values and statistical power</li><li>End-to-end experiment: speed matters</li><li>Twyman’s Law and Trustworthy Experimentation</li><li>Generating ideas, prioritization, ethics</li></ul>

P-values and power, End-to-end Example 2, Twyman's law and Trustworthy Experimentation

<ul><li>Interesting example</li><li>Cultural challenge, Institutional memory, maturity model</li><li>Observational causal studies and quasi-experimental designs</li><li>Pitfalls in observational studies</li></ul>

Cultural challenges, Prioritization, AI/Machine Learning, Complementary Techniques and Observational Causal Studies

<ul><li>AI/Machine Learning model, and triggering</li><li>Leakage and interference</li><li>Bayesian A/B Testing</li><li>Experimentation Platform and scaling</li><li>Build vs. Buy</li><li>Challenges</li><li>Requested Topics</li></ul>

Advanced topics, challenges, and requested topics

Three x 2-hour sessions in week 1 on Monday, Tuesday, and Thursday

Week 1: Mon, Tue, Thu

Two x 2-hour sessions in week 2 on Monday and Thursday

Week 2: Mon, Thu

Optional Q&A

Data science managers and scientists will be able to design and interpret the experiment 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 the organizations more data-driven and efficient with fewer severe incidents through A/B tests

Who is this class for?

What you will learn from this 10-hour course

You will hear multiple real memorable stories and examples, many that don't make it to books or articles. These were chosen from over 20 years of experimentation. You'll have the data to show that the poor success rate is documented across multiple organizations; expected it!

Understand and internalize the humbling reality that we are poor at assessing the values of ideas: most ideas fail!

Understand key concepts like causality, hierarchy of evidence, and key organizational tenets required for effective experimentation.

Understand the key advantages and limitations of A/B testing

Designing metrics is hard. There is a hierarchy of metrics and perverse incentives. The most important metrics comprise of the OEC - The Overall Evaluation Criterion. We will look at good and bad examples.

Learn how to design metrics and the Overall Evaluation Criterion

Getting numbers is easy; getting numbers you can trust is hard. You'll understand common pitfalls and how to design reliable and trustworthy tests.

Learn how to designing trustworthy A/B tests

Learn about the cultural challenges, the humbling results (most ideas fail, pivoting, iterating, learning), institutional memory, ideation, prioritization, experimentation platforms

Learn about the cultural challenges

When building AI or machine learning models, using A/B testing and triggering to evaluate the models that were built offline based on historical data

Learn about the relationship to AI and Machine Learning Modeling

When you can't run an A/B test, quasi-experimentation methods and the risks of observational causal studies

Learn about complementary quasi-experimental techniques

What are key challenges and open questions in the field

Learn about existing challenges

If there is something specific you want to cover, there is time allocated for topics voted by the audience to discuss

Learn about YOUR topic of interest

The course focuses on developing the intuition and common misunderstandings, without the details of the statistics, which you can find in many books. We cover p-values, statistical power, and triggering.You can go as technical as you want in the Q&amp;A and community discussions

Technical to your needs

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

Dr. Ronny Kohavi

3 March 2025

12 May 2025

_____________07:00 PM (19:00), GMT+2, five sessions over 2.5 Weeks_____________ The top quartile SaaS companies between 5 and 20m in revenue are growing over 70% year over year, with an 8 month CAC payback, 110% Net dollar retention while having an 85% Gross Margin with an average Annual Revenue of over 250’000$. (Source: Growth Unhinged 2023 Report) And at the heart of most them sits a deep understanding of Product-led Growth. * How do we in B2B adress the growing problem of everyone asking for an improved buying experience and self-serve? * How do you package your offering with freemium, trial and/or interactive demo? * How do we activate individuals, teams and accounts in B2B as cost efficient as possible to drive our pipeline? * How does Product-led Growth work with an existing Sales motion? * How do we structure a strategy to bring product-led growth into our business? Leah Tharin brought product-led growth as an operative, executive, and advisor to dozens of scale up companies to optimize their user acquisition, retention, and monetization. She's recognized as an Industry leader on the topic having written some of the most referenced Product-led Growth &amp; Sales material to date. Learn how to structure a (product-led) growth strategy that works for your business. It is designed for leaders from all functions who want to understand and not just blindly execute. The course runs over 2.5 weeks (5 live recorded Zoom classes). All sessions have prerecorded material for you to study in your own time, the live sessions are solely focussed on world-class guest speakers, collaborative group exercises and your questions. You can expect per week about 2-3 hours of study for the asynchronous material at your own pace + 60-75 minutes per live session. Over 20 Guest speakers from past cohorts for example :* Adam Fishman, SVP new products @ Mozilla, Investor &amp; Advisor* John Cutler, ex- Evangelist @ Amplitude &amp; Toast* Itxaso Del Palacio, General Partner @ Notion VC* Benjamin Lamson, Head of Paperspace Revenue @ DigitalOcean* Casey Hill, Sr. Growth Manager @ Active Campaign* Henrique Cruz, Head of Growth @ Rows.com* Sara Gattoni, Senior Lead Growth PM @ Lokalise* Andrew Davies, CMO @ Paddle...and many more This course is not a good fit for: * Companies pre product market fit which are extremely early in their journey. * Non-software or D2C companies * Highly regulated industries that deal with government contracts

How experienced Growth operators use PLG in B2B SaaS

…the definition of PLG…where PLG sits in the market…when you might do PLG…PLG vs Saled-led Growth…Enterprise vs. Midmarket vs. Micro businesses…Best Conditions

What is product-led Growth

…freemiums…trials…reverse-trials…case studies, examples in the wild

Freemium, trial, reverse-trial

…understanding customer success stages…segmenting your users into ICPs (Ideal customer profiles)…turning funnels into loops, focussing on what matters

Defining customer success & ICPs

Understand Product-led Growth to formulate a strategy that includes PLG without wrecking your existing business.