"I was lost and now I'm found." - Diana Chávez Acosta, former student.

Here's a hard truth: most startups fail because they don't understand their customers. Over two weeks, we'll show you how to avoid this fate by building a customer-obsessed marketing plan that gives you true pricing power - the ability to charge premium prices without losing customers.

As Warren Buffett, the world's most successful investor, explains: "The single most important decision in evaluating a business is pricing power. If you've got the power to raise prices without losing business to a competitor, you've got a very good business."

Week 1: Diagnosis & Strategy

First, we'll teach you how to diagnose your market:

Market Orientation: Learn why "you are not the customer" and how to become truly customer-obsessed.

Market Research: Master professional techniques to understand your market.

Segmentation: Cut your market into manageable, profitable chunks.

Then we'll help you develop your strategy:

Targeting: Make the most important choice - where to play and, more importantly, where not to play.

Positioning: Learn how to stand out in a crowded market with good positioning.

Objectives: Set SMART goals using your bespoke purchase funnel.

Week 2: Tactical Excellence

We'll show you how to execute across all four tactical levers:

Product: Use Jobs-to-be-Done and Net Promoter Score to build what customers want.

Price: Master the three-part pricing discipline that drives profit.

Promotion: Understand how to blend long-term brand building with short-term sales activation for maximum impact.

Place: Choose the right distribution channels based on your core competencies.

What You'll Learn

By the end of two weeks, you'll understand how to research, write and execute a customer-obsessed marketing plan.

You'll also learn how to avoid the biggest mistake most startups make - believing they can intuit what customers want.

Instead, you'll gain the tools, frameworks and confidence to put the customer at the heart of every marketing decision you make.

Your masterclass closes with examples of best-in-class technology and an extended Q&A session with your instructors, Dino and Lee.