FAQ

We do not offer refunds for our program as upon enrollment, you will receive immediate access to the full video-on-demand course program. We recommend thoroughly reviewing the course outline below to ensure the course content is a good fit for your learning goals before making the purchase.

Week 1: Product Strategy. There’s no one-size-fits-all approach to designing good products. As the product leader, it’s up to you to define the product strategy. In this module, you’ll learn the various frameworks for establishing defensible advantages, balancing 0-to-1 innovation and 1-to-N improvements, finding untapped supply and unfulfilled demand, building positive brand equity, aligning user incentives with company goals, and managing product portfolios using frameworks such as the BCG matrix.

Week 2: Business Strategy. When launching a product, one of the most essential questions is: how are you going to make money? As a PM, you’ll have to choose and advocate for the best strategy for the situation. In this module, you’ll learn how to use cost leadership, product differentiation, and blue-ocean strategies to ensure durable profitability; how to use the “hunting model” to build a nine-figure business; how to use the four key market entry strategies to diversify your portfolio; and how to create sustainable moats to prevent competitors from invading your market.

Week 3: Metrics and Experimentation. Metrics are a PM’s lifeblood. But while it’s easy to just root for your graphs to go “up and to the right,” the proper use of metrics is much more nuanced. In this module, you’ll learn frameworks for breaking down the user lifecycle into a crisp set of target metrics; how to translate company-level metrics into product metrics; techniques to spot vanity metrics and instead identify north star, correlated proxy metrics; metrics models for various business models including: SaaS, freemium, 2-sided marketplaces, user-generated content, and ecommerce; analyzing data distributions & significance testing; and configuring and running statistically valid A/B tests.

Week 4: Building Sticky Products. If you want to get people to use your product, you need to deeply understand their needs and become the voice of the user. In this module, you’ll learn frameworks for understanding intrinsic and extrinsic motivations, strategies to use self-determination theory to get users’ in a flow state, how to use variable rewards and randomness to keep users entertained, the seven parts of gamification that make a product feel deeply satisfying to use, and how to minimize the three main types of switching costs: upfront costs, lack of portability, and social pressure.

Week 5: Designing Distributed Systems. When building globally-distributed products, you need to look out for your users and ensure that your product continues to work as expected, even as obstacles are continually thrown at it. In this module, you’ll learn how to design tech products to be reliable in the face of hardware or software faults, intentionally design backend services to avoid single points of failure, meet and exceed product availability SLAs like “three nines” uptime, and design and scale microservice-based technical systems.

Week 6: Optimize Tech Products for Hyperscale. As the product champion, you’ll be implementing growth hacks to scale your product. To accommodate a large, unexpected spike in demand, your product needs to be designed for hyperscale. In this module, you’ll learn how to use load balancers to scale your backend horizontally, enable caching to make vastly better use of the resources you already have, use message queues and asynchronicity to scale up more effectively, and build CDNs to serve large volumes of static media.

Week 7: Growth & Marketing. Once you’ve achieved product-market fit, it’s all systems go. In this module, you’ll learn how to use Cialdini’s six principles of influence to persuade users to engage with your growth campaigns; when to use direct response advertising vs. brand advertising; how to use CPM, CPC, and CPR to measure the effectiveness of your ad campaigns; how to use retargeting and remarketing pixels to patch leaky purchasing funnels; and how to build products with a high viral coefficient and short viral cycle time to create the viral loops that will lead to the hockey-stick growth curve you seek.

Frequently Asked Questions