Why a course exists
Not every company can pay me to come to them.
A workshop with me inside your company is a full day of my time, and that's a path not everyone will take. For everyone else, the method is the same, and the only difference is who leads it.
This course is the whole method, delivered so you can run it inside your own company, with your co-founder if you have one, at whatever pace your calendar allows. What you don't get is me in the room. What you do get is exactly the same path.
What you'll build
- 01
Your company's word
The Headvalue, found by you, with the introspective process laid out step by step. It's not a brainstorm: it's an excavation of what the company has already decided.
- 02
Your Brand Compass, in writing
The word, the secondary values that support it and the anti-values, on one page anyone in the company can use without a translator.
- 03
The Headvalue Lens, in use
The criterion that turns decisions into consequences. You leave applying it to real decisions sitting on your desk today.
- 04
The argument to defend it all
Knowing the word is half. The other half is being able to explain to your co-founder, your team and your vendors why it's this one and not another.
1 brand, 1 value, Headvalue.
How it works
Discovery
The introspective process, led on video, with the exercises for you to run on your own company. The word isn't chosen, it surfaces, and the course exists so it surfaces even without me in the room.
You walk away withThe word, and the reason it's this one and not another.
Formalization
The brand's architecture, made tangible and usable, with ready-to-fill templates and well-known brands as calibration examples.
You walk away withYour company's Brand Compass, finished.
Application
How to use the lens day to day, and how to teach your team to use it. Name, identity, pricing, hiring, what the company starts turning down.
You walk away withA criterion that keeps working after the course ends.
The English edition
Soon
The Portuguese edition launches November 1st. English follows.
If Portuguese works for you, the original page has the waiting list for the launch itself.
Want to hear before everyone else?
Name and email, nothing else. I'll tell you when the English edition opens, and you go in first. One-click out, in any email.
Questions
Why is the masterclass a prerequisite?
Because the course starts where the masterclass ends. It isn't a marketing rule: without it, the first lesson would repeat an hour you could have had live, with your questions answered. And what you pay for the masterclass is credited in full toward the course, so in practice it costs nothing to those who continue.
Can I do it without a co-founder?
Yes, and plenty of people will. The method asks for whoever decides to be in the room, and if that's you alone, the room is you. What doesn't work is delegating it: a Headvalue discovered without the founder doesn't survive the first disagreement.
How long does it take?
That's up to you, because it runs at your pace. The part you can't rush is the discovery: it asks for a long, honest conversation, and that doesn't fit in twenty minutes between meetings.
What if I want you leading it?
Then it's the workshop: I come to your company and run the method with you and whoever else decides, in English, French or Portuguese, and you leave the room with the word found. The fee depends on scope and goes in the proposal. Write me and we'll talk.
The course
Your word already exists.
You just haven't found it.
An email beats a contact form and saves a few trees.
I reply in English, Portuguese or French.