Learn to pick
the right next move
The segment, the Job, the strategy — and see it in revenue. Task-based courses on the Next Move Theory method, for you and for your AI agents: bring the task you’re stuck on this week, leave with the decision made and the artifact in hand.
14,000+
PM students learned Next Move Theory from 2018 to 2026
+22%
average revenue growth attributed to implementing Next Move Theory in a study of 90 companies
The method, measured in revenue
Before you buy a course, read what the method did for real products — each case names the decision that changed and the metric that moved.
A real-estate agency grew ROMI 1.5× and sales conversion by 40%
A mid-sized agency in a crowded metro market dropped age-and-income targeting for two jobs-based segments — and moved every number that mattered.
A fleet-management SaaS grew revenue 75% by betting on one safety segment
A B2B SaaS couldn't rank its roadmap. Advanced JTBD surfaced a high-willingness-to-pay, low-competition segment — and the company reorganized around it.
A luxury real-estate firm closed $500K in deals at 2,000%+ ROMI
An international luxury property firm kept selling "investment returns" — until jobs-based segmentation revealed most buyers wanted something else entirely.
AI-scored sales calls lifted agent conversion 20% in a shrinking market
A residential agency couldn't analyze 150 calls a day by hand, so it taught an AI pipeline to do the jobs-based scoring in three minutes per call.
A media agency tripled its average deal by firing its wrong-fit segment
A personal-brand agency was spread thin across low-margin clients until jobs-based research pointed to one segment willing to pay three times as much.
A dental clinic grew revenue 37% by owning the "fix it in one day" segment
A dental clinic was copying competitors without knowing why — until jobs-based research surfaced its highest-value patient and a focus worth building around.
Eight courses, sorted by task — not by topic
Every course teaches one decision you’re already trying to make: who this is for, what to build next, what to stop building, what to say so they buy. Pick the task in front of you — the course is the answer to it.
6 lectures · 2 AI skills
A one-week course that takes you from “we should talk to users” to interviews that end in named segments and the words customers will pay for. You leave with an interview script adapted to your product (from the working script, v3.4).
4 lectures · 1 AI skill
A one-week course that turns “our audience is SMBs” into a segment defined by a causal criterion — one you can defend to your team, your board, and your ad budget. You leave with your segment map with causal criteria — who buys for the same reason.
5 lectures · 1 AI skill
A one-week course that replaces the feature-request backlog with ranked value hypotheses: what to build so customers notice the difference — by their criteria, not yours. You leave with your product's task level, verified with the climb test.
6 lectures · 2 AI skills
A one-week course that turns a launch from a leap of faith into a sequence of cheap tests: find the assumption that kills you, test it first, and only then build. You leave with a ranked risk table for your launch (riskiest assumption on top).
5 lectures · 1 AI skill
A one-week course that diagnoses a stalled product with your own paying base: sort customers by who you earn on, find where the money leaks, and choose the move — tune what works or change the bet. You leave with your customer base sorted ABCDX, from a CRM export.
4 lectures · 1 AI skill
A one-week course on selling a product the customer has no mental slot for: install the knowledge that makes them consider you, and beat the habit that makes them stay put. You leave with your activation message: the belief chain from 'never heard of it' to 'take the first step'.
5 lectures · 2 AI skills
A one-week course that treats a funnel as a chain of customer decisions: find the exact step where yours breaks, and rewrite that step — the landing, the message, the moment of first value. You leave with your funnel audited: which of the seven conditions breaks, with evidence.
5 lectures · 1 AI skill
A one-week course that maps the deal you're in: every decision maker, what each personally stands to gain or lose, where the chain to a signature breaks — and the enablement kit your champion needs to win it for you. You leave with your deal map: roles, personal stakes, and the decision chain.
4 weeks · 16+ algorithms · every agent skill · weekly live Q&A
Single courses solve one task. The System builds the whole method end-to-end on your own product — paradigm to strategy, gated by artifacts, with a product knowledge base your AI agents work on top of. So any next task, this quarter or in two years, has an algorithm.
Each course: 4–6 lectures, 3–6 hours — done in a week alongside work · step-by-step playbooks · exercises on your own product · artifacts submitted in the LMS · agent skills included. Full catalog ≈ $1,990. Not sure which one? If a metric is on fire this quarter — take the single course for that task. If you’re done patching and want the method for good — take The System.
Who it’s for
Product managers
“I want a next-quarter roadmap I can defend at the all-hands — one that moves a metric, not theater.”
The quarter ended, the metrics are flat, and prioritization still comes down to RICE plus whoever argues loudest. The frameworks you have are execution. This is the layer above them — which segment, which Job, which value — so the priority is defensible in front of your VP, not just formatted well.
Product leaders — Senior PM, VP Product, CPO
“I want a product strategy and an operating system my whole org runs on — one that beats annual OKR planning and I can take to the board.”
You hired five PMs and nobody thinks strategically; OKRs give the board no answer on strategic moves. Next Move Theory is an operating system, not another framework: one focus segment, a shared Jobs language across discovery, delivery, and marketing — and courses that train your team and their AI agents the same way.
Five things that make these courses different
Enablement
Every course ships with skills for your AI agents — Claude Code, Codex. You learn the method; your agents get the same algorithms. The team that learns is you plus your agents, not you alone.
Ready for 2027
Written for building with agents: the exercises assume you already have Claude Code open — not classic product management with an AI chapter bolted on the end.
Playbooks
Numbered steps, not principles. Every course solves one concrete task and hands you the algorithm for it.
Your task is the course
The exercise runs on the product you actually work on. You finish with an artifact about your business, not a certificate of completion.
One system
Next Move Theory connects the decisions — segment, Job, value, price, channel — so the output of one course is the input of the next, and the frameworks you already know finally fit one picture. The whole method is public on GitHub: read it before you buy anything.
Why your product grows slower than you want
Across consulting for more than a thousand teams — from startups to big tech, from San Francisco to Vietnam — the vast majority make the same set of grave strategic mistakes.
Only a few teams segment customers correctly
Everyone knows customers need segmenting. Most teams don’t do it — and of those that do, very few do it right.
Most segmentations are false: demographics, business size, industry, headcount. Splitting a market by an easy attribute looks convincing — but it can’t drive decisions.
The goal of segmentation is to focus the company’s resources where the return is highest: pick the most profitable segment, pick the customer Jobs where competing earns the most — and consciously drop the less profitable segments and Jobs.
The typical ending of a false segmentation: researchers bring a beautiful deck → everyone nods along for two hours → nobody can tell from it how to create value, how to compete, or which segment is more profitable → the deck goes in a drawer → everyone works as before.
What the Academy gives you
Choose Your Segment teaches segmentation by customer Jobs, enriched with causal criteria: how to pick the most profitable Jobs of specific segments, create value for them, and acquire them. Includes the “segment / not a segment” exercise and the focus-segment selection algorithm.
Mini-test · 1 minute
Is my segmentation false or real? Recall your current one and answer:
Knowing this about the segments — do I know how to create value for them?
Knowing this about the segments — do I know how to reach target unit margin in them?
Knowing this about the segments — do I know how to acquire customers from them?
Why the usual options don’t work
The subscription content library
You bought a year of access to 400 lessons. You watched three. The library was organized by topic, so every session started with “which of these applies to me?” — and answering that is harder than the lesson. Courses sorted by topic put the selection work on the buyer. Courses sorted by task don't.
The certificate program
Admission is close to automatic, the material is recorded video, and the credential is now attached to enough people that it stopped signaling anything. You paid for status and received a login.
Free content
The best free material tells you what to think about. It doesn't sit with your data, your segment, and your pricing on a Wednesday and force a decision out of you. Watching is not the same as running it.
“Just keep building”
With agents, building is cheap enough that you can now be wrong four times a quarter instead of once a year. The code was never the expensive part — the wrong bet is, and agents only make wrong bets cheaper to repeat.
What you’re probably worried about
“I'll buy it and never finish it.”
Each course covers one task and fits into one working week — 4–6 lectures, 3–6 hours. The exercises run inside the course, on your product, and the artifacts are submitted as you go. If you come out without a filled artifact, the course didn't work — email us and you get a refund or the next course free, your pick.
“Another generic framework course.”
The whole method is written up in public on GitHub, and each course page links to the exact method page it's built on. The book The Nature of Product is being written in public. Read it first. Buy the course only if the thinking holds up.
“Isn't this just JTBD again?”
No — it defines the customer's task differently. Not a struggle for progress, but the situation someone is in and the outcome they expect from getting out of it. And every task sits underneath a bigger one they're really after. That second part is what turns it from a way of describing customers into a way of deciding what to build, price, and say. Next Move Theory 101 shows the difference in half an hour, free.
“Will it work for my product?”
The exercise runs on your product, not on a case study about someone else's. If your situation makes the algorithm break, that's the useful finding — and it shows up in one sitting instead of a quarter.
“I'd be paying out of pocket.”
A course is $299–499 — less than one day of a product conference, a fraction of a $2–5k certificate program. One prevented wrong sprint pays for the whole catalog. No subscription, no annual seat: buy the one task in front of you.
Start here
Start Next Move Theory 101
It comes first, and it’s free. 30–40 minutes. Email in, course out.
Pick your task this week
One course from the catalog for the decision in front of you.
Bring your team
Sprints on your own products, and product diagnostics for portfolios.
Built by Ivan Zamesin — 8 years teaching this method. 14,000+ people went through my earlier product courses, 9.1/10 average rating across those cohorts. The whole method is open on GitHub — read it before you buy anything.