Sell the Unfamiliarcoming October 2026
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.
An unfamiliar product doesn't lose to competitors — it loses to “I didn't know I could want that.” The sale starts before the pitch: in what the customer must learn or believe to consider switching at all.
What's inside
1. Activating knowledge: sell what the market doesn't know
50 min · 2 interactive exercisesThe few things a buyer must learn or believe before your category exists for them — and how to deliver them in copy and conversation instead of hoping the market matures.
Result: The belief chain your buyer must walk, written out as your activation message
2. Barriers vs fears
40 min · 2 interactive exercisesA barrier is a fact that blocks the purchase; a fear is a prediction that something will go wrong. Barriers are fixed in the product, fears in the communication — mixing them up wastes quarters.
Result: Your barriers-vs-fears map: what to fix in the product vs in the words
3. Habit: why a better product loses
40 min · 1 interactive exerciseThe incumbent's real moat is the customer's existing routine. The four forces acting on a switch, and how to work with a habit instead of arguing with it.
Result: Your plan against the incumbent habit: work with the routine, not against it
4. The first 10 sales
45 min · 2 interactive exercisesEarly sales are research with revenue. The question script for early customers that closes the deal and extracts the activating knowledge you'll scale with.
Result: A first-sales script that sells and researches in the same call
Who it’s for
- Your product is genuinely new and every sales call starts with a category-education lecture that eats the meeting.
- People who try the product love it, but you can't explain it in an ad.
- You're losing to an obviously worse incumbent — because it's the familiar one.
- Your landing page describes the product accurately and converts nobody.
What you leave with
By the end of the week you know the specific pieces of knowledge your buyer is missing (and in what order they need them), your activation message carries them, and your first-sales script gets you paid while collecting exactly those missing pieces from every conversation.
- Your activation message: the belief chain from 'never heard of it' to 'take the first step'
- A barriers-vs-fears map: what to fix in the product vs what to fix in the words
- A first-sales interview script that sells and researches in the same call
Artifacts run on your product and are submitted in the LMS — an artifact about your business, not a certificate of completion.
What your agents get
You learn the method; your agents in Claude Code and Codex get the same algorithms as installable skills. The team that learns is you plus your agents.
Writes the landing and ad copy that carries your activation message — through the buyer's bigger goal, in concrete criteria, with the specific fears handled.
Format
4–6 modules, 3–6 hours of content — done in one working week alongside your job. Exercises run on your own product; artifacts are submitted in the LMS as you go.
What it’s built on
The method behind this course is public. This course packages these canon pages into a playbook with exercises:
What you’re probably worried about
“My market 'isn't ready' — can a course fix that?”
'Not ready' usually decompresses into 3–4 missing pieces of knowledge that a message can install. The course makes you name them precisely. If the barrier turns out to be real (budget cycles, compliance), the barriers-vs-fears map says so — that's also an answer.
This course is being recorded
Expected October 2026. Join the waitlist and you'll get it the day it ships — plus Next Move Theory 101 free right now, so the prerequisite is done by then.