The Summer Setup
Walk into Q4 with your positioning clear and your content system ready.
The Summer Setup is a set of two short, guided programs. Take one on its own, or take both and let the first feed the second. First, get a working positioning and messaging framework for your brand. Then build a Claude-based content stack that sounds like you. Live feedback from me at every step, and fully doable on your own schedule.
The Positioning Setup
·
Aug 24 – Sep 4 now on-demand only
€99
The Content Stack Setup
·
Sep 7 – Sep 18
€99
The Full Setup
·
both programs
€198
€129
First live run · around 20 seats per Setup cohort
Why now
Summer is for setting up.
You know how autumn goes. Sales wakes up, campaigns stack on top of each other, Q4 planning eats whole weeks. Whatever was fuzzy in your marketing stays fuzzy, because there’s never a slow Tuesday to fix it.
Now, it’s quieter. Fewer people are waiting on you. For once, you can work on the layer underneath the campaigns: what your brand stands for, how you say it, and the content system that brings that message to your audience week after week.
That’s the whole idea of the Summer Setup. Use the quiet weeks to set the foundations properly, so the busy season runs on something solid instead of guesswork.
How it works
Guided, async-first, and built around feedback.
Everything arrives by email.
Every couple of days you get a short video walkthrough plus the prompts and templates for the next step. You always know what to do, what information you need, and where it leads.
Live office hours, twice a week.
Drop in with what you’ve built or a question, get my feedback live, and leave when you’re done. Share as much or as little as you want. It’s direct time with me, on your own schedule.
Async-friendly, nothing extra to keep up with.
No Slack, no community feed piling up unread. Every session is recorded. Send me questions anytime — I answer them in the next live session, or reply directly if it’s highly specific to your work.
Built around Claude, still usable elsewhere.
I run this work in Claude, and I’ll suggest you do too. The prompts will work in your favorite AI tool, but parts of the work ship as ready-to-install Claude skills (saved instructions the AI follows for a specific job).
Plan for about an hour of focused work a day while a setup is running: some days that’s following a walkthrough, some days it’s thinking hard about your own brand. If your brand materials are scattered across old decks and docs, budget a little more for the first week.
This is the exact process I ran on my own brand this summer, using the same AI system you’ll be handed; the newsletter that probably brought you here ships out of the same content production stack I’ll share with you. And making things stick after I leave is the part of my work I’m most set on, so I’ve packaged this as something you can always use in the future, long after the Setup ends.
The Positioning Setup
Two weeks to get clear on what your brand stands for, and to turn that clarity into messaging you can use everywhere.
Aug 24 – Sep 4 · €99 · live sessions on Aug 26, Aug 28, Sep 1, Sep 3
You’ll gather what you already know: past clients, won and lost deals, your own content, the category around you. AI-assisted exercises structure it, then walk you through the positioning work one layer at a time. All of it coalesces into one clear position and your messaging framework: the full set of message formats you’ll reuse in every customer-facing thing you make next.
You walk away with:
- A working v1 positioning: who you’re for, what you stand for, why you
- Your messaging framework, ready to reuse in any material you build next
- Directions for raising the research fidelity later, matched to your situation
- The documents double as an alignment tool: one page your founder, sales, and product can all react to
An honest caveat: two weeks gets you a solid working version built on the information you can reach quickly. It’s ready to use the day you finish, and you’ll know exactly how to deepen it when you want more.
The Positioning Setup live cohort is now ending, but you can still get the course on-demand.
The Content Stack Setup
Two weeks to build an AI-based content production system around your own workflows. One that writes with you, and sounds like you.
Sep 7 – 18 · €99 · live sessions on Sep 8, Sep 10, Sep 15, Sep 21
You’ll start with the foundations: compact reference documents that teach the AI your brand, your audience, and how you sound (I call them knowledge blocks), plus the content angles your positioning makes possible. Then you’ll build the working parts one by one: a reusable skill for the format you publish most, along with scoring rubrics, ideation support, a self-improving review loop. By the end it assembles into one workflow for your preferred channel—and the knowledge how to build all the others.
You walk away with:
- A working content production stack in Claude for your primary channel
- Knowledge blocks, a scoring rubric, and a review loop that builds consistent on-brand output
- Content angles and brand narratives tied to your positioning
- The component playbook: the reasoning behind every building block, so you can keep building new workflows long after these two weeks end
Before we begin: to get the most out of this Setup, you need a clear sense of what your brand stands for and how you talk about it. If it lives in your head, you’ll get a prep exercise at the start of the process that shapes it into a document we can use. Coming in from the Positioning Setup, you’ll skip that step as your messaging framework plugs straight in.
Pick your Summer Setup
The Positioning Setup
Aug 24 – Sep 4 on-demand only
€99
- Two weeks
- 4 live feedback sessions
- The exercise kit and walkthroughs
- All recordings and materials are yours to keep
★ Most useful
The Full Setup
with on-demand Positioning Setup only
€198
€129
- Both programs, four weeks end to end
- 8 live feedback sessions
- All exercises and walkthroughs
- Lifetime access to all recordings and materials
- Clarity on your positioning that’s reflected in a full messaging map
- A structured content production stack that’s AI-enhanced but fully on-brand
The Content Stack Setup
Sep 7 – 18
€99
- Two weeks
- 4 live feedback sessions
- The exercise kit and walkthroughs
- All recordings and materials are yours to keep
Each Setup stands fully on its own; take the one that solves your actual problem. They’re also built in sequence: the messaging framework you finish in the first one is a key building block in the second one.
I’m keeping it to around 20 seats per Setup so the feedback sessions stay useful for everyone who brings work. Every session is recorded, so a couple of vacation days in the middle cost you nothing.
The First Week Guarantee
Decide with the resources already in your hands! Join, and if it’s not what you needed, email me within 48 hours of the second session and I’ll refund you in full, no questions asked. You keep everything you’ve received. You basically have the entire first week to decide, with the actual materials in front of you.
This is for you if:
- You’re the marketer running a company brand, and you know the positioning underneath your content needs real work before the busy season
- You’re a founder or consultant, and you want the same strong foundations for your personal brand
- You want AI in your content production because it makes the content better on top of making it faster: processes that raise your quality bar and keep the slop out
- You’re honing a new offer, and you want to pressure-test it with a structured process (the research exercises work even without existing customers)
- You’re ready to roll up your sleeves. You know positioning and content can’t be honed without your input, so you’re ready to do the exercises and build the stack yourself.
This is probably a mismatch if you want your positioning or content done for you. That’s a real service, and I offer it as hands-on client work, at a very different scope. The Summer Setup is for people who want to own this capability themselves.
Got questions? Here are the answers
Is it possible to invoice this course?
Yes, of course. You can get a receipt or a company invoice through the payment processor I use, Lemon Squeezy, owned by Stripe. If you want the course to feature your company tax ID, add it at checkout below the billing details:
When you receive the payment confirmation email, click the “Generate Invoice” button in it, and you’ll be taken to a page that allows you to add company name, billing address and any other details you need on your document.
I’m traveling during part of those weeks. Should I still join?
Yes. The format was built with real summers in mind: everything arrives by email, every session is recorded with the recording out the next day, and the materials don’t expire. If you can find about an hour a day for most of the two weeks (or you can batch some tasks), you’re fine.
How technical is the Claude part?
If you’ve used Claude in the browser, you’re set. Every exercise comes with ready-to-use prompts or templates plus a video showing exactly what to do. No coding anywhere. I’d recommend you get a paid plan so you can take advantage of the best models for this foundational work, but the cheapest paid Claude plan should be all you need for the two weeks.
The exercises use client and company information. What about confidentiality?
You control what goes in. The exercises work at whatever level of detail you’re comfortable with; anonymized deals, paraphrased firmographics, and public materials get you a long way. If your company has an AI-use policy, check it first, the same as for any AI-assisted work. And nothing you build is shared with the group unless you bring it to a live session yourself.
Can I honestly get my positioning sorted in two weeks?
You get a working v1, built on the information you can reach quickly. It’s solid enough to use everywhere the day you finish it. You also get directions for deepening the research later, matched to your situation. The sequence is the same one I use in full client engagements; the depth is what scales down.
Can I take just the Content Stack Setup?
Absolutely. You need a clear sense of your positioning and messaging, but written documentation is optional. You get a prep exercise at the start of the process that shapes what you know into a form the content stack can use. If you’re shaky on the positioning itself, do the Positioning Setup first.
What if I can’t make the live office hours sessions?
You still get the full program. Recordings land the next day, and you can send questions by email anytime, even if you can’t join live. I answer everything in the next session or reply directly via email when the question is too specific to your work. The office hours add a lot, but they’re deliberately optional.
Who else will be in the group?
Marketers running company brands, plus founders and consultants working on their own brand. I’m limiting this to 20 people per Setup, and you choose what to share with the group. Want a colleague to go through it with you? Write to me and we’ll sort out a second seat at a small discount.
What happens when it ends?
Everything stays yours: the exercise kits, the templates, the recordings, your messaging framework, and your content production stack. You can go through the lessons again when you need to work on a new project or want to set up content production workflows for a new channel.
If you have any other questions, drop me a line at [email protected].
Use the quiet weeks to your advantage.
Set your foundations now, while nobody’s rushing you, and October-you gets to execute instead of guess. The Summer Setup starts August 24, with around 20 seats per setup.
P.S. Everything is recorded and yours to keep. So even if your August turns out messier than planned, the seat you grab now still pays off in September, at your own pace.