Build Brands That Transform Markets Powered by Gen AI

Master Douglas Holt's framework with AI as your copilot. From Harvard Business Review to your next brand strategy.

Why do some small brands dethrone giants with more resources, better technology, and bigger budgets? The answer isn't in building better products—it's in changing the rules of the cultural game.

Operationalize Cultural Innovation with AI as Your Strategic Copilot

This course goes beyond theory. I take Douglas Holt's 5-step framework—published in Harvard Business Review—and turn it into an actionable process you can execute in your organization from day one.

Cultural innovation doesn't compete with product innovation: it complements it. While others focus on improving features, you'll learn to attack the ideological vulnerabilities of your category—those 'truths' everyone takes for granted until someone challenges them.

What you'll do in this course:

• Deconstruct the dominant culture of your market and see what your competitors can't see

• Identify the ideological 'Achilles' heel' that opens the door to a new value proposition

• Explore the cultural vanguard where category-transforming movements are born

• Design a challenger brand ideology with a structured step-by-step process

• Select the symbols that dramatize your strategy and generate real emotional connection

Why is this course different?

I integrate artificial intelligence as a copilot at every stage of the process. Not as a replacement for strategic thinking, but as an accelerator. You'll learn exactly which tasks to delegate to AI and which require your human judgment—cultural intuition, strategic decisions, creative leaps.

This AI-First approach allows you to do in hours what would traditionally take weeks of research and analysis.

Challenge-based learning

The course includes a complete practical challenge with Verdant Greens Co., a hypothetical case where you'll apply the entire methodology from start to finish. You'll use the tools I provide, work with AI as your copilot, and develop the strategic thinking needed to replicate the process in your own industry.

You don't leave with notes. You leave with a complete cultural analysis and the ability to execute another one.

The icons of 2026 won't wait. This is the framework to become one of them.