What I’m Building Instead of Another Course
I’ve been thinking a lot about what I don’t want to build next.
And the more I pay attention to my own buying decisions and the conversations I keep having with smart, thoughtful people, the clearer that’s become.
I don’t want to build another course.
Not because courses are bad.
And not because teaching doesn’t work.
But because for a lot of people, courses are no longer the right delivery for the kind of help they actually want.
Why Another Course Doesn’t Feel Right
This came into focus for me recently when I was considering buying a course myself.
The expert was solid.
The transformation was exactly what I want and need right now.
The topic was relevant.
Before deciding, I reached out and asked a simple question:
Do you offer this in audio?
Or any kind of support that helps with implementation while I’m actually working — something interactive, something responsive?
The answer was no. It was primarily video, with the expectation that you’d watch first and apply later.
So I didn’t buy it.
Not because I doubted the quality.
Not because I didn’t trust the person teaching it.
But because I could already tell I’d need to stop what I was doing, sit down, watch a lot of video, and then figure out how to apply it on my own.
And that’s just not how I work most days.
The Real Issue Isn’t Content
This isn’t about attention spans getting shorter or people being lazy.
Most people I know are serious about what they’re building. They care about doing things well. They’re willing to learn.
The issue is that a lot of learning experiences still assume you’ll step away from real work in order to learn — and only come back to apply things later.
But most real work doesn’t pause like that.
Decisions come up in the middle of things.
Questions surface while you’re already in motion.
You don’t need more explanation…you need help deciding what to do next.
That’s where a lot of good content breaks down.
I Don’t Want to Ask People to Stop Working in Order to Learn
When I look at the things I’ve actually used, and the things I’ve actually finished, there’s a clear pattern.
I stick with things that:
fit into how I already work
help me think through decisions as they come up
don’t require a big upfront time commitment before they’re useful
I avoid things that ask me to:
block off long stretches of time
“get through” material before acting
hold everything in my head and translate it later
That’s true whether I’m buying something, building something, or supporting someone else.
So building another course. especially a video-heavy one. doesn’t feel aligned with how people actually want help right now.
What I’m Building Instead
Instead of creating another course, I’m focusing on building a different kind of support layer.
Something that:
works alongside real work instead of interrupting it
helps with decision-making, not just understanding
makes it easier to apply ideas as you’re going
doesn’t depend on long blocks of focused screen time
The goal isn’t to teach more.
It’s to make it easier to use what you already know, and what I already know, in real situations.
That shift matters.
Because when help shows up at the right moment, learning feels less like a task and more like support.
Where AI Actually Fits (and where it doesn’t)
This is also where AI comes into the picture — not as the headline, and not as the product itself.
I’m not interested in AI that replaces judgment or does the thinking for people.
What I am interested in is using AI as a delivery mechanism.
A way for expertise to be:
accessible without scheduling
available without repetition
responsive without adding more time to someone’s plate
When it’s done well, it doesn’t feel like “using AI.”
It just feels like getting help when you need it.
That’s a very different goal than automation or content generation — and it requires a very different kind of design.
This Isn’t About Doing More
One thing I want to be clear about: this isn’t about piling on another tool or another thing to manage.
If anything, it’s about doing less — but doing it in a way that’s actually useful.
Less content to consume.
Less time spent explaining the same things.
Less pressure to be “on” all the time.
More support where it counts.
Who This Is For (and who it isn’t)
This direction probably won’t resonate with everyone.
If you love structured courses and long-form video learning, that’s valid — and there’s no shortage of great options out there.
But if you’re someone who:
already understands the problem you’re working on
doesn’t need to be convinced
just wants help thinking and applying as you go
Then this approach might make a lot more sense.
What’s Coming Next
I’m currently building this out as a guided implementation experience, not a course, and not a self-serve product.
It’s focused on installing a support layer that helps people use expertise in real time, without asking them to stop working first.
I’ll be sharing more details soon.
For now, I wanted to be transparent about why I’m not building another course and what I’m choosing to build instead.
Because the way we deliver help matters just as much as the help itself.
And I think that’s where the real opportunity is right now.
