Marketing clarity for founders.
You are building a business and marketing needs to work. But nobody handed you the playbook. You are making decisions about positioning, pricing, and go-to-market based on instinct and blog posts — and you cannot tell whether it is working or whether you are leaving growth on the table.
Start with the ESSAI assessmentYour challenges.
“I don’t know where to start”
You have a product but no structured marketing approach. You are doing bits and pieces — a landing page here, an ad there — but nothing feels connected. You cannot tell whether you are building a brand or just making noise.
“I’m spending money but not sure it’s working”
You are investing in channels and campaigns without a framework to evaluate what is actually driving growth. Every month you wonder if you are wasting budget or just being impatient.
“I can’t tell if my marketing hire is good”
You need to evaluate marketing talent but you do not fully understand the discipline yourself. Without a shared standard, every review is guesswork and every hire is a gamble.
“I need to do it myself for now”
You cannot afford a marketing team yet, so you need to be competent enough to execute now and knowledgeable enough to hire well later. That means learning the fundamentals, not just the tactics.
How ESSAI helps.
1. Assess
In 10 minutes, find out what you actually know about positioning, pricing, brand, demand generation, and more. Scenario-based questions — no jargon quizzes — that reveal which decisions you are equipped to make and which are risky.
2. Learn
Your results generate a personalised learning path focused on the gaps that matter most at your stage. Not a generic marketing course — a structured curriculum built from the same methodology used inside P&G, Unilever, and the top SaaS companies.
3. Apply
Every lesson is built around a framework you can use in your business the same day. Write a positioning statement. Build a pricing ladder. Map your customer journey. This is not theory — it is the toolkit.
Recommended courses for founders.
These Level 1 and Level 2 courses cover the foundations and execution skills every founder needs.
Brand Positioning Masterclass
The most important skill in marketing. Learn to define where your brand lives in the customer's mind using the Brand Key, Brand Pyramid, and positioning frameworks for both FMCG and tech.
Define what makes your product different and why customers should care. The single most important marketing decision you will make.
Understanding Your Customer
Consumer insight, buyer personas, and the art of knowing what people actually want. From Jobs-to-be-Done to Byron Sharp's How Brands Grow.
Know your customer before you spend a penny on marketing. Learn to build personas, map journeys, and uncover what people actually want.
Go-To-Market Launches
How to bring products to market without chaos. The 90-day launch plan, cross-functional alignment, and innovation launches for FMCG.
Launch your product with a structured plan. The 90-day framework, cross-functional RACI, and post-launch review.
Campaign Planning and Creative Briefing
From strategy to execution: making things happen in market. 360 campaign planning, the creative brief, and evaluating work.
Plan campaigns that actually work. Learn to write creative briefs, build 360 plans, and evaluate marketing execution.
Content Marketing Engine
Creating content that drives business results. Content strategy by funnel stage, high-impact formats, and distribution.
Build a content engine that drives leads and builds authority. Learn what to create, where to distribute, and how to measure impact.
Digital Marketing and Modern Channels
The channels, metrics, and platforms that define marketing in 2026. Attribution, performance marketing, retail media, and PLG.
Understand the digital channels that drive growth. From SEO and paid media to social commerce and product-led growth.
AI in Marketing
Using AI to be better, not just faster. Where AI helps, the genericness trap, prompt engineering, and the human skills that matter more than ever.
Use AI as a force multiplier. Learn where AI helps, where it hurts, and how to avoid the genericness trap.
The Marketing Career
Navigating the profession from entry to leadership. The role map, onboarding playbooks, how to get promoted, and working cross-functionally.
Understand the marketing profession so you can hire well, set expectations, and build the right team for your stage.
Marketing Measurement and Performance
If you cannot measure it, you cannot prove it. KPI frameworks, business reviews, attribution, OKRs, and the art of reporting marketing performance.
The difference between 'I think marketing is working' and 'I know it is working.' Learn to measure what matters.
Brand Building and Identity
Positioning tells the brand where to stand. Brand building makes people notice, remember, and trust it. Distinctive assets, brand identity systems, brand health, and managing equity over time.
Turn your positioning into a living brand. Learn distinctive assets, brand guidelines, and how to build recognition from scratch.
Marketing Research and Data
The foundation that makes everything else work. How to commission research, read data, design studies, and turn numbers into decisions.
The difference between decisions on instinct and decisions on evidence. Learn to commission research, read data, and act on insight.
Stop guessing. Start knowing.
10 minutes. 21 marketing disciplines. Find out what you know, what you are missing, and exactly where to start.
Take the assessment