I've seen two common trends: 1. All application, no strategy (A.K.A. doing the wrong things right) 2. All "strategy", no application (A.K.A. not actually doing anything) #1 is usually people who have hands-on experience but no idea of why, how, or when it works. "Everything is a nail". #2 is usually people with no hands-on experience trying to bullshit their way through life by acting like operations are below them. I know you are neither of these. But if I were producing a course of some sort, I would aim to include both components AND show how one leads into the other. It's hard, because the real world is often messy, and you can't get into how every possible tactic/application works. But I guess it would help to teach people how to think and implement throughout the entire chain.

@Connor Benham That would definitely be one way to approach it. What I really liked about CC was that you and Jon recognised that marketing is only half the battle — if you're selling something expensive, you need to be able to close, and that's a totally different (and widely neglected) set of skills. There are a million potential channels, so it's probably not feasible to cover many of them in granular detail. But perhaps you could use some common channels as examples, and "follow the chain" through from strategy -> implementation and testing. Maybe also identify some "meta skills" that tend to make everything else easier. Copywriting is the one everyone talks about, but sales, conversation, discovery, etc., are also important, among others. I guess that could wind up being a bit self-help-y, but hopefully you can see where I'm going with this. Pretty good mate, glad to hear you've fallen on your feet. And congrats on your newborn! I hope life as a parent is suiting you well. P.S. I don't know what you're seeing, but the popular channels (email, social, etc.) seem like a nightmare these days. I've had vastly more success with direct mail, cold calling, networking/referrals, etc.