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Become great at radical differentiation

Online course

By Louis Grenier,

Founder @ Everyone Hates Marketers

Course length: 1h 44min

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English subtitles Certificate included

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Challenge your mindset, engineer your radical differentiation — and ‘jolt’ your market into action so they notice you, trust you, and buy from you.

Introduction video (2 minutes)

Everyone explains that differentiation is business-critical, but no one, not even experts, explains how to actually do it. It’s like trying to draw an owl without knowing what it looks like.

This course will teach you to draw that owl. You will learn timeless principles of business, psychology, and marketing to make your own decisions without doubting yourself. You’re going to feel like every concept just “clicks” together — so you can put them into action.

Together, we will challenge your beliefs to grow your confidence, look beyond demographics to define a market that can’t wait to hear from you, engineer your very own differentiation to stand out, and ‘jolt’ your market into action so they notice you, trust you, and buy from you.

Skills you will master

Brand marketingBrandingDifferentiationMarketing strategyPositioning

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Ap S.

CXL is just the best place to grow for a marketer. I learned more in a few months via CXL than what I learned in 8, 9 months on my own.

After taking this course you’ll…

  • Challenge your self-limiting beliefs to grow your confidence and get the best chance to stand out from your competitors who are too afraid to stick their neck out
  • Find a profitable portion of the market you can own and defend, who can’t wait to hear from you
  • Define the monster that is threatening your market to make people understand what you do without comparing yourself to direct competitors
  • Engineer your radical differentiation to become the ONLY solution for the market you seek to serve without having to create a new category
  • Jolt your market out of their habits (without being sleazy) so they notice you, trust you, and buy from you

Louis Grenier

Founder @ Everyone Hates Marketers

Louis Grenier is a radical differentiation expert and the moody French guy behind the popular contrarian marketing podcast Everyone Hates Marketers, which’s reached 1M+ downloads with no ads, in less than 4 years.

He’s always felt the desire to stand out, from dyeing his hair bright red as a child, to being called an “intellectual terrorist” by his teachers, to helping companies like Hotjar or Dropbox to differentiate themselves. He now consults with businesses across multiple industries and teaches the topic through high-intensity, practical workshops.

Your course curriculum

Radical differentiation

1 Overview

Topics covered: Find out what’s wrong with traditional advice on positioning and how it might prevent you from standing outDiscover what radical differentiation really is (and what it isn’t) and why you need to embrace it if you want to become #1 in yo

2 Mindset

Your competitors are too afraid to stick their necks out. Learn to challenge your self-limiting beliefs to grow your confidence and radically stand out. Topics covered: Discover what the biggest obstacle to standing out really isFind out which false as

3 Your life’s strategy

How to gain the clarity and confidence needed to lead your radical differentiation project Topics covered: Discover why personality tests and other self-reported methods are wrong and what to do insteadUnderstand how to combine your talents, passion, a

4 Minimum Viable Market – Going beyond demographics

You can’t stand out if you try to target everyone. Learn how to go beyond demographics to define a group of people you can own and defend. Topics covered: Learn why your product or service can’t stand out from its competitors if it’s “for everyone”Find

5 Minimum Viable Market – The laziest way to identify it

There are no facts inside the building. Interview the right customers to extract real insights that will fuel the rest of this course. Topics covered: Avoid the single biggest mistake people make when trying to extract insights from their customers (an

6 Minimum Viable Market – committing to ONE portion of the market

How to find a group of customers to obsess over for the foreseeable future without regretting your decision Topics covered: Avoid the single biggest mistake most people make when defining their Minimum Viable MarketFind a profitable portion of the mark

7 The Monster – mobilizing people without being sleazy

How pointing the finger at the monster threatening your market will relieve their anxiety and help you to make them understand what you do Topics covered: Find out what conspiracy theorists and your customers have in common (and why it helps people tak

8 Radical differentiation – becoming the *only*

How to use the insights you’ve gathered throughout the last lessons to become the only solution for the market you seek to serve without having to create a new category Topics covered: Discover the four deadly mistakes to avoid when engineering your ra

9 Radical differentiation – achieving congruence

Discover what every company that zags when others are zigging have in common (it’s not what you think) and how to achieve it Topics covered: Learn why you should avoid “welding a JCB to a Ferrari” and how it might prevent you from winning against the c

10 Message – how to tell a story that your market gets and remembers

Why storytelling is rooted in our culture and how to use it to your advantage to convey the right message Topics covered: Learn why you can’t be radically different with just a compelling message and how it connects to the previous concepts you’ve lear

11 The Jolt – making your market notice you without being sleazy

Jolt your market out of their habits (without being sleazy) so they notice you, trust you, and buy from you Topics covered: Discover the two types of decisions people take and why they need to move away from their habits if you want to be noticedLearn

12 The Jolt – Become famous

Build fame to out-share your competition and create mental structures that will predispose potential customers to choose your brand over the other Topics covered: Avoid the biggest mistake you can make if you want to grow your market share and how it c

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Learn how to differentiate your brand: FAQ

What will you learn in this course?

After taking this course you’ll…

  • Challenge your self-limiting beliefs to grow your confidence and get the best chance to stand out from your competitors who are too afraid to stick their neck out
  • Find a profitable portion of the market you can own and defend, who can’t wait to hear from you
  • Define the monster that is threatening your market to make people understand what you do without comparing yourself to direct competitors
  • Engineer your radical differentiation to become the ONLY solution for the market you seek to serve without having to create a new category
  • Jolt your market out of their habits (without being sleazy) so they notice you, trust you, and buy from you

What does the course include?

Our Brand Differentiation training includes 13 lessons, 46 downloadable resources, 1h 44min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Brand Differentiation Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 1h 44min long.