Most folk write books or create courses that are focused on presenting what they know. But your audience work with you because of what you can do for them. And a brilliant product strategy relies on you getting clear about what it is you really do. The biggest challenge is that much of this is now unconscious behaviour for you, you’ve spent years learning how to do it instinctively. In this module you’ll connect to your hidden value, recognise its true worth and start to think about how you can build this into your books, courses and other products.

• The difference between knowledge and authority
• Shaping your authority so it seems magical to others
• Behaviour profiling tools and your own experience
• Leveraging profile tools within your own business
• Pain / pleasure archetypes
• Identifying the pain and pleasure strategies of your audience
• Recognising how you bypass these strategies to create value
• How to shift from abstract ideas to tangible experiences for your audience
• Neurological writing: first steps in sense-writing
• Evolving your sensory acuity and language skills for audience impact
• An introduction to primers: tools for supporting behavioural change
• An introduction to auguries: tools for supporting long-term mindset change
• How you currently model success for your audience
• The relationship between your internal dynamics and your audience’s change journey
• Nurturing neuroplasticity in your audience

Creating books or courses that are effective at changing the world of your audience requires a new way of seeing, structuring and presenting your knowledge, skills and experience. In this module you’ll take all the stuff buzzing around your head in random, unstructured form and map it into the real world in a place you know brilliantly. This lets you start creating your own strategy for remote influence through media. A strategy which is completely different to your live, in-the-room approach.

• An introduction to 3D Value Design
• The crucial role of Value Endeavours
• First steps in defining your principal Value Endeavour
• Immersive transformation: an introduction to transmedia and media bubbles
• Your audience’s existing ecosystem and how to create your compelling ecosystem
• A transmedia experience that leads you through your own mapping activity
• Identifying five fundamental elements and activities in your change work
• Translating these to media elements that support your audience’s change
• The relationship between Value Endeavours and Value Confirmations
• Pain Endeavours, Pleasure Endeavours and their threat to value creation
• Mapping your inner knowledge, skills and experience into real-world space
• How you deal with self-sabotage, resistance and opposition to change
• How you create safe spaces for change
• Evolving a responsive approach to new challenges using media

Your audience expertly maintain their current behaviour, attitudes and results. An essential element in supporting deep change (not technical knowledge or mechanical skills) is disruption. Without disrupting the existing way of thinking, feeling and acting there is little chance of creating lasting change with someone. You do this masterfully when working directly, but the challenge is multiplied when attempting this in a book or course.

You now have a robust map and know how to leverage media effectively. It is time to start designing experiences that reveal the limitations of their current model and open up new ways of feeling, thinking and behaving that offer much richer results.

• Leveraging confusion, overwhelm and disruption effectively in the change journey
• Should you create content or dis-content?
• Confirmation bias in your audience
• An introduction to polarity within paradigm development
• A practical exercise: You can deliver your value in so many more ways than you do currently
• Theming, worldbuilding and story framing as prerequisites for remote influence and results
• Managing the emotional aspects of your audience’s change journey
• Testing and refining your disruptive media
• Why creating a rigorous paradigm can liberate your creativity and freedom rather than restrict it
• Presenting your own business and brand in disruptive ways for maximum effect

Effective leaders don’t present information—they share a vision that attracts, inspires, motivates and delivers phenomenal results for those who embrace it. Designing and testing your own paradigm (model) lets you create change for many different people and organisations in various contexts, more easily than ever before. Even better, your audience can now make sense of their current reality, use richer tools to improve their results and are empowered to flexibly choose their own response to ever-changing situations. They now participate in your vision:

• The business case for paradigm development: your most valuable asset
• Designing diagnostic tools your audience use to self-identify challenges, strengths, opportunities, threats, strategies, etc.
• Managing complexity for your audience (and yourself!) via paradigm
• Creating a paradigm that works in the real world of your audience
• Establishing the underlying archaeometry of your paradigm
• Polarities, trinaries, opposition, reinforcement and stability dynamics of your paradigm
• Testing, refining and finalising your paradigm

When you start work on your book or course you continue to be supported and have access to:

• Twice-monthly group coaching sessions (recorded) covering your questions and challenges
• An expanding library of writing and authoring skills resources
• Access to all the elements of the ATF Foundations programme for one year from the initial start date
• Advice on publication options and resources to help you choose the most suitable route for your project (from the multitude of publishing options available on the market)