Polaroids are dead. So is your course—Unless you do this.

But before he sells his course, Jerome needs to make sure people will be beating the door down to buy it. 

How do you do that? 

Two strategies: 

First, have your course serve a core desire. 

Three core desires drive everything we do: health, wealth, and relationships. 

These three desires have been true of humans since the beginning of time. 

Sure the packaging looks different over the ages. But humans are still human. 

That is why every product ever marketed ends up falling into one of these three core categories. 

For example, do you remember the 2017 Super Bowl commercial of Katie’s boyfriend tossing Skittles through the window where Katie, mom, dad, grandma, the robber, and the cop were all taking turns catching the skittles in their mouth and eating them? 

At first glance people think that commercial was about candy. No, candy is still a means to an end. The commercial was about relationships. The skittles connected the boyfriend with Katie. They also connected everyone else, taking turns to get their free skittle toss. 

Second, use a vehicle that is not saturated. 

People’s core desires don’t change. 

But the vehicle for getting those desires? That changes all the time.

It’s never the desire that gets saturated — it’s the delivery method.

Let’s take memory preservation. Memory preservation falls under the core market of relationships. 

The desire to preserve memories has never faded. But consider the dozens of vehicles used to preserve memories over the ages: 

• Story scratchings on cave walls (3000 BC). 

• Painted murals (2000 BC). 

• Stained glass windows (400 AD).

• Hand-painted images on manuscripts (500 AD)

• Oil paintings (1400 AD). 

• Photography (circa 1820)

• Film cameras (1888)

• Color photography (1907). 

• Polaroids (1948)

• Digital photography (1991)

• Shutterfly (1999) 

• Flicker (2004)

• Instagram (2010)  

New vehicles for preserving memories have popped up and then expired along the way. Yet across every era, one thing has stayed constant: The desire to preserve memories.

Imagine you built a new product that preserves memories by immediately printing the photo after it was taken. Your company would die before it got started. Not because people don’t care about memories but because the vehicle you are using, Polaroid, has long since expired. 

But what about courses? 

The same pattern is playing out right now in the world of selling knowledge.

Hundreds of years ago?
You paid for consulting

In the early 2000s?
Courses exploded.

After 2010?
Courses boomed — and they’re still going strong today with platforms like Udemy, Coursera, Skillshare… and niche players like Kajabi and Thinkific.

But today, there’s a new twist in the vehicle:
People want community.

They don’t just want content.
They want connection.
They want to be surrounded by people on the same journey.

That’s why when you package your course inside a real, thriving community — it hits differently. It matters to people.

Use the vehicle of course-selling in the context of a community.

Here’s my strategy:  

1. Create content you love ❤️and are good at 🎯. 

2. As people engage with your content, invite them into your free online community 🌐🫂. 

3. Offer them a free minicourse that they must complete within 5 days in order to receive your reward video 🎁. 

4. As they watch your mini course, they see your offer 🏷️. 

5. Some of these people sign up 🚀.

6. You make money while changing lives 💰.