UX Playbook

Designing your One-Liner Value Proposition

Google

Notion

Nike

Framer

Tesla

Christopher Nguyen

I help UX designers go from Fuzziness to Focused to Freedom

Learn the framework to generate endless ideas to position yourself effectively.

Write your one-liner and stand out

Easily answer "Tell me about yourself", "What makes you unique?", "Why should I hire you?”

Sell yourself concisely without sounding yuck

Map your talents, skills, passions, and interests to tell your unique story.

Find your unfair advantage without selling out

Learn by doing. Throughout this course, you’ll apply every framework, tool, and technique to your own brand strategy project.

Co-founder & CEO @ Concept Bureau

Amazon

TikTok

Eli Lilly and Company

Stocksy

Jasmine Bina

CEO of Concept Bureau. Brand Strategist. Cultural Futurist. Keynote Speaker.

Co-founder & CSO @ Concept Bureau

Seed Health

Feeld

Upwork

Skillshare

Jean-Louis Rawlence

Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.

Cohort 1

Cohort 2

Brand strategy will make or break your company, but no one knows how to actually do it well.You have conviction about the brand. You know what makes it valuable. But you can't arrive at a powerful strategy that withstands the market or even the organization.That's not an execution problem. The concept underneath the brand isn't deep enough.The entire field teaches brand strategy as a business discipline. Positioning. Differentiation. Competitive analysis. But brands live in culture. When the concept isn't connected to cultural forces, it has no structural foundation. Everything downstream suffers.Ideas are technology. Meaning is engineered. Cultural forces are readable, structured, powerful enough to build on. We spent ten years synthesizing sociology, semiotics, behavioral science and anthropology into one operational methodology for brand. This course is that methodology, end to end.You bring your brand. Rebuild from further upstream than you've ever gone. 3 weeks that compound into months of velocity. You leave with a core concept, a cultural research system, and a conviction framework. Strategy with structural power to drive through execution.

Build a world-class brand strategy

How to find real opportunities in markets and culture

How to build positioning that actually converts

How to create a core brand idea that holds everything together

How to turn strategy into identity, story, and signal

How to lead with conviction and get buy-in across the company

How to use this system again and again

Brand and Marketing Leaders - Who want to build a defensible brand strategy

Founders - Who want to build culturally resonant and impactful consumer brands

Brand Strategists - Who are looking to systematize their strategy process

Clarify your value, amplify your voice, and grow your visibility and presence

Personal Branding Pioneer

American Express

LinkedIn

L'Oreal Paris

Adobe

William Arruda

Personal Branding Pioneer. Author. Speaker. AI Enthusiast.

Your personal brand already exists.The real question is: is it opening doors or quietly holding you back?In today’s world, where AI is changing how we work, compete, and get noticed, being good at what you do is no longer enough. You need to be clear about your value, visible in the right ways, and consistent in how you show up.Most people struggle with this. Not because they lack talent, but because they lack clarity and a system.That’s what this course gives you.In this highly interactive, one-day workshop, you’ll define your personal brand using a simple, proven framework and learn how to use AI to make the process faster, easier, and more effective.You’ll walk away with a clear understanding of what makes you stand out, a compelling way to communicate it, and a practical plan to grow your visibility and opportunities.No fluff. No jargon. No becoming a content machine.Just a smarter, faster way to build a brand that works for you.

Build a compelling personal brand and use AI to grow your visibility/opportunities. Know exactly what you need to do to achieve your goals.

Define a clear personal brand that sets you apart

Turn your experience into a compelling brand story

Learn how to use meetings to build your brand and impress leaders

Build visibility without feeling self-promotional

Leaders and Career-minded ProfessionalsYou’re good at what you do, but not enough people know it. You seek more visibility and recognition.

Consultants and Coaches You know personal branding matters, but you’ve never had a structured way to define and communicate yours.

People in Career Transition You’re at a career inflection point. You want to grow or pivot and need a clearer way to position yourself.

Transform your career narrative into a powerful professional brand  with tools, strategies and confidence to stand out from the noise.

Helping Leaders & Companies Grow+Thrive

Microsoft

NBCUniversal

Warner Bros. Discovery

Unilever

Shawn Johnson

Founder of SocioPunk: 25 yrs building global brands, products & successful teams

Clarify your story, define your brand and build a 30-day plan in this fast paced 4-hour workshop.

Build Your Professional Brand Presence - Cohort 2

Build Your Professional Brand Presence - Cohort 3

In today’s competitive market, your story and presence define your opportunities. This workshop gives professionals in transition, emerging leaders, and founders the clarity and confidence to stand out in an AI driven market...fast.In just four hours, you’ll learn how to communicate your value with authority, shape a narrative that reflects your strengths and build a brand presence that opens doors.This is not theory; it’s a practical, high-energy sprint designed to elevate how you show up online, in conversations and in your career.You’ll walk away with a clear professional message, a simple brand system, and a tactical plan you can execute immediately.Drawing from 25+ years building and leading high-performing global design, product and brand teams at Microsoft, NBC, and Warner Bros. Discovery, I’ll help you craft a professional identity that captures attention and positions you for what’s next.Key Takeaways: • A clear, memorable narrative that is differentiated • A simple brand system to guide your voice &amp; visibility • A 30-day plan to grow your presence with consistencyThis course will help you better understand and promote yourself through your strengths, narrative and brand.

Build a clear narrative, professional brand and plan to elevate your visibility.

Clarify Your Professional Story

Build Your Core Brand Pillars

Design a Messaging Framework That Resonates

Create a 30-Day Visibility & Networking Plan

Strengthen Your Presence

This course is designed for professionals at all stages - from job-seeking, transitioning or preparing for leadership.

No prerequisites required.

Professionals in TransitionDesigners, Product, Creative &amp; Marketing professionals who need to reposition themselves in a shifting market.

Emerging LeadersMid-career professionals aiming for promotion, build executive presence, sharpen communication, and elevate visibility.

Founders &amp; IndependentsFounders and professionals working in tech, product &amp; design who want to stand out with their personal brand.

Move beyond execution and stand out for how you think, communicate, and shape decisions

Design Leader, ex-Slack, Pinterest

Goodnotes

Pinterest

Slack

The New York Times

Squarespace

Cheryl Chepusova

Staff-level designer with 15+ years leading product teams across 3 continents

AI is accelerating how quickly teams can produce work but that also means output alone is less differentiating.For designers, this isn’t a new problem, but it is a more urgent one. Designers have always needed to communicate their value, but as the role evolves and AI takes on more of the execution, what helps you stand out is how clearly you communicate your taste, your decisions, and your impact.This course is for product designers who are thoughtful, reliable, and trusted, but often stay heads-down or prioritize execution over making their impact clear. You’ll learn how to make your work visible, communicate with clarity, and grow in a way that’s aligned with you, not just what’s asked of you. You’ll also build awareness of the patterns that keep you in execution mode, so you can show up with more intention, confidence, and direction in your day-to-day work.This course includes: 👉 4 live sessions with feedback, coaching, and community 👉 (Optional) 30-minute live coaching with Cheryl after the course

Grow from doing the work to owning your impact

Clearer Communication

Strategic Presence

Visibility & Influence

Career Clarity & Sustainable Growth

Product designers doing strong work, but stuck in execution and unsure how to make their impact visible

Creatives in tech on global or distributed teams who struggle to clearly communicate their thinking across async, cross-functional work

Thoughtful or introverted designers who want to stand out for their impact without self-promotion or overextending themselves

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Executives and senior leaders who set strategy, lead teams, and drive organizational outcomes.

Designers who craft user experiences, interfaces, and visual design.

User researchers conducting interviews, usability studies, and customer research to inform product decisions.

Developing leadership skills — inspiring teams, building culture, navigating organizational complexity, and driving results through others.

Building professional visibility, thought leadership, and a public reputation that opens doors.

Designing your One-Liner Value Proposition

What you'll learn

Why this topic matters

You'll learn from

Christopher Nguyen