From the lessons14 things

Check which model you're onAn easy but very important thing to understand is that the models don't all behave the same.2 filesmodule 1

When prompting, give AI contextAnother really useful thing is to explain what you will do with the output you're asking AI for.2 filesmodule 1

I use Claude as a technical colleagueI use Claude as my main AI.1 filemodule 1

Break down and rebuildAI is excellent for deconstructing things and rebuilding them.2 filesmodule 1

Create ProjectsI almost never open a chat and start working.3 filesmodule 1

Create a Red TeamThe robots still lie.2 filesmodule 1

Run your plan past a CFOYou can take the same technique for Red Team and use it in many ways to improve the quality of our marketing.1 filemodule 1

Deep researchA year ago, using AI for research felt risky.4 filesmodule 1

Use a Voice AppI rarely type anymore.1 filemodule 1

An AI WriterI read a lot about how AI writes slop.in the lessonmodule 2Kite, fictional insurance brandOk, so today you are the marketing manager responsible for Kite, an insurance brand.in the lessonmodule 2Start a new Claude ProjectSo create a new project in Claude.in the lessonmodule 2Watch it workHere is how your writer should write if you've followed the process properly.in the lessonmodule 2

Do serious segmentation analysis yourselfThe second kind of work is computing.1 filemodule 3

Files from the modules8 things

Kite's numbers, to practice onA year of campaign data as the ad platforms report it, the policy system's own count, the notes that travel with them, and the two files that make your AI read numbers like a marketer.5 filesmodule 1

Your writerSeven files. The first two set it up, the last five are the same for every brand.7 filesmodule 2

Kite Insurance, workedThe same six documents, already filled in, so you can see what finished ones look like before you write your own.7 filesmodule 2

The Kite folder, to open in Claude CodeThe two files that make a folder a place Claude can work in: what to type first, and the note Claude reads every time it opens the folder.2 filesmodule 3

Klaviyo, as my agents learned itThe pack my agents wrote when I sent them to learn Klaviyo, with every figure checked against its source, and the instruction file that makes Claude learn any tool the same way.11 filesmodule 3

Kite's customers, to test the CMO's question onKite's customer book as a marketer would receive it: 4,000 customers, their renewal behaviour, their policies, and who works from home. The file the similarity check runs on.2 filesmodule 3

The UX and UI packUnzip it into your website folder and Claude becomes your web designer. Every fact in it is linked to its source and dated.14 filesmodule 3

For your websiteThe looks that are everywhere right now, to give Claude before it builds, and the notes you fill in on what you like and what's only true of you.2 filesmodule 3

People I follow15 things

Ethan MollickWharton professor who writes One Useful Thing, on what AI means for work and education.oneusefulthing.orgLenny's PodcastInterviews with product and growth leaders, with practical advice.lennyspodcast.comPeter YangPractical AI tutorials and interviews on YouTube.youtube.comDan ShipperCEO of Every.x.comGreg IsenbergHosts The Startup Ideas Podcast and runs the studio Late Checkout.x.comClaire VoBuilds ChatPRD and hosts a podcast on how people use AI at work.x.comNeil PerkinFounder of Only Dead Fish and author of books on agile business and marketing. Writes about AI and strategy.substack.comAakash GuptaWrites AI by Aakash, a newsletter about AI.aibyaakash.comStef HamerlinckWrites Let's Talk Branding, on how generative AI is changing brand building.substack.comKyle PoyarWrites Growth Unhinged, a weekly newsletter on how software companies grow.substack.comMartin O'LearyWrites uncharted, on winning customers, leading marketing teams and which new tech is worth it.unchartedThariqWorks on Claude Code at Anthropic.x.comBoris ChernyWorks on Claude Code at Anthropic, which he created.x.comPeter SteinbergerDeveloper who created OpenClaw, now at OpenAI.x.comAndrej KarpathyAI researcher and teacher, and a founding member of OpenAI.x.com

Companies I watch6 things

RampCompany cards and spend management for businesses.ramp.comEveryA publication, apps and training from people who build with AI every day.every.toMercuryOnline banking for businesses.mercury.comAnthropicThe AI company that makes Claude.anthropic.comVercelHosts websites and apps. This course site runs on it.vercel.comSupabaseA database with sign-in, storage and APIs. Free to start.supabase.com

Articles, videos and Gits18 things

The same prompt, run twiceOne image prompt on its own, then with a picture beside it.Paul Dervan, Run with FoxesFour agents for a gym in MadridAn agent team Paul built for a made-up gym: the case, what each agent does, the tech underneath, and how you know it works.Paul Dervan, Run with FoxesCritical thinking has never been more criticalA chapter from Paul's book on why critical thinking matters more now that AI is everywhere.Paul Dervan, The Fox AdvantageFox behavioursA chapter from Paul's book on the habits of marketers who are doing well with AI.Paul Dervan, The Fox Advantage27 Claude tips after 1,800 hours.27 tips for Claude from someone who has used it for 1,800 hours.Ruben Hassid, How to AI5 GTM Skills Your AI Agent Should Be Running by NowGo-to-market skills from sales and growth operators, set up to run in an AI agent.Maja Voje, GTM StrategistClaude Opus 5 one-shotted this game.A video of a game Claude Opus 5 built in one go, all custom code.Matt Shumer, x.comUsing Claude Code: The Unreasonable Effectiveness of HTMLThariq, from the Claude Code team, on having Claude Code produce its work as HTML pages.Thariq, x.comGTM AtlasAttio's guide to go-to-market for early teams, one chapter per operator.AttioClaude of DutyA Call of Duty-quality FPS in Three.js, built from a single prompt.Matt Shumer, github.coma skill people at Anthropic have been using a lot recently: ELI5/eli5 <what you want explained> - "explain like I'm someone who knows nothing about this topic, using a HTML artifact with big pictures and few words"Thariq, x.comSomething Big Is HappeningA note for people outside tech on what AI is starting to change.Matt Shumer, somethingbig.aiBuild a systemPaul's essay on the setup behind his work: things he built, joined to inexpensive tools and held together by Claude Code.Paul Dervan, runwithfoxes.comThesis StatementsA hundred leaders each predict how work and AI will look in 2027.EveryAn opinionated guide to which AI to use to do stuffThe Summer 2026 guide to which AI tools to use, written for non-experts.Ethan Mollick, One Useful ThingHow I Plan, Build, and Run Loops with Claude Code in 40 MinutesThariq from the Claude Code team shows how he plans, builds and runs long tasks with Claude Code.Peter Yang with Thariq Shihipar, YouTubeEffective context engineering for AI agentsAnthropic's engineers on what to give an AI agent to work with, and what to leave out.AnthropicHow we built our multi-agent research systemHow Anthropic built Claude's Research feature, with several agents working on one question.Anthropic

Tools28 things

ClayFinds data on companies and people and runs sales and marketing workflows.clay.comApifyReady-made tools that collect data from websites.apify.comVercelHosts websites and apps. This course site runs on it.vercel.comClaudeAnthropic's AI assistant.claude.aiChatGPTOpenAI's AI assistant.chatgpt.comGeminiGoogle's AI assistant.gemini.google.comGetImgMakes and edits images, video and audio with a choice of AI models in one place.getimg.aiSmartleadSends cold email at volume from many mailboxes.smartlead.aiKlaviyoEmail and SMS marketing.klaviyo.comAttioA CRM for sales and revenue teams.attio.comSupabaseA database with sign-in, storage and APIs. Free to start.supabase.comElevenLabsMakes lifelike AI voices and voice agents.elevenlabs.ioSeedanceByteDance's model that makes video from text and pictures.seed.bytedance.comHyperFramesLets AI agents make videos by writing web code. Open source, from HeyGen.heygen.comMonologueVoice dictation, voice notes and meeting transcripts for Apple devices.monologue.toGranolaTakes notes in your meetings without a bot joining the call.granola.aiDescriptEdits video and audio by editing the transcript.descript.comFigmaDesign tool for screens, websites and products.figma.comCal.comScheduling: people book time with you from a link.cal.comHubSpotA CRM with marketing, sales and service software.hubspot.comFirecrawlTurns web pages into clean text an AI agent can use.firecrawl.devSerperGoogle search results for programs to use.serper.devReplicateRuns open-source AI models through an API.replicate.comKling AIMakes AI video and images from text and pictures.kling.aiMiniMaxAI company with video, voice and language models.minimax.iofalRuns image, video and audio AI models for developers.fal.aiGitHubStores code and keeps every version of it.github.comHealthchecks.ioTells you when a job that should run on a schedule did not run.healthchecks.io

Personal assistants7 things

Grok BotSpaceXAI's assistant. Each bot has its own computer in the cloud and works in the apps you already use. Launched 11 August 2026.SpaceXAISpaceXAI's Grok Bot turns agents into persistent digital coworkersLaunch coverage of Grok Bot, with its prices.Carl Franzen, VentureBeatClaude in ChromeClaude in a Chrome side panel. It reads pages, fills in forms and clicks through sites for you.AnthropicOpenAI launches ChatGPT WorkOpenAI's assistant that works across your apps and files and keeps going while you are offline.Fox BusinessManusAn agent that builds slides, websites and apps, and can use a browser for you.manus.imCometA web browser with an assistant built in that can act on the page for you.PerplexityGemini SparkGoogle's assistant that runs around the clock and has its own Gmail address you send work to.Google

Practice material1 thing

KaggleFree datasets to practise analysis on.kaggle.com

Free tools Claude uses for me9 things

PlaywrightLets Claude open a web page, click things and screenshot it.playwright.devffmpegCuts, converts and stitches video and audio from the command line.ffmpeg.orgjqPulls the one bit you want out of a wall of JSON.jqlang.orgpython-docxWrites Word documents.python-docx.readthedocs.iopython-pptxBuilds PowerPoint decks.python-pptx.readthedocs.iogifsicleShrinks animated GIFs so they are small enough to send.lcdf.orgPillowResizes, crops and stacks images.python-pillow.orgyt-dlpDownloads a video off YouTube and most other video sites.github.com/yt-dlpwhisper.cppTurns audio into text on your laptop. Nothing is uploaded.github.com/ggml-org