A teardown and a last call
Quick note before the teardown: the BUILD Like A Pro pilot closes tonight. Small group, three seats left. If you've been on the fence, now's the time. Details and the link are at the bottom.
But that's not why I'm writing. I want to show you something I built this week, because it's another concrete example of what BUILD is actually about. Short video below.
The teardown.
A coaching booking page had a problem: people were landing on it and leaving without booking.
The page asked them to do something that sounds reasonable but is actually impossible. It asked them to pick how much time they wanted before they’d described their situation. Thirty minutes? Three hours? Choose now, then go schedule separately.
Here’s what I changed, and the reasoning behind it, because the reasoning is the part you can reuse:
I led with the problem, not the product. Instead of “how much time do you want,” the new flow opens with “what are you working on?” Easy question. From their answer, the tool recommends a starting length. The estimating burden shifts from the buyer to the system, where it belongs.
I made the recommendation honest, not aspirational. The flow says, in plain language, "I'd rather start you small than oversell you." It recommends a starting point and says they can extend it later if the work turns out to be bigger. Trust is more important to me than pressure, and an honest recommendation is the whole brand.
I put payment last. Payment comes after the person has named their problem, seen the recommendation, and picked a time. By then, they’ve pictured themselves in the session. The ask lands as a natural close instead of a toll booth.
None of this is visual polish. It’s the same work BUILD teaches: take a vague problem (or recommendation), reason through what’s actually breaking, and build a concrete artifact that solves it. A booking flow, a research recommendation, a stakeholder deck. Same muscle.
A 21-second silent walkthrough is below. Read the three points above as you watch:
Why this is BUILD.
For years, our field has been good at sharing insight and bad at building the thing that brings the recommendation to life. We hand off a report and hope.
BUILD Like A Pro closes that gap: turning what you know, and what you recommend, into something a stakeholder can see, react to, and act on. This booking-flow teardown is one small example. The skill transfers.
Same craft. New medium.
Last call. The BUILD Like A Pro pilot closes tonight. A small cohort by design, three seats left. If you want to learn to build the artifacts that move your research from insight to action, this is the cohort. ENROLL HERE — closes tonight.
If it’s not the time, no problem at all. I hope the build above inspires you!
- Michele
