“By meeting customers early in their journey and educating them throughout, you can shape how they think about your entire marketplace and product category, not just individual buying decisions. This positions you to influence their entire perspective on your industry.”
About Product Curriculum Design
Product Curriculum Design is a strategic approach that transforms traditional product lines into interconnected learning sequences, where each product becomes its own defensible category while linking together to guide customers through progressive, multi-step development. Rather than offering isolated solutions, this method creates a cohesive educational journey that builds customer capability systematically.
Pagan demonstrated this by evolving from general products like 'Double Your Dating' to more specific categories, then 'daisy chaining' all products together in a linked curriculum format that guides customers through connected developmental stages.
Misconception
“Create product lines with isolated solutions targeting different customer needs”
Design products as curriculum sequences where each defensible category connects to guide progressive customer development
Relevant Clips38
- Teaching▶ 9:40
Shape How Customers Think About Your Entire Industry
By meeting customers early in their journey and educating them throughout, you can shape how they think about your entire marketplace and product category, not just individual buying decisions. This positions you to influence their entire perspective on your industry.
- Teaching▶ 9:30
How Eben's Best Products Emerged From Customer Feedback
Through listening to customers after initial product launches. His Advanced Dating Techniques program came from Double Your Dating customer feedback, and Self-Made Wealth emerged from Ignition participants who needed to understand money fundamentals.
- Teaching
Product Curriculum vs Product Line
A product line is just a collection of products, while a product curriculum is a strategic educational journey. With a product curriculum, you guide customers through multi-step development processes where each product builds on the previous one.
- Teaching
Building a Daisy Chain of Progressive Product Levels
Create a daisy chain where each product connects to the next, guiding customers through progressive development levels. Base the sequence on customer needs and natural progression of skills or knowledge.
- Teaching▶ 11:50
Information Products Let Experts Help Create and Distribute Knowledge
Information products allow you to get others to help create your products, and it's advantageous to them because they get positioning as experts and distribution for their knowledge.
- Teaching
Map Customer Milestones to Predict Next-Product Readiness
Script out specific timeframes and milestones for customer progression. Map when they'll achieve results with your first product and predict when they'll be ready for the next level.
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Positioning Yourself as an Educator Not a Product Seller
Position yourself as an educator helping customers develop rather than just selling products. Focus on the educational value and multi-step development process you're providing.
- Teaching▶ 4:16
Ten Chapters Organized Around Strongest Emotional Needs First
Structure your information product with 10 chapters focused on the strongest emotionally driven needs, organized in logical learning order with highest impact ideas first
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Break Solutions Into Psychological and Practical Product Lines
Break your solution into different aspects and create specific products for each. Look for psychological components alongside practical ones to expand your product line.
- Teaching▶ 7:19
Listening After Launch Reveals Bigger Opportunities
Listening to customers after product launches reveals bigger opportunities - Eben's Advanced Dating Techniques program emerged from Double Your Dating customer feedback
- Teaching▶ 2:17
Back-End Product Launch Doubled Revenue Overnight
Adding a higher-end back-end product can double your business overnight, as demonstrated when releasing the first audio product doubled revenue the day it launched.
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Package Secret Techniques Into Mass-Deliverable Products
Package your secret techniques and insider knowledge into downloadable products that can be mass-delivered rather than keeping them exclusive to paying customers
Show 26 more
- Teaching▶ 4:13
Complete Communications Have Introduction, Teaching, and Wrap-Up
Complete communications must include introduction, conceptual and practical teaching, and action-oriented wrap-up to be self-contained and understandable
- Teaching▶ 0:51
Products Marketing Distribution as the Only Real ROI
The highest ROI activities in business are creating new products, new marketing, and new distribution channels - everything else is just playing business
- Teaching▶ 2:47
Create for One Person Then Scale to Many
Create it for one, then market it to all of them - when you create your product for one person, you make something much higher value for your customer.
- Teaching▶ 14:52
What Learners — Big Picture, Proof, System Maps
'What' learners are theoretical types who need the big picture, scientific proof, system maps, and the history behind concepts before they can learn.
- Teaching▶ 9:25
Why Learners — Lead with the Outcome or Lose Them
'Why' learners need motivation and benefits upfront—tell them what outcome they'll get from reading or listening, or they'll click away immediately.
- Teaching
AI Compresses 90-Day Programs into Six Higher-Converting Weeks
AI can significantly reduce course delivery time while improving results - condensing programs from 90 days to 6 weeks while increasing conversions
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Create Specific Timeframes for Customer Level Progression
Create specific timeframes for customer progression rather than leaving advancement to chance - predict when they'll be ready for the next level
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Create Multiple Product Categories for One Core Solution
Create multiple product categories addressing different aspects of your core solution rather than trying to solve everything with one product
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Build Training Ecosystems With Multiple Price Points for Lifetime Value
Create comprehensive training ecosystems with multiple price points to serve different commitment levels and maximize customer lifetime value
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Map the Timeline for When Customers Need Each Subsequent Product
Script the customer journey timeline by mapping out exactly when customers will need each subsequent product after their initial purchase
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Linking Products in a Curriculum for Progressive Development
Link products together in a curriculum format to guide customers through multi-step development rather than offering isolated solutions
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Creating Each Product as Its Own Defensible Category
Transform your product strategy from a product line to a product curriculum by creating each product as its own defensible category
- Teaching▶ 10:41
Wrap Familiar Material Inside New Frameworks
Mix what customers want to know with what they need to know by wrapping necessary information inside compelling, new frameworks
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Positioning as Educational Builds Customer Loyalty and Progression
Position your business as educational and helpful rather than just selling products to create customer loyalty and progression
- Teaching▶ 22:21
Design Products as Packaged Solutions to Customer Pain
Design products as packaged solutions providing results or relief from customer pain, not products for product's sake
- Teaching▶ 8:35
What Learners Need — Theory, History, Big-Picture Context
What learners need theoretical and conceptual information including science, history, and big-picture understanding
- Teaching
Base Backend Products on Customer Needs Not Market Wants
Base your backend products on specific customer needs rather than general market wants to create targeted solutions
- Teaching▶ 2:37
Packaging Your Offer as a Proven System
Transform your offering from a product or service into a proven system or method that delivers specific results
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Using Product Bundles to Justify Higher Price Points
Creating product bundles with bonus materials can justify higher price points and increase perceived value
- Teaching▶ 14:22
Three Research Questions That Reveal Customer Needs and Opportunities
Three powerful research questions that reveal specific customer needs and product opportunities
- Teaching▶ 1:57
Plan and Script the Entire Customer Experience
Plan and script the entire customer experience rather than just delivering a product or service
- Answer▶ 2:09
Design Products People Automatically Want to Buy
Focus on the design and strategic planning of products themselves. When you learn to think like a customer and create products people automatically want to buy, it makes the marketing easy. The best marketing happens in product design, not just promotion.
- Quotable▶ 1:09
Each Product Becomes Its Own Ownable Category
what if each product could be its own new Niche or category so what if each product could be its own category I thought that would be cool because then if you want to compete with us and you compete with that product you're competing with a category itself
- Quotable▶ 5:33
Product Curriculum Addresses Needs Product Lines Just List Stuff
the product line is just here's all my stuff the product curriculum is wow it's really good that I met you because I think I can help you with some of your needs
- Quotable▶ 13:41
Your Product Is the Obstacle, Not the Miracle Cure
your product isn't the miracle cure that you think it is. The product is almost like an obstacle that the customer has to overcome.
- Quotable▶ 6:06
Product Curriculum Mindset — Education Not Selling
a product curriculum that mindset is it's education it's helping another person it puts you in that mindset