PeerfoldSign inPlay 1: Name the problem before anyone else does. Every durable curriculum starts with a named problem. HubSpot named inbound marketing and taught the world what it meant. The name became the category. The category became the moat.
Find the pain your market feels but has not articulated. Give it a name sharp enough to survive repetition. Make the name the spine of everything you teach.
A named problem does three jobs at once. It makes the market's vague discomfort discussable. It positions you as the one who understood it first. It gives your curriculum a thesis instead of a table of contents.
Adoption debt
The compounding gap between what a product can do and what its customers know it can do. Every course we will ever publish is, at some level, about paying it down. You do not have to use that name. You do have to have one.
Test the name. Can a stranger repeat it after hearing it once? Does it describe a job, not a feature? Would a practitioner use it in a meeting without sounding like they swallowed a brochure? If the name only works with your product as the subject, it is a slogan. Rename it.
This play costs nothing but nerve. That is why teams skip it and start with a table of contents. A table of contents is not a point of view. AI can generate a table of contents by lunch. It cannot generate a name the market adopts. That is still a human Express job.
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