A 4-week live course for creative people who want to build
Most people using AI to build products are thinking about it wrong. They're using it as a faster way to make ordinary things.
You can do that. Or you can use it the way a Creative Director who spent 20 years at the top of the industry learned to -- to build things with a point of view.
“There are thousands of new services launching every week. Most of them are forgettable on arrival -- clean, functional, and completely invisible.”
I've spent 20 years making brands impossible to ignore. ECD at BBH. CCO at Ogilvy. Early at Meta when performance and influencer marketing were still being invented.
I don't have a computer science degree. I have taste, a clear head for what makes something feel different, and two years of building real products with AI as my co-founder. That combination turns out to be a superpower.
In 2025, personality is a moat. This course teaches you how to use it.
Calle has lived on both sides of the brief -- the ones who demand great work, and the ones who ship it. Now he builds both at once.
What you'll learn
Before you write a single line of code, you need to figure out what you specifically are positioned to build -- based on who you are, what you know, and who you already have access to.
We'll use a structured process to find your unfair advantage and turn it into a viable idea worth building.
→ whattobuild.appFunctional isn't enough. A service that works but doesn't stand for anything won't survive in a market where a thousand identical things ship every week.
I'll teach you how to give your product a voice, a perspective, a reason for existing beyond its feature list -- and how to build that into every line of code from day one.
One hour per session · Live on Google Meet · Homework between sessions
What are you uniquely positioned to build? We run through the full discovery process. You leave with one idea you're ready to commit to -- and the framework to evaluate it properly.
Before we touch code, we define what your service stands for. Its voice. Its attitude. The thing that makes it unmistakable. This is the creative brief -- and it will inform every decision from here on.
Hands on keyboard. We build your core service together in real time using Claude Code. You'll understand every choice, every file, every decision. No magic black boxes.
We launch. Then we figure out how to talk about it -- because how you tell the story of what you built is half the battle. You leave with something live and a narrative to back it.
The creative. The strategist. The founder. The marketer who sees opportunities everywhere but can't turn them into products -- yet.
No prior coding experience required. You just need one thing you've always wanted to build and the willingness to think like a creative director who ships.
This is not for:-- Developers who already know what they're doing (go build something)
-- People who collect courses but never finish them
-- Anyone who has used the phrase “it's clean and functional” as a compliment
-- Anyone who thinks watching counts as doing
This is a working session. You build real things in real time, with real feedback.
Next cohort starts April 14, 2026