Business Casual Doubling Down On Courses (While Everyone Abandons Them)
Jan 8, 2026
In this insightful talk, a creator shares why he's doubling down on online courses when many are abandoning them. He reveals that his decade-old courses still sell well and discusses how niche audiences don’t view courses as saturated. He emphasizes that courses serve as curated time-savers and addresses the challenges of trust in selling after education. With plans for a course overhaul, he reflects on the importance of increasing customer lifetime value and the potential of product bundles to boost profits.
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Confession: Old Courses Still Sell
- Matt Giovanisci admits his two courses are outdated and haven't been meaningfully updated in nearly a decade.
- Despite that, people still buy them and returns are almost zero, showing latent demand.
Audience Context Changes Course Viability
- Matt observes creators' customers feel oversold by business courses, causing creators to pivot away from courses.
- His pool-owner audience doesn't experience that saturation, so courses remain viable for them.
Sell Time, Not Information
- If you're asking how a course differs from free YouTube, don't buy the course because the sales page failed you.
- Only sell courses when they clearly save customers time via curated, ordered learning and added materials.
