Courses
Training
The instruments on this site measure capability. These courses are what an organization does about it. Every one of them is built from an argument already published here, taught by the person who wrote it, and aimed at somebody who already knows the equipment.
Open now
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Technical Writing That Gets Results
Teardown reports, service reports, recommendations and quote cover letters that get read and acted on, with or without AI. You rewrite 3 documents you actually sent, check every number against its source, and test each one on the person it was written for.
35 lessons, 8 modules, about 25 hours. 395 dollars.
In preparation
No dates on these. Each one is built from work already published on this site, which is the order they get written in, and a date announced before a course is written is a date that gets missed. If one of them is the one you need, say so and it moves up.
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Coming soon
Marketing Repair and Service
How motor, pump, gearbox and drive shops win more service work.
A shop sells a capability the plant cannot inspect before buying it, and most shops market the capability rather than the problem it removes. The course covers who actually decides where a failed unit goes, what a plant is buying when it picks a shop, and how to be the one called before the unit is already on a truck somewhere else.
For: Owners, service managers, and whoever writes the quotes.
Built from For repair, service, and integration.
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Coming soon
Selling Like an Application Engineer
Technical sales for people who would rather not be called salespeople.
The channel used to produce technical sellers through a crucible that no longer exists, and it has spent 20 years hiring for a capability it stopped making. This is the other half of that argument: what a capable specialist actually does in front of a customer, taught to the person who can already size the equipment.
For: Application engineers, inside sales, and the specialist who inherited a territory.
Built from Building a technical sales force that can sell.
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Coming soon
Managing Distributor and Channel Partners
Both sides of the distributor relationship.
A line is rarely dropped. It stops being mentioned, and in most cases the brand withdrew first and called it coverage. The course runs both sides: what neglect looks like from inside a distributorship, what a split territory does to two lines at once, and what either party can do about it before a line review rather than after.
For: Channel and regional managers, and the distributor principal on the other side of the same conversation.
Built from Why distributors stop selling your line.
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Coming soon
Voice of the Customer
Turn customer feedback into decisions you can act on.
A whole class of industrial question cannot be answered by a customer at all, and naming that class is the most useful thing a listening program does. The course runs the order the work actually goes in: who to ask, protection before anyone is asked anything, recruitment and incentives, writing a guide that fits the time available, coding transcripts by hand before any AI touches them, and a reporting cadence with an owner.
For: Whoever owns customer feedback and cannot act on what comes back.
Built from Voice of customer for industrial manufacturers.
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Coming soon
Advisory Councils
Build customer, distributor and sales agent councils that shape your direction.
Three jobs get asked of a council and only one of them belongs in a room. The members are chosen by the party being graded, the seats go to principals, and attendance gets read as a signal it is not. The course charters a council that decides: who sits on it, what it is never asked to do, what stays out as a matter of law, and how its output gets closed out.
For: Whoever owns a council, or just inherited one.
Built from Running an advisory board that produces something.
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Coming soon
Capturing Your Company's Voice for AI
Make AI drafts sound like your own engineers.
A drafting tool given no instructions writes like nobody in particular, which is how a shop ends up sending documents that read as though they came from a different company every week. The course takes the voice file out of the technical writing course and builds it up to a whole shop: the words your people actually use for parts and conditions, what belongs in a team style sheet, and what customer information never gets pasted into a tool.
For: The person who approves what goes out, in a shop already using AI.
Built from Technical Writing That Gets Results.
Write to carl@brandloyalty.ai to be told when one opens.
Where the courses run
Courses are delivered through the Tolbert School, which is the teaching side of this practice, and a Certificate of Completion comes from there. The research, the instruments and the published arguments stay here. Same instructor on both sides.
The technical training on drives, motors and reliability lives separately at Wayward Leaders.