Digital Growth Marketing

A coach that teaches by asking — not by lecturing

The Lighthouse Coach is an AI Socratic coach built on Cognosco Learning's Digital Growth Marketing course, in the Sales, Service & Revenue category. It does not play videos at you. It holds a conversation: it asks you a question, listens to your answer, names the misconception it hears, affirms what you got right, and asks the next question — the way a great coach works in the room.

Foundations teach you to show up. A site that works, channels that run, messages that exist. Growth is a different problem. Growth asks why a visitor becomes a signup, why a signup becomes a customer, why a customer stays, buys again, and brings a friend — and it asks those questions as one connected system, with money attached. This course teaches that system.

One business, one spine. Kettlebrook Pantry, a fictional spice-blend subscription business, is stated once, in full — 50,000 visitors, 5,000 signups, 1,000 customers in its most recent full month, its acquisition spend counted all in — and every worked figure in the course derives from that spine or is labeled as a single exercise's own facts. The numbers discipline is absolute: this course runs on one business, one funnel, and one set of economics, stated once and restated identically.

Module 1 — See the System, Count It Honestly. Draw growth as loops as well as a funnel. Diagnose the funnel stage by stage: the top joint split by source and judged only with its downstream attached, the middle joint diagnosed by time and by the reasons signups stall. Count what a customer costs with every cost in, and what a customer is worth in gross profit, with payback in time. Run experiments as verdict machines, and read growth data against the five classic flatteries.

Module 2 — Make It Compound. Test landing pages and offers as economic claims, one variable at a time. Design retention at the cohort curve's cliff, in the first ninety days, sequenced ahead of referral. Build referral into the product's own moments and measure the chain in customers produced per active customer. Rank repairs by leverage, reconcile platform credit against your own orders, compute every offer's hurdle before it is tested, and hold the system honest with a growth review that ends in decisions.

Both capstones produce real artifacts — The Diagnosis and Repair Order, a complete funnel diagnosis of Kettlebrook with each leak sized in customers and lifetime gross profit and a repair order sequenced as experiments; and The Ninety-Day Growth Plan, a quarter of growth sequenced against the same economics — loops strengthened, retention ahead of referral, every hurdle computed, governed by reviews, reconciliation, and numeric triggers.

The fences are part of the course. Neighboring courses own neighboring crafts — foundations, social media marketing, copywriting craft, the LinkedIn channel in depth, and storefront essentials are each owned elsewhere in the series — and this course points to them rather than repeating them. Claims about a named platform's mechanics are framed in place with a direction to check the current documentation; everything else is platform-free.

The course is self-paced and always on — roughly 30 minutes per concept, about 9 hours in full, taken in as many sittings as you like. You can type your answers, or talk out loud: the Voice Coach speaks its questions and listens to your spoken replies. Learners who already know the material can test out concept by concept.

This is the one hundred and ninety-seventh course in The Lighthouse Signature Series — the online counterpart to the one-day, in-person learning Cognosco Learning has delivered since 2002.