If information is free, what do people pay for in a course?

Stockton Walbeck

Published on: 23/09/2026

People never paid for information. They pay for 4 things built on top of it: direct, human-delivered, strategic and operational value. Here's how to price them.

course pricingdurable vs consumable valuerecurring revenueoffer structureselling coursesbig head long tailAI and courses

Why customers cancel, and the 5 layers that make them stay

Stockton Walbeck

Published on: 10/09/2026

People cancel because you sold them something that finishes. The five layers of value that make a course business sticky, and how to price each one.

churnretentionoffer structurepricingmembershipscourse businessrecurring revenue

Which Online Courses Still Sell Now That AI Exists

Stockton Walbeck

Published on: 09/09/2026

AI only killed information-only courses. The ones still selling deliver transformation, human contact and ongoing value. Here are the five vulnerabilities.

online coursesAIcourse businesstransformationimplementationrecurring revenuecourse creators