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Bessemer’s experts wrote a report and felt the result was tad dry and a touch long. They asked Fenwick, “Can you rewrite this to be friendlier on readers?” Our response: Why not turn it into a course? If you collect emails, you can drip the chapters as “lessons,” generate an opted-in list, and earn eight good reason to be in their inbox.

Below, the result. (Thanks to Kasman Design who went into the CMS to build it.)