The WLSN curriculum

Know what to build. Then learn to own it.

Define the perception only your project can own. Then learn how AI can help you build the technology around it.

Choose your starting point See the work in public
Firs framing open water from the forest edge
Tested in the field
Category before code

Give guests a reason to choose you.

Define a category that makes your destination distinct beyond its amenities and nightly rate.

Practice before commitment

Start with your website.

Build the skills and judgment you’ll need before replacing more critical systems.

Ownership before automation

Stay in charge of the agent.

AI can do the building. You still own the consequences.

Choose your starting point

One philosophy.
Two ways in.

Start with Category Design if your project still needs definition. Start with the Website Lab if the category is already coherent and you’re ready to build.

Firs framing open water from MenizeiCourse 01

Category design

Design Your Hospitality Unicorn

Start with your category. Not your competition. Give guests a distinct reason to choose you—and give every decision, from land acquisition to interior design, a purpose.

  • Four Wednesdays · 28 October–18 November
  • 10:00 AM–12 noon PT / 1:00–3:00 PM ET
  • Limited to 8 seats

You leave withDevelop your category strategy, define your guest transformation and build a design system you can apply through the development life cycle.

Explore the Unicorn course
Menizei bathhouse glowing in the forest at duskCourse 02

Technology ownership

Fire Your Hospitality Stack

Use AI to build and own the technology your particular hospitality business deserves—starting with the website.

  • 6 weeks
  • 12 operators

You leave withLeave the first lab with a live website, the judgment to maintain it and an honest answer to whether you should ever fire your PMS.

Coming soon

The longer arc

Fire the stack.
In the right order.

Your website is the first step toward technology ownership. Build the skills and judgment you’ll need before replacing more critical systems.

  1. 01

    Fire your web developer

    Own the story, code and deployment while your current PMS remains safely underneath the booking button.

  2. 02

    Fire your PMS

    Reservations, guests, inventory, payments, automations and integrations. Mission-critical software only after you’ve earned the right to touch it.

  3. 03

    Teach the robots to book you

    Turn the business into something AI agents can discover, understand and transact with—without giving away the guest relationship.

Still deciding?

Choose the question
you can’t yet answer.

You do not need both courses at once. You need the course that resolves the decision currently keeping the next piece of work fuzzy.

Start with Course 01 if you’re asking

“How do we escape price erosion and create our own demand?”

Choose category design →

Start with Course 02 if you’re asking

“Could I really build—and own—the machinery myself?”

Website Lab Coming soon

Course updates

Choose the work that
moves you forward.

The cohorts are deliberately small. Join the early list for dates, applications and first access.

No deposit. No commitment. Just first dibs.

Workshops that interest you
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You’ll also get The Receipts: one field note each week from the lab.

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