The masterclass

Fifty four lessons, in the order you would actually learn them

Arrival first, because you need to be dressed before you walk through a door. Then conduct, because capability without conduct is a liability. Then the machinery in full, because a tool is only memorable once you have wanted it.

Every lesson has reading, at least one reference from somebody who spent a career on the subject, a mock-up of the real thing, and a question at the end. Nothing is drip fed and nothing expires.

Seven movements

I. Arrival

Getting dressed before you walk in. Which account you need, the photograph, the headline, the settings. (4 lessons)

II. Savoir-vivre

Why manners exist, why people choose the person, what happens when a machine does your talking. (6 lessons)

III. How connection works

Context collapse, social distance, weak ties, Dunbar's layers, the gift. (5 lessons)

IV. The rooms

LinkedIn, X, Meta and Reddit. What each room is for and how to behave in it. (12 lessons)

V. Sang-Froid

Criticism, rudeness and abuse. The first hour, the legal line, and coming back. (10 lessons)

VI. Savoir-faire

The machinery in full. Every dashboard, every control, what each one is actually for. (14 lessons)

VII. The Ambassador

Speaking for an employer, and measuring it without spying on anybody. (3 lessons)

Also included

Three translation decks

Twenty cards each. Same twenty principles, entirely different scenes, so what sticks is the principle rather than the example.

The faux pas wall

Twenty seven composites, roasted and then explained. Graduates submit their own and get a free refresher when one is used.

108 sequenced reps

Real actions in your real account, in order. Find one person who fits your ideal client, read their whole profile, follow, watch for seven days without saying anything, and so on.

The Doorman

Twelve questions, nine to pass, unlocked after forty lessons. Then the certificate, signed by Willemijn, valid for life.

Why this is not a list of tips

Every conduct lesson is anchored to somebody who studied this properly, usually long before the internet existed. Erving Goffman on performance and on repairing a mistake in public. Edward Hall on how far apart people stand. Mark Granovetter on why the people who help you are the ones you barely know. Robin Dunbar on the hundred and fifty. Elinor Ostrom on why group rules work. Latane and Darley on why nobody steps in.

None of them were writing about social media. That is precisely the point.

Start with five minutes and no card.

Take the diagnostic. It will tell you which of the seven movements to open first.

Take the diagnostic