Imagine creating a brand and business that's so distinctive it renders competition irrelevant. That means you can set your own prices - perhaps doubling or even trebling what you currently charge. It means you become the goto person in your field; clients come to you rather you having to go out to find them. And people you've never met recommend you to their friends and colleagues.

Imagine the press seeking you out, getting you coverage in national newspapers and magazines, even TV and radio. Perhaps generating offers from publishers and literary agents too. Altogether your day to day experience goes from feeling like you're pushing a weight uphill to watching it roll downhill - and your only challenge is to keep up with it.

"What if... what's different about you is your greatest asset?"

Right now this might seem far-fetched from where you sit but I've achieved all this multiple times - creating the Scanners Night event in London that got featured in the Daily Mail and multiple magazines, writing the book Screw Work Let's Play that defined its genre, was recommended by The Sunday Times and was translated into 10 languages, and creating the online programme The 30 Day Challenge with over 1300 participants generating 100s of 1000s of pounds in revenue. 

And I've helped many clients to do the same - to quit their jobs, become famous in their field, attract press and TV coverage, and make their mark on the world. 

Now I've distilled everything I've learned into The Pioneer Programme.


The world today is a crowded place. Chances are you find yourself competing with more people than ever before. How do you get heard above the noise? How do you stop people seeing you as 'just another person who does X'? You might at times have been frustrated by seeing people who have no more ability than you get press and win impressive projects & deals.

What should you do?

Well the marketing gurus would have you believe their latest course packed with 'secret' marketing hacks is the way forward. But as you might have discovered yourself, the marketing rabbithole is bottomless. The further you go to try to become a better marketer, the more there is to do and the longer your to do list becomes. It never ends! You're overwhelmed - and you're starting to feel like you're spending more time doing marketing than you spend doing the thing you actually care about which is the work.

What's the solution?

Instead of disappearing down the bottomless marketing rabbithole, it's time to do something different.

It's time to start thinking like a pioneer.

That means taking what's different about you, your passions and obsessions, your challenges and life experiences, and using them to create something no one else can - something that generates word-of-mouth buzz, exciting media coverage, and a steady flow of clients.


Let me work with you one-to-one and in a small group in The Pioneer Programme to make it happen for you.


The Pioneer Programme is not a course but a 3-month intensive mentorship where John Williams will work with you one-to-one and in a small group to co-create a brand, offer and marketing plan that is utterly unique to you.

The Pioneer Programme will run again in spring 2019. It runs for 3 months and you can take part from anywhere in the world.


Most people waste a colossal amount of time on marketing without any strategy. On the Pioneer Programme I'm going to be helping you create a simple personal plan to make 20k from your new offer.

You'll know what you need to do - and what you don't need to worry about - to generate your first good chunk of sales that proves your new offer really works. And you'll have a simple strategy to establish your brand at the same time.


A brand only has value when it is closely tied to a product or service that can make you tens of thousands every time you market it.

That's why I will be helping you create an offer, based on your new brand, that can make 5-figures every time you market it. Otherwise branding becomes just a theoretical exercise that doesn't move you forward (ie you have a cool name but you don't have a real business).


Don't make the mistake most people do of creating a me-too business very much like everyone else. In the Pioneer Programme I will help you create a High Impact Brand so that you become the go-to person for a the thing you love doing (and charge accordingly). 

More than that, you have the chance to spread a powerful message or idea and actually impact the world in a meaningful way – you get to leave a legacy.


"Competition is for losers" – Peter Thiel

One-to-one deep-dive consultations with John

The Pioneer Programme is not a course, it's a mentorship with John himself. And that includes 3 private consultations with John over video conference call.

The first consultation is to nail down your brand & niche - what's the thing you'd most love to help people with and how do you position yourself as the goto person for it? I'll work it out with you in our first call.

The second is to nail your 5-figure offer - the thing that's actually going to make you money! This is where we get into the detail of what you can actually sell - and people will be more than happy to buy. And we also talk pricing - we'll work out the best price you can charge.

In the third consultation is all about copywriting your offer:  Get the words right and it will massively multiple your results. So after you've followed the Pioneer Programme guidelines and had a go at describing your offer, I will get on a call with you and tell you how to tweak your words to make your offer irresistible - including exact phrases you can copy & paste onto your website.

John is bestselling author of two books translated into ten languages and his advice has been featured in numerous newspapers & magazines. John's entire career has been in innovation -  Senior Managing Consultant at Deloitte, special effects software developer for Disney, independent consultant to the BBC. He is founder of The Ideas Lab, has run one-of-a-kind sell-out events for creative people in London for 6 years, and created programmes with 1000s of global participants. Whether it's technology, consulting, or business coaching, John has proved himself as a pioneer.


The Pioneer Programme is an intensive 3 months to nail your brand, offer and marketing plan but you're not on your own at the end!

I'm including as a bonus when you join the Pioneer Programme, 6 months' membership of my IMPACT Mastermind (valued at £970 on its own!) which gives you additional opportunities to get my direct input on your business in the monthly Mastermind call and Marketing clinic plus weekly checkins and regular interactive masterclasses with amazing entrepreneurs. 

Your membership of IMPACT Mastermind runs alongside the 3 month Pioneer Programme and then for an additional 3 months afterwards, which means you won't be on your own even when the Pioneer Programme finishes at the end of July.

"The Pioneer Programme provided the structure, accountability and social support I needed to keep going. Making this career change was both exciting and terrifying and having people alongside you having done it and others going through it keeps you going when the fear sets in. There's a lot of different aspects to running your own company and John gives you the essentials in the areas that make the biggest impact. This team is hugely encouraging and I have been exposed to people from all walks of life and industries I would not have had insight into without this programme. Without the course, I don't think I would have had the bravery to go it alone. Thanks a million for believing in me John, when I wasn't 100% sure in myself." - Mary Doyle, Rocket Girl Coaching

"I found my 1:1 consultations with John on the Pioneer Programme extremely useful for moving past points where I felt stuck. John has a real knack of looking at your jumbled up thoughts that are all over the place and then summarising them concisely." - Sarah Rogers-Hart, Kids Screw You Up

"John helped me right from the start to narrow down all my ideas to focus on the one that really excited me. He helped me take it further from a concept to being something tangible and used his network of contacts to help provide direction and guidance in a completely new area for me. John has a wealth of experience related to starting up businesses and helped inspire confidence for me to keep going with my new venture." - Sanjay Sony, Naturalworks Nutrition Bars

"Working with John gave me a real confidence boost and a clearly defined plan that produced my first four figure executive career coaching sale. His ongoing support and advice have proved invaluable." - Amechi Udo, Career Change Strategist

"John gave me inspiration, opened my mind to more ideas, and I left the meeting with a concrete plan of what to do next. He helped me to package my ideas and my unique selling points in a way that doesn't sound 'salesy' which is something very important to me and why I chose to work with him in the first place." - Adele de Caso

"Working with John helped me dig out this formerly 'crazy idea' that I was secretly excited about but too scared to actually do. John encouraged me to launch it as a play project which was a blast and I really got to experience the value my 'crazy idea' brought to people! Without John's no-nonsense straight-talking input Colour the City may still be a 'crazy idea' in the back of my cupboard - and I'm so pleased it isn't!" - Debbie Warrener


  • 6 online interactive sessions in a small group led by John walking through creating your brand, offer, copy, quick sales and your 20k plan with worksheets for you fill in as we go
  • 3 one-to-one consultations with John to nail your niche & brand, your 5-figure offer, and your website copy
  • 6 months' membership of IMPACT Mastermind including 3 months after the end of The Pioneer Programme to give you additional support.
  • 24-hour private online community in Facebook
  • Weekly checkins with our accountability coach to keep you on track
  • Training on how to keep making progress even when you have very little time (and energy!)
  • Strategies that work without you needing lots of confidence!
  • Archive of Entrepreneur Masterclasses with people who have created successful businesses online and offline, in marketing, coaching, dating, and corporate consulting.
  • You... with a business you love that is as unique as your fingerprint and that really works


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© 2018 John Wiliams, The Ideas Lab