BEING IN STRATEGY MODE ISN'T THE PROBLEM.
STAYING THERE IS.
💪🧠🍑
TIME TO PULL YOUR HEAD OUT OF YOUR ASS AND PUT IT IN GEAR
Let's turn what makes you different into the reason people choose you...
And position you stronger than ever.
DIFFERENT ON PURPOSE
OCT 5 - DEC 30
Have questions: Email Justin
Look, at this point, you know something needs to change...
Yet, for whatever reason, you just haven't made the moves. At least, not all of 'em. There's more to do and AI is speeding up the game, so staying stuck in indecision is gonna be the kiss of death for some brands.
But not you.
I won't pretend to know what's happening in your business, but for most service-based and solo entrepreneurs, the last two years have stunk. Badly. Some of us lost identity. Some lost purpose. Some lost clients. And we all lost some of the things that made us us. Now work can be done at the push of a prompt and people pass it off as “unique.” Or at the very least, “good enough.”
And it feels like we’re all one GPT away from being replaced.
Nobody needs another pivot
As freelancers and business owners, we had enough of that in 2020. And so help me if we bring back that Ross/Couch GIF…
But we do need change.
And this isn't something you can just prompt away. Because how many times have you asked AI for a plan that you either A) just didn’t care about or 2) knew you’d never follow. And it’s not that they were bad…
They just…
Weren’t you.
I get that you want a perfect fix in 6 seconds — but you already know those don’t work
So maybe we slow down a minute. Maybe we take a little more than a Claude chat to figure this out.
Like you, I’ve spent the last few years adjusting and shifting my business so it’ll still be relevant…
Wavering from pure excitement to existential dread.
And like you, I’ve asked AI what I should do.
Yet the very thing it did to cause this uncertainty in our brands is the very thing it sucks at solving. And most of what it recommends makes you sound like everybody else.
But here’s why that’s an even bigger problem.
Nobody wants the ai version of you
Literally nobody.
Sure, certain pieces of your business have become replaceable and AI can make parts of your service faster, but...
That's not the real meat of what you offer.
You've got something different. Some sort of competitive edge.
You've got you.
And you need to stand out. Not to win all the time, but…
To win right now.
"I really did NOT want to join this program.
I'd spent years and a lotta money on my business already, but I also wanted to figure things out and I couldn't get there on my own. And no amount of AI or masterminding with my friends was helping.
Within a week of enrolling in DOP, I knew I'd done the right thing. Between the mentorship, the other brilliant minds in the group, the content, and live experiences, I was getting clarity, feeling excited, and confidently trying new things.
Fast forward to today: I've tweaked my offers, messaging, pricing, and positioning. It's all now exactly what I want and I'm having fun again in my business."
Different On Purpose:
Stand out, be relevant, and make clients choose you again
October 5 - Dec 30
(Small-group coaching plus 4 extra weeks of support, surprise guests & bonus calls)
It’s time to stop overthinking and start moving
But how do you know where to start when so much of what you do needs to show up differently?
And not just different for different’s sake — but different on purpose. Different with purpose. Different and better.
Because I don’t believe that “different is better than good.”
That's a cliche platitude.
Different and better is better than good.
And I know you can’t be better at everything, but…
You can be better where it counts.
We just need to define where that is — and what to do with it.
That’s what we’ll do right now:
Build the things that make people say, "HECK YES!"
8 Weeks Of Doing + 12 Weeks Of Support
(Includes live calls, office hours, surprise guests, small-group coaching, a private Slack group & 1:1 calls)
8 Weeks of Small-Group Coaching
Map & implement your new positioning, offers, voice, and visibility plan and jump into a bigger pond
12 Weeks of Support
Office hours, private Slack group, guest calls, hot seats & everything you need to do the work
Elite Mentorship
Learn from a jaw-droppingly powerful collection of experts who'll show you what's working today
A New Way To Stand Out
Show up stronger in life and online & increase your odds of being chosen by clients, hosts, and AI
| Week 0: | Kickoff / Why Sameness Kills → Set your win target |
| Week 1: | Differentiator Map → Spot the echo, claim the gap |
| Week 2: | Your Brand Edge Statement → A one-line hook that sticks |
| Week 3: | Signature Sales Story → Your 90-second repeatable narrative |
| Week 4: | Your Contrarian POV Asset → Plant your flag publicly |
| Week 5: | Become Recognizably Referable → Craft hooks & client experiences that people can't stop talking about |
| Week 6: | Create Your Stand Out Pitch (w/ Emily Reagan) → Win interviews, shows, stages & bigger clients with pitches that get attention (taught by a P.R. pro) |
| Week 7: | The Offer Twist → Make your offer sound as distinct as you are |
| Week 8: | 90-Day Chosen Again Roadmap → Visibility habits + Peer accountability |
We'll have 8 weeks of 90-minute coaching calls to build everything you need, and 12 weeks of office hours to implement your evolution...
This is hands-on building time. A literal workshop where we create and evolve together.
You'll craft new assets on the calls.
It's butt-in-the-chair time with instant feedback and live guidance.
Then we'll finish our time strong with a Holy-Sh!t-level group of guests giving you insights, new ideas, and direct info about how they're winning in their spaces right now.
Because why not?
Hop in for live conversations with these incredibly smart experts.
Special Guests Include:
Laura Belgray:
Writer & Course Creator
Becoming unignorably you
Chris Orzechowski:
Email Strategist
Building a style that stands out
Prerna Malik:
AI Strategist & Copywriter
Claude skills clients actually want
Eddie Shleyner:
Founder: Very Good Copy
Newsletter growth & craftsmanship
Emily Reagan:
PR Pro
Crafting your perfect pitch
Jen Liddy:
Messaging Expert
Getting better testimonials
Laura Jawad:
SEO Strategist
Get found by your perfect people (& AI)
Brenna McGowan:
Pre-Launch Strategist
Creating desire for your offers
Plus recordings from previous sessions with these absolute legends:
Todd Herman:
Performance Coach
Beth Nydick:
Media & Visibility Coach
Matthew Kimberley:
Delightful Marketer
Margo Aaron:
Marketing Strategist
Daniel Throssell:
Australia's Best Copywriter
Sarah Ashman:
Brand Strategist
Darrell Vesterfelt:
Growth Strategist
Linda Perry:
Mindset Strategist
Kevin Rogers:
Community Leader
Ashleigh Chanél:
Ad Strategist & Consultant
Jude Charles:
Author & Filmmaker
Lorrie Morgan:
Top 100 Copywriter
Brendan Hufford:
Consultant & SaaS Marketer
Tess Waresmith:
Financial Educator
Nic Banting:
Community Builder
Harry Kapur:
Messaging & Positioning Consultant
Tim Naddy:
Celebrity CPA & Author
Michael Thompson:
Storytelling Coach
I mean, c'mon!
Access to these calls alone is worth the enrollment!
Here's what you'll walk away with...
Each week we’ll create a new client-facing asset to test. More output for more feedback. (Not everything will be a winner, but we’ll learn something every time.)
Nothing pretty that just sits on a shelf. You’ll build and deploy as we go to gain momentum. (Rather than just add more bloat to your Google Drive.)
Be instantly referrable. Stand out like a Hot Cheeto in a bowl of Chex Mix. (And be the magic ball of wonder that clients can't stop raving about to their friends.)
Confidence coming out the wazoo. Because you'll not only know what sets you apart, you'll know how to position it as the thing that matters. (And message it to be unignorable.)
We'll help you create and implement each new item. This isn't just planning, my fellow over-thinker. We're making things real. (Build actual assets, not just first draft ideas.)
... And you'll do it alongside a group of people sharp enough to make you better just by being in the room. (This isn't just one person teaching, it's a whole group doing.)
By the end of our 12 weeks together, you won’t just know how to be different on purpose — you’ll have already become it.
I know AI promiseS things fast, but for the next 8 weeks, I’m gonna ask you to take it sloW
Because you have to build the lazy river before you can float in it. And it takes effort to make things easy. So, I’m gonna ask you to put in the work and not be a bum about your brand.
I’m gonna ask you to refuse to be boring.
(AI can help you produces the assets, but it can't decide what makes you worth choosing. That's the path we're clearing here.)
So while the rest of your industry keeps looking for the easy button, we’re gonna shake things up and create momentum. And we’re gonna win.
"Different On Purpose caused me to take more action than almost anything I've done in recent memory."
It’s time to remember who the HEck you are
Let's lean into the very things that make you different and better.
Let's dig into the ways that make people care about you so you reclaim space in your market.
Let's figure out the phrase that, when people ask what you do… you can't help but smirk.
And let's put your best butt-kickin' foot forward.
Whether you use AI with this is up to you. Either way is the okiest of dokeys — but there will be times I make you go analog. Because no computer can sharpen your edge like you. And maybe it’s time to get sore muscles and blisters that come from a good day of building… just to remind yourself of what you do.
Who am I to teach this?
Justin Blackman. I make you sound like you, better.
As The Top Brand Voice Guide Guy In The Game, I've helped dozens of big names and businesses lean into things that make them pop.
I know what it takes to work with the brands and people you admire, and I know what they look for.
So that's what I'll help you build.
Each week, I'll be in the trenches with you, crafting, testing, and making sure you have everything you need to up-level your brand.
IHG, Amy Porterfield, Red Bull, Stu McLaren, 5-hour Energy, Todd Herman, Ali Abdaal... Working with those brands wasn't an accident.
I'll show you how to win similar recognition on purpose.
Just because your business is changing doesn’t mean it can’t be for the better
Because with the right edge, the right difference, and the right plan… you’re gonna be way more than fine.
I’m not saying I have it all figured it out. That’s why I’m bringing in guest experts to talk about what’s working in their business (and what’s not) and share their insights.
These aren’t presentations. These are ungated, full-access chats where you unmute your mic and ask the questions you really wanna ask directly to the speakers.
This isn’t about thinking different. It’s about being different. It’s about winning, not because you’re louder… but because you deserve to.
Schedule:
October 5 - December 30
Workshop Calls:
Wednesdays @ 3pm Eastern
Oct 5 - Nov 25
Office Hours:
Fridays @ 12pm Eastern
Oct 5 - Dec 23
Guest Calls
Slack group & Additional Calls
Oct 5 - Dec 30
Call Times TBA
Pricing:
Pay In Full:
$2250
• Includes 3x 30-minute 1:1 sessions with Justin
• 8 weeks of action, 4 weeks of extra support
Payment Plan:
3x $775
• Includes 2x 30-minute 1:1 sessions with Justin
• 8 weeks of action, 4 weeks of extra support
FAQs
Who is this for?
Founders, freelancers, and small business owners who feel like they’ve lost their edge, their way, and their work. If you've been wondering how you can possibly stand out anymore, you'll get a lot from this.
Do I need to know AI to join?
A basic understanding of AI will be helpful, but no expertise needed. It's a great tool, but heads up that some of this needs to come from you. This workshop helps you build the assets, then you can amplify them however you choose.
Is this just another “branding” workshop?
Nope. This isn’t about colors, logos, or vibes. It’s about creating the assets, stories, and client experiences that make people choose you. You’ll walk out with stuff you can use immediately, not just mood boards.
Will there be recordings?
Of course! All calls, office hours, and guest lessons will be recorded and available for replay whenever you're free to watch them. So no worries if you can't join live or have to miss some.
How much time will I need each week?
Aside from the call, probably about an hour. I'm not here to overwhelm you, and the goal is have this fit easily into your plans and your life.
How do I know if this is right for me?
If you're feeling a little shaky (or even a little burn-it-all-down-y) because you know what you need to do but aren't sure how... or find yourself super resistant to starting the change... this is probably for you.
We'll work on both strategy and accountability. And if you have any questions at all about this, please ask! Justin@JustinBlackman.com
I'll tell it to you straight up if I think we're a fit. (This isn't for everybody, but maybe it's for you.)
Can't I just have Claude do this for me?
Bruh... Haven't you tried that already? How's it worked out so far?
Look... AI can do some amazing stuff, but it can’t give you a reason why someone should care about you. Because it gives that very same reason to everyone else!
We all need something that makes someone choose you, pay you, and remember you so well six months later that they're still talking about you.
That’s the difference we’re building here.
Is this really worth $2250?
Yes. The consensus among DOP alumni is absolutely and unequivocally yes. Way more, actually.
This isn't a course you watch and forget, and there's nothing passive about this. It's a program you build in.
One new asset alone could pay for this whole thing, and it's my goal to make this the best decision ever.
I'm all in if you are.