MASTERCLASS : PROFIT

In our newest Masterclass, you stop gambling on ideas and start COUNTING CARDS.

Profit isn’t a result you wait for. It’s material you can design with. And when you know how to work with it, the odds stop being something you accept and start being something you tilt.

If you still need to “make the case” for big ideas and moves, you’re just playing the same game the same wrong way. We designed this masterclass for people who want advantage that doesn’t need to be pitched because it punches itself through.

PROFIT4BILITY focuses on numbers, behavior, and real consequence. We’ll unpack the ​n​ot-so-secret costs of sameness and mediocrity—and reveal how ​heavyweight brands create unfair economic advantages. You’ll learn how to use Four Levers of profit as that fresh design material, and a new vocabulary to translate big ideas into financial logic that earns buy-in from clients, CEOs and CFOs.

The highlight isn’t a metaphor—it really is counting cards for brand and business design. You’ll learn how, when, and we’ll practice applying it through multiple case studies and simulations.

NO ONE SHOULD KNOW HOW THIS WORKS.

You will. And not only will you get away with it, you’ll leverage it.

This is a demanding, multi-day Masterclass built around applied thinking and critical discussion. It’s designed to move you out of the role of creative persuader and into a position where decisions carry weight without explanation.

You won’t leave with more confidence.
You’ll leave needing less of it.

  • This is all about how brand makes sense and money.

    Together we''ll explore:

    • Counting cards for brand and business design—how to make a new kind of argument around big ideas and moves using math and logic, not just visuals and vibes

    • The ultimate strategy and mechanism for leverage in business design

    • The BIG business case for brand: 101 data-driven arguments for prioritizing and investing in it 

    • How to take confident command of the room with logic and value

    • The true costs of mediocrity—and how to weaponize them

    • Frameworks for the capital and currencies of brand

    • Key TRANSLATIONS: communicating creative and strategic decisions with a financial tongue

    Fluency. Fully leveraged.

    • This Masterclass is for the artisans, practitioners, and designers of brand and business who are tired of having to make a hollow “justification” for the value of their work—and ready to design real value without unnecessary resistance from ignorance, naivety, or fear.

      Seats are limited to preserve the depth of collaboration and critique.

  • We now award one credential, in BUSINESS DESIGN, and only after successfully completing all four masterclasses in our program: 

    DISRUPTION

    STRATEGY

    ARCHITECTURE

    PROFIT

    You can take any masterclass in any order you want, whenever they're offered. 

    Please see our FAQs for more details, or contact us directly.

  • This cohort will kickoff online, and then split to finish both online and in-person.

    You can choose which track you want to complete:

    • ONLINE (kickoff)
      Wednesday-Friday
      April 29-30
      9am-1pm EST (NYC)
      --

    • FLORENCE, ITALY
      Track 1 Conclusion
      Monday, May 11
      9am-5pm

    • ONLINE
      Track 2 Conclusion
      Thursday, June 10
      9am-1pm EST (NYC)

  • WHY FLORENCE AND NOT THE U.S.?
    We’re still not comfortable asking anyone to fly to the U.S. right now. It won’t always be that way, and as soon as things change, we want to be back on our home turf doing East- and West-Coast gigs. In the meantime, Florence is one of the world’s great cities, and there couldn’t be a more on-point place to do a LVLC workshop in 2026.

    WILL MARTY BE IN FLORENCE?
    Yes!

    WHY ARE THERE TWO PRICES FOR THIS CLASS?
    The price will increase after the first group of seats are sold. The earlier you enroll, the lower the price should be.

    ARE THERE ANY PRE-REQUISITES FOR THIS CLASS?
    No.

    DO I HAVE TO START YOUR PROGRAM WITH THIS CLASS?
    No–you can enroll in any of our classes, in any order, that you want.

    IS THERE A CERTIFICATE OR CREDENTIAL AWARDED IN THIS CLASS?
    No—LVLC awards only one credential now, and only after you successfully complete all four available masterclasses.

    CAN I SKIP A MASTERCLASS?
    Yes, if you don’t care about the LVLC credential.
    No, if you ultimately want the LVLC credential.

    WHAT IF I DON’T PASS OR SUCCESSFULLY COMPLETE THIS CLASS?
    You can take it again, and in most cases you can do so for free.

    CAN I TAKE THIS CLASS MORE THAN ONCE, EVEN IF I PASS IT?
    Usually yes, unless there are space or other logistical issues.

  • €2,500 — 2,800
    EU VAT will be calculated and added at checkout.

    TERMS
    Details—including dates, guest clients, and schedules—are subject to change (rarely, but sometimes). If you cancel 30 days or more in advance, you’ll receive a refund, not including any processing fees or other fees applied at the time of purchase.

    If you cancel in less than 30 days, you’ll get a credit toward a future session of this class. No-shows and post-event cancellations are not eligible for refund or credit. Payment processing fees

    We do not reimburse travel or other incidental costs.

ENROLL: ONLINE
ENROLL: FLORENCE