Started by people tired of watching good work go unexplained
Dowoni Wetaho began as a set of notes shared between a small group of designers and developers who kept running into the same wall: strong output, weak explanation. Those notes eventually became this course.
Where the idea came from
It started with a recurring conversation. A designer would finish a genuinely difficult project, present it to a client, and get a lukewarm response. Not because the work was weak. Because the presentation compressed months of decisions into a single sentence: "here's the final design."
The pattern repeated across disciplines. Developers who solved gnarly performance problems described their work as "I fixed some bugs." Illustrators who built entire visual systems called it "I made some drawings." Each time, the value was real but invisible, because nobody had taught these specialists how to narrate their own process.
The founding group spent about two years collecting patterns from client conversations, proposal emails, and portfolio reviews. What eventually became a course was, at first, just a shared document of "phrases that work" and "phrases that back you into a corner."
A few principles the course keeps returning to
Clarity over cleverness
A clever tagline rarely helps in an actual client conversation. The course favors plain, specific language a client can repeat back accurately.
Your work, not a template
Exercises are built around your existing projects. The goal is a personal way of explaining your work, not a script that sounds like everyone else's.
Respect for both sides
Clients are not obstacles to be managed. The course treats client questions as reasonable, and teaches responses that respect their perspective too.
Iteration, not perfection
Your positioning and portfolio will keep changing as your work does. The course teaches a process you can repeat, not a one time fix.
A small group, deliberately
The course is written and recorded by a small working group rather than a large faculty. This keeps the material consistent in tone and avoids the patchwork feel of courses stitched together from many contributors.
Course lead, positioning and portfolio modules
Background in product design and studio leadership, focused on how design decisions get communicated to non designers.
Contributor, technical communication modules
Full stack development background, focused on translating technical decisions into language clients can act on.
How the course actually gets made
Each module goes through a fairly unglamorous process. First, a working script. Then a review by someone outside the design and development world, usually a friend or colleague in a completely different field, who flags anything that sounds like jargon.
Only after that review does a lesson get recorded. It's a slower process than most course production, but it keeps the language grounded. If a marketing manager or an accountant can follow an explanation, a client almost certainly can too.
Want to see what the course actually costs?
Pricing, structure, and what's included are laid out plainly on the next page.
Go to pricing