Turn Claude from a chat tool into a marketing operator that completes 2–3 hours of work in about 20 minutes

I made this switch in
my own marketing first

I've spent more than 25 years in marketing and the last seven working with AI. And through 2025 I was still doing AI the way most marketers do. A chat window open in a browser tab, prompting my way through one task at a time. It helped, but I was still the one doing all the work. Pasting things in, uploading files one at a time, re-explaining the same context, stitching every piece together by hand.

Then in January 2026 I found a different way of working. Claude Cowork, running from my own files and folders. Instead of prompting for answers, I started handing over whole jobs. A clear goal, access to the right folders, the business context, instructions for the output. Then I stepped away.

Because early on, plenty of jobs didn't run like that. Claude would stop to ask questions, pause mid-workflow, and come back with work that needed redoing. When I dug into why, the answer was a little uncomfortable. The limit was never Cowork. It was me. My folders were unclear, important information was hard to find, and Claude was doing its best with a mess.

The fix was
the Airbnb Strategy

A good Airbnb host doesn't stand in the hallway answering questions. They write one great welcome guide. How to find the place, how to get in, how everything inside works. Guests help themselves.

So I wrote one for Claude. Structured markdown files that explain how my marketing folder works, so it can find everything without asking.

Then I gave it a shape.
10-80-10

The Airbnb Strategy fixed the context. The 10-80-10 model fixed the way of working. You direct, Claude executes, you judge. Human judgement at the beginning and end, with Claude handling the repetitive execution in the middle.

Context Claude can navigate, a habit you can keep. That's the whole system.

And it's the system behind everything that's happened since. Two in-depth newsletters published every week, a Substack grown to 15,500 readers, 55+ companies trained, and a weekly Inc. column on marketing with AI. Not by working more hours. By working differently.

This course installs that same system, refined into steps you can follow, so you make the switch in weeks instead of the year it took me to piece it together.

You're using AI. But you're
still doing most of the work.

It's 5.30pm and you're still at your desk, typing "try again" into a chat window. The doc next to it is half-finished. So is the one behind it. And the to-do list AI was supposed to shorten hasn't got any shorter.

That's the chat tool trap, and it looks like this:

• Fifteen tabs open, copy-pasting the same brand context from one chat to the next
• Same targets as last quarter, fewer hands to hit them
• You've watched the videos and saved the prompts: it helped, but it didn't stick
• You paste a brief into a chatbot, then spend just as long reformatting it, fixing the voice and wrangling the files
• 60% of the average knowledge worker's day goes on the repetitive work around the job, not the job itself (Asana, Anatomy of Work)

Same role, same hours, a different way of working. If you can brief a junior team member, you can do this. Setting direction and reviewing work is the skill you already have.

★ One-time payment · Lifetime access · No subscription

Stop having conversations.
Start running a system.

The old way treats AI as a conversation. The new way treats Claude as an operating environment.

And here's the new way on an ordinary Tuesday. You sit down with a coffee, trigger a workflow, and twenty minutes later you're reviewing a finished piece of work, deciding whether it ships. Claude did the middle. You did the judgement.

No code. No engineers. Built for solo marketers, marketing leaders with small teams, and founders doing their own marketing. If you can brief a junior team member, you can do this.

★ One-time payment · Lifetime access · No subscription

Three phases. Ten modules.
One operating system.

Every module slots into one of three phases: Adopt, Automate, Integrate. This is the same process I run live inside companies, now available as 10–12+ hours of online training.

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Robert Gillespie

Marketer first · 25+ years · Inc.'s AI marketing expert · CIM keynote speaker

I've spent more than 25 years leading teams, building campaigns and judging what good marketing looks like. These days I spend my time showing companies large and small how to put Claude to work on their marketing, including teams at Adobe and JP Morgan Chase. Inc. Magazine calls me their AI marketing expert, and I write a weekly column for them on exactly that.

Working this way has helped me produce work at a quality and speed I didn't think was possible for one person.

I honestly believe Claude Cowork is the single most effective way for a marketer to get the everyday work off their desk. That judgement is what I teach.

• Everything I teach in person is hererefined into a system you can run yourself. You're not the first person to take this Masterclass, you're just the first to take it on video.
• Trained teams at Adobe and JP Morgan Chaseplus a Chartered Institute of Marketing keynote and a weekly Inc. column on marketing with AI.
• Covered by the 30-Day First Workflow Policywork through the course, and if you complete it and still haven't built your first working workflow, email me within 30 days for a 100% refund.

★ 30-Day First Workflow Policy · instant access

Questions, answered.

The work will still be there next week. The question is how much of it you still want to do manually.

You still provide the strategy. You still decide what good looks like. You simply stop spending so much of the week on the execution between those points. The hours come back, and the weekend catch-up disappears.

★ One-time payment · Lifetime access · No subscription