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Walters Art Mueseum, Sappho and Alcaeus by Lawrence Alma-Tadema (1836–1912)

These programs are designed by Murray Johannsen, a business owner and a adjunct professor different universities including the University of California, Los Angeles (UCLA). He has an MBA from the University of Iowa and an M.A. in Psychology from Harvard University, which means he spent way to much time in the library.Feel free to contact him through LinkedIn or by email

Levels of Learning in These Programs


Develop Expertise Useful in the Real World

    • 11-Feb-2019
    • 18-Mar-2019
    • A Six-Module Full Class On-Line (Level 1 Learning: Expertise Development) OR Available As A Dual Track Full Class (Level II Learning: Skill Development)

    Image by: The Literary Digest

    You might say this is a "college writing deprograming class." Let's face it, you won't write very good marketing copy using what was learned by writing scholarly research papers. The world has moved on; and the real world doesn't value black and white text the way it used to.

    Discover More About:

    • The rules of copywriting

    • Classic techniques that work and will always work

    • How To design emotional appeals

    • Hold people's attention

    • Designing motivational calls to action

    • How to use imagery with copy


    EVEN with email, good content still rules. In this module, you will learn the copyrighting techniques that make content both interesting and motivational. To do so, you have to understand the nature of how to write. For example, if you write like a professor — you will fail at marketing. You will learn about two major forms of email marketing. The first is the promotional email. This is normally a stand alone product promoting a particular offer or event. The other form is the email based newsletter.

    Module 2: Persuasive Patterns

    There are classic persuasive patterns that work. These are useful in writing copy that gets people to take action.  

    Module 3: Generating And Modeling Good Copy

    Good copy shares two characteristics: it gets your interest and motivates you to  do something — such as making that click to a landing page.

    Module 4: Creating Ads That Sell: Integrating Words and Images

    Let's face it, you won't write very good marketing copy using just text. The world has moved on and continues to move away from test only messages.

    Module 5: The Power of Stories, Myths and Archetypes

    We will delve into both Jung and Campbell: giants with deep insights into the strong psychological and motivation forces illustrated by myths and archetypes.

    Module 6: Writing Motivational Posts and Emails

    There is an art to getting someone to make the click. There is even an art to getting a person to open up your eMail.  This is where writing boring is fatal; for who wants to read a another boring piece of writing. Brings back bad memories of reading journal articles. 

    Here you will learn about:

    • How to Grab Attention With a Headline
    • What Can Motivate Action With a Descirption
    • Structures for Compelling Calls To Action

    • 18-Feb-2019
    • 18-Mar-2019
    • Available as 30-day Dual Track Short Course (Level II: Skill Learning)

    "A child of five would understand this. Send someone to fetch a child of five." — Groucho Marx

    In the old days, a resume used to be enough. NOT TRUE TODAY. 

    Now employers wonder why you have a resume but don't have a profile

    With over 560 million members, Linkedin is one of the most important professional networks in the world.  According to a recent study, over 90% of the recruiters and HR professionals use it as a major tool for sourcing talent. 

    This Course:

    Helps Employers Find You. As one sharp VP in Human Resources said, "We need to reach candidates earlier, before they're being pursued by competitors." 

    Helps You Find Good Employers. Linkedin allows you a way to see into the darkness to access the jobs not get advertised.

    Shows Your How to Expand Your Social Capital. After all, it helps to build a large network of hiring managers and HR recruiters.

    Image by: dodgers

    Take all Four-Modules as Full Class — OR— Just One as a Short Course

    Module 1: How HR Recruiters Use Linkedin (and how to Get on Their Dashboard)

    Image by: Dom 497

    We start with understanding who someone who can hire you thinks — and how they will use Linkedin to find you.

    Module 2: The Tricks To Creating a Top of the Line, Searchable Profile

    Getting found involves the smart use of your profile. You must write it to be found and, get them interested enough to find you. 

    Module 3: Building A High Value Network 

    Image by: Martin Grandjean

    Linkedin acts as like a magnet—it attracts recruiters and employers to you — IF you construct your network properly.

    Module 4: The Essentials of Search For That Dream Internship or JobImage by: LuxMaxArt             

      Some really important things aren't taught in classrooms — like how to search for a job on Linkedin. Find out how. 

      Articles of Interest

      Hot Jobs. What Job Categories Are Rapidly Growing

      Profile or Resume? Which is More Important.

      Do Employers Care about Grades? What Straight A Students Get Wrong

      But like many complex tools, it one must put in the time and effort to master it. What you get back from it, depends on what you put into it.

      • 25-Feb-2019
      • Available as: a Self-Paced Program (Level I: Learning Expertise) OR a Dual Track Short Course (Level II: Skill Learning)

      "How well we communicate is determined not by how well we say things, but by how well we are understood." Andrew Grove, CEO, Intel Corp., One-on-One With Andy Grove, (G. P. Putnam's and Sons, 1987)

      Module Description

      Enhancing the ability to communicate starts with understanding each of the components of the communication process. It means looking at the many sources of misunderstanding that can exist between you and another and taking appropriate action.

      Topics Covered

      • Communication In The Real World

      • Communication Models

      • Sender/Receiver Model

      • One and Two-Way Communication

      • The Full-Duplex Method 

      Would you like us to make this program available before its normal rotation cycle?

      Learning options include:

      a. Enhance Expertise with Self-Paced Learning. Take your time. You have 30-days.

      b. Grow Skills With a Short Course. — Get the theory down the first week and for the next 3 practice your skills — all in a 30-day time frame.

      c. Full Class. Designed for groups rather than individuals, it’s a practical alternative to courses offered at universities. 

      d. Customized. A great option for individuals and groups. Want a learning program that works for you?

      Contact us at

      • 04-Mar-2019
      • Available as: a Self-Paced Program (Level I: Learning Expertise) OR a Dual Track Short Course (Level II: Skill Learning)

      Painting of Joan of Arc

      If you act to change the existing order of things, you are on the Quest of Heroes. This gives you a great and noble purpose, to fundamentally make your world a better place. For in the structure the hero's journey, we see our own struggles to achieve. 

      The story of the hero is ancient, yet still alive today. Many of our greatest works of literature and our most popular movies have as their fundamental focus the Quest of the Hero. 

      And in the story of the hero, we see our own story—or what might be your own story. For it is true today as it was in the past, that doing anything great is going to be difficult. 

      Yet, we can earn from those who have gone before, and make our own road easier, the journey quicker, the path less likely to end up in failure.


        Learning Objectives
        Level I: Knowledge and Understanding
          • Identify the essential elements needed to move from average to great.
          • Delve into the power of myth to understand the challenges you will face.
          • Get inspiration from the Hero archetype in the great stories from the past 
          • Understand the Four Core Competencies of Transformational Leaders
          • Know why transformational leaders and Great Founders need to act less like managers and more like heroes.
          Level II: Skills Development
          • Assess where you are on your Quest
          • Choose your path, construct your vision for what you will do next
          • Find two heroes that will serve as an example and source of inspiration
          • Delve into identifying flaws limiting your success

          We all face a choice, to strive to do something great or to die forgotten. Don't become just a name on a stone — unremembered after the children and grandchildren are gone. 

          For Heroes do great things, not mundane things. And because they do great things, they will not die forgotten.

          Pallas Athena statue, in front of the building of the Parliament in Vienna, Austria. Image by: Zebulon

          • 04-Mar-2019
          • A Twelve-Module Program. Available as a twelve-week Full Class with Instructor (Level I: Learning Expertise) OR a Dual Track Short Course (Level II: Skill Learning)

          Money is always scarce; it pays to know what one is doing. And in marketing, there are a relatively small number of must know theories that mean the difference between success and failure. They are that important. 

          Because they appear to be simple, too many business people are stuck with executing on superficial knowledge — resulting in lead funnels that fail to generate revenue or even qualify leads. But when these twelve are used in the right combination, they drastically lower the cost (and time) of customer acquisition. 

          This course presents practical, relevant down to earth techniques to generate new business. The kind of knowledge you know to:

          1) Scale a new business, 

          2) Launch a new product;

          3) Take an existing product into a new niche

          4)  Display perform as a marketing professional.

          You might say this course serves as the strong foundation necessary to be effective in marketing products and services. It's future oriented. It focuses a great deal of attention on applying these enduring concepts in the digital marketing universe. 

          Finally, the course is presented either totally online or as a blended class for organizational clients. No textbook is required: videos, audios and articles come from the Internet. 

          Course Learning Objectives

          1. Enhance your expertise in 12 critically important marketing competencies

          2. Grasp the most important issues and problems encountered in digital marketing today.

          3. Cultivate the expertise (and the skill) needed to do a marketing role in a company.

          4. Learn tools and concepts practiced in the real world and tested on the firing line of experience


          0. Course Overview

          1. Trend Spotting: How to do Environmental Scanning

          2. Developing A Sustainable Competitive Advantage

          3. Identifying and Overcoming Market Entry Barriers

          4. Ways to define the ideal Market Niche through Segmentation

          5. Defining Positioning and Branding for Products and Services 

          6. The Essentials of Sound Pricing and Effective Sales Promotions

          7. Combining Sound Strategy with Robust Business Models

          8. Standing Out From the Crowd and the Competition: How to Use Differentiation

          9. The Digital Marketing Mix: Capitalizing On Internet and Viral Marketing Tactics

          10. The Classic Marketing Mix: Tried and Truth Methods That Continue to Work

          11. Being Newsworthy: What's Needed to Get Free Media Publicity

          12. Strategy and Tactics: Executing a Flawless Marketing Campaign

          About the Instructor 

          Murray Johannsen is unique in that he brings to the course two hard to find qualities: depth of expertise backed by real world marketing experience. First, he is a Founder who runs his own business and continuously devises marketing campaigns. Secondly, besides having one foot in the real world, he has the other one in the world of education, serving as an adjunct professor at top universities in America and Asia. 

          • 11-Mar-2019
          • A 6-module online program. Available as a six-week Instructor-Led Full Class (Level I: Learning Expertise) OR as a twelve-week Dual Track Full Class (Level II: Skill Learning)
          • 10


          "When managers and other responsible persons in business organizations are asked how much of the work day is spent in communicating, the replies range from 85 to 99 percent." -- Harold Zelko and Frank Dance (1965)

          This course focuses on six essential leadership communication skills—the kind of skills that lead to increased levels of responsibility and increased pay. 

          After all, one cannot be effective as a leader if one doesn't posses stellar communication skills. 

          And really, you can never get too good at the art of communication.

          Modules include:

          • 18-Mar-2019
          • 17-Jun-2019
          • A 6-module Online Program. Available as a FULL CLASS with an Instructor Over 6-weeks. (Level I Learning: Expertise Development) or as a Dual Track Short Course (Level II Learning: Skill Development)

          “When the going gets tough, the tough get going.” — Kennedy Family Motto


          This class is about developing more insight into the kind of success required to deal to deal with difficult times and challenging situations. 

           For example, to be resilient in the face of adversity is one of the most important elements of successful entrepreneurs.

          Learn, Practice and Improve of psychological pillars that help you to overcome adversity.

          "Remember, anything worth doing, is going to be difficult." — M. Johannsen, Advice to future entrepreneurs

          • 25-Mar-2019
          • A 6-module Online Program. Available as a Twelve-Week Dual Track Full Class (Level II: Skill Learning)

          "A competitive world has two possibilities for you. You can lose. If you want to win, you can change." — Lester Thurow, former Dean, MIT Sloan School.

          Standing pat on existing competencies is a recipe for disaster; for skills today are not the one's you’ll need tomorrow.

          The path to success has been compared to climbing a mountain. The greater the achievement, the tougher the climb. To succeed, you will need climbing skills. But first, you need a map. For it doesn't pay to be lost and confused, uncertain of direction, full of doubt over what roles you want to play, what mountain you want to climb. 

          There is a solution, a method called Skill Mapping. It's a set of practical techniques that allow you to decide the work role(s) wanted, the skills needed and the actions required. So first come up with a map you can follow then build the skills you need. There are six modules in this course presented as steps on a journey.

          Steps You Must Take To Map Your Future

          1. Define Your Current and Future Roles

          2. Continually Scan the Environment

          3. Document Opportunities and Threats

          3. Know Thyself

          5. Define Strengths and Weaknesses

          6. Take Action

          Take as an on-line class or with your own Master Instructor for individualized mentoring and coaching on the Dual Track


          Step 1: Visualize Current and Future Roles

          "The door of opportunity frequently opens for those best prepared to walk through it." — Murray Johannsen

          Roles aren't just played in Hollywood and Bollywood. On the stage of work, you can be a bit player or a star. Imagine your future roles a future you define — not your boss, not your parents, not your university — you.

          Now you will be looking at three roles, your current one, the next one and your aspirational role. After all, if you don't have a destination on the journey of life, you are forever lost. 

          Step 2: Continuously Scan the Environment

          Sure, you can surround yourself with a zone of complacency and now understand what's going on. But the world is stronger than your security blanket. You might as well know as to be ignorant.    

          Step 3: Decide on Your Threats and Opportunities

          "Luck is what you call it when preparation meets opportunity." — Gen. David Petraeous, Frequent Saying, Washington Post, June 23, 2010

          You’ll be in the career slow lane if you can’t sense opportunity. Worse, you can lose what you have if you don’t deal with primary threats. Be a strategist — of your own career. 

          Globalization is not all peace, love and happiness. The evolving global economic structure has created a number of real threats and possible threats that will have to be dealt with and planned for. This section will look at existing threats and highly probable ones impacting global business.

          It was once said that opportunity is often masked as an insurmountable problem. Since there are no lack of problems in the world, we all must be surrounded by opportunity.

          Unfortunately, very few people know what opportunity is let alone sense it. To paraphrase a Winston Churchill hill saying, "The average man trips over opportunity, but quickly stands up and keeps going."

          Step 4:  Assess Your Core 5 Competencies

          “You get hired because of your strengths, fired because your weaknesses.” — Murray Johannsen

          Image by: AnonMoos

          You can't easily change your traits, but you can build your skills. Some skills are always in demand and always pay well. Paradoxically, these are often skills not taught in the universities.  

          In the Core Five model, every role has a unique set of five competencies. They are:

          • Technical. 

          • Leadership. 

          • Management. 

          • Strategy and Tactics, and 

          • Self-Mastery. 

          Be smart — build what the universities don't teach you but corporations want — and what your desired roles require  

          Step 5:  Determine Your Own Strengths and Weaknesses

          “If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” — Sun Tzu, The Art of War

          “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” ― Abraham Lincoln

          As Legacees founder likes to say, “Your strengths get you hired, your weaknesses get you fired." There’s nothing worse than being blind-sided; you can’t fix what you don’t know was broken. 

          And remember, no great dream is every achieved with the strengths you now have. Iif you see yourself as an unfinished work, as someone who doesn’t want the same job for 30 years, as a person who wants to move up the ladder of success, you better work on those weaknesses.

          Step 6: Take Action

          Mapping. On the journey of life, you better have a map or you will always be lost. That's the purpose for the first six steps. 

          Once map has given you the layout and your destination, but one must choose from among different paths to get there. For example, skills needed must be built and ignorance diminished.   

          This is the Routing. Choosing the best path is not so easy when you have lots of alternatives to sort through.

          One has to figure out how this has to be done. Understand that there are others who can do your job and machines might as well so forever build skills. Don't stop  

          This is where assessments, a mentor, or a coach comes in handy — it’s vital to get feedback from an expert. They can provide specific details only someone who really mastered a skill is capable of knowing.

          And to make the course more enjoyable, there are:

          Memorable Quotes. Lots of them from the famous and the wise.

          Beautiful Images. Numerous paintings from the old masters. After all, eyes were not made to see in black and white.

          • 08-Apr-2019
          • Available as: a Self-Paced Program (Level I: Learning Expertise) OR a Dual Track Short Course (Level II: Skill Learning)

          Image by fazen

          The old saying, "It's not what you know but who you know has a great deal of truth. This module focuses on a key factor of success — your personal and professional relationships. Plus it expands your social capital. 

          Knowing how to relationships present many benefits. To sum up: 

          • Employees all want to work with someone they like, 

          • They only listen to those they trust

          They know how to convey a positive first impression,

          • They want to work for someone who has credibility, and 

          • They prefer to work with someone who has the empathic skills to deal with their less desirable emotions.

          And of course, one cannot exercise influence if the relationship is not sound. This is one thing, we never get too good at. 

          • 15-Apr-2019
          • A 6-module online program. Available as a six-week Full Class with Instructor (Level I: Learning Expertise) OR OR a Dual Track Short Course (Level II: Skill Learning)


          "There are no dead-end jobs. There are only dead-end people." -- Thomas Sowell, writer

          Just as a house cannot stand without a strong foundation, so it is with leadership. To lead, one must study leadership. 

          A common failing of the business schools is to clearly distinguish between the role of manager and leader. Typically, professors teach that leadership is a small subset of management, all you have to do is "mange" people. Ya, sure. .

          It implies that all managers need to do is act like an orchestra director, wave the wand, and beautiful music will come forth. And of course, they assume that people want to be "managed."

          The truth is, people want someone who will lead them, someone they can follow. Instead, they suffer under managers who boss them around and manage them the same way they manage the work.

          Module 1: The Nature of Being a Manager and a Leader

          One of the sources of confusion even in the minds of the business professors, is the difference between functioning as a manager and acting like a leader. Both are critically important roles for those going into business and government. So while there are no lack of educational programs to teach management, there are fewer that focus on leadership.

          Module 2: Choosing the Right Leadership Style

          Image by Majorly

          A style differs from a trait in a very fundamental way. For while traits are difficult (some say impossible) in the short run to change, the choice of a style should be based on the situation (context). Of course, many leaders lack behavioral flexibility, they cannot change their style based on the situation. For example, autocratic leaders are typically stuck, it is the only style they know so they keep using it even when it doesn't make sense. The style one choose in a crisis is different than the one exercises in times of less stress. Knowing what style to choose and when to choose it is an extremely important aspect of leadership.

          Module 3: The Best Leadership Traits

          Edmund Leighton (1853–1922): Duty

          The focus here is on the focus on Expectancy Theory: how what the leader expects and what the followers expect become dominant factors. The focus in on both the expectations and the nature of the situation. Some aspects of this include: defining goals, clarifying the path, removing obstacles and providing support.

          Module 4: Leadership Skills — What to Develop and How to Development Them

          Image by Cruz

          The accounting profession has it work, people are not expenses on the income statement, they are really assets on the balance sheet. And assets appreciate or depreciate. If you want an human assets to appreciate, it's all about growing knowledge and skills. This session looks at the skills and knowledge leaders must build.

          Module 5: What Leaders Must Know About Power and Influence

          Image by: Mgiganteus

          For leaders to be effective, they must exert power, they must know how to influence. There are many different types of influence, and it is a smart leader who knows what type of influence to use in what situation. Learn about personal and positional power, selfish and social influence and nine different types of influence that you can cultivate and develop.

          Module 6: Why Followers Follow

          Image: Ali Mansuri

          Leaders don't operate in a vacuum, to understand leaders, you have to focus on followers. They have certain needs that leaders should be aware of, they can even cause a leader to do stupid things. Some followers choose leaders with virtues, others choose those with pathologies. It's important to understand why one is attracted to a certain type of leader since it tells you a great deal about yourself—both your good points and your bad ones. 

          • 15-Apr-2019
          • A 6-module online program. Available as a six-week Full Class with Instructor (Level I: Learning Expertise) OR as a Dual Track Full Class (Level II: Skill Learning)

          Charles Lennox-Wright (1876-1932): Catching a Dream


          "Nurture your mind with great thoughts, for you will never go any higher than you think." -- British Statesman, Benjamin Disraeli

          Our thoughts are a major reason we fail to get desired results. Yet, few individuals know how to improve the functioning of their most important asset -- the way their mind thinks. They never learned the long known self-talk techniques from psychology and Buddhism that improve thought and individual performance.

          Your mind is like a garden. But rather than growing beautiful flowers, the winds of thought instead carry the seeds of weeds. Rather than seeing something beautiful, you have a tangled mess. But you can clear the weeds by using self-talk. 

          This class focuses on how to better use your self-talk to cultivate thought patterns that produce better results.

          Module 1: How To Benefit From the Proper Use of Self-Talk

          Image by: Pilsmo: Skism

          It's unfortunate that the right and proper self-talk is not commonly known. It's like having a powerful engine in a high performance vehicle and then not putting any gas in the tank. 

          Knowledge and Understanding

          • Understand the nature and importance of self-talk.
          • Identify the downside of negative thinking and the upside of positive thinking.
          • Discover how to better monitor your self-talk.

          Module 2: Reducing the Impact of Negative Self-Talk

          "Those who have emotional problems engage in negative self-talk about 50 percent of the time." -- R. M. Schwartz

          Evelyn De Morgan: Hope in the Prison of Despair

          Pull The Weeds In the Garden of Your Mind. Periodically, all of us must engage in “weed pulling” to diminish the impact of negative thoughts and thinking. 

          Knowledge and Understanding

          • Identify the major limiting beliefs that keep you from being more successful
          • Recognize the different types of negative self-talk
          • Know how you can diminish the impact of limiting beliefs

          Skill Building Practice

          • Practice four methods designed to decrease negative self-talk.

          Module 3: Making Powerful Thoughts More Powerful

          Painting by Alexandre Antigna (1817–1878) Le Feu (The Fire)

          Painting by: Alexandre Antigna (1817–1878): Le Feu (The Fire

          Cultivate the Flowers. Besides cleaning out the weeds in your mental garden, it’s important to nurture the flowers. These are the empowering beliefs and thoughts that we need to have positive expectations of the future. And to do that, we must understand and practice positive self-talk. This includes learning how to think positively and constructing helpful affirmations.

          Knowledge and Understanding

          • Discover a set of affirmations own that you can employ.
          • Find out which makes for a good phrase and what makes for bad one.
          • Discover a set of positive beliefs that form your core based on critical incidents that happened in your life. 

          Skill Building Practice

          • Develop your own affirmations
          • Know how to mentally strengthen a given affirmation while practicing them.
          Module 4: Cognitive Restructuring: Advanced Techniques

          Both psychology and Buddhism have many methods one can use employ effective thinking. Not all of these are easily learned.

          Knowledge and Understanding

          • Expectations: The Pygmalion and the Galatea Effect
          • The Mystery of Setting Good Intentions
          • The major cognitive bias many fail to detect
          • Ego Defense Mechanisms: Which ones are likely to trip you up
          • What cures depression can cure cognitive bias: Key takeaways from cognitive-behavioral therapy

        Walters Art Mueseum, Sappho and Alcaeus by Lawrence Alma-Tadema (1836–1912) 
        • Upcoming Online Courses
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