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The Legacee Academy

Expertise You Can Apply —  Skills You can Master

Our Learning Approach

"Everyone complains about the cost of education, but no-one complains about the cost of ignorance." 

Skills employers want are more complicated, and more difficult than simply getting a four-year degree. As such, one is delusional if one thinks you can master anything simply by reading a few books, taking a few classes or even getting a degree in it. 

We see it all the time, in universities, theory devoid of practice. Students who think that an "A" means real world competence, the illusion that one can apply what one writes about in the research paper.

So What's missing? Two things:

Relevant theory that can be practiced.
The motivation and feedback mechanisms to reach mastery.
This is what we provide in this site.

"After all, if it was just about knowledge, most of the world’s leaders would be librarians." 

Sound, Practical Theory. This is not about “blue sky” theory — you know the kind of stuff so impractical that you can’t use it in the real word.  It’s about what employers want and entrepreneurs need.

Build Deep Expertise. What’s in your long-term memory matters. You can’t Google it when the boss asks you a question. And when ignorant, you can’t even use the search engines properly since they won't know what questions to ask.

Strive To Master Skills. We don’t just want leaders who understand the theory, but can’t lead. The focus is on moving from novice to mastery. 

Pallas Athena, Picture from the Austrian Parliament Image by Jubalon

Real World Application. OK, some things are nice to know. But when it comes to our two primary roles (digital marketing or transformational leadership), you got to make things happen in the real world.

Receive Badges. This are attached to specific competencies in a concentration.

Get a Certificate. Complete a concentration and receive a Legacee Academy certificate as recognition of your accomplishments.

Experienced Instructors. Instructor-based courses and classes that we offer online have individuals who really know the topic.

Skilled Guides. In skill-based learning, Legacee Academy guides are mentors and coaches who will guide your practice.

Potential Project (Gig) Work. For these that build skills (Level II learning), you can receive additional training to serve as a the role of Guide or Instructor.

“Be not afraid of greatness: some are born great, some achieve greatness and some have greatness thrust upon them.” -- Shakespeare, The Twelve Night, ( Act II, Scene V)

Checkout Upcoming Academy Programs

Online Full Classes and Short Courses

Build Expertise — Academy Short Courses and Full Classes

    • 25-Feb-2018
    • 24-Jun-2018
    • A 15-Week On-Line Full Class With Instructor (Concentrations: Entrepreneurial Digital Marketing: Track I & Enterprise Digital Marketing: Track 1)

    Image by: Image by: Brian Solis and JESS3.

    This is the overview full class the set the stage for for using the Internet as a means for generating revenues directly (as in business to consumer) or qualified leads (as in business to business). It overviews all the major tools and techniques, classic and evolving. 

    The assumption is that one is acting as a Great Founder who wishes to start a business part-time. It goes not cover the techniques used by large organizations to which lots of money to spend. More it assumes that you might be someone who wants to do gig work or grow a business through means other than by throwing large trounces of money on it.

    It will present the major techniques you need to develop to raise seed capital to crowdfund a business. For example, a major focus will be projects that apply grow a personal or corporate brand. And what it takes to build a large network. 

    It will give you the essentials of understanding the practical side of growing a business. 

    • Reward, donations and preorder Crowdfunding

    Linkedin for lead generation

    • Monetizing social media channels such as Facebook

    • Video marketing and channels such as YouTube

    • Must know techniques using Email and marketing automation

    • Key Trends

    Copywriting: Classic 

    • Conversion tactics

    The course will also have get you started on business creation by taking you have you do a project. 

    About the Instructor and Course Designer

    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. 

    • 05-Mar-2018
    • A 4-Week On-Line Full Class With Instructor in the Mastery Practices Series in the Method of Masters Concentration.

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

    Many problems bedevil us. We face rejection, job loss, lost friends and love ones, but still we must go on. In psychology, resilience is the capacity of people to cope with problems, issues, and catastrophes. 

    Underlying all success is the mental toughness to overcome defeats, losses, problems, obstacles, mistakes, the critics, the naysayers, the pessimists, the complainers, and those who say it can’t be done. The fundamental truth: nothing rolls down the hill until after it has been pushed up the hill. 

    Anything worth doing, is going to be difficult. 

    And since most everyone will face difficulties at some point of life, it is important to understand how resiliency works and how mental toughness can be enhanced.

    Learning Objectives

    • What resilience is — what it isn't
    • What it takes to increase your mental toughness
    • Why all great success rests on a foundation of resilience
    • The nature of control in achieving success — both internal locus and external.
    • How not to respond to adversity—the trap of learned helplessness.
    • Take assessments, perform exercises and do application assignments


      • 19-Mar-2018
      • A 4-Week On-line Short Course (Concentration: Skill Mapping)

      Melpomene (Tragedy) by Edward Simmons.

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

      Success is more than just living in the present. Some people have dreams, but few have vision. Some simple live in the present, but others use the present to prepare for the future.

      For example, birds live in the moment, but squirrels use the moment to prepare for the future. Birds exists day-to-day, squirrels store food in the summer for winter. And so it is with people.

      This module covers essential elements needed to stimulate foresight and construct a vision.


      Create Vision — Activate Imagination

      Learning Objectives:

      • Develop the information sources for a robust program of environmental scanning.
      • Develop a deeper understanding of foresight
      • Practice developing a vision for your future.

      John William Waterhouse (1849–1917): The Crystal Ball. But honestly, we don't need a crystal ball if we know how to use our imagination.

      • 02-Apr-2018
      • A 4-Week On-Line Short Course (Concentration Leadership Foundations: Level II Learning: Developing Expertise)

      Image by: A. Savan. Notice that the leader is out front, providing direction to those following.

      "You cannot manage men into battle. You manage things; you lead people."  Grace Hopper, Admiral, U. S. Navy (retired), Nova ( PBS TV), 1986

      To succeed you have to play two roles on the stage of business: manager and leader. For these two roles you want to be a star, a bit player.

      Yet many b-schools fail to clearly distinguish between these two vital roles. On the play of life, you are stuff with an ambiguous role. These professors typically say that leadership is just a small subset of management (called directing), and that people want to be managed. Such a lie. People don't want to be managed; but if you lead them, they will follow you anywhere.

      A depiction of elements of project management. Image by: alphamu57

      The truth is, both roles are critically important ones for success in business and government. People need someone to lead them, just as much as they need an effective manager. 

      Yet, too many suffer under incompetent managers and leaders who simply are bosses who throw their authority around. 

      But there is a huge difference between functioning as a manager and acting like a leader. You can't lead people the same way you would manage time, resources on the balance sheet or expenses on an income statement. 

      Discover what these are. Find out more about how to play each role so you too can be a star on the stage. 

      Mulbery Street, New York City, circa 1900

      Learning Objectives

      • Know the major functions, skills, and responsibilities associated with functioning as an effective manager.
      • Discover the major focus areas and behaviors associated with being an effective leader.
      • Dispel your confusion — understand the fundamental differences between being a leader and a manager.

      "Managers have subordinates—Leaders have followers." — Murray Johannsen

      On Expertise Development (Level I Learning)

      • Major Learning Formats: a. Full Classes and b. Short Courses

      • The Five Concentrations of the Legacee Academy 
      • A Sample Short Course: From Tough as Nails Sample Structure  

      On Skill-Based Learning (Level II Learning)

      • Turn Theory Into Skills: Dual Track Learning (Article and Video)

      Discover Skill-Based Learning: Program Overview

      • Overview: Getting From Novice to Mastery

      • Skills Mapping: How to Define the Skills Needed for Future Success
      • 02-Apr-2018
      • A Four-Week On-Line Short Course (Digital Marketing Concentration: Track I Ends Nov 6)

      Facebook has 1.6 billion monthly users and a market value of over $300 billion. That makes it the largest social media network in the world—an extremely important platform where you can generate leads and prospects and fans while interacting with friends.

      This course focuses on PAGES and FANS and REVENUES, not profiles and friends, for these are the key elements to utilizing the platform to grow brands and business.

      You will discover:

      Module 1: Facebook Advertising: Reaching Millions in Minutes


      Facebook Foundations: Critical Parts to a SophisticatedPlatform

       Setting Up a Dynamite Personal or Business Page

      Tools and Techniques to Build, Expand and Sustain a FanBase

      Facebook Marketing: Habits to Develop, Pitfalls to Avoid

      Image by: olga.palma

      • 16-Apr-2018
      • A 4-Week On-Line Short Course With Optional Coaching (Concentration: Digital Marketing: Track I)

      Grow Your Social Capital

      Not growing social capital is a hug mistake—like not saving for retirement, Sure you need to be competent but who you know matters. And have a large network matters when it comes to getting work.  

      For example, International and national business was much more difficult and expensive—fruitless hours prospecting, sitting in a planes cars and hotel rooms. Now you can generate national and international leads sitting at home.

      Today you may still have to travel, but you are traveling to meet someone who already knows you. More importantly, the issues of trust and credibility have been sorted out prior to the face-to-face. 

      Key Take Aways

       Benchmark individuals with really impressive profiles

       Discover the many ways you can project your expertise

       Define the essential attributes making up your “personal brand.”

      You have a two-week money back guarantee.

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