Cultivating Your Landscape in an AI-Shaped World

Free 45-minute briefing: Where AI is Changing Your Business

Most Professionals Formed Their Opinion Of AI Inside A Chat Window

You’ve used ChatGPT. Maybe Gemini or Claude. You’ve read the articles, sat through a demo or two, and landed somewhere reasonable: useful for some things, oversold on others, worth watching.

And it’s a fair read, based on what the first level of use shows you.

Here’s the catch. The chatbot is useful, and that usefulness is what makes it misleading. Getting real work out of a chat window feels like proof you’ve seen the technology. What changes professional work sits one layer over: deep research that investigates a question across dozens of sources and cites them, synthesis across your own documents and data, systems you configure once and use for years.

How many AI users have ever run a deep research report? There’s no official number. I went looking for one and came up empty, so I did the obvious thing and pointed deep research at the question. A surface level search put it somewhere between five and ten percent. The deep research run came back with better sourcing and tightened that to three to five. I’m calling it around five percent, and I’d be happy to discuss it with anyone who has a different opinion or is just interested in the topic.

That small exercise is the whole thesis in miniature: the gap between an answer that sounds right and one you can actually stand behind. Someone can use a chatbot every day for two years and never open that door.

You still get decent answers. What you lose is the ability to tell decent from excellent, to check a vendor’s claim against something of your own, and to get real use out of the platforms you’re already paying for.

Reading a book or sitting through a webinar won’t close that gap. Doing the work yourself is what closes it. The right help just gets you there faster.

The Cultivation Path

In this cohort you get four weeks of guided firsthand experience across the real landscape, using your own business as the material.

We explain the core concepts behind deep research and building custom tools, then walk you through applying them to your own business or professional life. You’ll run research on a question that matters in your work and take the report apart to see what separates a strong one from a plausible one. You’ll load your own materials into a source based system and use AI to study them. You’ll build a working tool that holds your context, so you stop starting cold every time.

Three threads run through the program.

Firsthand over secondhand. You use it. We don’t just talk about it.

Judgment and discernment. Learning how to learn with AI, so you can investigate a field, a competitor, or whether a claim holds up. Evaluating a vendor is one use of that skill.

Reusable over one off. Moving from isolated prompts toward capabilities that stay useful after the conversation ends.

WEEK 1

Map

WEEK 2

Research

WEEK 3

Build

WEEK 4

Synthesis

What You Walk Away With

A landscape inventory built on your situation.

Where you stand across visibility, assets, and personal capability, and which one or two areas deserve attention first.

A deep research briefing on a real question in your business.

Run for you, then reviewed with you so you know how it was produced, where to push back on it, and how to build on what it found. You’ll also see how to run the next one yourself.

At least one working system you built and own.

A Gem, a custom GPT, a Claude skill, or another repeatable setup, configured for something you do over and over. Built by you, and yours to keep using long after the cohort ends.

A workbook each session.

To organize and reflect on your assets.

A 30/60/90 plan for after the cohort ends.

We prepare it from your assignments and go through it with you on your closing call.

A curated resource library.

Materials we’ve written and outside work we’ve vetted and organized, arranged to sit alongside the week by week structure.

Recordings of every session.

For catch up and for going back later.

What One System Is Worth

One system we built creates branded graphics and presentations while giving us back about fifteen hours of designer time each month. At a conservative $50 per hour, that is roughly $750 in monthly capacity from one reusable process. It also allows us to complete valuable work that previously was not getting done.

Who This Is For

Experienced professionals. Owners, executives, managers, senior salespeople, agency leaders. People who’ve been around AI long enough to know it’s real and still can’t say where it matters most for their business or their career. This isn’t a first tour of ChatGPT for someone who has never opened it. And it isn’t for anyone who doesn’t want to roll up their sleeves and learn how this works. Plan on one to two hours a week outside the live sessions. That’s enough to keep the work moving and finish with everything above. A lot of people spend more, because something in a session sends them down a rabbit hole and they want to keep pulling. One to two hours is the floor. The ceiling is up to you.

Enroll At The Charter Rate, $495

About Ira

Ira Pasternack has been online since AOL and the online services of the 1980s. By graduate school he was using email daily, including for the professor he worked for, who refused to turn on his computer himself. He built his first business teaching people what the internet was and how to use it, and has incorporated training and coaching into every phase of his business since. Commercial AI writing tools came next, starting in 2021, and he picked up deep research within about a month of its public release.

Twice now, the thing he was sure he already understood turned out to be the entryway. That’s what this cohort is about.

Based on a Proven Model

Ira also runs the Occ Med Growth Cohort, through WebForDoctors. That program is now enrolling its third group as it gains momentum. This new program is built on the working model and other elements of the Occ Med program, created for and relevant to professionals in any field.

“The deep research work surfaced contacts I didn’t know existed and turned into real results inside of a few weeks. I wasn’t expecting it to move that fast.”

– Occupational Medicine Growth Cohort participant

Pricing

$495 $995

Charter rate, this first cohort only. After the first cohort, the program will be $995.

The cohort runs Wednesday, September 9 through Wednesday, September 30.

Enroll By Aug 17 – Extra one-on-one strategy session with Ira before the cohort starts. First ten people only.

Enroll By Aug 31 – Join the pre-cohort office hours on September 2.

The Guarantee

Complete the defined work. Turn in the four workbooks, one after each session. Build at least one working system, on your own or with help. Keep up with the reading. Show up for your closing one-on-one and have a real conversation with us about where you landed.

Do that, and if you’re still not convinced it was worth it, you choose: a full refund, or double the value in service to make sure you get the value you came for.

Proceed To Payment

Bringing This To A Team?

Organizations that want a custom version for their people start at $4,995.

Questions about any of it?

The cohort, the organization tier, or whether this is the right fit for where you are. Ask.

Schedule A Call With Ira

Watch Ira’s AI Briefing to See If This Is a Fit

There’s a free 45 minute briefing on Friday, July 31, 11:00 AM PT / 2:00 PM ET. It covers the landscape frame and includes a live demonstration of the difference between using AI and using it well.

Register For The Free Briefing

Frequently Asked

How much time does this take?

Four one hour live sessions, one 45 minute private session, and one to two hours a week of your own work in between. Sessions are recorded, so a conflict doesn’t cost you the week.

What if I miss a session?

Watch the recording and keep going. Office hours during the week cover whatever the recording leaves open.

Do I need to be technical?

No. There’s no code anywhere in this. If you can write an email and use a browser, you can build the system you’ll leave with.

What tools do I need to pay for?

One paid subscription to ChatGPT, Gemini, or Claude, around $20 a month. That’s the only required spend. Part of what you’ll learn is how far you can get before buying anything else.

What is deep research, exactly?

An AI capability that plans out a research process, searches across many sources, weighs what it finds, and returns a report with citations. It’s the widest gap between casual AI use and serious AI use, and week two starts there.

The landscape already moved

You can spend another year reading about it, or four weeks doing the work yourself.

You’ve Used ChatGPT. That’s the Front Door.