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Back to all courses MARKET FIRST · SIX WEEK COHORT FOR FOUNDERS AND ENTREPRENEURS

Stop building things nobody buys.

Enroll now for the cohort starting January 21, 2027. Lessons and materials are being prepared and are not available yet.

Find an urgent market. Sell it before you build it. Ship it with AI. Six live clinics with Coach DJ, a real offer process, and an evidence based decision: proceed, pivot, pause, or stop.

Enrollment one seat

One seat: $799 through November 30 (regular $1,299) · Thursdays 10 p.m. Eastern · January 21 to February 25, 2027

A life lived fully across all seven dimensions
  • Purpose
  • Autonomy
  • Happiness
  • Health
  • Freedom
  • Security
  • Money
The Work and the Possible Outcomes

Six Weeks of Real Market Evidence

By Week 3

You'll have worked toward 50 real conversations across the roles that matter, and mapped exactly who is on fire.

By Week 4

You'll have made real, honest paid offers when the evidence supports them, or documented a clear pivot, pause, or stop.

By Week 6

You'll have a stage appropriate prototype or delivery decision, a production readiness check, and a 90 day operating plan.

This is not a course you merely watch. You produce real market evidence, run a real offer process, and make a responsible next decision. Customers, revenue, product market fit, and a launched product are possible outcomes, not guarantees. What's guaranteed is the work, the coaching, and the materials.

The Problem

The most dangerous belief in entrepreneurship is that you have to be brilliant.

So you wait for the perfect idea. You build in secret. You polish features nobody asked for. You spend months, sometimes years, perfecting a product, and only at the very end do you go looking for someone to buy it. And too often, no one does.

It was never the idea that was hard. It was the market. A brilliant founder in a sleepy market builds a sleepy company. An ordinary founder in an urgent market gets pulled forward like a snowball rolling downhill. The difference isn't talent. It's which hill you chose, and almost nobody chooses on purpose.

And here's what makes 2026 different: AI made building cheap and fast for almost everyone. The build is no longer your edge. The scarce things now are knowing what to build and knowing how to sell it. That's exactly what this course teaches.

The Shift

Market First Reorders the Founder Sequence

Find the fire, not the idea.

We hunt for markets that are already urgent, where people pay for ugly workarounds at 2 a.m., using a repeatable system, not a flash of inspiration.

Sell before you build.

You'll learn to presell to real paying customers before you write a line of code, the highest leverage skill a founder can own, and the one builders are never taught.

Build only what's sold, with AI.

Once the market has paid, you ship the smallest safe and complete product using current AI tools, and refuse every extra feature until the core sells, repeatedly.

Don't build, then sell. Sell, then build. A great business is the byproduct of an urgent market.

What You'll Do Each Week

Six Clinics, One Real Venture

Each week pairs one recorded lesson of 13 to 20 minutes you watch at your leisure with one live clinic, held every Thursday at 10 p.m. Eastern, January 21 through February 25, 2027, where we build and sell together on your real venture, with the cohort and Coach DJ in the room. Watch the recorded lesson first, then bring your work to the live session.

Week 1: The Market Is the Bet

Recorded: The Greatest Myth. Live: The Market Hunt Clinic.

Kill the genius myth. Hunt candidate markets by borrowing consulting reports and VC funding trends. Walk out with three markets that look like snowballs, not boulders.

Week 2: Reading the Fire

Recorded: LED (Large, Early, Desperate). Live: The Scorecard Clinic.

Score every market on Large, Early, and Desperate. Build an honest TAM with AI. Commit to one market and the on fire beachhead you'll pursue.

Week 3: Truth From Strangers

Recorded: The Mom Test. Live: The Discovery Sprint.

Talk to 50 real people without getting lied to. Chase commitments, ignore compliments. Map exactly who is urgent, and confirm the fire is real before you spend a dollar.

Week 4: Sell Before You Build

Recorded: The Pre Sell Engine. Live: The Pre Sell Clinic.

The heart of the course. Build a Customer Advisory Board, master the pitch, and make real paid offers before the product exists, on transparent, written terms.

Week 5: The Black Car

Recorded: Build the Black Car. Live: The Build Sprint.

Build the smallest safe and complete product that solves the one burning problem, using current AI build tools. Ship a working slice, and learn exactly where AI building ends and real engineering begins.

Week 6: First Dollar to Repeatable

Recorded: The Repeatable Sale. Live: Sales System & Demo Day.

Turn first customers into references, a predictable pipeline, and defensible pricing. Present your sales system on Demo Day and lock the 90 day cadence that runs long after the cohort ends.

Plan on 4 to 6 hours a week, including the Thursday clinic.

WHERE THIS FITS

A business is a Choice 3 decision.

In the 4 Choices Framework, a venture is one engine for funding the life you designed. Not the destination. Life Design (Choice 1) rules. Expenses (Choice 2) set your runway and the cash you can risk. Investments (Choice 4) decide how the surplus compounds.

"Don't build a business that destroys the life it was supposed to pay for." Coach DJ

What's Included

Tools, Coaching, and Cohort Pressure

  • 6 live clinics with Coach DJ, live cohort coaching where you build and sell in real time, not alone.
  • 12 video lessons, six recorded lessons of 13 to 20 minutes and six live session openers.
  • The complete Market First Student Book, the full framework, every example, and the validity research behind it.
  • The AI Prompt Library, copy paste prompts for current AI assistants and coding tools across every stage, from market hunt to shipped product.
  • The Founder's Toolkit, LED scorecard, TAM worksheet, the Customer Advisory Board agreement checklist and pitch script, the Mom Test interview guide, and the objection handling card.
  • A private cohort category in the Wealth Decoded Community, accountability, deal sharing, and peers who tell you the truth during the live cohort.
  • A Build Clinic support channel, help when the AI build gets stuck in Week 5, so nontechnical founders ship too.
  • Demo Day, present your sales system and graduate with a 90 day plan.
  • A certificate of completion, awarded for attending or watching all six clinics and presenting on Demo Day. It is not a degree, license, or professional certification, and it does not guarantee results.
  • Lifetime access to the course materials, session recordings, and future updates.
  • Saturday Office Hours with Coach DJ (live Zoom call): 90 days, from purchase for watch-at-your-leisure courses or from the cohort start date for cohorts.
  • Wealth Decoded Community (replays, Map Reviews, Ask Coach DJ): 30 days, then Member or Student from $19 a month.
  • Wealth Decoded app: 30 days, then $9.99 a month, App for Life — $299 once. That's 30 months of the monthly price, then it's yours. No renewal, ever. Included with any paid Community plan.
Who This Is For

For Builders Who Will Go to Market Before They Feel Ready

This is for you if...

  • You want to build something that doesn't exist yet, and actually sell it.
  • You're done confusing motion with progress.
  • You'll use an AI build tool with some help, or you're willing to learn.
  • You're brave enough to make an honest paid offer before you feel ready.

This is NOT for you if...

  • You want a guarantee of customers, revenue, funding, or a launch.
  • You're looking for passive "someday" inspiration.
  • You refuse to talk to a single potential customer.
  • You believe the idea is the hard part and selling is beneath you.

Built for founders, side project builders, students, and creators using AI to make something new, whether you're solo, a parent building alongside your kid, life partners chasing a shared dream, or a founding team. There's a seat and a price for you below.

COACH DJ · DJ Le Rouse

Founder of Wealth Decoded. Creator of the 4 Choices Framework.

30 years in business, finance, and technology MBA BS in Accountancy, Arizona State University Parent of two Gen Z kids

30 years in business, finance, and technology. MBA. BS in Accountancy, Arizona State University. Built and ran an AI driven trading fund that grew to $1 billion in assets. Founded and advised companies for three decades. Parent of two Gen Z kids.

"Money is the fuel. The life is the point."

Market First was sparked by a talk from Michia Rohrssen, cofounder and former CEO of Prodigy, and builds on Sequoia, Y Combinator, Henry Ford, and Rob Fitzpatrick's The Mom Test, rebuilt for what one founder can do with AI.

One cohort, three ways to enroll

Launch prices through November 30, 2026.

Add your co-founders from inside the course; each gets their own login.

Then join the community

Every Saturday at 12 p.m. Eastern, Coach DJ holds Office Hours: questions, Map Reviews, course help, and COMPASS+ every week. Your course includes 90 days of the live call and 30 days of the Wealth Decoded Community, which runs on Skool. Join the free tier today at skool.com/djlr-2520.

Cohort schedule

Schedule

U.S. times: 10 p.m. Eastern · 9 p.m. Central · 8 p.m. Mountain · 7 p.m. Pacific.

All Wealth Decoded students can also bring questions to Saturday office hours: 12 noon Eastern · 11 a.m. Central · 10 a.m. Mountain · 9 a.m. Pacific.

Six live sessions, every Thursday at 10 p.m. Eastern, January 21, January 28, February 4, February 11, February 18, and February 25, 2027. Each session is paired with a short recorded lesson to watch beforehand. Sessions are recorded and available under the published access terms.

The course does not guarantee customers, revenue, funding, product market fit, a launched product, or any business result.

FAQ

Market First Questions

Do I need to know how to code?

No. The course shows you how to build with current AI tools, and a Build Clinic channel helps in Week 5. You should be willing to learn and to direct the tools.

What if I don't have an idea yet?

Perfect. The first two weeks are about finding an urgent market on purpose, not waiting for inspiration.

How much time per week?

Plan for the recorded lesson of 13 to 20 minutes, the live clinic, and several hours of real world fieldwork, roughly 4 to 6 hours a week.

Are the live sessions recorded?

Yes. Every session is recorded and available to you under the published access terms.

Is this just the "Founder's Playbook" I saw on YouTube?

It's built on those ideas and credits them openly, then expands them with the wider startup canon and full AI build workflows, and surrounds it all with live coaching, a cohort, and a 90 day system.

Can I expense it, or is there a team rate?

Many founders expense it. Two seats are for a parent and child, life partners, or two cofounders building together. Three seats are for a founding team.

You don't need to be brilliant. You need to be early to a fire.

Six weeks from now you can still be polishing an idea nobody has paid for, or you can have real market evidence, an honest offer process, and a system to do it again. Choose the snowball.

Enrollment one seat

Next cohort starts Thursday, January 21, 2027 · Live Thursdays 10 p.m. Eastern, January 21 to February 25, 2027

Every course includes Saturday office hours for 90 days (at your leisure courses: from purchase; cohort courses: from the cohort start date). After 90 days, office hours continue for as long as you are a member of the Wealth Decoded Community.

Refunds, in plain words

Courses you watch at your leisure: 14 days from purchase, full refund, any reason. Watch as much as you like in those 14 days.

Cohort courses (Winter Break Sprint, 18-Year Advantage, Market First, Restart): full refund any time before the published start date, and for 7 days after the first live session. Miss the first session? The recording counts; the 7 days run from the session date.

One on one: full refund before your first session. None after.

Memberships (the Wealth Decoded Community, the app): cancel anytime; no partial month refunds.

Founding All-Access and App for Life: 14 days from purchase. Restart One-on-One deposit: refundable before your first session.

Email support@wealthdecoded.com. Refunds go back to the original payment method within 10 business days. Anyone who bought under an earlier policy keeps whichever terms are better for them.

Founding All-Access — $1,499 one-time

25 seats. Closes December 31, 2026. Every recorded edition for life, the community for life, the app for life. Cohorts and One-on-One sold separately.

25 seats total.

Explore Founding All-Access