Positioning & Lead Generation by The Futur

The Futur Positioning & Lead Generation is an online video course taught by Chris Do, founder and CEO of The Futur. It is aimed at established creative agency owners who want to stop competing on price and start attracting the right clients. Across 43 videos and more than five hours of content, it covers analysing your strengths, choosing a market, building awareness, removing competition through specialisation and planning marketing that needs no advertising budget. It costs $699 and includes a workbook, exercises and a resources list.

Most of The Futur's courses teach creative craft or early-career skills. This one belongs to its business track for studio owners, alongside courses such as Painless Pricing. Its central argument is that agencies win more and better work by specialising in a specific industry and service, rather than offering everything to everyone.

What You Will Learn

• How to analyse your agency's strengths honestly
• How to find your tribe: choosing a market and judging whether it is large enough
• Ways to build awareness so prospects find you
• How specialising in one industry and service can remove much of your competition
• How to plan marketing based on permission marketing rather than paid ads
• How to turn these decisions into a workable lead generation plan

Who Is The Futur Positioning & Lead Generation For?

The course is designed for established agency and studio owners. The official page rates it as moderate to advanced and lists a clear prerequisite: you should already run an agency with solid business foundations. It suits owners who have steady work but feel they are chasing every brief, competing with too many similar studios or relying on referrals they cannot control.

It may also help senior freelancers who are building a small team and want to define their focus before they grow.

It is not a beginner course. If you are still learning your craft or finding your first clients, The Futur's beginner courses, such as Rock Your Portfolio or How To Negotiate, are a better starting point. The ideas will make far more sense once you have a business to apply them to.

Course Structure

The course works through positioning and lead generation in five steps:

• Analyse your strengths: what your agency does best and where your experience lies
• Find your tribe: choosing a market and checking its size
• Build awareness: making your agency visible to the people you want to work with
• Eliminate competition: specialising so that fewer studios offer what you offer
• Plan your marketing: a permission-based approach that works without an ad budget

The workbook PDF follows the same steps, with exercises and prompts that turn each lesson into decisions about your own business. A resources list points to further reading.

Price and Access

The course costs $699. That is more than the craft courses in the shop, reflecting its audience of business owners. Before buying, check the official course page for the current price and access terms, and consider whether you are ready to act on the exercises straight away.

About the Instructor

Chris Do is an Emmy award-winning director, designer, strategist and educator, and the founder and CEO of The Futur. He also teaches the business courses Painless Pricing and How To Negotiate.

Things to Consider

• Readiness: the course assumes you already run an agency. The exercises ask about your clients, services and past projects.
• Time: the videos run to just over five hours, but the workbook exercises take longer and work best with your team or business partner.
• Be prepared to say no: specialising usually means turning down work outside your focus, which can feel risky at first.
• No ad budget needed: the marketing plan is built on permission marketing, so it suits studios without a paid advertising budget.
• Related courses: Painless Pricing covers how to price once you are positioned; Brand Strategy Fundamentals can help you apply similar thinking to client work.
• Review regularly: positioning is not a one-off exercise; revisit the workbook as your agency changes.

Start the Course

Interested in learning with The Futur?

Start Positioning & Lead Generation

For the full syllabus and pricing, visit the official The Futur website.

Looking for more ways to learn? Browse all courses and learning resources on Good Stuff Weekly.

Last verified: November 9, 2026