LAUNCH IN 30 DAYS · NEW · FOUNDING PRICE UNTIL SEPTEMBER
Idea to market in 30 days.
Build fast, stay sane, and end up with a business you actually love running.
Not a course. A launch system with an opinion: your opinion of your idea is somewhat irrelevant. The market's opinion is gettable in 30 days. This is how you get it.
$497 founding · $750 when the founding seats close
Built by Charlie Lass: serial founder, three exits, one breakdown.
MIT Sloan, six years teaching entrepreneurship.
750+ founders mentored.
Every claim on this page has a receipt.
Why this is different?
Courses teach. This one ships. Every session ends with a thing that exists afterwards: a customer sentence, a live page, a payment link, a launch. Finish the 30 days and you haven't learned about launching. You've launched.
It starts with the truth. Module zero is your full Reality Check, and the system reorders itself around your weakest axis. Everyone else sells the same PDF to everyone. We don't.
READ THIS BEFORE YOU BUY
Most people who buy launch courses never launch.
Who it's for, and who it isn't?
For the professional with an idea and a job, and the early founder nobody's buying from yet. You'll need about an hour a day, five days a week. Saturdays are off. That's in the calendar on purpose.
Not for you if you want encouragement. In Week One your idea meets five strangers and the money question. It will sting. That's the point. Some ideas get parked at the Decision Gate, and parking is a pass, not a fail.
"He quickly identified practical steps I could take to grow my business and offered perspectives I hadn't considered. I value his fresh ideas, his honesty, and his results-driven approach."
LK Pryzant · Executive coach, Stanford MBA · LinkedIn recommendation
THE MAP · 4 WEEKS + WEEK ZERO · 21 WORKING SESSIONS
You can see the whole thing before you pay.
Each session is one short video, one tool, one ship. Sessions unlock in step with your calendar, because launching is a pace, not a binge. The founding intake goes through it in public, starting now.
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The Full Reality Check. Ship: your baseline scorecard, which personalises everything that follows.
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The One Thing. Everything you're working on, ranked by speed to a paying customer. Ship: one written priority.
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The Founder's Contract. Hours, boundaries, the pay-yourself-first number. Ship: a signed one-pager. Sounds soft. It's the module people write to us about.
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Who actually has this problem. One sentence, no demographics theatre.
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The Five-Person Test. The script for showing the unfinished thing and asking the money question.
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Hearing it. How to take a beating usefully.
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The Decision Gate. Proceed, pivot, or park, with honest criteria for each. Ship: a written decision with reasons.
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The offer sentence: outcome, mechanism, price band, in words a stranger repeats correctly.
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Pricing without flinching.
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The minimum brand. Name, one page, one paragraph, done in a day. Perfection is procrastination in a nicer outfit.
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Bootstrap vs raise: the funding decision tree. Ship: your landing page, live.
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MVP surgery. Cutting the build to what the Five-Person Test actually validated.
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Tools not tech debt. The modern AI stack for non-technical founders, boring on purpose.
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The pipeline before the product. Launching to silence is a choice; choose otherwise. Ship: a payment link that works, and 25 named humans who'll hear about launch day.
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Launch day mechanics. The sequence, the posts, the asks, what to ignore. Ship: you launched. Actually launched.
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The first customer autopsy, and if you get one you can get ten.
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The Trough briefing. What happens after the spike.
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Build something you love. The exit interview with yourself. Ship: the operating rules of YOUR company.
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You finish with The Launch Record: a one-pager of your baseline score, what shipped, and your first customer date. Your receipt, in writing.
SOLO
$497
founding · $750 evergreen
All 21 sessions + every tool
Full Reality Check personalisation
1 hour a day, your hands
Unlimited seats
Paid price credits toward Guided or Together within 60 days
ONE SYSTEM · FOUR TIERS
Every tier launches in 30 days.
The question is how much of the 30 days is yours.
GUIDED
$2,500
20 seats a month
Everything in Solo
Weekly async teardowns of YOUR work by the Humble team
Someone honest checking before you ship
TOGETHER
$8,500
6 seats a month
Everything in Guided
Weekly live working sessions
Humble builds alongside you: brand, site, launch flow
Launch pipeline built with you
DONE FOR YOU
from $40k
2 a quarter · application
Humble builds it. You launch it.
Strategy and positioning direct with Charlie
2 hours a week of your time
"Bought Solo, want more hands? Your full $497 credits toward the tier above for 60 days."
RECEIPTS
From people who've had the honest version.
Charlie has been mentoring us on our start-up through Capital Factory. His feedback has been invaluable and he has always been able to point us in the right direction.
Jose Angel Peschard NavarreteFounder, mentored through Capital Factory
Honesty with a side of humour. Charlie will roll up his sleeves, be direct, and help you shape the confidence to tackle what's next.
Marsden Kline
Co-founder, MGMT Accelerator
Charlie is direct, in the best way. Clear, honest, and able to quickly discern what's good versus what could be great. And he delivers that feedback with real care, while pushing you to believe you can do it.
Alison Campbell
Founder, unBurnt · Executive in Residence, Bentley University
FOUNDING ACCESS
New, and priced like it.
The system is built. What it doesn't have yet is a hundred Launch Records hanging on the wall, and the price says so. When the founding intake has launched and the receipts are public, this goes to $750 and stays there. Founding buyers get:
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$497 instead of $750, because you're early, not because anything's missing
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A direct line to the team for the whole 30 days. First intake gets watched closest.
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Your Launch Record featured (with your permission) when doors open wide in September
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Full price credit toward Guided or Together for 60 days
If Week Zero doesn't change what you do next, ask for your money back within 14 days. One email, no form, no quiz.
WHO'S BEHIND THIS
Serial founder.
Three exits.
One breakdown.
Charlie Lass has launched companies, exited three, and paid full tuition on the rest. Six years teaching entrepreneurship at MIT Sloan as a Senior Lecturer. 750+ founders mentored, in 105 countries' worth of airports.
This system isn't a creator's theory of launching. It's the checklist he uses when a launch has to work, built from what actually broke and what actually sold. The mental health thread isn't a bonus module. He learned that one the hard way, and it's load-bearing.
QUESTIONS PEOPLE ACTUALLY ASK
The honest FAQ.
Yes. It's built for exactly that: about an hour a day, five days a week. If you can't find an hour a day for 30 days, you don't have a time problem, you have a priority problem, and Week Zero will tell you that to your face.
Then you'll find out in Week One for $497 instead of in year two for your savings. The Decision Gate exists because parking a bad idea quickly is a win. You keep the system and run your next idea through it. It doesn't expire.
The system is 20 years of launches, taught at MIT for six of them. We do use AI where it makes you faster: the build week hands you a modern stack so a non-technical founder can ship without hiring anyone. The judgment is human. The speed is AI. That's the whole company.
Because it's new. The founding price buys the same system the September buyers get, minus the wall of proof, and founding buyers are the wall of proof. Early carries a discount. That's how it should work.
No, and that's deliberate. Sessions unlock in step with your 30 days. The Five-Person Test needs five real conversations and the market doesn't do weekends on your schedule. Watching faster isn't launching faster.
14 days, judged on Week Zero. If the diagnostic and the first two sessions don't change what you do next, email us and we refund it. We'd rather have the trust than the $497.
Ask ChatGPT if your idea is good. It'll say yes. It says yes to everyone. This system is built to disagree with you at five specific gates, and each gate ends with something shipped, not something discussed.