The Default Assumption That Breaks Everything
Most people default to a course.
Not because the problem needs a course. But because courses sound legitimate. They feel substantial. They look like real products.
So people build courses when a simple PDF would work better. They create modules when a checklist would solve the problem faster. They add videos when written instructions would be clearer.
And then they wonder why no one finishes. Why engagement is low. Why people don't see results.
The problem isn't the quality. It's the mismatch.
This lesson exists to help you choose the format that actually fits the problem, not the format that sounds most impressive.
The Real Question: What Does Someone Need to Do Next?
Before you decide on a format, answer this:
What does someone need to be able to do after using this?
Not feel. Not understand conceptually. Do.
The format should be the shortest path to that outcome.
If someone needs to reference steps quickly, that's a guide.
If someone needs to see something demonstrated, that's a video.
If someone needs ongoing support to stay consistent, that's a membership or coaching.
If someone needs you to do it for them, that's a service.
The product should remove friction, not add complexity.
Read: How to Choose a Format Without Overbuilding
When a PDF Is Enough
A PDF works when someone needs:
A clear process to follow
Something they can reference quickly
Steps that don't require demonstration
Information that doesn't change often
Examples:
A checklist for launching a product
A framework for pricing services
A template for writing cold emails
A guide to organizing a workshop
When to skip the PDF:
The process requires seeing it done
People need accountability or feedback
The information changes frequently
The outcome depends on adaptation, not execution
A PDF isn't lazy. It's efficient.
If someone can follow written instructions and get the result, adding video just slows them down.
Read: Why PDFs Sell Better Than You Think (And When to Use Them)
When Training (Video or Audio) Makes Sense
Training works when someone needs:
To see how something is done, not just read about it
Nuance explained in real time
Examples walked through step by step
Something they can pause, rewatch, and follow along with
Examples:
How to set up a landing page from scratch
How to structure a coaching session
How to edit video without expensive software
How to run a discovery call that leads to a sale
When to skip training:
The steps are straightforward enough for written instructions
People need to reference it quickly, not sit through it again
You're not comfortable on camera or recording audio
The information will need frequent updates
Training isn't always better than text. It's just better for certain kinds of learning.
Read: When Video Courses Work (And When They Overcomplicate)
When Ongoing Access Adds Value
Ongoing access works when someone needs:
Accountability over time
Regular updates as their situation evolves
A place to ask follow-up questions
New content as the field changes
Examples:
Monthly coaching calls
A membership with updated templates
Office hours for troubleshooting
A library that grows over time
When to skip ongoing access:
The problem is one-time and doesn't need revisiting
You don't want to be responsible for ongoing delivery
The solution is static and doesn't change
People just need the answer once
Ongoing access works when the relationship matters as much as the content.
If the value is purely informational and doesn't evolve, don't force a subscription model just because it sounds scalable.
Read: Should You Build a Membership? (The Honest Version)
When Services Are the Better Container
Services work when someone needs:
Personalized guidance, not generic steps
You to do the work for them
Real-time feedback and adaptation
High-touch support to get unstuck
Examples:
Done-for-you website setup
One-on-one coaching to refine their messaging
A VIP day to build their offer
Consulting to audit their funnel
When to skip services:
You don't want to trade time for money
The problem can be solved with instruction alone
You burn out from live interaction
You want something that sells without your direct involvement
Services aren't a stepping stone to products. They're a different model.
Some problems are better solved with direct help. Some aren't.
Read: Why Offering Services First Might Be Smarter Than Building a Course
How to Decide Without Overthinking
Here's a simple decision tree:
Can someone follow written steps and get the result?
Use a PDF or guide.
Do they need to see it done to understand it?
Use video or audio training.
Do they need support over time to stay consistent?
Use a membership or coaching program.
Do they need you to do it for them or adapt it to their situation?
Offer a service.
That's it.
You're not locked into one format forever. But starting with the simplest effective container keeps you from overbuilding.
Read: The Format Decision Tree: What to Build Based on the Outcome
Why Overbuilding Kills More Products Than Underbuilding
Most people don't fail because their product is too simple.
They fail because it's too complicated.
They add modules no one asked for. They create bonus content that dilutes focus. They build features that sound impressive but don't move anyone closer to the result.
Complexity feels safe. It feels thorough. It feels like you're giving more value.
But in reality, it just creates friction.
The best products are the ones that get someone from problem to solution in the fewest steps possible.
Not the ones with the most content. The ones with the clearest path.
Bottom Line
Not every problem needs a course.
Some need a checklist. Some need a demonstration. Some need ongoing support. Some need you to just do it for them.
The format should match the problem, not your idea of what a "real product" looks like.
Ask yourself: What does someone need to do next?
Then build the simplest thing that gets them there.
You can always expand later. But you can't simplify after you've already overbuilt.
Start small. Start clear. Let the format serve the outcome.