Leland+ Content Library

What is Customer Discovery?

Learn the core principles of customer discovery, why it's the foundation of successful startups, and how it differs from market research or user testing. Understand why founders must lead discovery themselves and common myths that lead entrepreneurs astray.

Jobs to Be Done Framework Reference Guide with Multi-Industry Examples

Reference guide covering the JTBD formula, real-world examples across B2B and B2C companies (Spotify, Peloton, Slack, HubSpot, Figma, and more), and quick tips for applying JTBD thinking to your startup. Use this to understand the framework deeply and see how different companies address different jobs for different customer segments.

Military-to-MBA Panel

Thinking about transitioning from the military to business school? Join us for the Military-to-MBA Panel, where both MBA experts and veterans who have successfully made the leap will share their journeys, advice, and lessons learned. You’ll hear how they navigated the admissions process, translated their military experience into strong applications, and chose the right programs for their goals. ​This session is a great opportunity to get tactical tips on everything from selecting schools and writing your essays to building your MBA network as a veteran. Come with questions—our panelists are here to help you take the next step with clarity and confidence. ​Meet our panelists: ​Matt K. - Nuclear Submarine Officer for U.S. Navy, MIT MBA ​Angela C. - Expert MBA Coach, 8,545 Minutes Spent Coaching ​Austin W. - Aviation Officer for U.S. Army, Stanford GSB MBA

Developing a Differentiated Personal Narrative

Standing out in the deferred MBA pool requires more than strong credentials. In this workshop, you’ll learn how to craft a clear, differentiated personal narrative that ties your experiences, goals, and values into a cohesive story that resonates with HSW and M7 admissions committees. Led by Leland coach Angela C., a storytelling expert with a 100% package success rate who specializes in HSW and M7 deferred admissions, this session will break down how top applicants define their core themes, position early-career impact, and avoid the generic narratives that hold many candidates back. You’ll leave with practical frameworks and concrete next steps to start shaping a compelling, authentic story for your deferred MBA applications.

Crafting Compelling GSB Leadership Vignettes & Additional Info Essays

GSB calls the impact essays optional. Competitive applicants shouldn't treat them that way. Most applicants pour everything into their WMM essay and leave the short answers as an afterthought and that's exactly the gap this guide closes. I cover how to choose your stories, how to structure them within the ~200 words you have, and how to make sure they're doing something your main essays can't. You'll also get a before-and-after rewrite, a clear framework for the Additional Information field, and the honest read on what AdCom is actually looking for when they open this section! If you're looking for 1:1, personalized support, check out my Async Essay Review package: https://www.joinleland.com/coach/angela-c-1/p/draft-to-done-async-essay-revisions