The Mystery of Masterclass

It all started with this Tweet conversation. I like Masterclass - it democratizes knowledge sharing. But to me, it is a form of edutainment much like Discovery Channel and National Geographic.

Some fundamental questions here:

• Can we become chefs by watching Gordon Ramsay cook?

• Can we become a composer by looking at Hans Zimmer's lectures?

I believe what Masterclass packages well is to put our idols in front of us and build the aspiration for the craft. The right motivation can then put us in the proper frame of mind to pursue the craft more seriously. Most of the learners trying to upskill need an intimate learning experience blended with a hands-on approach.

An intimate learning experience means learning in a small group along with receiving feedback. Getting feedback on the work done is an important component which makes our learning whole. The other important aspect is to keep it hands-on; make learners actually implement what they are learning. In the Masterclass model, when a renowned expert is sharing knowledge, it is quite difficult to keep it 'intimate'. Here is where a strong community comes into play.

Content is a moat for these edutainment apps, but we must also understand that pure content is not long-term. We need to build a vibrant community that makes it work for these learners. Imagine a group of amateur cooks discussing recipes and techniques with each other and implementing Gordon's core principles. They also provide feedback to each other and improve their craft. Even if we can periodically facilitate a live interaction between these enthusiastic learners and the expert, the delight factor will multiply.

If we can conceive a hybrid model and build a community around a course or expert that would foster interactions and collaborative learning, that would be the ideal design. Push learners to collaborate until it becomes second nature for them. Bundling similar experts for tracks - like writing, cooking, etc. and building cross-communities could foster richer interactions.

We need to understand the real jobs to be done for the learners. And what is our product? Is it learning? Is it entertainment? Is it aspiration? Is it an outlet for fans to directly meet and learn from their idols? Similar apps from this space must be positioned correctly, but none can grow without the right communities.