The full arc, from curious visitor to fluent practitioner.

First exposure. In ten seconds a curious visitor should grasp three things: this teaches a method, it works in any tool, and it is a school of practice, not a course catalog. The five-move spine does the explaining; the hero does the convincing.

The "give the first one away" instinct, and the highest-leverage conversion surface in the product. It is a complete reading experience, not a teaser, full prose, the Vague / Clear example, and the practice task. The enroll prompt sits at the natural end, never interrupting the read.

Purchase Foundations. The brief asks whether the post-purchase moment feels utilitarian or generous, the Academy answer is generous: a warm welcome note, not just a receipt. One screen, minimal fields, the order summary stating one-year access plainly, renewed at a reduced rate as the programs update.

First lesson, first time. Onboarding lives inside the lesson, not before it, no tutorial overlay, no welcome wizard. The lesson teaches its own use: the reading flows, the practice task invites a first attempt, and the learner is already practicing within two minutes.

The dominant pattern of a self-paced program: learners disappear and come back. The resume state is the most-used screen in the product, so it gets real care. It re-grounds the returning learner with the last lesson's essence, their own reflection from last time, and one generous "continue" affordance, no guilt about the gap.

Progress reflected back as growing capability, not a percent-complete bar. The fluency tracker measures moves practiced across contexts: "You have practiced Constrain in four contexts this week," not "42% complete." This is the Academy's answer to every other LMS.

The one moment the Academy hands a learner to a separate organization. The Academy designs its side only: an honest readiness check and a clean link out. Critically, the Institute is named explicitly and styled distinctly in indigo, two organizations, one careful handoff, never one product with two skins.

Shapes the lapsed-access screen. Round 1 marketing copy implies lifetime.

When a learner returns after the exam, does the Academy ask how it went? A privacy call, the Academy never sees Institute results.

A celebratory close that does not feel like an upsell. Foundations ends on a real moment, the open-book mark, an honest "you have completed Foundations," and the dashboard quietly becoming a study companion rather than a graveyard. The optional Institute path is mentioned without pressure. Access is annual (C2): a renewal reminder arrives before lapse, at the reduced rate since the programs keep updating.