Instead of competing with universities at their own game, MasterClass took a different route. They hired experts and celebrities — practitioners who are at the very top of their field — and made beautiful, highly-produced videos of them explaining their craft. MasterClass might claim to be selling education, but don’t be fooled: they are selling... See more

All of these are common online course topics, and the answer is usually: anything. By prioritizing possibility over results and the parasocial over pedagogy, creators are able to tap into their customers’ deepest desires and make promises accordingly.