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The Solution



Rather than “more” information, guitar players simply want the result. A transformation to the guitar player
they aspire to be. Experience Products deliver on that promise.

Delivering the Result, Instead of Just Instruction…
On the TenX High-Touch Coaching Platform

At TenX Guitar we believe that the ultimate solution for guitar players getting better faster (Ten Times Faster) is through a High-Touch Coaching Platform.  In today’s competitive markets,  people aren’t that interested in just buying information (info products), they are now looking to make a “transformation”. Solutions that transform them from where they are now, to where they want to be (the “future self” they see in their mind’s eye).

Unfortunately, these type of solutions have not found their way into online guitar instruction, at least, not until now.  There is no reason to reinvent the wheel.  Experience Products are delivering 10X, even 20X the results in all kinds of different markets.  My intention is to simply extend the Experience Product formula with the use of a little technology.

“When you give yourself permission to think about a problem as if it were already solved, the solution becomes possible.”

– Peter Diamandis

At first glance, this might look like a lot to take in, but it’s actually a short summary of the hundreds of pages of research notes, thoughts, ideas and strategies that I’ve written out over the last 18 months of designing the TenX Guitar solution.  So, let’s dig right in!

Experience Products and Why It’s the Real Solution:

The real problem is that most guitar instructors that sell courses online (to learn different aspects of guitar playing) are just selling instruction (information).  Information Products (Info Products) only work to the extent that the user (student) is self-motivated and can push themselves to get want they want out of the course (with little, or no, support/help).

People don’t want to buy “information”, what they want is a “result”.  More specifically, a “Transformation” from where they are now, to where they want to be. Most online guitar courses make this promise, but very few deliver.

This is where an Experience Product delivers 10X (even 20X More Results).  Here’s Marisa Murgatroyd’s Experience Product “formula” (you can “click” the image to enlarge it):

As you can see from the image above, on the left side is the “Positive Experience Escalation”, what is also known as the “Upward Spiral”, and on the right side is the “Downward Death Spiral”.  When you look at the Downward Death Spiral column, you can see how these 10 elements pretty clearly describe the typical “info product”.  The Positive “Escalation” Experience in the left-hand column is clearly the answer to our Mission at 10X Guitar.

Getting a “Lot” better at guitar is not for everyone.  It takes a pretty serious commitment. How do I know? Because I’ve been fully engaged in learning the instrument since February of 2016 (34 months, as of this writing).

To get really good at it, a combination of different skills and techniques all need to be working in conjunction together.  It’s like a V12 Engine that needs to be firing on all cylinders, otherwise, it sounds really “rough”.

Let’s be completely honest here. There is no way to become a great guitar player without practice. And we’re talking about “a lot of practice”. Period.

“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.”

-Bruce Lee

Marisa’s Experience Product formula has delivered amazing results for students and this formula has been “iterated to awesome” over a six-year period of time.  As crazy as this sounds, I believe we can add some additional technology to the formula to turn it into an Experience Product Platform that truly does deliver on the 10X faster, better, for enjoyment promise of 10X Guitar.  We are already working with Tim Pierce (one of the 10 ten greatest session guitar player, who has also added teaching to his resume) to create our first Guitar Experience Product.  For more on Tim and what else he’s up to these days, check out our Instructors page.

Our “Mission”, and we’ve already accepted it, is to create a platform that solves the main problems and frustrations that are typical of the way online guitar instruction is being delivered today and offer “narrow, but deep” solution to getting to a very specific “Result”. An example would be “having the ability to play rock rhythm guitar, in a band, playing in front of a live audience in ten weeks or less.” That’s a clear Mission. It’s a very specific “Result” that can be measured to determine if you’ve achieved Mission Accomplished in that period of time.

Here’s how we can “kick it up another notch or two”

Mission, Future Self, and Goal Setting:

  • We will create Assessment Tools to determine the student’s current playing level, aspiration level, learning style, commitment level (time and resources), musical style, and musical interests.
  • The Assessment Data allows us to help students establish a clear Mission, set both short-term and long-term goals for their guitar playing, and have an “Individualized” Practice Plan created for them.
  • This creates a clear and simple road-map to the achievement of their Goals and eliminates Confusion, Overwhelm, and Distraction.

“Most people overestimate what they can do in one year, and underestimate what they can do in ten years.”

-Bill Gates

Focus,  Execution, and Course Correcting:

  • By having a very simple Individualized Practice Plan, students will have a very narrow Focus on what they need to work on to get the Result from the Experience Product they are participating in.
  • By having a very clear Success Criteria (Evidence Procedure), students will know exactly when they have taken each skill they are working on to the level of Mission Accomplished.
  • By Focusing on one thing at a time, students can master skills question and experience Constant Wins and Unstoppable Momentum.
  • By Measuring their progress, while working with a Dynamic Practice Plan, students will be able to easily Course Correct to stay on track and reach Mission Accomplished in the allocated time.

“Really Successful People Say No To Almost Everything”

-Warren Buffett

Support and Community:

  • Personal Coach (Accountability, Feedback on Progress and Mentoring)
  • Musician Support (all non-Coaching issues)
  • Community (Facebook Group and Zoom Coaching Calls)
  • Feedback Loop (Students help Improve the Products)

“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.”

-Scott Cook

Constant Wins, Results, and Celebrations:

  • Each Experience Product will be set up to deliver Constant Wins to students.
  • The platform will be designed to create Unstoppable Momentum, to make reaching Mission Accomplished inevitable.
  • There will be a Celebration at Mission Accomplished at the completion of each Experience Product masterclass.

“We’re not in this business just to get people to buy our stuff. We want them to see the change and the impact and create the success stories.”

-Nick Unsworth

Future Technology Enhancements:

  • Incorporating Artificial Intelligence (AI) to give Students instant and continuous feedback on their playing and progress.
  • Before and After video recordings that are tied to specific modules in an Experience Product, that can be shot, stored in the cloud in the cloud, and mapped to the EP Module with the push of a button.
  • Leader-boards for student improvement for various different Experience Products (creating a little friendly competition).

“The question isn’t who is going to let me; it’s who is going to stop me.”

-Ayn Rand

By delivering “Amazing” results to students, we believe we can become the leader in the field of online guitar instruction.  Where users can’t stop telling everyone they know about the great experience they have had.  Not to mention, creating “Lifetime Customers” out of the students that achieve Mission Accomplished during one of our Experience Products masterclasses.

The TenX Founding Team:


Dean Strickler

Founder & CEO

"Hope is not a strategy. Luck is not a factor. Fear is not an option.” — James Cameron

John Quinlan

John Quinlan

VP of Business Development

"Quality is not an act, it is a habit." — Aristotle

Bill Huang

Bill Huang

Chief Technology Officer

"The only things that life denies you are the things that you are willing to let pass by"

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