Tradecraft in San Francisco offers full time, 12-week immersive bootcamp programs for smart, motivated people who want to get into tech. Tradecraft offers courses in Sales & Business Development, Growth Marketing, Product Design and Engineering.
The program has been designed by industry-leading experts to ensure that students graduate with the depth and breadth of knowledge to make meaningful contributions from day one at a high-growth startup. Tradecraft students work with a large group of world-class mentors and a small group of inspiring peers. Students gain real work experience during the course of the program by working on projects for Silicon Valley companies.
Tradecraft’s unique approach to training means that graduates will have access to programs and resources until they get a job. Tradecraft offers ongoing mentorship and support to their alumni.
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Recent tradecraft Reviews: Rating 4.98
The Product Design Track offers individuals with previous experience the opportunity develop and design real products alongside Silicon Valley startups. Curriculum and projects allow students students to build skills like: Customer Development User Research Wireframing Interaction Design User Interface Design Prototyping Content & Copy
The Tradecraft Growth track offers it's members a deep dive into every step of the startup customer engagement funnel from user acquisition to retention to revenue and referral. While in the program, students do projects to explore various channels by working with practicing mentors in the field and participating in project for real startups.
Business Development & Sales
The Business Development & Sales Track at Tradecraft is for individuals who want to learn how to drive startups forward. Members of this track often come in with entrepreneurial aspirations or are focused on joining a startup as an early business hire, where their critical value comes not just from the first customers or revenue that they generate, but also from their ability to accelerate the company toward product/market fit. The track is also well-suited for those who are interested in learning how to build partnerships with other customers, employees, organizations, or investors.
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I did the sales track and I learned more in 3 months at TC than I did in my 4 years at college. New to SF, it felt like I had expanded my network by 100+ people - wich lead me to negotiate and sign a job offer the day I graduated. They give you the resources to be successful.
Tradecraft is an outstanding apprenticeship for those looking to transform their careers. I had been circling a career in product design in the few years since I had graduated from university, however, a dedicated role in the field had always eluded me. Despite working for an exciting company in the tech industry, I felt uninspired in my day-to-day life and any progress in my career seemed tangential to where I really wanted to go. Wanting to regain control of my career and its trajectory, I researched my options, and ultimately decided to take a calculated risk: I left my job to study product design at Tradecraft. And this was one of the best decisions I have ever made.
There are a couple things that really make Tradecraft (TC) stand out:
1) Client Projects: Although the lectures and curriculum are excellent and cover a wide range of topics such as visual design, typography, prototyping, and lean design, I feel I learned the most from working on client projects. These projects with start ups in the Silicon Valley are a trial by fire, and give students the opportunity to collaborate as a team and apply what they’ve learned to real work that will (likely) ship. This hands on experience not only helps students build out their portfolios, but is also a critical step in the journey to becoming a full-fledged designer.
2) The people: The instructors and staff at TC are wonderful – it’s rare to find a group of people as talented, experienced, supportive, and fun to be around. You will also be able to learn much from your fellow students, who come from diverse backgrounds, share in the goal of entering a new field, and will one day become your colleagues. One of the most valuable things to come out of my time at TC is the community of friends and mentors I found there. I would not be the designer I am today without them.
3) Personal Growth: TC pushes you to be introspective and develop a better understanding of what you truly want to do and where you want to go in your career. One of the great strengths of the apprenticeship is that it also teaches you to be more strategic and methodical in how you go about pursuing your goals.
There are a couple caveats. Attending TC does not (nor should it) guarantee that you will successfully make the transition into your desired field. However, it will give you every opportunity and tool to be successful in this pursuit. You will get the most out of the experience if you are self-directed, respectful and open-minded, resilient under hardship, and committed to the work. Ultimately, the only one who can make your desired career change a reality is you.
Upon graduating from TC, I interviewed for a few months before accepting a role as a UX/UI Product Designer. I love what I do now and have never before felt this fulfilled or excited about my work. TC was a force multiplier and if you feel you are up to the journey, I would highly recommend taking it.
Coming into the program, I had two goals: work on a growth team at a small/medium sized company and to network with growth professionals in the Bay Area. After graduating, I now work on a growth team and have a ton of connections - and most people are only an email or two away.
I moved to the Bay Area from Singapore to do Tradecraft. I literally knew no one when I stepped into America. Tradecraft gave me a strong network of alumni and community to tap into for job connections, networking, advice, mentorship etc. As the program grows, this network only gets bigger and stronger.
I also knew nothing about the tech or startup industry, and Tradecraft taught me everything I needed to know to succeed. Tradecraft is not your run of the mill education program. It's a mindset. The way I approached problems and life in general changed after just 3 months. I learnt about adding value, being a resource to others and being a good member of the community. And these are the kind of skills that no one talks about, but are immensely important in being successful in Silicon Valley.
On top of that, the work you do at Tradecraft is real client work, the kind you would be doing if you were a freelancer. No student projects here. Expect to work very hard, make tons of mistakes, learn quickly and repeat. Zac and Jake, the design instructors are always available for advice. But don't expect them to hold your hand and spoon feed you material. A large part of the Tradecraft experience is self-motivated learning. What you learn and how fast you learn are all in your hands.
I currently work as a designer full-time in San Francisco, which was not something that would have been possible without Tradecraft. If you are motivated and want to enter the tech scene, I would strongly advise that you go through the program.
I hope my story resonates with some of you. I felt locked into Big 4 accounting, every year that passed my skills were laser focused on building an aptitude around one particular code section. While my colleagues were fawning over reaching the next level (Sr. Associate, Manager, Sr. Manager, etc.) I was thinking to myself, how did I get into this mess of living in the world of measuring success through chargable hours. My creativity which my college friends and family loved about me dwindled and I felt if I didn't change something drastically, there would be no turning back.
Something did change - at age 30, I decided to change my career. I was a bit naive and abruptly left my job. A year later, I wasn’t any closer to landing a Growth/Marketing role. I didn’t have the network or the knowledge to successfully land a role. I endlessly interviewed - it is painful to even remember the amount of rejection and time I spent on proposals to try and cater to highly competitive SV companies.
My Tradecraft experience was more valuable than my highly ranked graduate program at UT Austin. The classes were rigorous and the self introspection was intense. At times I felt overloaded but I knew this was the right path. Our highly experienced and patient growth instructor understood how to ramp students up to the ever changing world of growth marketing. On top of curriculum, students worked together on real projects for brand name startups. I was privileged to lead a data heavy paid acquisition project with Udemy and presented my findings to a board room filled with their growth team.
My experiences with Tradecraft led to many rich conversations with companies which wouldn’t respond to a LinkedIn or Angel.co resume drop. The leads and network Tradecraft offers is unparalleled. TC is very tactical by nature and understands how to stand out in this talent flooded market.
Within a few months after graduation, I landed my dream role as a product marketing manager owning all marketing initiatives for a particular product line. I am work with designers, developers and closely with the CEO on a day to day basis. The work environment is highly collaborative and I feel empowered to make all decisions around design of my product. I couldn’t have dreamt any of this would’ve been possible.
If anyone in the financial services space thinking of a transition - I highly recommend looking into what Tradecraft can do. Please feel free to look me up on LinkedIn to reach out to me directly.
I can't think of good enough words to describe what Tradecraft was for my career/life. Coming from very far away (Chile), you read about tech & growth but don't really understand how things are done in the Bay Area. Tradecraft was the gap between those two worlds.
I joined with an interesting background. Being a founder twice (including a Snapchat - Latin American competitor that grew to 80,000+ DAU), I had experienced the pains of growing a company. Growth isn't luck. It's a mindset. And even though I had some previous experience optimizing viral loops, Tradecraft gave me the solid foundations to become a growth marketer.
I met amazing people during the 3-month program. Humble, fast learners. Always looking for new ways to add value to the community. Most of them now working at top startups in the Bay Area.
Tradecraft is for people that want to learn, are curious and motivated. If you expect the world to do everything for you, then this is not the place for you. If you work hard, you'ill get 10x back.
The instructors are incredibly smart and have experience in startups and growing companies. They help you accelerate your learning curve by giving you the right material and walking you through the different growth channels.
I'm currently working in a hyper-growth company. Couldn't be happier. I will be forever grateful for everything they did for me and the Chilean Mafia.
I joined TC in May, 2016 after 10 years as a designer for multiple tech companies in the Los Angeles area. I was wanting to transition to the Bay Area and revive my UX, UI, and visual design skills and thought TC would be a great way to do that. Lucky for me TC delivered so much more.
The freshening up of my design skills, revisiting concepts I understood well, and also becoming acquainted with the latest processes and trends was worth the money on its own. But where TC excelled was at helping me understand the unique culture and needs of Silicon Valley, teaching me how to build my network and the importance of it, and in helping me find a job.
Four months out of TC and I'm in the midst of transitioning to head of design from senior product designer at a post-product market fit startup while I manage my own company of contractors designing groundbreaking interfaces for the military!
In summary, it's the best money I've ever spent and I now have an incredible network here in the Bay.
Tradecraft is an excellent institution for anyone looking to change careers and work at startups. Misha, Nick and Ariane all provided valuable advice and developed a structured coursework and job search plan for me during my time at Tradecraft. Alongside, I was impressed by the quality of students at Tradecraft. Many students come from various professional backgrounds, and are able to provide valuable inputs during projects and discussions. Overall, I would high recommend anyone who is looking to change careers, and move to the San Francisco Bay region to apply for Tradeacaft. You would develop an excellent network and learn new skills that will prove to be a great resource when searching for jobs.
I was a sales rep at a startup for my first job and was looking for a way to break through into the growth marketing scene. I've heard great things about Tradecraft before but I wanted to speak to Thomas and Nick, who assured me that these 12 weeks would be more valuable than anything that I've done for my career. And they were right!
The great thing about TC is that it feels more like a community and less like a boot camp. Sales/BD, Product Design, and Growth tracks work together everyday to accomplish real tasks and deliverables for startups. There is nothing better than to get hands-on experience for work that you'll be doing shortly after the program.
Although I had no prior growth experience prior to TC, it didn't matter. Thomas and everyone at Tradecraft took time out of their day to make sure that we were engaged and challenging ourselves. I've met some great people at TC. I still keep in touch with people from my cohort and it's always great to bounce ideas off of them especially since we're all in the same field.
I would strongly recommend everyone who is looking into getting into breaking into the tech scene to give Tradecraft a shot, it's definitely changed my life and can changes yours as well.
Tradecraft offers an amazing opportunity to make a career transition that builds off of your current experience (no matter how different it may seem at first!).
It's a guided program, but success comes down to putting in the time to each yourself. The curriculum gives a curated assortment of the best resources out there covering all of the topics of product design. It's up to you to decide what you want to focus on.
The students are diverse with an incredibly variety in backgrounds and are all very driven. This is critical because you work together to the deliver the client work.
This is also what set Tradecraft apart-you do real product design work for real clients. This is done in teams and ultimately becomes your portfolio to get a position after the program is over.
The instructors are top notch. They are intelligent and driven, but will not tell you what to do. Rather, they help you ask yourself the questions that will get you to your own answer.
The only thing I would have done differently was to get on client work sooner and work with the instructors to get the team to do more iterations of our design solutions.
I came into the Bay Area fresh out of college without knowing a thing about tech or the startup scene. Tradecraft was a direct portal to a highly talented group of like-minded individuals - all oriented around the idea of lifelong learning. Everyone in the program is pushing themselves to be the best that they can be by building a highly leverageable set of skills. I left Tradecraft with a job at a highly reputable tech company with an astounding sales organization. The hardest part of the graduation process and getting a job is that when you do, you won't want to leave your Tradecraft family behind.
I recommend this program to anyone who is motivated by learning and self-improvement and wants the opportunity to work alongside a group of peers, who all come from vastly different backgrounds, but each exhibit astounding self-determination and the desire to be the best they can be.
Tradecraft transformed my career and professional network. Through Tradecraft, I developed new, highly relevant business development and growth marketing skills that enabled me to jumpstart my career and break into tech after +10 years of contract marketing work. I learned more about entrepreneurship, technology, the startup community, and how to add value and drive business growth than I ever thought possible. I also received excellent career counseling. Thanks to Tradecraft, I landed a great new job with a fast growing B2B software company that would have been otherwise out of reach.
When I got my MBA, I was taught business theories through textbooks and out-of-date case studies by professors focused on academics and research. At Tradecraft, my instructors were startup founders and industry practitioners who gave us opportunities to apply what we learned to real world startup projects. The value of this practical hands-on training is incredible. The Tradecraft founders, curriculum, track instructors, peer group, career advice, and professional network will blow you away. Attending Tradecraft was the best decision I could have made as a mid-career professional eager to pivot into tech.
I found Tradecraft when I was trying to make the career transition to Product Design. After poring through reviews of similar programs, I decided on Tradecraft because of its unique voice and emphasis on growth.
Tradecraft's emphasis on each individual student is what makes it successful. Mentors give 1-1 feedback and help students achieve their goals, whether they're career-oriented or personal goals.
Moreover, being at Tradecraft has provided me with a community of bright, motivated individuals. Coming into Tradecraft every morning, I'm always excited to see everyone. It never feels like work – one of the best parts of Tradecraft is being able to bounce ideas off my friends and work on projects.
Overall, it was a great experience and I'd definitely recommend Tradecraft to anyone who is considering a career change. I can certainly say that the learning environment is unparalleled, and the mentors are top-notch.
Tradecraft was the lifeboat I needed to navigate the incredibly new and intimidating waters of tech. I had come from a healthcare background, forced to leave dental school after being hit with a degenerative nerve condition with my dominant arm. I withdrew from school in July and made my way up to SF in September to join Tradecraft and figure out how to start afresh.
To say that I was neurotic is an understatement. I never expected to have a career transition, and had no clue where to even start. I had extreme anxiety about starting over in a foreign field that I had no experience in.
Thankfully, TC provided the mentorship and the community that I needed to pave a new path. I met up one-on-one with Misha, one of the two cofounders of TC, on a weekly basis. During my first few weeks, I questioned whether or not I made the right decision, going to TC over a coding bootcamp. But Russ and Misha seemed to know me better than I knew myself, and foresaw that I could not be happy or successful if I wasn't in a customer-facing position. I ended up finding a job midway through, leaving TC four weeks early to join a Series-B startup as a customer solutions engineer. I could not have found a better first job in tech, or a better fit, as I am now in an extremely technical, customer-facing role.
The most valuable things I gained from TC was the mentorship from Russ, Misha and Thomas, and the community from my fellow cohort members. I was constantly supported and encouraged by my fellow TCers, who were smart, driven and proactive, and came from all different backgrounds. Everyone truly wanted to see everyone else succeed, and was always willing to help me out in any way-reading my resume, connecting me to people they knew over LinkedIn, or just keeping me grounded. I definitely owe the successful launch of my career in tech to my TC mentors and fellow students.
I was successful. I'd spent a few years accumulating design experience in a dying medium. I didn't notice the decline until it was too late to course correct. I was early 30s.
I explored options. Advertising is surprisingly conservative, ad-school costs a fortune and CDs don't respect it. Anything technical like industrial or arch+viz is too education-obsessed for a late career switch.
Tech was the smartest move. I could prove myself with a few pieces of good work. Companies are starving for talent. Design is respected, growing even! And highly paid. If this environment exists somewhere else for designers, I didn't find it.
I researched every school- including grad programs. I had friends that went to a popular bootcamp in Chicago, another in SF. (Just come to SF, don't make this harder)
Tradecraft won in the end because I saw students succeeding. Nobody seemed to slip through the cracks. Just look at these reviews.
When Nick talks to you for the first time, it's natural to think it's a sales pitch. It's not. I sent my email address and he called me to form a game plan—every other school added me to MailChimp.
So now I'm out. I had a job before graduation, chosen from 2 offers with another on the way. My income immediately jumped more than the tuition costs. Everyone I keep in touch with is working, most of them with ZERO design experience beforehand.
You can do this without paying for school, but if it takes you a couple months longer, you've lost income.
I should note that I was the last to leave every night (and sometimes didn't leave), and the first to get a job. You WILL exit with the right technical skills, portfolio, network, if you do the work they ask. If you can hustle, Tradecraft will work for you.
Before deciding to come to Tradecraft, I looked into many programs. In comparison to others, I was very impressed with TC graduates, students’ portfolios, and both their hard and soft skills. Their graduates seemed to be well-rounded not only in the tracks they pursued, but had a good general understanding of all aspects of what it takes to build a product.
I never regretted my decision to join Tradecraft. I learned a lot there and made some amazing friends.
The advice I woud give thinking back on my experience at Tradecraft:
One should come with a ‘growth mindset’, be open-minded, learn from everyone, and be ready to work hard. How successful you are will depend only on you. No one will hold your hand and tell you what to do. Tradecraft has all the resources and amazingly smart and experienced people to help guide you, but you need to be the one who takes the initiative. Whatever motivation you have to move forward, use that to learn as much you can and continue challenging yourself throughout the program.
Use the time at Tradecraft as an opportunity to take on challenges that you never thought you were be capable of doing. Consider it your ‘practice round’, as you won’t have those chances in real life. Try leading a project. Even if you decide later on that product management or leadership role is not for you, you will still learn a great deal about team management, client communication, and understanding the goals and challenges of the managers you will work with in the future.
A year out of college, I moved from Toronto to San Francisco and aimed to transition into tech. I found Tradecraft online, and once I had my initial call with the team it became clear that it was the best option for me. I have a marketing background, but I had been unfulfilled by my work experience thus far and have always had an interest in design. I thought that Tradecraft would be a great opportunity to see if design was a good fit for me.
I joined the program, kept an open mind, and spent a lot of time during my three months at Tradecraft exploring opportunities in the Bay Area, deliberately working to figure out what role I want and what my skills are. In the meantime, I made a ton of great new friends, both in my cohort and in the Tradecraft community overall. I ultimately realized that while I loved product design and UX, my true passion and skill is in content marketing, specifically for fast-growth startups: I wanted to help interesting, mission-driven companies grow by writing and creating great content. Without Tradecraft – its guidance from professionals, a constant stream of interesting mentors, top notch teaching and career training – I wouldn't have gotten to this level of clarity and direction about what I want out of my career and how to get there.
I came out of the program and doubled-down on finding a great content marketing role, and a month out of Tradecraft I landed a job as a marketing specialist with a B2B SaaS startup. It's the perfect role for me, my skills, and experience. I would not have been in this role without Tradecraft.
The leadership team says that Tradecraft is a kitchen, not a restaurant. By that, they mean that it has the tools, resources, and network to help you on your journey, but ultimately you are responsible for your experience there. That couldn't have been more true for me: Tradecraft helped me figure out what I wanted, and then provided practical training and ongoing support to help me get there. It was the most valuable career decision I've ever made.
I applied to TC based on recommendations from a few industry professionals and from all the great reviews I read online. But after going through their ridiculous application process and getting accepted, I ultimately decided the program was not for me and declined to come on board.
First of all, there is no way to email anyone with questions, no phone number, no FAQs, no way of getting an on-site tour, and no way of sitting down with an instructor to see if it will be a right fit. The ONLY way to get ahold of anyone is to "apply", which means just filling out a contact form. After "applying", Nick from admissions will call you for an informational interview and tell you they are so great and selective, but it's not true. I've met people who came from varying backgrounds who were all accepted. After the initial call with Nick, for the Product Design track, you'll be asked to do a project which takes quite some time, especially if you're completely new to the Design world. On the final call, they will tell you your project was crap and will not give any feedback, but they will say you're accepted anyway because they can help. They will convince you that you need them and they will bully you to start immediately, otherwise, they won't think you're serious. Their desire to just fill spots and take people's money is so obvious. Honestly, I should've known better. The signs were all there, but I was blinded by the reviews. For $14,000+, you would think they'd care a little more about how they're coming off and not be so rude or pushy.
Since declining TC, I've met several other people who had similar experiences. I also found additional programs with better setups and offerings and I couldn't be happier that I walked away from TC. I've met people who went to TC and they got great results from attending, but they were all part of the earlier cohorts. Things change. I'm honestly surprised there aren't more bad reviews here.
I won't tell you where to go if not TC, but I will tell you to find a program that welcomes you, lets you meet instructors, is kind, and totally transparent with what they can do for you. They do exist! Don't give your money to just any program that claims they can get you to your dream job. I emailed with and visited offices so many different programs, and I didn't commit to any of them until I found the one that didn't make me feel uneasy. Declining TC was the best decision I could've made for my career.
Making a move into the tech world provides significant challenges, including a lack of network and relationships. Tradecraft provides the coaching, skill building and foundational network to build a career in tech. While learning sales, you’re exposed to the other tracks (growth, product design) and collaboration opportunities are prevalent.
Tradecraft focuses on personal developed as well as career development. Providing guidance and peer support that will build knowledge and exposure to become an effective startup founder or team member. Additionally, the number of alumni keeps growing and a strong network effect has taken place. This is essential to achieving success in this industry.
If you’re changing careers, moving into the tech space, or want to build a strong network within the Bay area, Tradecraft is the program.
This review focuses specifically on the value I received from Tradecraft as a student who transitioned from a seemingly unrelated job and industry into product design and tech.
TC is awesome, and I could wax on forever about the experience generally, but I want to be useful to the folks like me who sat wringing their hands for months, waffling on whether a non-artsy business strategy person could transition into UX/product design. SPOILER: you definitely can, and TC is a great way to do it.
Here are the things I found most useful in the context of career transition:
1. Client work that is relevant and gets shipped: Employers care about this. Being able to point to a real, functioning product on your portfolio and in interviews makes you more credible, especially when you don't have a design-related job title on your resume.
2. Great curriculum and instructors: Class sizes are small, which means that you can (and should) really take advantage of the expertise of the excellent instructors and staff. This won't be the case with a lot of online and other, larger offline design courses. This type of close instruction was vital to me as a someone who came in knowing very little about design.
3. Strong emphasis on building your network: TC pushes you to meet meaningful milestones in building your network. The mentorship opportunities and the career development curriculum get students out of the studio and into coffee shops, chatting with people in the industry. This is SO IMPORTANT when you're looking for a job, especially if you're coming from a different industry without many tech or design contacts. I've made "networking" (i.e., true relationship building) into a habit that I'll carry with me forever.
4. Community: Transitioning into a new career is hard. Don't get me wrong, for all the good stuff I have to say, I definitely cannot say that it was easy. The community of support that TC provides was there through the good times and the hard ones. They're there to celebrate the wins, to commiserate over the losses, to share ideas and articles, to practice whiteboarding challenges and interviews, and to go on long bike rides. The community is dope. That's valuable no matter what.
My experience with TC was pretty unique. I am a single mom and had just gotten laid off from a job I had had for almost four years, I was at the tail end of a long and nasty divorce and was feeling generally SPENT. I scraped enough $$ from family and through the generosity of TC was able to attend the 12 week bootcamp. It was the most expensive investment I have ever made in myself and hands-down the most beneficial. TC not only gave me the curriculum I needed to gain an understanding of the foundation of growth marketing, but it also provided a steadfast professional community, a group of mentors that believed in me when I didn’t believe in myself and a fully immersive experience of what it feels like to be fully supported in your goals - I was able to build a new self because of the love and support that TC provided during those twelve weeks. I can’t recommend it enough.
Tradecraft is a rare gem of a school and community. If you are at all interested in doing a career accelerator program, I would highly, highly, recommend doing it, even if you need to take out a loan to do so (which I did).
I was struggling financially as a photojournalist and found myself getting super interested in UX Design. After learning a lot on my own (doing courses on Treehouse, reading books, messing around in Sketch), I decided that doing an in-person bootcamp would let me immerse myself in the design/startup community in a way that I couldn’t by simply learning on my own. I was initially hesitant about shelling out $14K as I would have to take out a loan and that sounds like a steep price for a 3 month program. I ended up making back the cost of the program in the following three months, making a ton of new friends who also love design/startups, and now have a job I find incredibly creative and fulfilling.
(Disclaimer: I did the Product Design Track and finished the program Mid-2015. They are constantly iterating/improving the program, some things may be different now)
The single biggest differentiator between Tradecraft and nearly all other bootcamps is that Tradecraft throws you into 'client work' projects almost immediately (Week 3) and you do most of your learning by doing real work for real companies.
It goes like this:
1) Someone at Tradecraft reaches out to a company they’re interested in or companies reach out about having some design work done.
2) The company comes in for a ‘consult’ which is led by the Product Design instructors - after the consult, students discuss if it seems like a project they would be interested in.If so, student Project Leads are assigned and a proposal is drawn up.
3) Students work directly with the startup to complete proposed design work, utilizing the Product Design Instructors (who are mind-blowingly amazing) whenever they have questions.
4) Students get awesome experience/portfolio pieces and startups get quality pro-bono design work.
This set-up is amazing for a couple of reasons. First, all of the learning you’re doing is way more concrete when it’s for a real company. Second, you get real design experience you can show to potential employers. Third, you bond closely with your cohort as you work through all the projects together, building a strong design network.
In spite of all the professional growth I had at Tradecraft, by far the most valuable aspect of the program was the way it reshaped my understanding of how to learn and how to best approach life as a whole. Misha, Russ, Zac, Jake, Nick and the rest of the staff infectiously imbue students with an amazing mentality: Be intentional about what you want out of life, work incredibly hard to get there, be good to those around you, and follow your curiosity. It fosters an enthusiasm and confidence that has stayed with me since.
The Product Design field is amazing right now (January 2016). Soon after graduating I got a job at an early stage startup from a fellow Tradecrafter. He had graduated before me and when a contact of his was hiring designers, he posted on the Tradecraft ‘Job Opportunities' Slack Channel about the position. I replied and ended up getting the job, I’ve been there since. General salaries at this point for Product Designers out of Tradecraft Range from 70-125K. Coming from a career in Photojournalism, that is mind-boggling. I actually would love to know any other time in history when someone could do 3 month program and immediately be eligible for work at an equivalent of a 70-125K salary. Maybe the 3 month journey across the U.S. during the gold rush? But that was 6 months and you’d probably get dysentery. Regardless of salary, I have found design to be deeply satisfying and filled with intelligent, wonderful people.
Tradecraft is wonderful. It is hard for me to think of a better way to spend 3 months of one’s life. I left with close friends, a more intentional/positive outlook on my life and learning, and a career that I love. Do it!
Feel free to hit me up with any questions at all:
I happened upon Tradecraft at a pivotal time in my life. Only a year or so earlier, I had decided to leave my job as an attorney to forge a new career in tech startup arena, with a focus on social enterprise. I spent the subsequent year juggling contract work as I tried to learn more about sales and business development, mostly making it up as I went along. My soft skills could only get me so far. When a potential gig fell through at the 11th hour, I was left wondering, "now what?" It was roughly in that moment that a colleague mentioned her previous experience learning Product Design at a program called Tradecraft. She noted that they also focused on Sales/BD. Two days later I was on a phone interview with the program director, to learn more. Four days after, I was signed up for the upcoming cohort.
I knew I was ready for a deep dive; to double-down on my career in a big way, which justified agreeing to Tradecraft's relatively demanding commitment in time and money. I wasn't promised a job after, instead I was subtley assured I'd be guided in the most constructive ways possible, to meet my professional goals and build an invaluable network. They delivered. I was continuously challenged in class and on projects. I was introduced to incredible peers and mentors and within the first month I had already met my future employer.
Fast forward 1 week after my program ended and I'm happily settled in a new job at an early stage startup working in strategic partnerships, and it feels like an absolute perfect fit for me at this juncture. How quickly and unexpected this occured may seem like one big coincidence, but this is a common theme among other Tradecrafters I've met. Chances are, if you are reading this, you are probably ready for this. Good luck!
Awesome experience with whip smart people. I was in the very first class at TC and enjoyed what I learned and the people I got to meet, from my classmates, to the instructors, to the amazing mentors collected along the way. Glad I took 12 weeks out of my life to experience Tradecraft!
Our latest on tradecraft
Adam attended Tradecraft’s 12-week growth marketing bootcamp in San Francisco, with a mission to shake up his skills in tech. Although he had a ton of tech experience with A/B testing and experimentation, he realized he couldn’t land the marketing career that he wanted. Read more about his thoughts on learning in a bootcamp classroom, why he used Tradecraft to take hold of his own destiny, and how he was hired in a Paid Acquisition role at Udemy. Plus, Adam gives us a great overview of modern growth marketing!
Tell me your pre-Tradecraft story. What was your career and educational background before you went to Tradecraft?
I’m originally from San Francisco, so I moved back after college because most of the jobs in San Francisco were in Tech- my goal was to get my foot in the door at a company. I worked in technology sales selling advertising space for about a year and a half at a large company. When I decided I wanted to work at a much smaller company, I joined Optimizely, which is an A/B testing platform. They’re now a really successful software company, but I joined when they were really small. I started with sales, which snowballed to getting exposure to a bunch of different departments. I transferred to the Optimizely Amsterdam office to train and hire our customer success management team.
As you can see, I had a good amount of experience in tech, but not in the role that I wanted to pursue. I reached a point where I realized that I like helping customers do A/B testing , but it wasn't necessarily something that I was really passionate about. I most enjoyed A/B testing and user acquisition, so I started to look for jobs, but kept hitting a roadblock where companies needed to see many years of experience before they’d even consider my resume.
Experience is something that tech companies value but will rarely give. After a few months of sending out my resume, I decided to figure out how I could control my own destiny. One of my options was to get that experience from a bootcamp.
Which track did you take at Tradecraft?
I took the Growth Marketing track. I experienced two types of learning at Tradecraft. One is extremely tactical and skill-based. That means you’ll learn how to do an SEO audit of a website, how to run an ad campaign, you will learn about content marketing. This is very topic-based, extremely specific skills - the things you need to know before you can move on to a job in that industry.
The second thing that I learned was much more surprising and less expected: spiritual learning. I looked at myself, thought about what I am actually good at, passionate about, and what I wanted to become good at. These are much deeper, spiritual questions that are so much more tied to your success after the program than learning how to do an SEO audit.
Those are things that I think get lost in a bootcamp. Some bootcamps are just like "We'll teach you how to learn Java, we'll teach you this;" but they don't necessarily bring up things like, "You can know all the languages you want, but you must learn how to interview, how to position yourself, and how to really make sure you're ready for the next step; those are equally important to your success." Aside from in the track, you learn all the things about growth marketing that you could ever want to know from email marketing, SEO, paid acquisition, and A/B testing. You also get this really important piece about answering questions about yourself and what's going to make you successful long term.
You mentioned that you researched a few other bootcamps- why did you choose Tradecraft?
I had found a lot of bootcamps to be factories. They just grew to a point where it's like they're becoming a university and taking away from the core bootcamp experience, which is really one-to-one mentorship and a tight-knit group of people.
At the time I was researching, there weren't a lot of bootcamps that specifically offered Growth Marketing courses. And particularly for a course that's really expensive, I knew that I needed a lot of mentorship and individual attention. That's why going to a small bootcamp like Tradecraft was really important for me.
What really struck me about Tradecraft was the first call that I had with Nick, one of the six staff members. I liked that I got to speak to the people who teach at Tradecraft. Everything they said fit really well with what I believe, particularly how Tradecraft is meant to be a guide in your experience. You really will get out what you put in. It seemed like something I wanted to join, so I took that leap of faith and joined Tradecraft.
What skills were you hoping to get out of Tradecraft when you started?
From Optimizely, I already had a pretty deep understanding of experimentation, which is a huge driving force behind growth. What I was missing was an understanding of marketing. Content marketing, email marketing, and paid acquisition are all skills that you need to actually grow your business and get people to your website. There are many different ways that you can go about doing that marketing.
Tradecraft was really good about honing in on the four or five most high-impact marketing tools that you could learn. Those things included:
- Paid Acquisition, which is a tactic that almost every company in Silicon Valley uses.
- Content Marketing, which is now one of the most popular ways that marketers are getting traffic to their website.
- Email, which means understanding messaging and segmentation.
- Optimizing the user journey
Did you consider getting a degree in Growth Marketing? Or getting an MBA?
It's not that it wasn’t an option for me to go back to college; it’s not an option period. There are no universities teaching relevant digital marketing strategies that companies are using here in San Francisco and Silicon Valley. This knowledge is not being circulated through traditional universities; that’s why tech conferences, meetups, and blog posts are so important.
That’s accompanied by the fact that a degree would take a really long time and be incredibly expensive.
I did think about an MBA, but I already have a lot of experience in technology, so I didn't need an MBA on my resume. That's not what was preventing me from getting a job. What was preventing me from getting a job was skills-based learning, and knowing the skills that I actually needed to perform that role. That's why I went with Tradecraft, because I would learn tangible skills and work with real companies while I was there. I was able to go back into the world with these new skills, coupled with my experience, in order to be competitive in the job market.
How did you justify the cost of Tradecraft?
When I started doing my analysis, I thought, "How much money and energy have I spent investing in myself?" When you look at it from that perspective, investing $14,000 into your own mind and skillset is a really easy sell to make internally. It's really about pulling that money out of the bank and back into me. Fortunately, I was in a position to do that. There were people at Tradecraft from a lot of different backgrounds with a ton of different financial situations, and I know that it was able to work for everyone.
What was the rest of your cohort like at Tradecraft? Was it diverse?
The people in my class were arguably my favorite part of Tradecraft. From a gender perspective, we’re around 40% female and 60% male. There were people from a lot of different backgrounds, racially and in their experience. Our class wasn’t just techy people or recent grads. The average person in our class was a few years out of college, with some work experience, looking to pivot their career.
What was the learning experience like at Tradecraft? Tell us about a typical day!
Tradecraft is a three-month program, with the first and last two weeks focused on career development. During the first two weeks, you’re trying to answer questions like what kind of job we want, what kind of environment and culture we would be successful in, and what location we want to work in. These bigger questions are typically answered when interviewing, which is the wrong time to answer them!
After career development, you enter what's called Curriculum. Each week you're learning a different topic. For example, the first week will be an SEO week, and you will have a series of lectures on SEO, then you will have a project to do for that topic. If it is SEO week, you'll have to do an SEO audit by the end of the week on a company of your choice and submit that back to the instructor for review. It's very different than a conventional class with 3-6 months of classes, a mid-term and a final. Tradecraft gives a bit of lecture to give you the groundwork, but then a lot of the learning is done by getting into the weeds and getting your hands dirty. You'll continue for 11 more weeks with that same cadence on different topics.
During the last two weeks, you go back into career development, but this time it's much more tactical. You've learned these skills, you've answered these bigger questions, and now it's time to look at your resume and get introduced to these companies that you said you've been interested in for the last 11 weeks. Tradecraft wants to build that framework for you, so that when you hit launch, the end of the program, you'll have all the pieces you need to be able to go out and “execute,” which means finding the right job for you. That's the end goal.
Did you have enough support from instructors?
Each cohort varies in size and makeup. There were about eight students and one instructor.
What type of hours were you putting in at Tradecraft?
We had a daily stand up at 9am and I would get home at between 6pm and 7pm. Depending on the day or the workload, it could vary. I actually reached out to companies to help them with their business, which could mean writing a new drip campaign to send to new users or could mean designing a paid acquisition strategy for them. Those two things will have a much different time investment.
It’s all about perspective. There are some stories on Course Report about other bootcamps as a whole that say "Be prepared to say goodbye to your friends and be under a rock for three months." I really didn't find that to be the case at all. When I was spending a lot of time at Tradecraft, I was investing in myself and taking the time to do it the right way and not take a shortcut. One thing I can definitely say is whatever time I did spend at Tradecraft, was well spent.
On any given day at Tradecraft, there are 10 or 15 different things that you can do. You can go to a marketing meetup and network, go to a speech that they're hosting internally, work on a project, go to class, etc. You have to actually prioritize what you want to learn and be efficient with your time. I think your time commitment depends on where you're at and your maturity as a professional.
Did you have a favorite project or assignment that you worked on during Tradecraft?
I brought in Kiva, which is a micro-lending site for developing countries. In the initial meeting, they described their business and some of the challenges that they were facing. Then together as a team, we gave a proposal of what we wanted to do for them and executed on that plan. My team worked specifically on an advertising and influencer marketing strategy for their new business, Kiva Zip, which is micro-lending in the US. We crushed the goals that they wanted and it was considered a really, really great success.
About three weeks ago, Kiva announced that they had launched Kiva Zip out of Beta, and we saw that the groundwork that we laid really enhanced the business.
Were all the students in your class working on the same projects with nonprofits?
No, the projects were across a wide spectrum- from comic book apps to e-commerce shops. It depended on what the Tradecraft student was really interested in learning. For me, I was really interested in doing user acquisition paid ads, and really liked Kiva as well. I just married those two, and it made sense for me. You can also sign up to help other projects, so you won't just get exposure to your own projects.
Okay, what are you up to now Adam?
I'm a Senior Marketing Associate, Paid Acquisition at Udemy, which is an online learning platform. I'm doing paid acquisition, which is very much what I was learning. I'm also using the A/B testing skills from my last career, which I pieced together with my new skills to create a new role. That was my game plan from the start.
Did you find your job at Udemy through Tradecraft?
I graduated Tradecraft and a week later was signing my final offer. Then a week or two after that, I'm sitting down in my chair at Udemy. I ultimately found Tradecraft extremely valuable because I got introduced to Udemy through my Tradecraft instructor.
What is your day-to-day like as a Marketing Associate in Paid Acquisition?
For the first three months, I was working in a pretty standard growth marketing paid acquisition role: I had a budget and channels and I had to acquire users. Due to my experience at Optimizely with optimization, Udemy asked me to step up and do A/B testing on the site. My role has shifted in the last few weeks to working a lot with product engineering and design to build A/B tests for experiments to run on the Website.
The growth team is about 30 people. Now that I'm in this optimization role, I've shifted to where I'm actually working with two engineers, a designer and reporting to the Director of Product.
What has been the biggest challenge in your career change so far?
A bootcamp like Tradecraft is great at getting you from 0 to 1 really quickly. But like any job or any profession, you don't end at 1. You have to jump from 1 to 100; you’ll learn new terms, platforms, knowledge of your business and of your market. There is a steep learning curve in order to be a positive member of my company and drive a lot of value to Udemy.
Tradecraft really protects you against this, but I have friends who participated in other coding bootcamps who didn’t learn that there are no shortcuts. You're not going to become a full web developer in 12 weeks. There's just too much material and too many hours required. Tradecraft positions their offer by saying, “We will get you into the door and in a chair at a company, but you control your own destiny, and it's up to you to drive that ship with help from us along the way."
What advice do you have for someone who is thinking about going to a bootcamp to change their career?
Like I said, a bootcamp is not a shortcut. It's going to be a lot of work, and it's going to be very challenging both personally and professionally. Then, once you get a job, it is only just beginning.
I used Tradecraft really tactically in my career. I had a certain exposure to tech, a certain type of experience, and I needed Tradecraft to slightly pave the way, acquire new skills, and accomplish what I wanted to accomplish.
Be really thoughtful about signing up for a bootcamp because you will only get what you put into the program. If it's not something that you really believe in and are driven to, you won't get to the finish line. I think what's really dangerous about bootcamps is that people join them without knowing their career endgame. It’s super important to make that investment with your eyes wide open and being really honest with yourself.
Tradecraft does a really brilliant job of weeding unqualified people out in the application process, but some of the other bootcamps seem to be trying to get as many people in the door as possible. Tradecraft is trying to aim for quality over quantity, and that's massively important.