Why I built this.

My son Liam is nineteen. He wanted to learn online marketing — not for a diploma, just because he wanted the skill.

But while I was looking for how to help him, I saw something I couldn’t ignore. AI was already taking over the work online marketers do. Content writers, SEO specialists, campaign managers — roles that had looked safe for years were suddenly under pressure. There was no point teaching Liam how to become an online marketer. I had to teach him how to become an online marketer with AI.

When I looked at what was out there, I got uneasy. Courses on how to use ChatGPT. Tools that were obsolete three months later. Quick fixes for today, everywhere. Nothing answered the question that actually mattered to me: what do you teach someone so that they’re still relevant in five years?

That was the moment. I decided to build it myself.

The bar I set was specific. The platform had to be simple enough that a nineteen-year-old with no background in AI or marketing could become, in twelve weeks, at least as productive and effective as someone with four years of education and two years on the job. In three months, I built Skilled Rabbit.

Along the way I noticed something. The world is splitting into two groups. The first uses AI to do the same work a little faster. They save two hours a week. They feel productive. They tell people about it. And they stand still while feeling busy. The second group uses those two hours to build something. Then they use what they built to save twenty hours. Then they use those twenty hours to build something bigger. That group moves forward.

The difference isn’t intelligence. It isn’t experience. It’s one thing: the people in the second group learn the things that stay — not the tools of this month.

And here’s what bothered me. The people who understood this were writing about it for other people who already understood it. Nobody was building a path for the marketing manager who can see her industry changing. The product manager who feels his role shifting. The nineteen-year-old who wants to be useful in a world that moves faster than any curriculum. That gap is what Skilled Rabbit is built to fill.

The structure I landed on is the Rabbit Loop — WHAT, HOW, GO, WOW. Start with the smallest piece you actually understand. Take the smallest real step. Do the thing before you feel ready. See what you made. Repeat. It sounds obvious. It isn’t, when you’re staring at a blank screen wondering why the thing that should have taken an hour has taken three days. The structure is what makes the difference — not talent, not a head start, not the right tools. The structure.

Finney is the coach I wanted to exist. He’s not a chatbot beside your work — he’s inside it, present at the moment it gets hard, asking the question you’re avoiding instead of handing you the answer. I built him that way because the right question at the right moment is what moves you forward. Answers are easy to find.

Skilled Rabbit is in beta. Real people are using it, and some of them are already moving faster than I expected — building things I wouldn’t have thought to build. That’s the proof I care about.

I built it because the gap between “AI can help you build” and “you can build” is real, it’s bridgeable, and the bridge is a structure — not more content about what AI can do. I built Skilled Rabbit with the tools it teaches. If that isn’t a proof of concept, I don’t know what is.

The world needs more people who ship. That sentence is behind every decision I’ve made about this platform. If a feature doesn’t help someone ship, it doesn’t get built. If a week doesn’t end with something real, it gets redesigned. If a promise can’t be kept, it doesn’t get made.

I built this for my son first — and then for everyone who can feel their work changing faster than any course can keep up, and refuses to stand still.

— Sjors van de Wiel

The first three weeks are free. If you want to see whether the structure works before you commit to anything, that’s the right place to start.