PARTS II & III
The rest of the talk
Part I was the argument for why war is a permanent feature of how power works. What follows is the half that tells you what to do about it — and a call with someone who does it every week.
Why Ukraine Matters
Every reason founders are given for not going, answered — and the ten rules that separate the companies that succeed from the ones that burn money.
- “There is no money in Ukraine” and what is actually true
- The corruption objection, answered from fifteen engagements
- Why everyone you might fight is already learning there
- The 10 Rules of Ukraine, with the stories behind each one
- How money actually moves, and how fast
Winning the Future
Private military companies, the return of a four-hundred-year-old security model, and who your customer will be in ten years.
- Columbus, the Dutch East India Company, and privatised force
- Why PMCs are returning, and why Ukraine will export them
- Sea power against land power: the shape of the next fight
- What this means for founders, investors and government
WHO IS SELLING IT
Clients are anonymised by category — we do not name companies operating in an active war. Outcomes vary by product, performance and demand; no specific outcome is guaranteed.
WHAT YOU ARE ACTUALLY BUYING
The call, mostly
Part I is free because the argument should be free. Parts II and III are the operating material — the ten rules, how money moves, what the corruption question really looks like from inside fifteen engagements — and they are worth watching.
But the thing that changes what you do next is the thirty minutes with a senior partner that comes with either tier. They move between Kyiv, the ministries and the units every week. You bring the product; they tell you where it stands against what the front actually needs. Often the answer is “not yet, and here is why”, and that answer is worth the money on its own.
GET THE REST OF THE TALK
Two ways to carry on
The Complete Talk
Parts II and III in full, plus a 30-minute call with a senior partner.
- Part II — Why Ukraine Matters
- Part III — Winning the Future
- A 30-minute call with a senior partner
- Slides and the full reading list
Premium
Everything above, plus a private session with Samuel Cook and priority scheduling.
- Everything in The Complete Talk
- A private session with Samuel Cook
- Priority scheduling on both calls
- Direct line for follow-up questions
Both include a 30-minute call with a senior partner. That call is the point — an honest read on your product from people who spend their week at the front.
FREQUENTLY ASKED
Before you buy
Part I was free. Why does the rest cost anything?
Part I is the argument, and an argument should be free. Parts II and III are the operating material, and both tiers include a thirty-minute call with a senior partner who works in Ukraine every week. The video is the smaller half of what you are paying for.
What actually happens on the call?
You bring your product and the problem you are trying to solve with it. You get a straight read on where it stands against what frontline units currently need, including the read that says you are not ready. It is not a sales call — there is nothing being sold on it.
What is the difference between $299 and $999?
The material is identical. Premium adds a private session with Samuel Cook himself rather than a senior partner, priority scheduling on both calls, and a direct line for follow-up questions. If you want Sam specifically, that is the tier; otherwise the standard one is the same talk and the same access to the team.
Can I get a refund?
No. The material is delivered immediately and in full, so payment is final. If something does not work or you cannot reach the call, email [email protected] and we will sort it out.
Do I need to have a product already?
You need something concrete enough to talk about — a prototype, a spec, a clear technical claim. If you are earlier than that, the free talk is the right amount for now and the call will not tell you much.