Jordan B. Peterson

Clinical psychologist, author of 12 Rules for Life, and founder of Peterson Academy.

Jordan B. Peterson in a Peterson Academy adAd · Peterson Academy

Peterson’s own site collects almost nothing. Its only visible email field is an event announcements sign-up on a page with no events, and its newsletter block, “Mondays of Meaning”, is in the page but hidden on every screen size. The site’s job is to send people to his companies: Peterson Academy above all, then two small paid tools, the Understand Myself personality test and the Self Authoring writing programs.

None of his funnels start with a free offer. Every ad found leads to a price: $9.95, $29.90 or $500 a year. The Academy collects emails on the side, with a popup about professor livestreams that are “coming soon”.

His Facebook page also advertises his DailyWire+ series (Exodus, On Marriage, Dragons Monsters & Men). Those are DailyWire’s subscription, not his.

The ladder

Every funnel Jordan B. Peterson runs, sorted by what it asks of you. The cheap rungs are doors to the expensive ones.

  1. Small one-off purchase

    A card for under $30

  2. Membership

    A card for a year or more of access