Part One
The Problem
Why AI skill concentrates in a few people, how drift sets in, and what it quietly costs a team that thinks it's keeping up.
A field-tested playbook for AI-first teams
Get your whole team speaking the language of AI. Not just the few.
Everybody In by Ben Kalkman is a practical playbook for building a shared AI language across your team in 90 days. Move beyond a few AI power users.
Coming soon. Every copy will include the companion Field Guide.
The 90-day system behind a 20+ person agency that went all-in on AI By Ben Kalkman, CEO of Rocket Media
The real problem
It isn't your tools. It's drift.
When AI knowledge stays with a few people, the gap across your team keeps growing. Buying another tool won't close it. Your team needs a shared way to learn and work.
An illustrative AI adoption mix
From private dialects to a shared language
The one idea
AI adoption is a language problem, not a tools problem.
A shared vocabulary for prompts, workflows and agents makes one person's breakthrough easier for everyone to use. Your team can build on what it learns together.
What you'll run
A real 90-day program, not a pep talk.
Three phases. One owner per part. Clear gates between each stage. By Day 90, training isn't something you do on the side; it's simply how your team operates.
The 90-day path to a shared language
- Day 0 — Measure
- Days 1-30 — Phase 1: Foundations
- Days 31-60 — Phase 2: Role Rotation
- Days 61-90 — Phase 3: Build & Demo
- Day 90 — Showcase
- Ongoing — Operating Rhythm
- 01
Foundations
Days 1 to 30. Build a shared vocabulary and get every person to a first real win.
- 02
Role Rotation
Days 31 to 60. Explore AI across roles, assign one owner per part, and pass clear gates.
- 03
Build & Demo
Days 61 to 90. Build useful solutions and demonstrate results. Day 90 switches training to operating.
Included with every copy
The book gives you the thinking. The Field Guide gives you the doing.
The Everybody In Field Guide is a companion training course for individual learners and team facilitators. Put the 90-day method into practice with guided lessons, private online tools, downloadable worksheets, and session plans.
- Readiness Assessment
- Master Prompt Builder
- Four Levers + The Stack
- 4Ds Workflow Audit
- Agent Design Worksheet
- Starter Prompt Library
- WIN Post
- 8-Session Plan
- Day 90 Showcase
- Use Case Journal
- Operating Rhythm
- The Team Harness
Inside the book
From a two-person AI company to a whole team that speaks it
Part Two
The Plan
The full 90-day program: phases, owners, gates and sessions, exactly as one 20+ person agency ran it.
Part Three
Make It Yours
How to adapt the method to your size, industry and starting point, and keep a shared language growing after Day 90.
Your guide
Ben Kalkman
Ben is the founder and CEO of Rocket Media. When he noticed AI fluency drifting into the hands of just two people at his own 20+ person company, he stopped buying tools and started building a shared language. Ninety days later, everybody was in. This book is the exact system he used, written so any leader can run it.
Existing access
Have a Field Guide code?
If you've already received an access code, enter it with your email to open the Field Guide.
FAQ
Questions, answered
No. If you can write a clear email, you have everything you need. The method is built for leaders and teams, not engineers.
The Everybody In Field Guide is the book’s companion training course for individual learners and team facilitators. It combines guided lessons, private online exercises, downloadable worksheets, and session plans for a 90-day rollout.
The book isn't available yet. Join the notification list and we'll let you know when it launches and how to get the companion Field Guide.
No. The story starts in a 20+ person agency, but the method works for any team in any industry.
Both. Verified readers can use the Field Guide’s online tools and download the available PDF and Word worksheets. Saved online exercises are private to the reader; exporting an exercise does not share it automatically.
Coming soon
Be first to know when everybody's in.
The book isn't out yet. Join the notification list and we'll let you know when Everybody In is available, along with how to get the companion Field Guide.
One launch notification. No order required.