The book
The thinking and the full plan: why AI skill concentrates in a few people, and the 90-day program one 20+ person agency used to bring everybody in.
A book for the whole team
Bring everybody into the language of AI.
Everybody In: Get Your Whole Team Speaking the Language of AI in 90 Days. A practical, field-tested playbook by Ben Kalkman, with a companion Field Guide to help you run it.
No purchase is made on this site. Orders happen on Amazon.
The idea
AI adoption is a language problem, not a tools problem.
When AI know-how stays with a few people, the gap keeps growing. A shared vocabulary for prompts, workflows and agents turns one person's breakthrough into something the whole team can build on.
What you get
The thinking, and the doing.
The Field Guide
The doing: a companion training course with guided lessons, private online tools, downloadable worksheets and session plans for learners and facilitators.
- Readiness Assessment
- Master Prompt Builder
- 4Ds Workflow Audit
- Agent Design Worksheet
- Starter Prompt Library
- 8-Session Plan
- Day 90 Showcase
- Operating Rhythm
What you'll run
A real 90-day program, not a pep talk.
Three phases, one owner per part, clear gates between each stage. Written so any leader can run it.
- 01
Foundations
Days 1 to 30. A shared vocabulary and a first real win for every person.
- 02
Role Rotation
Days 31 to 60. AI across roles, one owner per part, clear gates.
- 03
Build & Demo
Days 61 to 90. Useful solutions, shown to the team. Training becomes operating.
Your guide
Ben Kalkman
Founder and CEO of Rocket Media. When AI fluency drifted into the hands of two people at his 20+ person company, he stopped buying tools and started building a shared language. This book is the system he used.
Good questions
Before you share it
Who is this for?
Leaders who want their whole team using AI with confidence, not just the one or two people who already do. No technical background required.
Is this only for agencies?
No. The story starts in a 20+ person agency, but Part Three shows how to adapt the method to your size, industry and starting point.
How do I get the Field Guide?
It's the book's companion course. When the book is available, you'll learn how to access the Field Guide as a reader.
Am I buying anything on this page?
No. Nothing is purchased here. When the book is out, the order button takes you to Amazon, and any purchase happens there. Until then, the waitlist is free and sends one launch email.
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.