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Systems Thinking Institute LLC

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Rock Eel Digital

We're easy to talk with and easy to work with!Our small business solutions are geared for ‘solopreneurs’ and startups, up to 250 peeps. See our Spectrum of Solutions for resources appropriate for larger firms.

Connect with us on social media, by email, phone or even snail mail…


Connect to Matt:

Twitter & Linked In:

Connect to Matt Weilert on Linked-In

Phone: +1-847-227-3006 (Int'l)
Phone: +1-866-288-0530 (North America)

Email: Rock Eel Digital

Snail Mail: PO Box 151, Cedar Creek, TX 78612 USA

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Rock Eel Digital (la RED)

in partnership with Systems Thinking Institute Press

Rock Eel Digital (R.E.D.)
helps you untangle the web

…because your clients deserve innovation served with style! La R.E.D. (the network in Castilian) is part of the Rock Eel Café, with a full menu of communications solutions serving solopreneurs up to companies on the cusp of explosive growth. Cross-disciplinary insight is the most valuable ingredient in our recipe for small business owners. The Five Points of our Texas star are voice (local & remote), web, email and publishing

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We deliver clarity

…where so often people apply the label 'complex' because they are unable or unwilling to name the Big Bad Wolf when what they see or experience is clearly not Grandma.

Here at the Rock Eel Café, we call it restoring the rich cream of local context to the skim milk of traditional e-mail.


Tier I

Putting the Accent on your Customer
  • 5 practical take-aways from each session to apply immediately.
  • With our "cookbook-style" approach, people at all levels can benefit.
  • For most courses, Tier I is $47 USD per person

Tier II

Adding Flourishes
  • 5 additional resources, tips & tricks from each session, for those who understand their customers are worth it!
  • When your message needs to stand out, average won't do – yet neither will loud & brash. Elegance is the answer:
    • in food,
    • in life,
    • in love and
    • in code.
  • For most courses, Tier II is $97 USD per person

Tier III

Scaling Achievement to Match Goals
  • Tier III advocates, designers and content champions work with Olympic-level fidelity to a standard of ex­cel­lence. When only the best will do, long-term thinkers view the cost as an investment that pays on-going dividends.
  • For most courses, Tier III is $147 USD per person
  • Tailored creative agency plans start at $497 USD per person: contact us for details.
  • Email us for Ultimate agency plans starting at $4997 with unlimited attendees and a bank of on-call coaching hours included.


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What will we experience in these workshops?


Putting the Accent on your Customer

Fluency is our theme for this course. The diversity of non-English character sets means that we can well and truly follow Dale Carnegie's advice that the "sweetest sound is one's own name," if we render that name as they would themselves! The difference between Captain Thorbjornsson and Captain Þorbjörnsson or Frank and François, is basically the difference between ‘good enough’ and rapt attention to a colleague who rewards your effort with their continued

  • patronage,
  • loyalty and
  • good recommendations to others.

Which one would you rather have? Our global economy means that we've expanded our encounters with the many languages represented by the €, as well as our CEEMA & Pacific Rim partners. Bringing accented characters into everyday writing is not a niceity, it's a business mandate.


It's vital for both non-profit and for-profit businesses to step up the calibre of their correspondence. No amount of technology will replace honestly paying attention to what people say and how they say it. A large part of building trust at distance or in a group is referring to people in the manner they refer to themselves. Rock Eel Café provides supply chain leaders and staff with a straightforward and simple way to build trust, by leveraging your thinking (learning to shift mental models) to leverage your existing investment in technology.

Here at the Café, we call it restoring the rich cream of local context to the skim milk of traditional e-mail.





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Email Format



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Artisanal Newsletter Design and Content Best Practices

Tier I – Putting the Accent on
your Customer

We follow the adage of W.H. Auden: …if you don't know at least 3 ways of abusing a tool, you haven't really learned how to use it. With that mindset, our role as design & content coaches for your email newsletters is to expand your capacity to deliver more elegant, more readable newsletters, closer to the elegance of a finely printed work. BE ADVISED: No mail vendor on the market: Mailchimp, Constant Contact, etc., enables the full richness of modern web design (& email clients: Outlook, Gmail, etc., even less!), so we bring you work-arounds or alternatives in a number of the Elegant eMail™ tools, tips and techniques for day-to-day, person-to-person use.

Tier I: Overview
  • Editorial Calendar: content themes
  • Links w/Flourish: 1) Learn to embed Read More… links within a sentence, that read flawlessly in your archive edition, 2) See how to ensure your target content clears the Archive Bar, 3) Craft a Table of Contents that's readable in Gmail!
  • Superscripts that don't break line heights
  • Creative Bullets: spark up your designs with pure CSS colorful symbols (no images!) with no effect on bulleted text
  • Learn how & when to use Percentage Spacing to ensure your layout adapts to all screen sizes
Tier I: Course Investment

$47 usd | $54 cad | €35 | £29 | $54 aud |
174 (د.إ) aed | ₹2,944 inr
then Register for Tier I. After payment, newsletter signup confirms your registration, as address details were captured in the secure card validation. Of course, you may register for news only at no charge!

Call or write us if you're interested in why we purposefully increase purchase friction by putting payment ahead of registration.


Tier II – Writing & Speaking Lyrically

Many of our most important currencies never appear on a balance sheet. Tier II is a specifically designed pathway to upskilling communications, so that the music behind our words is a song other people want to sing along with us. This introduction to soft skills proficiency, using the email newsletter as a vehicle, targets STEM disciplines (science, technology, engineering and math) professionals, woven together with the kind of tough love, love, the verb, made famously successful by Joel Manby in his 7 principles of Love Works.

Tier II: Overview
  • Learn to set Title Headers for effective quick scan/review
  • Apply soft-hyphens to your content for better presentation
  • Speed your readers Information Uptake with Bi-directional links
  • Deep-nesting links per your Editorial Calendar
  • Videos: successfully center & deep-link surgically-specific video content by avoiding (yes avoiding!) video merge tags
Tier II: Course Investment

$97 usd | $108 cad | €71 | £59 | $111 aud |
357 (د.إ) aed | ₹6,085 inr

then Register for Tier II. After payment, newsletter signup confirms your registration, as address details were captured in the secure card validation. Of course, you may register for news only at no charge!

Call or write us if you're interested in why we purposefully increase purchase friction by putting payment ahead of registration.



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Tier III – Scaling your Attention

Likewise, when we teach our Now to Then & Back Again encounters that enrich your mastery of shifting levels of thinking from the forest to the trees and back (again...), we explore the concept of hara, 原隆浩, which Herman Kauz expresses as "an acceptance of the idea that we are connected with the world and with each other." In our newsletter, we illustrated the Eastern and Western approaches to innovative thinking.

Tier III: Course Investment

$147 usd | $164 cad | €71 | £59 | $168 aud |
540 (د.إ) aed | ₹9,217 inr
then Register for Tier III. After payment, newsletter signup confirms your registration, as address details were captured in the secure card validation. Of course, you may register for news only at no charge!

Call or write us if you're interested in why we purposefully increase purchase friction by putting payment ahead of registration.




Get in touch!

Phone: +1-847-227-3006 (Int'l)
Phone: +1-866-288-0530 (North America)