"Duke is an original...no prototype. He walks into every encounter wearing woven textiles of authenticity, integrity and a deep concern for humanity. He speaks in a love language all his own."

Gina Warren / Former VP Diversity & Inclusion at NIKE and EVP People & Culture at lululemon

A unique online gathering

This is an invitation to The Other Path.

The optimistic rebels.

The big and the small.

Those who have been in business for decades.

Those who are just starting out.

Those who know culture comes from the heart, and not from a spreadsheet

Those who climbed to the top of their mountain, only to find they climbed the wrong mountain.

The underdogs who refuse to settle.

It’s for those who are done with business as usual.

"My life has been marked by this course. Before Bonfire. After Bonfire"

Past attendee

Welcome to a new school of thought

The heartbeat of Bonfire With Soul is 12 unique principles:

Here's a little flavour of what's to come...

See business through a whole new lens.

Explore 12 unique Principles over 4 weeks, starting Friday 4th June.

Enjoy 12 'Kindling' podcast conversations with a diverse and eclectic group of fascinating humans.

Join weekly live reflection sessions with Duke (expect surprises here!)

Connect with a global community of like-minded souls sharing unique perspectives

Learn how to apply the Principles to your brand.

"Duke is the gentle tap on the shoulder to remind yourself of your own greatness."

Jian Pablico, Lululemon

Duke loves building bonfires with soul: powerful, emotionally charged brands that stand for something meaningful in the world.

Recently cited by Forbes as one of the top 50 Game-Changing CMO’s, Duke has spent the last 30+ years helping to build iconic global brands (NIKE, Seventh Generation, lululemon).

In addition, he has served in BOD and mentor roles with The Biomimicry Institute, 21c Hotels, Unreasonable Group, Healthy Child Healthy World and Love Your Brain.

A lover of nature, slow food, horsemanship and yoga, Duke and his family live on a small ranch in idyllic Ojai, CA along with horses, dogs, cats and chickens.



We are super proud to have these amazing voices joining us along the way

"Of the art that has impacted me greatly, I say to myself "I didn't know you could do that!" And of the podcast guests in this course, I say to myself "I didn't know you could be that!" Amazing people who defy all expectations about what a life's journey can be. "

Chris Middings

Last year over 500 people took this course.

Here's what they thought...

"A reframe on how to think about business. Not so much a course, but a series of questions to grapple with and find the answers for yourself."

"Duke's been around the block and understands that business isn't about spreadsheets and conventional ways to operate. It's about healthy engagement of employees and customers through creativity, moral ethics and wonder. Honestly, sign up for the next one, now."

"One of the more meaningful and profoundly impactful things I’ve listened to, watched, and learned from in a very long time. Incredibly inspiring."

"...A reminder that good shit really does exist in the world."

"While most courses are about drilling down, Bonfire with Soul is about opening up. This course will change you. "

Your questions...

Why should I go for this course and not an established business school?
Good question. Put simply, if you want to learn about doing business with more soul, there is no-one better to show you how than Duke. In Bonfire with Soul, he consolidates his 30+ years of unlearning and learning, most of which he has found doesn’t take place in the classroom. Plus, this course is 0.03% of the cost of Harvard Business School.  

Why take this course now?
A recent study shows that the vast majority of people are not engaged at work, don't feel like they have a vibrant culture and would take a new job if there was the right offer. Yet when you have an engaged culture you can increase revenue four times. Duke will teach you how to build this.

Can I access this from anywhere?
Yes. That's the beauty of online courses.

Are there any prerequisites for this course?
Only a curious mind.

I’ve been in business for decades - is this for me?
Absolutely. There is always time to discover a better way.

I’m thinking of starting a business - is this for me?
Absolutely. This course will change your ideas around business from the outset. You’ll be hitting the ground running.

My business sells services, not products, is this course still for me?
Yes. This course covers so much more than selling services or products. It’s about a whole new mindset around business. But yes, this course will benefit any business that sells anything - from courses, to trainers to yoga.

When will I have access to the course?
We kick off with a live introduction on Friday 4th June at 4pm BST, followed immediately by the first of four recorded drops. You will get access to a dedicated course community on Slack as soon as you register.

What if I can’t make the live sessions?
No problem. We record them and they are available to watch the following Monday, so you won’t miss a thing!

What happens if I am not technologically minded?
Join the club. But don’t worry. This is EASY. Once you have your password and login, it's just a matter of click and play.

What if I have questions during the course?
Great! We actively encourage people to reach out and ask questions. The best way to do this is through the Slack community we have set up for attendees. Both Duke and the DO team will be active there, and will address your questions via three live Q&A sessions on Friday 11th, 18th and 25th June at 4pm BST / 8am PDT.

What if I buy this course and don’t see the value?
We are here to help our community and provide incredible value. If this course isn't right for you, then we will give you a full refund up to 30 days after the course starts. No questions asked.

I’d like my team to do this course - how do I go about that?
Great! Spread the love! Just drop us an email on info@thedolectures.co.uk and we’ll sort something out.

Is this course mine for life?
Absolutely. It is yours forever. And you will have access to the Slack community beyond the end of the course to continue nurturing your new friendships and connections.

Pricing / value:

Here's what matters most...

Duke's vision is to spark a revolution of new thought for what it means to be human in business.

That said, our shared desire and obligation is to make this adventure aspirational and accessible.

So, in the spirit of this course, we are leaving it to you to simply choose the price you feel most comfortable with.

Option 1


Some context: This is 0.33% of the cost of Harvard Business School. A beautiful copy of our Bonfire With Soul Manifesto will be included, free of charge.

Option 2


We know that times are tough for some people at the moment, so if you feel like this learning could take you to where you need to be, you can pay half at just £300.

Option 3


For us, the success of this course is measured in how many people can access it, in order to unlearn to learn anew. If you're simply not able to afford either option 1 or 2, we invite you to join us for this lowest fee.

What does this look like in USD?

The approximate equivalents in USD are $847, $423 or $141.

Join today

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