Project Description
Case Study: How Ricky’s Lifelong Golf Obsession Became a Practical, Personal Guide to Better Scores
Background: A direct marketing campaign born from wanting to help more people without wasting everyones time and money. Website – Ebook – Audiobook – Hard Cover – Online Community – Online Workshops – Consulting – one on one
Ricky Esteb, a scratch golfer, former Division 1 competitor, and lifelong student of the game, spent over two decades chasing answers to one question:
“How can I actually shoot lower scores—consistently?”
Frustrated by generic tips, endless swing thoughts, and overly technical instruction, Ricky began documenting everything that actually worked for him—from insights passed down by his dad and mentors to lessons learned playing with elite players like Cam Smith.
Over time, his notes evolved into a fully-fledged golf philosophy. That philosophy became The Grand Plan—a 60+ chapter deep-dive into the mental, physical, and strategic layers of the game.
The Challenge
Modern golf instruction is fragmented. YouTube videos, swing coaches, mental game books—they all offer pieces of the puzzle, but rarely the full picture. Most amateurs are left overwhelmed, overthinking, and stuck in cycles of trial and error.
Ricky’s goal was to create a book that was:
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Relatable – written like you’re getting advice from a mate.
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Practical – filled with drills, concepts, and strategies that actually stick.
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Holistic – combining technique, self-talk, fitness, equipment, and scoring mindset.
The Solution: The Grand Plan
The book blends:
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Personal stories from junior comps, tour-level matchplay, and behind-the-scenes practice insights.
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Concepts that stick – like “swing the bucket” and “never up, never in.”
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Scoring strategy inspired by the Pelz 8 Short Game Skills and Trackman-era analytics.
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Simple drills that can be practiced at home or during a quick warm-up.
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Fitness insights and mobility movements backed by experts like Stuart McGill.
It’s part instruction, part reflection, part inspiration—and fully authentic.
The Results
Since launching the book, early readers have reported:
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Increased confidence in shot-making and club selection.
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Better preparation routines and practice structure.
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A deeper understanding of the mental game and scoring mindset.
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More enjoyment and less frustration on the course.
Here’s what some readers had to say:
“This book reads like a mate sharing everything he’s learned after decades of real golf. No fluff—just stuff that works.”
— Chris D, Business Owner & 9 Handicap
“It helped me simplify my thinking and focus on what actually matters. My scores and my attitude have improved.”
— Ben S, Former Rugby Player, Weekend Golfer
“I’ve read a lot of golf books, but this one hit different. It’s honest, raw, and full of gold.”
— Vince R, 4 Handicap, Real Estate Agent
Looking Forward
The Grand Plan isn’t just a book—it’s a platform. Ricky continues to publish supporting blog content, share reader stories, and build a community of everyday golfers obsessed with improving without overcomplicating.
More than just a swing guide—it’s a mindset reset. visit here https://thegrandplan.com.au/