John Katzman
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John Katzman – Life, Career, and Educational Innovation
Explore the life and achievements of John Katzman — founder of The Princeton Review, 2U, and Noodle — his journey in EdTech entrepreneurship, influence on online education models, memorable contributions, and lessons for modern innovators.
Introduction
John Katzman (born October 10, 1959) is an American entrepreneur and pioneer in the field of educational technology (EdTech). He is best known for founding The Princeton Review, 2U, and Noodle — enterprises that have reshaped how students prepare for higher education and how universities deliver online learning. Katzman’s career bridges test prep, tech innovation, and debates on the future of education.
Through his ventures, Katzman has influenced how students access learning, how universities outsource services, and how technology is leveraged in institutional education. In this comprehensive article, we examine his life, business journey, philosophies, and legacy.
Early Life and Education
John Katzman was born in New York City on October 10, 1959. Birch Wathen School, a private school in New York, from kindergarten through high school.
He matriculated at Princeton University, initially studying electrical engineering and computer science (EECS), before switching to architecture.
He graduated from Princeton with an A.B. in Architecture in 1981, completing a senior thesis titled “The Dead Tree Gives No Shelter.” His early tutoring experience, combined with exposure to student needs, laid the foundation for his ventures in test prep and education services.
Entrepreneurial Beginnings & The Princeton Review
Shortly after graduating, Katzman co-founded The Princeton Review in 1981.
Over the years, The Princeton Review expanded its services to include preparation for other standardized tests (ACT, GRE, GMAT, LSAT, etc.), college admissions counseling, books and test-prep materials, and related test‐preparation services.
Even though the Princeton Review was built around test prep, Katzman later voiced criticisms of overreliance on standardized testing. He argued that in many contexts, tests aren’t substantially better indicators of future achievement than grades or other assessments.
During Katzman’s Princeton Review era, the company won industry recognition. For instance, in 1995 it received a Cable ACE Award for a television special about the SAT. Inside the SAT software, earned a CODiE award in 1996.
Katzman’s approach combined pedagogical insight, marketing acumen, and productization of test strategies — turning what was once largely bespoke tutoring into scalable services.
From Princeton Review to 2U
In 2008, Katzman founded 2U, Inc., an education technology company that partners with nonprofit universities to deliver full online degree programs.
2U is often categorized as an Online Program Manager (OPM): it assists universities by supplying technology, marketing, course design, and student support in exchange for revenue-sharing or service contracts.
Though 2U achieved rapid growth, it also became a focal point in debates about the OPM model — especially concerns that such models incentivize aggressive marketing spending or that they may shift universities away from core mission decisions.
Katzman left 2U in August (of 2012) to focus on new ventures, notably Noodle.
Noodle: Reinventing Educational Services
In 2010 (or around that time), Katzman founded The Noodle Companies, an education-focused “studio” that incubates and operates multiple ventures in the EdTech, tutoring, and learning-space ecosystem.
One of its primary arms is Noodle Partners, which provides strategic, technological, and marketing services to universities seeking to build online programs.
Noodle aims to contrast with traditional OPMs by offering more flexible engagement models (not always strict revenue-sharing), emphasizing transparency, modular services, and alignment with university mission.
Under Katzman’s leadership, Noodle also rolled out tools and platforms to help students search, compare, and access educational resources, aiming to bridge gaps between learners, institutions, and content.
Key Themes, Philosophy & Controversies
Critic of Standardized Testing
Although Katzman built a business on test prep, he has been a vocal critic of overreliance on standardized tests. He argues that in many cases, test scores are no better predictors than grades or alternative assessments. His stance often surprises critics who assume a test-prep entrepreneur would unconditionally support standardized testing.
Business Model Debates
Katzman’s ventures have frequently been at the center of debates around the OPM (Online Program Management) industry. Some critics argue that revenue-sharing models encourage universities to over-invest in marketing rather than academic quality.
Another controversy involved cybersquatting: in 1994, Katzman registered the domain
Katzman is married to Alicia Ernst. Together, they pledged $1.5 million in 2008 to establish the Katzman/Ernst Chair in Educational Entrepreneurship, Technology, and Innovation at the University of Southern California’s Rossier School of Education. He has authored or co-authored multiple books, including Cracking the SAT (with Adam Robinson), which became a New York Times bestseller. Among his accolades, Katzman was the co-recipient of a Cable ACE Award (1995) for The Princeton Review’s SAT television special, and Princeton Review’s Inside the SAT won a CODiE award in 1996. ASU GSV Lifetime Achievement Award for contributions to education innovation. John Katzman’s impact on education and EdTech is significant and multi-faceted: He helped transform test prep from local tutoring into a scalable national enterprise via The Princeton Review. He was among the early visionaries to connect technology with higher education delivery, pushing universities to embrace online programs. Through 2U and Noodle, Katzman has influenced how universities outsource, partner, and strategize digital offerings. His critical stance toward overtesting keeps him intellectually honest and positioned as a thought leader, not just a vendor. He remains a prominent voice in debates about equity, cost structures, and mission alignment in educational services. Many EdTech founders, policymakers, and university leaders cite Katzman’s work and business models as influential reference points. Start from needs, not from product Scale with care Challenge your own assumptions Business models evolve—stay adaptive Align incentives ethically Be willing to disrupt your own success John Katzman is a major figure at the intersection of education, technology, and entrepreneurship. From modest tutoring beginnings to leading companies that partner with universities to build online degree offerings, his influence spans multiple waves of transformation in how students learn and institutions operate. His willingness to critique standardized testing, experiment with business models, and rethink education delivery cements his role not just as a builder, but as a thoughtful innovator. For anyone interested in EdTech, learning models, or institutional change, Katzman’s work provides a rich case study in vision, adaptability, and mission-driven entrepreneurship.Personal Life & Awards
Legacy & Influence
Lessons from John Katzman
His tutoring work in college alerted him to students’ pain points. He built Princeton Review to address a real, felt gap rather than imposing a solution.
Katzman expanded from SAT prep to full services, always iterating. His journey underscores how sustainable growth often requires modular, controlled expansion.
Even as a test-prep entrepreneur, he later criticized industry blind spots (like overtesting). Being willing to critique your own field builds credibility.
Katzman has moved from test prep to OPMs to platform/marketplace models. His flexibility in business design shows that innovation often means rethinking your core model.
His debates around OPMs reflect the importance of aligning marketing, financial, and academic incentives so all parties (students, institutions, providers) benefit.
After building success with Princeton Review and 2U, he didn’t rest—he started Noodle to test new models and challenge norms. That willingness to disrupt one’s own legacy is a hallmark of lasting innovators.Conclusion