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Full Description
Lifelong learning has become a multibillion-dollar business, with more than 60 million adults currently engaged in webinars, webcasts, in-house training, continuing education classes, and more. But it is also an industry in flux, as newcomers topple old-guard organizations that can't keep pace with the need for instant access to materials and flexible delivery methods, as well as demands for community and connection.
Leading the Learning Revolution is the first book to explain how to tap into this lucrative market, which rewards the most forward-thinking training firms, professional associations, continuing education programs, entrepreneurial speakers and consultants, and others. Filled with insights from the author's vast experience, field-tested strategies, interviews, and anecdotes, the book explains how to:
• Use technology to create high-impact learning opportunities
• Develop content that is faster and better than the competition's
• Convert prospects to customers by building connection
• Focus on the bottom-line results of lifelong learning
Successful people and organizations never stop learning, and the people and organizations that lead that learning will never stop growing!
Contents
CONTENTS
Acknowledgments xi
Introduction: Your Opportunity, Should You
Choose to Accept It 1
Are You a Revolutionary? 5
Chapter 1: The New Learning Landscape 9
The Learning Economy 10
From Remedial Education to Learning 14
Five Tech Transformations 16
Mind Matters 22
Generational Bookends 24
The Sum of the Parts 26
Chapter 2: Finding and Understanding Your
Lifelong Market 29
Who Are Your Potential Fans? 31
Broad Strokes with Search 35
Tune in and Listen 41
To Learn More, Ask 48
Test to Succeed 51
A Word of Caution 61
Chapter 3: Business Models for the New
Learning Landscape 63
The P2 Community Model 66
The Flipped Model 73
The Virtual Conference Model 76
The Massive Model 8
Chapter 4: Standing Out and Delivering Value 87
Positioning and Differentiation 87
The Value Continuum 98
Versions and Derivatives 101
Pricing 102
Chapter 5: Learning by Design 105
Integrating Learning and Business Objectives 106
Seven Rules to Teach and Facilitate By 108
Everyone, Everywhere, Always Learning 116
The Social-Mobile Shift 118
Terms of Engagement 123
Chapter 6: Tools and Competencies 129
Manage a Home Base 130
Shoot and Edit Digital Video 132
Record a Screencast 133
Capture and Edit Audio 134
Do Basic Image Editing 136
Host a Webinar or Webcast 137
Create Nicely Formatted Documents 141
More Sophisticated Tools 142
Sourcing and Outsourcing 147
Chapter 7: Cultivating the Content-Context Habit 151
Staying Tuned In 152
Curating Value 154
Conducting Rapid Research 156
Interviewing 162
Writing It Together 164
Chapter 8: Promoting and Converting 169
From Attention to Action 170
Tools of the Trade 173
Search 178
Social Tools 183
Video 186
Converting with Landing Pages 187
Chapter 9: The Best Laid Plans: Executing,
Measuring, Innovating 193
The Beta Mentality 194
The Dabblers Downfall 196
Measuring—and Learning—As You Go 198
Evaluating Impact 200
From Impact to Innovation 203
Chapter 10: Taking It to the Next Level:
Leading Learning 207
From Catalog to Platform 207
Shifting Power to Learners 209
Leading Learning, Leading Change 214
Appendix: Creating an Action Plan 217
1. Fully Understand Your Market 217
2. Determine Your Business Model and Positioning 218
3. Design and Develop Learning Experiences 219
4. Stay Connected, Promote, and Convert 220
5. Execute for Impact and Change 221
Index 222
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