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…mehr
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!
JEFF COBB is the founder of Tagoras, a research and consulting firm focused on continuing education. A frequent speaker and a vocal advocate of lifelong learning, Jeff has nearly two decades of experience in the world of learning technology and innovation.
Inhaltsangabe
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
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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