Focus on the Learner and Be Scalable.

But how do you map your content, again, to the competencies that they need to develop? How do you focus on the learner? Right. So oftentimes, when you’re the speaker, you’re focusing on an audience but it’s not about learning. There isn’t an expectation of, as a result of somebody being here, they’re gonna actually be able to do, or master, or be fluent in something that I’m able to show them up here. It’s usually a delta of wow whoever’s there is so amazing, so cool, so great at whatever they’ve done. And I’m less than that and aspire to maybe have some of that fall off on me. This needs to focus on the learner and their unique issues, and challenges, and  struggles. And it has to scale. It has to scale.

So the beauty of a LightSpeed is this is a scalable system. Right. We can turn this on for a thousand people. We can turn it on for 10,000 people. Oftentimes, what happens with speaker or thought leader, a content person is their first interaction with the client, the clients looking at you and they’re putting you into one of two buckets. They’re not going to tell you this. But they’re gonna go “Wow! Shep’s really smart! Ah! He’s really really smart. We have these type of problems. We’ve got to bring him in. He’s uniquely qualified. He’s seen this. He’s done this or whatever.” Then they’re gonna have to break that down and go is he a brain on a stick? Meaning there’s no scale.

The only way to get more of his content out to more people cost-effectively is to bring him out. And I’m picking on Shep as an example. Right. Or wait Shep has this whole suite of digital content so we can fall in love with him and I can teach that to 2,000 people in my company at a cost-effective dollar point per head without having to fly him all over the world to teach classes of 20, 30 people and it becomes not cost effective. They’re evaluating you right off the bat. And most people get put into the sort of brain on a stick category because that’s how they’re representing themselves to the market and they wonder why – why don’t they want more of me? Well, you got to be able, you know, what what does the buyer want? I have a problem. My boss here told me people here need to learn how to be more persuasive, how to negotiate better, how to collaborate better. Great. So I’m looking for someone in the collaboration space and you come to me and you’re the greatest thing and you got a Nobel Prize and five TED Talks but all you got is you. Great. On to the next one. You can in fact creating be creating demand for commodity based training companies, the DDIs of the world, the CCLs of the world, etc. As opposed to bringing that demand home, if you had the models there.

Peter Winick has deep expertise in helping those with deep expertise. He is the CEO of Thought Leadership Leverage. Visit Peter on Twitter!