People learn better in small doses dolled out over time. We know that! But why are companies sending people to 5 day workshops? Doesn’t make any sense. Right. We know that most folks would prefer to learn in a pull method versus a push method. So push is I sit you down and say, “Alright Brad we are going to teach you negotiation skills.” And I open the fire hose and I trap you in a chair for 2 days and I teach you every possible scenario on negotiation skills. And three days later, you’ve forgotten 90% of it. Pull is, tomorrow I need to negotiate a big data breach security contract with a technology company that’s global, that’s dealing with regulatory and compliance issues. Ut Oh! Really specific. Let me go online. Oh! There’s 5 modules that talk just about that. Now I’m really interested. So we would have to design and create the thought leadership that addresses the avatar, addresses the pain point. And the answer to everything is: And you need more LightSpeed.
So ultimately, identify an avatar, identify their pain points.
And then create a ton of content in every format: video, audio, graphics. We need to figure out where they are hanging out. I’m not convinced those people are hanging out on Pintrest but I’d want to do my research. They’re probably on LinkedIn. They are probably on Youtube. They may be on Facebook. There’s probably academic…Where are they hanging out? Where are they getting there information from? Right. It’s not People Magazine. It’s not Cosmo. Right. There’s journals that they’re reading. There’s events they’re going to.