Future of Learning as a Business #3

Session 3 (C Level perspective) of the LearnTrends event started with Ann Herrman-Nehdi from the Instructional Systems Association talking about a change in the mindset of learning services with the “app” & “plug-n-play” construct of the Web. The notions of on-demand and small pieces are here to stay, as are social networks and the communication and cooperation that happens around them. Real personalization of learning is an opportunity for vendors.

Jeff Sugerman of Inscape Publishing discussed their product design concept, which is aimed at HR consultancies, so it has to be customized by each client. Open & customizable are important and they have even given up control over digital media management (e.g. DRM). He noted that the market’s desire for innovation and cool design is coupled with a reluctance to pay for it, and asks his company, “What would Picasso do?”

Pete Weaver at DDI led by saying how important it is to understand the client’s business intent. He said what is hard from a selling position is that many learning products and services are becoming commoditized. This is difficult when your value proposition is culture change and means that you have to discuss outcomes, not inputs (like the latest web technologies), with your clients.

Ben Snyder at Systemation talked about how stressed many of their clients are, due to staff reductions and the poor economy. This means that a consultative sales approach doesn’t work well. Clients also think that content, as well as time, should be free. Clients ARE willing to pay for experience. Another big trend is the move to gaming for learning [agree, but we have a way to go yet]. Finally, good customer service is important, so treat your clients well or they will go elsewhere.