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Leading the Learning Revolution: The Expert's Guide to Capitalizing on the Exploding Lifelong Education Market (Agency/Distributed) Hardcover – January 4, 2013
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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!
From the Author
There has been a real boom in the market for online courses and other types of educational content lately, and along with it, a lot of advice on how to get rich quick selling online courses, or videos, or Webinars - name your medium of choice. My aim with Leading the Learning Revolution was to bring real, in-depth business thinking to the adult education market and lay out a road map for long-term business success - whether you are an individual entrepreneur or a large organization.
Many people, I realize, aren't expecting a business book when they see the phrase "Leading the Learning Revolution," but that's what this is. One of the early readers referred to is a an "MBA in a Book" for being in the education business. I think that pretty well sums it up. I think it is extremely important for people who are in this business to recognize that we are in the midst of a revolution and they are leaders - very few things impact and change people's lives like learning does. The "Revolution" represents a huge opportunity to build a great business while really helping people.
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Top Customer Reviews
This book should become a standard must-read for anyone involved in Learning/Training in the Corporate/Education/Publishing/Association world. It wouldn't hurt business leaders (or one with hopes of leadership) to read and get their arms around how these strategies/processes/examples will impact their organization. This book is a blueprint - very nearly a business plan - for getting involved/understanding online learning.
The basics are there for the newbie. The big-picture is there for the executive. The plan/process is there for the entreprenuer. The specifics are there for the expert to add to their quiver. (I've been building online learning spaces for years and I still learned a lot.) I liked that the book was very organized and methodical, but mixed in stories, expert interviews, and offered special links for the readers to go online and learn more.
I have no idea why the author would essentially "give away" ($30?) what he could charge corporate america thousands of dollars to consult on their online learning project, but I'll take it! (and so should you)
One feature of this book is thinking outside the box. All of this information regarding how to reach a potential customer that sells them on the idea of learning, and then closing the sale by teaching, is useful in establishing a new learning business online. Cobb's informative material and techniques can sell widgets or any other product you might think of, with a modicum of expense, when you use his ideas of testing what works.
This is a five-star book, which can be your new job! You can operate from the comfort of your home using computers, video, and a dedicated effort to find success.
Clark Isaacs at affairedecoeur.com
Cobb clearly explains how to capitalize on the education market from marketing to execution. His practical, hands-on steps lay the process out. From an association point of view, Cobb gives those are hesitant to begin offering web seminars, etc., no excuse not to start right away.
You would think that a professional society charged with promoting the profession and education of a field would have a sufficient membership “fan” base. But, as Cobb points out, this is not the case. Finding a customer market is a continual struggle and you must, as Jean-Luc Picard would say, “engage.” Our society frequently launches offerings based on what we think our customers want and need and adjust based on feedback. Sometimes, as Cobb notes, you can or have to use the same content in a different package if you are going to be successful.
Since our association is one that is already offering non-traditional products such as virtual conferences, we are on the lookout for variations on the theme or entirely new types of offerings. Chapter 7, “Cultivating the Content-Context Habit,” struck a chord. While we have over 70 free archived seminars that are for members only, to reach a broader audience we need to follow Cobb’s advice and distribute some valuable free content to everyone as part of the broader context of our learning audience. We also need to incorporate other content, such as from publications, into that larger strategy. That strategy (curating value) must also connect with our web and internet so that we establish a credible presence in our target market.
Cobb says that “successful people and organizations never stop learning and the people and organizations that lead that learning will never stop growing!” While our organization is already doing many of the things Cobb suggests to capitalize on this exploding market, in the book I found 5 new ideas