Many training companies begin with a book. A thought leader, a researcher, someone with passion and dedication takes their energy and writes a book. They focus on dysfunctional teams, leadership principles or driving sales performance. So far, so good.
Then they decide to start a training company, attracted by the both the idea of bringing their knowledge and tasty models to the masses as well as the intellectual property rewards that lay ahead. Again, all is good.
Training buyers, for a variety of reasons are attracted to the content:
- Models offer help quickly and in a way that allows learning professionals to check off something that’s a big, hairy problem on their massive and ever-growing to-do list
- They genuinely like the book and think it is an “answer” to a performance problem
- A massive, quick deployment looks possible
- There is pressure within the organization, “Hey the CEO saw XYZ at a conference, let bring them in. . . .”