Tuesday, January 26, 2010

Your Content Means Nothing

Attention trainers, facilitators, speakers, consultants and people involved in providing services


If people want information they Google it – if they want to read and watch a 70 slide power point on time management it can be found on-line for free.

If they want to learn about communication they can buy one of the many books available.

STOP fooling yourself to think that your content is what make you special it is YOU that provides value and makes you valuable.

People find value in; 

Your knowledge



Ability to transfer learning into their organization

The trust they have that your service will improve their lives, leadership, families, employees, teams

So instead of offering the same workbook you created in 1980 (when content had value) customize your materials to add value to their organization. By customization I mean that you change the content and make it applicable and special just for them. I have seen “customization” by other consultants and all that is customized is placing the companies name in the footer. This is not customization.

Customization is examining how what you are providing is making that specific group better, going through the materials and how you will lead the program and learning about their unique people, culture, behaviors, actions, mission, language and creating new content that is specifically for the group you are providing value too.


-Michael Cardus is the founder of Create-Learning-Team Building, an experiential based training and development consulting organization. Mike specializes in team development and leadership development consulting and training, creating team-building programs that retain talented staff members, increase production and effectiveness of your team. He lives in Buffalo, NY, and travels to you to serve your team-building and leadership training needs, wherever and whenever fits your schedule.