Leading the Learning Revolution

The Expert's Guide to Capitalizing on the Exploding Lifelong Education Market

 Leading the Learning Revolution

Author: Jeff Cobb
Pub Date: January 2013
Print Edition: $29.95
Print ISBN: 9780814432259
Page Count: 240
Format: Hardback
e-Book ISBN: 9780814432266

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Table of Contents


Acknowledgments xi

Introduction: Your Opportunity, Should You

Choose to Accept It 1

Are You a Revolutionary? 5

Chapter 1: The New Learning Landscape 9

The Learning Economy 10

From Remedial Education to Learning 14

Five Tech Transformations 16

Mind Matters 22

Generational Bookends 24

The Sum of the Parts 26

Chapter 2: Finding and Understanding Your

Lifelong Market 29

Who Are Your Potential Fans? 31

Broad Strokes with Search 35

Tune in and Listen 41

To Learn More, Ask 48

Test to Succeed 51

A Word of Caution 61

Chapter 3: Business Models for the New

Learning Landscape 63

The P2 Community Model 66

The Flipped Model 73

The Virtual Conference Model 76

The Massive Model 8

Chapter 4: Standing Out and Delivering Value 87

Positioning and Differentiation 87

The Value Continuum 98

Versions and Derivatives 101

Pricing 102

Chapter 5: Learning by Design 105

Integrating Learning and Business Objectives 106

Seven Rules to Teach and Facilitate By 108

Everyone, Everywhere, Always Learning 116

The Social–Mobile Shift 118

Terms of Engagement 123

Chapter 6: Tools and Competencies 129

Manage a Home Base 130

Shoot and Edit Digital Video 132

Record a Screencast 133

Capture and Edit Audio 134

Do Basic Image Editing 136

Host a Webinar or Webcast 137

Create Nicely Formatted Documents 141

More Sophisticated Tools 142

Sourcing and Outsourcing 147

Chapter 7: Cultivating the Content-Context Habit 151

Staying Tuned In 152

Curating Value 154

Conducting Rapid Research 156

Interviewing 162

Writing It Together 164

Chapter 8: Promoting and Converting 169

From Attention to Action 170

Tools of the Trade 173

Search 178

Social Tools 183

Video 186

Converting with Landing Pages 187

Chapter 9: The Best Laid Plans: Executing,

Measuring, Innovating 193

The Beta Mentality 194

The Dabblers Downfall 196

Measuring—and Learning—As You Go 198

Evaluating Impact 200

From Impact to Innovation 203

Chapter 10: Taking It to the Next Level:

Leading Learning 207

From Catalog to Platform 207

Shifting Power to Learners 209

Leading Learning, Leading Change 214

Appendix: Creating an Action Plan 217

1. Fully Understand Your Market 217

2. Determine Your Business Model and Positioning 218

3. Design and Develop Learning Experiences 219

4. Stay Connected, Promote, and Convert 220

5. Execute for Impact and Change 221

Index 222

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