SUSTAIN BEHAVIOR CHANGE

In the content business, your

success depends on your content’s

ability to change behaviors that are

tied to a measurable business result.

You are in the content business.

You are not an author. You’re not a speaker, guru, consultant, blogger, or innovator.

Your revenues are generated by effectively leveraging and monetizing your work in as many appropriate modalities as possible.

Sometimes that may be a book or a keynote speech,

but more often it will be as a provider of consulting services, assessment tools, diagnostics, video enabled training, and licensing of your content.

That’s your business, but what’s your ultimate impact?

How do you know your work is working?

and how do you justify a pricing structure that rewards you fairly for the impact your work has on a client’s business results?

It’s not easy to answer but…

All good content leads to an observable behavior change.

Observe if content is working or not based on how people behave after engaging

with your body of work.

This is where most thought leaders stop.

It makes sense, but what if we take it a bit further?

Why does having a group of individuals

that can present better, listen better, generate more leads, and close

more deals matter?

Because in the aggregate those small improvements correlate directly to a business result.

The business results are not always the same even though the content is.

Expand the Conversation.

Maybe employee engagement increases,it might be customer satisfaction scores or net promoter scores, perhaps margins increase and profits increase, maybe employee retention improves or customers return more.

Ultimately, tying your work to changing individual behaviors

with measurable business results will separate you from the pack.

You jump from having a skill development conversation with a junior HR person to a business resultsconversation with a business leader.

It’s a much more engaging conversation and one

that results in your ability to expand your reach inside an organization

and increase your tenure with the client.

You become more of a strategic partner that drives measurable business results.

Great feedback is table stakes. Stretch your thinking so that you can connect your work to business results.

It’s more profitable, more engaging, and much more intrinsically and

extrinsically satisfying.

SUSTAIN BEHAVIOR CHANGE

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