I work with lots of folks who create and deliver some kind of instruction — training, documentation, presentations and such. I’m planning to have this quote from Etienne Wenger tattooed on my forehead in large letters, just so they can think about it.

“Instruction does not cause learning; it creates a context in which learning takes place, as do other contexts. Learning and teaching are not inherently linked. Much learning takes place without teaching, and indeed much teaching takes place without learning.”

 

Yesterday I ran across an article in The Atlantic showing “The School Of The Future” that lives in a local YMCA. While they don’t seem to have a Quidditch field or a landing pad for flying cars, it sounded like a nice idea.  Working with the community, sharing the pool, innovating in education — what’s not to love?

Then I came to the author’s contention that “Eighty percent of charter schools don’t produce better results than traditional public education. And sadly, some results are much worse.” While not labeled as “op-ed”, I’m guessing Kathleen Kennedy Townsend does have a particular axe she’s trying to sharpen, here.

Since I have a nodding familiarity with education, and more exposure to self-designated experts than is healthy for most adults, I wondered where this had come from.  So I started doing some searching.  And searching.  Best I could do (‘cuz, of course, they don’t reveal SOURCES in the Atlantic) was some questionable research from a LARGE MAINSTREAM EDUCATIONAL INSTITUTION that had numbers that looked a little bit like that, if you read really quickly and ignored the details.  And the source.  And didn’t ask any questions.

(I don’t have anything against experts.  Really.  Some of my friends are experts.  I’d even let my daughter marry one, if she was the last woman on earth and had a trust fund.) But in this case, I think it might be useful to stop for a moment and talk about the process of measuring results.  Something that we do a lot in my line of business.

If a client hires me to teach punch press operators to run their machines faster, one option is for me to just show them how to turn the speed dial up to “11″ and step back.  Job Done!  The machines are now running faster, I’ve accomplished the goal, and I want my check.  Ka-Ching!

(There will, of course, be a corresponding loss of fingers, an increase in damaged materials, lots of lawsuits, and explosions when the red-hot machines finally blow up — but I achieved my goal with 100% success!)

Still confused?  Let’s make it even simpler.  Let’s imagine that you’ve got a Dairy Barn. And you want “better results”.

Our goal is to get more milk from your herd.  Each morning, we’ll measure how many gallons of milk you get from group “A” and how much from group “B” and see which is “BEST”.  (Best, in this case, meaning more milk.)

At the end of the first week, Group “A” wins.  With weak, runny milk because the foreman fed them food with lots of fluid.  We couldn’t sell it because the fat content was so low, but there was more of it.

New goal — highest fat content.

At the end of week two, group “B” is the winner.  The foreman ordered in extremely expensive food, which raised the fat content for the second group nice and high.  But the cost per cow was triple what we usually pay, so we ended up selling the milk at a loss.

Week three — we aim for highest profits.  And the foreman butchers all the cows and sells them at market, showing a huge profit.  Oopsie.

So be careful when you hear people in Education talking about measuring results, or who gets “better results”.  Without asking a lot of very specific questions, and without a lot of experience at designing and delivering actual education to actual people, you may get slaughtered.

On May 12th, I’m doing a wee speaking engagement in Greenville, SC — Refresh Greenville.

 

 

Upgrading Your Customers

Nobody reads the directions, anymore.  A “readme.txt” file is a great place to store secrets.  And the “Help” button is something customers just ignore.  Today’s user base expects that your apps and sites will “just work” and they don’t expect to have to spend any time getting up to speed.

There are two ways to improve your apps’ customer sat numbers – rewrite the code, or teach your customers how to use them better.  Dick Carlson spent five years at Microsoft doing the latter for some of the buggiest software on the planet, and he can help you too.  You’ll leave with:

  • Models of trouble-ticket systems that help you identify issues fast and plan future upgrades
  • Ways to use social media tools to have your customers build the help system for you
  • Actual experience identifying key support information and building the architecture to implement it in a business support model

Dick Carlson is an Instructional Designer and Content Developer who can translate “techie” to “user” – making those annoying people who give you money happy and contented, so they don’t send you long emails or post one-star reviews on the web.  You can find him at www.TechHerding.com

 

Bug Tracking Tools

Java Bug-Tracking Tools

MS Watson Technologies

One of the BizDev guys at my new shop wandered by the other day, and I asked him what he was hearing from his corporate folks that he called on about “Social Media”. He looked at me a little blankly, and responded “Not much at all.”

pink_phoneHe said that to most of the corporate types he talked to, SM was pretty much a toy and they really didn’t understand why it would matter to their business, why they’d want to spend time on it, or why they’d want to be Tweeting or FaceBooking or whatever it is that the kids are all doing nowadays.

Truth hurts. Here I am rolling around in SM all day long, thinking that it’s the neatest thing since bread with the crust cut off, and it turns out that in South Carolina most of the guys in the nice suits think it’s something their daughters do on their little pink phones before their coming out parties.

My BizDev friend challenged me to give him a few short points that he could use with the folks he talked to, that would help them understand why Social Media was important to them.

And the hard part?  It’s gotta be written in “Business” not in “Woo-Woo Awesome”.

1.  You’re Already Using Social Media – You Just Don’t Know It

If you’ve got more than two employees (and they’re under 60), you’re already using social media.  You just don’t know it.  The average social media user is 39 years old.

Your employees are innocently posting things like:

  • “I’m so proud that our tuna is now 95% Dolphin Free!”
  • “I don’t think a few Toyotas exploding is such a bad thing – our dealership hasn’t had a single one explode, yet!”
  • “Yeah, we had a problem with e-coli in our potato salad last week but we’ve cleaned all the dishes and the restaurant is ready to go!”

You need to have a Social Media strategy, a corporate policy, and guidance for employees.  Now.

2.  People Expect To Find You – If They Don’t, They Go Elsewhere

Your customers want you there. 93% of customers say they want businesses to be available through Social Media.

Customers look for your hours with their smartphone as they head to your store.  They compare your product guarantee as they shop in another store for a similar product.  And they look at reviews of your restaurant, hotel, or sewer service just before they call.

Your reputation is already out on the web, most likely.  Someone has posted a review, a blog, or a Twitter comment about an interaction they’ve had with your business.  If it was positive, you should be trumpeting it from the rooftops.  If it was negative, you should be on top of it immediately – solving the problem, if possible. Minimizing the damage, otherwise.

Ask Target. Or United Airlines.

3.A Social Media Presence Is Like That Fire Extinguisher On Your Wall

You’ve got a shiny fire extinguisher on your wall, and you hope to hell that you’ll never need to use it. But every year, you have it tested – and if you’re smart, you train your employees how it works.

A solid SM presence is like that for your business.  When disaster happens (your own little BP Oil Spill or Kentucky Fried Sink Bathers) you’re ready to manage communications and keep things from spiraling out of hand.

You can candidly communicate with your customers, sharing information transparently and quickly – not having let it get filtered and spun through the media.

Plus, your supporters (you’ll have supporters if you’re doing SM right – thousands of them) will come to your aid across the Internet and tell the truth about your company and who you really are.

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So, those are my top three points I’d send out to Corporate America.What would you add?  Where have I gone wrong?

If you’ve ever worked with a Web Designer (dangerous creatures who live in dark rooms, surrounded by monitors and empty cans of Red Bull and crumpled Twinkie wrappers) you’ve probably seen these strange words in the middle of the screen on your new web site:

lorem-ipsum“Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. ”

Used by typesetters and designers since the 1960′s, this “filler copy” is meant to let you focus on the design elements of the page rather than worry about exactly what the copy will say. And, if you’re writing a brochure for Toyotas or a flyer about your lost cat, that’s all fine and good. But if you’re trying to design a blog, sales page or site for your community there’s a large problem.

You can’t properly design the look, feel and vibe of your site unless the designer can read the copy and experience the voice, tone, flavor and vibe of your copy. Let me offer three example opening paragraphs for the same web site, and you be the judge:

Bob’s Lugnut Emporium: Take #1

Welcome to Bob’s Lugnut Emporium. We are purveyors of fine lugnuts in southeastern Kansas (and the Oklahoma panhandle) for vehicles of all sizes.  If you need lugnuts, or lugnut accessories, we can supply all your needs. We offer overnight delivery of lugnuts via Fedex and UPS.  You can also visit our headquarters from 8AM to 5PM to pick up your lugnuts.  Please call ahead to make sure that we have the nuts you need.

Bob’s Lugnut Emporium: Take #2

In today’s competitive business world, your team is striving to be the #1 performer in your market niche — and Bob’s Lugnut Emporium can be just the partner that you’re seeking.  Our world-class experts are available to consult with you and provide business-class solutions that offer best-of-breed products providing proven best practices from threads to foot pounds.  We’re the market leader and industry pioneer in our space, offering our patented Limited Unlimited Guarantee Service (LUGS) where each lugnut has an RFID chip connected to a GPS which electronically communicates to your SAB tracking system to instantly update your CIO on the ROI of the product.

Bob’s Lugnut Emporium: Take #3

If you’ve got big trucks, they’ve got tires.  And if those tires fall off, you’ve got problems.  Big problems.  Missed deliveries, angry customers, huge repair expenses, and driver’s wages to pay with no deliveries being billed.  We’re Bob’s Lugnut Emporium — and we know it’s about way more than lugnuts to you.  That’s why every nut is tested twice.  That’s why professional drivers choose our nuts 3:1 in surveys.  And that’s why we offer a personal guarantee from our owner, Bob “Big Load” Johnson:  “My product will beat the nuts off the competition.”

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So — would your web designer come up with a different looking web site for you, if they saw some of this copy before they put stylus to screen?  You bet.  These are three wildly different personas, voices, flavors and styles. (Yes, I’m exaggerating to make a point. So sue me.)  But without having heard any of this you probably would have gotten a nice site with a big shiny lugnut on the top and some photos of tires.

So the next time you’re at the “design” stage of a project, go ahead and write some copy — even if it’s just a few pages — and stay away from the “Lorem, Ipsum, Dolor” stuff.  You’ll be glad you did.

(BTW — the entire concept of this post was pretty much stolen from “Content Rules” — an amazing new book I’m reading by Ann Handley and C.C. Chapman. Go buy it right now. Stop reading and do it. Hurry up.)