Curb the Usage Slump

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Tip #1: "Why" is more powerful than "what" Tip #1: "Why" is more powerful than "what" Why = motivation Are you familiar with Ted Talks? TED stands for Technology Education and Design, and their talks are 15-20 minute videos focused on out-of-the-box or disruptive ideas in those fields. In 2009, author Simon Sinek gave a talk at TEDxPuget Sound entitled "How Great Leaders Inspire Action." His presentation focused on inspirational leadership and how great leaders start with the "why" as opposed to the "what." One of the examples Sinek uses is Apple. Apple has established a tribe because their marketing focuses on "why" as opposed to the "what." Remember the early iPod commercials? The ads showed silhouettes of people dancing against a colorful background, with the now-iconic white earbuds and the white iPod standing out strong against the color. There was no explanation of what the product was, the price, or where to get it. Instead, the message being sent was focused entirely on the why: more of the music you love, available when you want it, so you can rock it out. "Why" is what gets us up in the morning, what spurs us to action. When it comes to your elearning program, your messaging should focus on the why as opposed to jumping right into the software or courses available. RESOURCES: "How great leaders inspire action" by Simon Sinek Inspire new ways of working with TED@Work, now available through OpenSesame WHY W H A T H O W Curbing the usage slump | 3

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