Two years ago, Lance Dublin and I wrote a book entitled Implementing eLearning. It's on Amazon. As they say,

"Price: $33.11 & This item ships for FREE with Super Saver Shipping."

The buzz is dying out. Lance and I are no longer accosted by people clutching the book, asking for autographs. Today I dropped by Amazon to see how the book is doing. You can learn a lot on Amazon.

The first chapter of Implementing eLearning is online. Free. Better still, you can search for a word and get a list of citations that include it. For example, I put in "position," and got back a list that starts with:

1.	on Page 11:
	"... understand your customers, walk a mile in their shoes. Here's how: Make up several representative customers (personas). Give them names, positions, preferences, gripes, habits, intelligence, and personalities. When you're planning marketing campaigns and learning activities, stop every now and again to ..."
2.	on Page 23:
	"... they craft a marketing strategy, analyzing how they intend to serve different segments of the market and where they will position their product vis-à-vis the alternatives. They plan their tactics. Campaigns kick off, plans are translated into action. Results are monitored ..."
3.	on Page 35:
	"... be seen and heard by anyone in your organization. By this definition, leadership is not reserved exclusively for persons "in positions of authority." Rather, leadership can be exercised by anyone, at any time, under circumstances requiring them to behave in leader-like ..."
4.	on Page 45:
	"... draw on your research as you morph into a marketing designer. You'll assess the payback of various segmentation schemes. You'll position your product vis-à-vis its competition. You'll paint the big picture. You'll then think like a marketing executive as you put ..."
5.	on Page 57:
	"... own. Each of the 249,000 associates can log into the central system to review what training is required for their position and what they have completed to date; important training assignments rise to the top of the list. Today, training at ..."
6.	on Page 60:
	"... Costs, Boost Efficiency D Slash travel budget 0 Reduce time away from the job 0 Automate instruction D Reduce training positions D Accelerate training D Keep up with demand for knowledge Meet Business Objectives D Become competent sooner 0 Improve customer ..."
7.	on Page 62:
	"... Chapter 6 market segmentation that optimizes results by leveraging the most appropriate groups of customers a position that places your product in the "sweet spot" in the customer's mind. Figure C-1 offers an example of an e-learning ..."
8.	on Page 63:
	"... mind-mapping exercise. Scheduled to on-demand Informal as well as courses Generic to custom for core In-house development for our expertise Position Brand BMW in our market có Scottish Ale-not for everyone Swiss Arm -versatile hand y , y >ý Sincere fast ..."
9.	on Page 74:
	"... example, people perceive BMW automobiles as sporty. Volvos are considered safe. Cadillacs represent the epitome of luxury to many people. Position is all about place. In fact, that's what the dictionary says position means. Positioning involves putting your product in a ..."
10.	on Page 76:
	"... Chapter 6 Figure 6-4. Mental mapping: becoming a solution provider. Human A INSTRUCTION Machine i Current iý position 00 i i i 00 i i .0 00 wor Future position Theoretical E FOCUS im. Pragmatic INTERPRETATION: Sales training ..."

Not a bad Cliff's notes for assessing a book.


No one has offered a review as yet. People have written me that the book inspired them. (If you're an inspiree, write a review. I've heard it really boosts book sales.)

Amazon lists popularity rankings. Only 223,183 books to beat until we join the bestseller list!

Our book was part of a series on eLearning. In fact, we were the capstone of the series.

Evaluating eLearning #67,984
Project-Managing eLearning #150,866
Leading eLearning #202,096
Designing eLearning #209,774
Implementing eLearning #223,193<--
Selling eLearning #240,860
Using eLearning #246,133

This got me to wondering. How do other eLearning books fare in the marketplace?

eLearning and the Science of Instruction (Clark) #10,039
Telling Ain't Training (Stolovich) #15,022
First Things First (Rossett) #15,938
Designing Web-based Training (Horton) #16,983
Michael Allen's Guide to eLearning (Michael Allen) #17,150
Designing World-Class eLearning (Schank) #31,164
eLearning Tools & Technologies (Horton) #32,686
ASTD Learning Handbook (Rossett) #38,661
Simulations and the Future of Learning (Aldrich) #40,709
Web-based Training (Driscoll) #150,749
eLearning (Rosenberg) #191,505
Implementing eLearning #223,193
All Learning is Self-Directed (Tobin) #236,547
Beyond Free Coffee & Donuts (Oberstein and Alleman) #271,250
Virtual Learning (Schank) #534,459
ABCs of eLearning (Broadbent) #595,293 <\ul>

I've read all but three of these books. I've spoken with all the authors except the Donuts people. And I know there's something hokey about these numbers. Marc Rosenberg's book sells outside of the Amazon and ASTD channels (It's on the shelf at Border's), but nonetheless, it has to be way above #191,505.

Lance and I will both be attending TechKnowledge in Vegas week after next. Either of us will be happy to talk with you about your issues.


If the topic of implementation interests you, check out our supplementary material on the web, especially the "Director's Cut" (unexpurgated) version of some of the chapters from the book.

Just over a thousand people have downloaded our free eLearning Action Plan Template from the final chapter of the book. Got yours?