Jay Cross
Jay Cross

New blog
Links & more

Subscribe with Bloglines
Enter your email address to subscribe to Internet Time Blog.

Being Amazon
Friday, January 21, 2005
implrementing_elearningTwo 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?


Post a Comment

<< Home

About Us | Contact Us | Home |

Powered by Blogger

Copyright 2005, Internet Time Group, Berkeley, California