Reinventing Virtual Events

CHAPTER 6Creating Hybrid Models That Pull in Audiences

I believe you have to be willing to be misunderstood if you're going to innovate.

—Jeff Bezos

The primary model we've discovered to foster retention follows the Learning Pyramid. When participants coach each other and “teach‐back” elements they've learned from panelists, retention has the potential to shoot up to 90% versus static watching or listening. If you can put participants under the microscope of intellectual pressure in a safe environment, it yields effective competency transfer. Prodding people to go off‐script and think on their feet may produce sweat and anxiety, but it also fosters constructive change.

In our model, there's still a tremendous emphasis on discussions, demonstrations, and audio‐visual components in the pyramid. In training hundreds of reps, Justin corroborated that aspects he pulled from emceeing Go‐to‐Market (GTM) Games produce training excellence and reinforce hard skills. The real magic happens when participants coach each other, not just drilled by the coach. Imagine the exponential impact of two customers giving tips and advising each other on ways they can improve a process, system, or skill. Compelling social proof between contestants spurs empathy. Why? We think psychologically, “Wow, that person is just like me. We are both experiencing identical pain. I can get the results my peers ...