CHAPTER 6
Shift Your Education and Leverage Everyone’s Passions
Shane Johnson © 2011.
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Principles
1. It takes more than awareness to convert someone into being a customer or to move people in the direction of taking a set of actions that you want. Compared to the challenge of raising awareness—breaking through the chaos and clutter that is represented in our media environment today—education is surprisingly easy.
2. When people go searching for additional information to finalize their decision making around a purchase or action, they have to be led down the proper path.
3. The infrastructure and architecture of the Web exists to support people’s ability to learn.
4. If learning happens over time and the depth of understanding that someone will attain correlates almost directly to the amount of time they spend with the materials, simply making compelling information available in a solid learning environment won’t be sufficient.
5. The lack of a commitment to education—the process, not the issue—results in a predictable and disappointing response to the momentum created by a boost in awareness.
Picture a recent college graduate. He’s 22 years old and preparing to interview for his first full-time job. He updates his resume. He opens his closet and realizes he doesn’t have the elements needed to make up a proper workplace uniform. He needs a suit.
Amy ...
