I am reproducing an article I wrote a few months back. I find it as relevant now as I did then.
Value is the real differentiator. So, it makes sense to look for client engagements where no or little value was created for anyone involved. When I looked at all clients from this lens of value, three types of clients stood out.
The Window Dresser
The problem with such clients is that there is no real commitment to the e-learning initiative and therefore, there is no champion for it in the organization. As a result, the carefully crafted content, a product of myriads of reviews and rework, sits on the specially chosen highly-secure servers for years without being used by anyone. So much effort and value lost! Another consequence is more long lasting and damaging: A failed attempt at e-learning results in negative perceptions about the effectiveness of e-learning that persist for very long.
The Commitment Phobe
The problem with such clients is that projects can take inordinately long time to be completed. E-learning launch, typically tied to an impending training cycle, is delayed and loses its momentum and support of several stakeholders. Sometimes, content is outdated by the time the course is developed. Colossal loss of effort and value for everyone involved.
As I pondered over the above three types of clients, I couldn’t help thinking of the clients who are at the other end of the spectrum, clients we love to work with. What attributes of these clients propels us to create great content that adds tremendous value to the end users of the training? This is what I think makes these clients special.
Total Commitment to Results
These clients have a single focus- the results that the training will help achieve. This means that they have a clear idea of both the learner and business needs and understand what will meet these needs most effectively.
Focus on the Big Picture