6
Think Like a Marketer to Drive Learning and Development
At the beginning of this book, we talked about training’s bad rap. We also talked about how people may be carrying negative baggage from their school days and be resistant to workplace learning. At the very least, you’re targeting busy people with deadlines and goals that usually feel more urgent than upskilling. And employees, like all busy, distracted consumers, need a reason to pay attention to what you’re peddling.
That’s why you have to think like a marketer: to cut through the noise, resistance, and misinformation and get people motivated to embrace continuous learning. To drum up interest in L&D offerings and keep people engaged, modern L&D has to be consumer-grade.
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