Jeff Gothelf & Josh Seiden | How We Tested Training Programs
Oct 16, 2024
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Jeff Gothelf, a best-selling author and co-founder of Sense and Respond Learning, joins fellow author Josh Seiden to discuss scaling their training business. They share fascinating insights on testing assumptions and balancing qualitative and quantitative success metrics. The duo emphasizes the importance of community building and effective outreach in a post-pandemic world. They also explore the excitement of navigating uncertainty in entrepreneurship, highlighting how patience and diverse perspectives are crucial for success.
Jeff and Josh emphasize the importance of identifying core assumptions to create targeted experiments that validate their training business model.
They highlight the significance of community building and ongoing communication among training partners to enhance collective marketing and success efforts.
Deep dives
Building a Scalable Training Business
The focus of the discussion revolves around the efforts to scale a training business based on various bestselling books by Jeff Gotthelf and Josh Seiden. They plan to find certified training partners across different regions who can deliver their material effectively and in local languages. Their primary hypothesis explores whether they can recruit skilled trainers who will uphold the quality of their training content while also establishing their own successful training enterprises. This strategic alignment aims not only to expand the global reach of their training programs but also to generate sustainable income for these partners.
Identifying and Testing Key Assumptions
Jeff and Josh emphasize the necessity of identifying core assumptions before launching their training initiative, which helps in breaking down their expansive goals into manageable tests. They highlight three primary assumptions, including the existence of trainers interested in delivering their content, the ability of these trainers to generate sufficient enrollment, and the capability to maintain high-quality training experiences. Understanding these assumptions allows them to create targeted experiments to validate each aspect progressively. This methodical approach serves as a foundation for future growth while addressing inherent market risks.
Navigating Reputational and Quality Risks
Both Jeff and Josh articulate the reputational and quality risks associated with their new venture, particularly since their names are intrinsically linked to the training programs being offered. They express concern about whether training partners can deliver experiences that meet their established standards, as well as the potential repercussions on their brand if quality varies. Through their initial outreach efforts, they have experienced rapid validation regarding partner interest, acknowledging that the challenge lies in ensuring these partners can fill training sessions effectively. This ongoing learning reveals significant insights into the interplay of quality assurance and market demand.
Community Building and Experimentation
The duo discusses leveraging community-building strategies to support their training partners, using platforms like Slack for communication and collaboration. This community approach allows trainers to share marketing materials and best practices, thereby enhancing their collective success while adapting their training efforts. They acknowledge the slower pace of experimentation, particularly within the sales cycle for workshop enrollment and the necessity of maintaining patience through the testing process. By continuously evaluating progress and leveraging partnerships, they remain committed to iterative improvement and responding to market feedback.
In this conversation, Jeff Gothelf and Josh Seiden discuss their journey in scaling their training business, focusing on the assumptions, risks, and testing methods they are employing.
They share insights on the importance of community building, the challenges of filling workshops, and the balance between qualitative and quantitative success metrics.
The discussion highlights the significance of cold outreach, learning from past experiments, and navigating uncertainty in entrepreneurship.
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