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The Widest Net
038: The Business Model of Certification with Phil M Jones
Dec 13, 2023
Entrepreneur Phil M Jones discusses the power of certification programs and productized curriculum, amplifying sales through word-of-mouth, creating effective distribution channels for intellectual property, and embracing long-term commitment for sustainable growth. He also explores the purpose and impact of his book 'Exactly What to Say' and the importance of tailoring scripts for different industries. Additionally, he highlights the distinction between certified guides and individuals seeking to deepen their understanding of the materials.
41:19
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Quick takeaways
- Certification programs and productized curriculum can unlock the potential of intellectual property and expand its reach.
- Understanding the context in which content is applied is more important than understanding the content itself, and people pay for this understanding.
Deep dives
The Journey to Building a Certification Business Model
Phil Jones, an entrepreneurial success story and founder of multiple multimillion-dollar companies, reveals why he decided to focus on building a certification business model. He explains the challenges of the book and speaking industry, including the loneliness and the limitations of being the messenger for his own message. Jones saw the opportunity to expand the reach of his message by certifying others to teach his principles, ensuring tremendous results and relevance in various industries and contexts.
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