The launch of the Manifesto has surfaced at least a couple of issues that are worth addressing. The first asks who the manifesto is for, and what should they do differently.  That’s a principled response.  The second is just  how to work differently in the existing situations where the emphasis is on speed.  That’s a more pragmatic response.  There are not necessarily easy answers, but I’ll try.  Today I’ll address the first question, and tomorrow the second.

To the first point, what should the impact be on different sectors?  Will Thalheimer (fellow instigator), laid out some points here.  My thoughts are related:

• Tool vendors should ensure that their tools can support designers interested in these elements. In particular, in addition to presentation of multimedia content, there needs to be: a)  the ability to provide separate feedback for different choices, b) the ability to have scenario interactions whereby learners can take multistep decision paths mimicking real experiences, and c) the ability to get the necessary evaluation feedback. In reality, the tools aren’t the limitation, though some may make it more challenging than others. The real issue is in the design.
• We’d like custom content houses (aka elearning solution providers) to try to get their clients to allow them to work against these principles, and then do so. Of course, we’d like them to do so regardless!  I’ve argued in the past that better design doesn’t take longer.  Of course, we realize that clients may not be willing to pay for testing and revision, but that’s the second part…
• …we’d like purchasers of custom content to ask that their learning experiences meet these standards, and expect and allow in contracts for appropriate processes.  If you’re going to pay for it, get real  value!  Purchasers need to become aware that not meeting these standards increases the likelihood that any intervention will be of little use.
• Similarly, if you’re buying pre-made content (aka shelfware), you should check to see if it also meets these standards.  It’s certainly possible!
• Managers and executives, whether purchasing or overseeing in-house teams, ideally will be insisting that these standards be met.  They should start revising processes both external (e.g. RFPs) and internal (templates, checklists and reviews) to start meeting these criteria.
• And designers and developers should start building this into their solutions (within their constraints) while beginning to promote the longer term picture.

Of course, we realize that there are real world challenges. The first is that the internal elearning unit will have to be working with the business units about taking a richer and more meaningful approach.   Those units may not be ready to consider this!  The ‘order taker’ mentality has become rife in the industry, and it’s hard for a L&D unit to suddenly change the rules of engagement.  It will take some education around the workplace, but to ensure that the efforts are really leading to meaningful change mean it’s critical.

The second caveat is that not all of these elements will be addressable from day 1.  While we’d love that to be the case, we recognize that some things will be easier than others.  Focusing on meaningful objectives  and, relatedly, meaningful practice are the two first priorities.  (While I suspect my colleagues might instead champion measurement, I’m hopeful that making more meaningful practice will drive better outcomes. Then, there’ll be a natural desire to check the impact.) When the meaningful focus is accomplished, trimming extraneous content becomes easier.

The goal is to hit the core eight values first, as these are the biggest gaps we see, and integrate many of the principles: performance focused, meaningful to learners, individualized challenges, engagement-driven, authentic contexts, realistic decisions, real-world consequences, and spaced practice.  With those, you’ve got a real start on making a difference.  And that’s what we’re about, eh?  We hope you’ll sign on!

Wow, you try to do one little thing, and everyone gets all upset!  Well, that’s how it feels, and it’s a real lesson.  So I’ll explain, and then try to clarify.

As I posted, one of the two things I’m pushing is something that’s trying to improve elearning, and we’re having our launch on Thurs, March 13th at noon PT (3ET). To get attention, the four of us (Michael Allen, Julie Dirksen, and Will Thalheimer are my con-conspirators) have been teasing the event, trying to build awareness.  And this has turned out to be a problem we didn’t anticipate.

Our goal was to use our names by capitalizing on the situation what while the four of us who, while friends and colleagues, were independent of one another professionally, we had banded together on this initiative. We believed, naively, that people would infer our intentions to be benign. And many did.

Including the trustees we’re so grateful to.  We briefed a handful of respected individuals around the industry (not everyone we could and should, but a representative sample across many sectors that we could work with quickly), and got them to lend their names in support.

So we started our marketing, including the site, a press release, and our social media efforts.  And learned that what was obvious to us wasn’t obvious to others. There were clear concerns that the focus was on us, not on the message, and that our motives were dubious.

We received both private and publicly expressed concerns about our intentions.  Maybe we were trying to promote a book, or a consultancy, or collecting email addresses.  And this was an unpleasant surprise.  When I have a chance to work with people like Michael, Julie, and Will that I respect for their intellect, concern, and integrity, it is painful to have our motives questioned.

Yet it was an clear miscalculation on our parts that our intentions would be obvious to all. As soon as we got wind of the concerns, we discussed how to respond, and as a consequence, we reined in the messages about us on the site.  We removed our pictures from the pre-launch page, and toned down the ‘authors’ page.  Hopefully that’s enough.

Because, the message is the important thing.   Frankly, we’d prefer that the change happens and we get no recognition.      It’s not about us; we’ve got other fish to fry.  We’ve no joint book, no consultancy, and the only reason we’d do anything with any email addresses would be to tell them updates with nothing for sale. We believe that the message would be sullied with any such attempts, and we do not want to risk the chance of undermining the message, and the hoped-for change.

So, a valuable lesson learned about marketing.  Trying to inspire curiosity using a launch event, and trusting to our names beforehand was, in retrospect, too self-aggrandizing.  We probably needed to focus on at least the core of the message, rather than just the mystery of what we were up to.  We still hope you’ll attend, and more importantly agree to try harder on the change we’re agitating for. As to the change? Well, the short answer is better elearning.  For the specifics, you’ll just have to wait :).  BTW, in addition to the launch, at least a subset of us will be discussing the desired change at Learning Solutions session 105 on Wednesday March 19 at 1PM, followed by a Morning Buzz on Thursday.  Hope to see you at one of these!

A few weeks ago, I mentioned that this was a year of making trouble, and talked about my forthcoming book, but now it’s time to let you in on the second thing I’m doing.  This time, I’m not doing it alone, but in concert with three of my most respected and trusted colleagues, Michael Allen,  Julie Dirksen, and Will Thalheimer. So what are the four of us up to?

Well, I won’t give it all away, since we’re doing an official launch next week, but in short, we’re attempting to do something about what we perceive as the sorry state of elearning.  We just couldn’t stand by, so we’re standing up and saying something.  It’s been a real pleasure to work with them, and we’re hoping what we’re up to might make an impact.

You’ll also find out that a number of folks have signed up to support us as trustees.  Not everyone we could and should’ve gotten, but a representative sample across sectors of some of the most respected folks in the industry that we could reach out to in short order.

You can find out what we’ve done on Thurs, March 13th at noon PT (3ET). We’re holding a Google Hangout where we’ll talk about what we’re up to, and then take questions.  You can sign up to attend at the associated site.

It’s an honor to be able to work with Will, Julie, & Michael on this, and  if you care about good elearning (and if you’re here, I figure that’s a safe bet :), I hope you’ll attend, and join us.