I recently has a wonderful introductory conversation with an individual in the publishing industry that was extremely forward thinking and in the process of re-engineering the company’s approach to delivering pedagogically-sound content. What stood out from the conversation was, “We do not want to be in the software business, we do not want to touch the technology side. We produce content, that is what we do well and we are going to stick to it.”
This was refreshing to hear as one of core tenants of business is to focus on what you do really well and work with others that provides complimentary products and services to enhance your offerings The publishing industry is at an important inflection point, it can either sink or swim. There must be the honest realization that the legacy cost structure and revenue models are about to be flipped upside down with the publishers. We will look back at the industry in 10 years and say, “I can not believe publishers used to operate that way.”
My call to action for the publishers – throw out the way you have always done things. Work with companies of all sizes who provide a variety of authoring, assessment, and data-driven technologies that can completely redefine the learning experience. Be entrepreneurial, try new things, create new business relationships and revenue-share agreements. Get crazy, cause some chaos!
Publishers have one extremely valuable differentiator in the education and training markets, large distribution channels. Use THEM!