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21st Century Strategic Program Marketing

by Burt Dubin    

Today more cash is being invested in educating employees than ever before. I intend to show you how to get your share of this bonanza.

Alvin and Heidi Toffler, in their book, "Creating a New Civilization," say that development and distribution of information have now become the central productivity and power activity of the human race. That’s the business you’re in! Here’s a summation of the Tofflers major points as they apply to your business now:

The most evolved nations the USA in particular are becoming information and innovation merchants. We market education and training to the world.

Today you can ride the wave of the changing role, significance and nature of knowledge. Since knowledge is the new capital, you, in sharing it through your programs, create capital for others as well as yourself.

Knowledge, because it reduces the need for labor, time, space and capital, is now the central resource of advancing economies. The real value of organizations depends more on the ideas, insights and information in the heads of their employees than on other physical assets.

Smart firms encourage their people to take initiative, come up with new ideas, even throw away the rule book to produce desired outcomes and to pour emotion, intuition and imagination into their jobs. As you, in your programs, show your attendees how to do this, you make yourself an even more valuable resource.

Take these actions now:

Position yourself as a unique educational resource. Spice up your events with innovation, insights, ways your audience members can use to engage their emotions, intuition and imagination as part of their daily activities. Show your audience members how they benefit by doing what you recommend.

Remind those who sit before you that today, more than ever, they are in business for themselves. They market their ability to deliver results to whatever organization will best reward them.

Be sure they know that in the brave new world of the 21st century, loyalty means loyalty to themselves. There’s no such thing as a full career with one company anymore. That’s history now.

Market yourself as the peerless resource you are. Create a micro-niche in which you make yourself first an expert, then a world-class expert. Don’t stop there. Follow the lead of the masters: Make yourself the world expert in your micro-niche. Then, watch your value and your cash-flow soar.


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Burt Dubin, a 20 year veteran of the business of speaking, coaches and mentors speakers and wanna-be’s world-wide. Burt works with people who want to be speakers and with speakers who want to be masters. The words of his clients, the admiration and respec