This document discusses how content creators can sustain behavior change in their audience by tying their work to measurable business results. It recommends observing how people behave after engaging with content to see if it is working, and taking it a step further by connecting individual behavior changes to specific business outcomes like increased profits, employee retention or customer satisfaction. Linking content to measurable impacts on business results allows content creators to have strategic conversations that expand their reach and increase their value to clients.

1. SUSTAIN BEHAVIOR CHANGE

2. In the content business, your
success depends on your content’s
ability to change behaviors that are
tied to a measurable business result.

3. You are in the content business.
You are not an author. You’re not a speaker, guru, consultant, blogger, or innovator.

4. Your revenues
are generated by
effectively leveraging
and monetizing your
work in as many
appropriate modalities
as possible.

5. Sometimes that may be a book or a keynote speech,

6. but more often it
will be as a provider
of consulting services,
assessment tools,
diagnostics, video
enabled training,
and licensing of
your content.

7. That’s your business,
but what’s your ultimate impact?
How do you know your work is working?

8. and how do you
justify a pricing
structure that
rewards you fairly
for the impact your
work has on a client’s
business results?

9. It’s not easy to answer but…

10. All good content leads to an
observable behavior change.

11. Observe if content is working or not based
on how people behave after engaging
with your body of work.

12. This is where most
thought leaders stop.
It makes sense, but what if we take
it a bit further?

13. Why does having a
group of individuals
that can present better,
listen better, generate
more leads, and close
more deals matter?

14. Because in the aggregate those small improvements
correlate directly to a business result.

15. The business results are not always the same even though the content is.

16. Expand the
Conversation.

17. Maybe employee
engagement increases,
it might be customer satisfaction scores
or net promoter scores, perhaps margins
increase and profits increase, maybe
employee retention improves or
customers return more.

18. Ultimately, tying your work to
changing individual behaviors
with measurable business results
will separate you from the pack.

19. You jump from
having a skill
development
conversation with a
junior HR person to
a business results
conversation with a
business leader.

20. It’s a much more
engaging conversation and one
that results in your ability to expand
your reach inside an organization
and increase your tenure
with the client.

21. You become more of a strategic partner that
drives measurable business results.

22. Great feedback is table stakes.
Stretch your thinking so that you can connect your work to business results.

23. It’s more profitable, more engaging,
and much more intrinsically and
extrinsically satisfying.

24. SUSTAIN BEHAVIOR CHANGE
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