Marketing guru Seth Godin put it simply, “Everyone is not your customer”. Same goes for learning.
But people can still feel that something was made just for them.
When we over-prioritize size and scale, we can easily forget the importance of creating a truly personalized learning experience.
Whether it’s a workshop, conference, town-hall, or another form of gathering, those deemed one-size-fits-all are ones where:
- an audience is replaceable or invisible because the experience can apply to anyone
- the particular medium is unnecessary because the information could have been shared a different way
It is possible to personalize a gathering, even at scale. Here’s three examples of how to shift from “made for everyone”, to a “made for me” mentality:
Speed limits do apply
When it comes to learning or retention, speed of information flow matters. At a recent conference I attended, participants were shuffled between 8-10 sessions back-to-back, some lasting only 15 minutes. Though we may be intrigued by the amount of information and learning available to us, we can’t necessarily consume or recall it all, at least not meaningfully. It’s like going to a grocery store and purchasing everything in stock just because it’s there. We can’t physically consume that much food. And we can’t consume that much information…at least not in a healthy way. Though it seems efficient, it’s actually highly wasteful. If time constraints keep us from spacing out our learning, at least we can digest it by:
Building explicit time or nudges into the experience that allow people to process what they just consumed, either alone or with each other. Ask a few pointed questions. You want to know, just like a game of telephone, how much is that learning being passed on? Without this time or energy, we as learners are less likely to take up the information as our own and do something with it.
Providing content isn’t the same as solving a need
Content is a key reason that many people initially come to your gathering. Sure, they want to hear a speaker, they are intrigued by the topics or the agenda, etc. But the way that we frame, market, and put that content into context for people is often more important than the content alone.
For example, there is a difference between a conference that simply lists a bunch of session titles, versus one that shows and describes a clear arc of how each session builds on the other and leads people from A, to B. Make it easy by connecting the dots for your learners so that their energy can be spent on making meaning of the content, not the agenda. You can do this in a few ways:
Instead of a list of sessions or pieces of content, share:
- The questions each section will answer
- A guide to know if each session is right for you
- A recommendation engine tool
- Chunk the day into pieces
- Obsessively tie back to outcomes
The goal here is not to be allured by the number of tracks or choices of sessions. Learners want progress – more than just the steps in the recipe, tell me how each step leads me to the final product I care about making.
Pro Tip: You’ll know if you’ve over-prioritized content if you see low energy levels in and outside the room.
Find out what we all have in common
No, I don’t mean hometowns or favorite foods. It is possible to leave a gathering feeling more connected to others in the room, even if you haven’t met them. This is made possible when attempts are made to create a strong in-group. What is unique about this room of people? What do they all have in common?
When we make an experience for everyone, we aren’t able to clarify or classify what makes that group different and distinct. What specific language, rituals, or needs does this group have? People want to feel like they belong and they want to exhibit pride in their groups. Attempts to foster a strong in-group help others feel seen and that an experience was made just for them.
Just for me, just right, just in time. Personalized gatherings are possible, even at scale. It starts with a desire to view our audience as irreplaceable and necessary to our success… no matter the size.