The best L&D team 'Marketing Plan'

"Engagement is a poor proxy for performance impact"

Guy W. Wallace

The goal of most 'L&D marketing' is to 'drive engagement with our products'. This is inevitable in a system which relies on maintaining the status quo; ('L&D' own 'learning', 'L&D' know what's best for you, 'learning' = education, 'consuming our content and events will change your results' etc.).

The alternative? Replace the self serving goal of 'engagement' with the empathetic goal of 'usefulness'.

Rather than 'L&D' campaigning to distract people from their work to do what they need them to do, L&D should aim to become famous for only creating resources and experiences that help people to do their jobs.

(And then the people will spread the word).


I work as a thinking partner and advisor with mid sized, value oriented companies going through significant change. I help you to build new capability and mindsets through shifting your approach to organisational development.

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