If You Stop Teaching Features, Your Customers Might Actually Learn Something

When your customers say your training is ineffective or you see from reports that product use does not increase following an education intervention, one of the questions you should ask yourself is, "Are we helping customers understand the context for why our product exists and why they need to learn it?" One major problem with software education is that it is focused primarily on helping people learn features. Learning features without understanding basic concepts and without understanding "why" will often leave people bewildered about how to use the software.

Customer are left to think to themselves, "Why are we doing this?" And this is a distraction in your courses that you do not need. It is very often the case that the people in your training course were not involved in the decision to purchase your product, and in some cases, might have only heard that your product was purchased the day they were told to join your class.

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