Recently I was speaking to a prospect who was also the Subject Matter Expert. They were trying to get us to drop the price. In all naive earnestness they asked, “But what is it that you will do? I’m the one who’s going to give you all the content! Why are you charging so much?” That particular exchange turned out to be just a misunderstanding of what the price was for, but it made me want to articulate something I’ve been chewing on.

I want to discuss with you the dimensions of solutioning and the implications of what we do when ideating solutions. I’ll start with some incidents that are pretty typical for training vendors to encounter and then lay down the connections I’m making to a larger picture.


So, first, here are 3 conversations with 3 different companies. The sizes vary on a spectrum from ‘global giant’ to ‘pretty large multinational’. Two are market leaders in their sector, ubiquitous household names. All have been around for several decades and they have conducted trainings and used e-learning for quite a while.

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