{"id":320,"date":"2017-11-22T16:02:43","date_gmt":"2017-11-22T21:02:43","guid":{"rendered":"http:\/\/www.mohammadhassam.com\/blog\/?p=320"},"modified":"2017-11-22T16:02:43","modified_gmt":"2017-11-22T21:02:43","slug":"why-the-golden-circle-of-elearning","status":"publish","type":"post","link":"https:\/\/mohammadhassam.com\/blog\/2017\/11\/22\/why-the-golden-circle-of-elearning\/","title":{"rendered":"WHY \u2013 THE GOLDEN CIRCLE OF ELEARNING"},"content":{"rendered":"<div class=\"entry-content\">\n<blockquote><p>\u201cIt\u2019s not about what we do. It\u2019s about why we do, what we do.\u201d \u2013 Simon Sinek<\/p><\/blockquote>\n<p>Recently, I\u2019ve become a bookworm and read some great books, out of which, I love the ones written by Simon Sinek called \u201cStart with Why\u201d. He is a British\/American author, Ted Speaker, motivational speaker and marketing consultant. He has written four books including this one which became a bestseller and has sold millions of copies.<\/p>\n<p>The whole idea of this book is \u201cWhy\u201d we make decisions, and how those decisions help companies to reach the height of success. Simon has shared some case studies of the companies that focus on \u201cWhy\u201d more than on \u201cWhat and How \u201d are now owning the world.<\/p>\n<p>The Golden Circle was one of the chapters of his book where he shared a case study of Apple Company and the way Apple market its products. They don\u2019t sell their products with \u2018what they do\u2019, but \u2018why they do what they do\u2019. Confused? Let me explain how:<\/p>\n<p>The reason of Apple being so successful is the way Apple communicate to customers. Most companies talk about their products, features, specification, and start comparing with other products in the market. Apple sells Why their products is worth buying. They believe in challenging status quo. They also talk about the whole user experience and comfort making products that work better and simple to use for their consumers, that\u2019s why you feel different when it comes to Apple or feel exceptional when you are using one of Apple\u2019s products. For them, winning customer\u2019s trust and loyalty are one their priorities. The rest will come later. Watch this video to understand the idea of a Golden Circle<\/p>\n<div class=\"jetpack-video-wrapper\"><span class=\"embed-youtube\"><iframe loading=\"lazy\" class=\"youtube-player\" src=\"https:\/\/www.youtube.com\/embed\/i_x5WvjWxW0?version=3&amp;rel=1&amp;fs=1&amp;autohide=2&amp;showsearch=0&amp;showinfo=1&amp;iv_load_policy=1&amp;wmode=transparent\" width=\"300\" height=\"150\" allowfullscreen=\"allowfullscreen\" data-ratio=\"0.6015625\" data-width=\"768\" data-height=\"462\" data-mce-fragment=\"1\"><\/iframe><\/span><\/div>\n<h3><strong>WHY \u2013 ELEARNING?<\/strong><\/h3>\n<p>If you go a few decades back, after computers were invented, eLearning was one of the dream for many organizations. Thinking of a virtual environment was a reverie for everyone. Even Steve Job\u2019s belief was to bring simulated environment for higher education when he was building his another company Next.<\/p>\n<div class=\"jetpack-video-wrapper\"><span class=\"embed-youtube\"><iframe loading=\"lazy\" class=\"youtube-player\" src=\"https:\/\/www.youtube.com\/embed\/MGmHZj2EC8A?version=3&amp;rel=1&amp;fs=1&amp;autohide=2&amp;showsearch=0&amp;showinfo=1&amp;iv_load_policy=1&amp;wmode=transparent\" width=\"300\" height=\"150\" allowfullscreen=\"allowfullscreen\" data-ratio=\"0.6015625\" data-width=\"768\" data-height=\"462\" data-mce-fragment=\"1\"><\/iframe><\/span><\/div>\n<p>eLearning is now a whole another domain and has taken most of the market. There are different types of tools like authoring tools and Learning Management System, Learning Record System help to design, manage, and monetize eLearning. We (eLearning developers, educational technologist, and instructional designers) are assigned to make things easier for the company and help them to increase learner\u2019s performance. So far, to implement best elearning solution in the company, we become analytical and evaluate the best product but sometimes we forget to include the overall impact that product will bring to the learner\u2019s performance. Yes, you are right! I am talking about learners.<\/p>\n<h3><strong>SOLUTION:<\/strong><\/h3>\n<p>Since I was super amazed by Simon\u2019s Golden Circle discovery, I keep thinking about it. All of it makes me wonder, this is exactly what we are supposed to do in eLearning, but unfortunately, not all of us are doing that.<\/p>\n<p>We do exactly what Simon mentioned. Create\u00a0<strong>The Golden Circle of eLearning<\/strong>. Please see the revised version of this diagram below.<\/p>\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/mpr\/mpr\/AAIAAQDGAAAAAQAAAAAAAAyLAAAAJGExMjU1ZjRjLTRjMTAtNGFjZC1hODRhLTU1Yzc3ZTIzMzlhMw.jpg\" \/><\/div>\n<p>The outer blue circle named \u201cWhat\u201d represents the tools that we currently use to design eLearning courses. Most of us know that there are some commendable authoring tools available in the market that makes our content look attractive, interactive, and engaging.<\/p>\n<p>The orange circle named \u201cHow\u201d represents the strategy that we use to design eLearning courses. One the top rated strategies we use to create engaging courses are Gamification and Microlearning.<\/p>\n<p>The green circle named \u201cWhy\u201d represents the Goals. This part plays a vital role when it comes to design to an elearning course. Defining the purpose to believe that why we need this course is very important because if you don\u2019t know why you do what you do, then how will you get your audience to vote for you. Because you see, \u00a0People don\u2019t buy what you do; they buy why you do it,\u00a0and what you do simply serves as the proof of why you believe in it.<\/p>\n<p>Most of us do it the other way round, starting with What, then How and lastly Why.<\/p>\n<p>\u201cWhat\u201d- Select the best authoring tool that helps us to design eLearning course.<\/p>\n<p>\u201cHow\u201d \u2013\u00a0\u00a0Pick the strategy that helps our eLearning course.<\/p>\n<p>\u201cWhy\u201d \u2013\u00a0\u00a0Define the purpose or goal of the eLearning course.<\/p>\n<p>Currently, most of us are using this pattern to design eLearning course. We start with What, How and Why. But is it giving us to great output?<\/p>\n<p>According to\u00a0<strong>Harvard Business Review<\/strong>, US organizations spend over\u00a0<strong>$160 billion<\/strong>\u00a0dollars on employee training and education, with global figures estimated as high as\u00a0<strong>$356 billion<\/strong>.<\/p>\n<p>Nearly\u00a0<strong>75% of the senior managers and leaders<\/strong>\u00a0in the organizations polled by CEB were dissatisfied with the performance of their L&amp;D department.<\/p>\n<p>One of the major reason is that those companies are not achieving their goals. They put more attention on their What and How but on the actual problem instead.\u00a0One of my mentor and eLearning Guru Cathy Moore talks about it in one her webinar \u201cThe big mistake in eLearning.\u201d\u00a0She said: Most of us are trying to solve the wrong problem. All we do is to put lipstick on the pig.\u00a0<a href=\"http:\/\/blog.cathy-moore.com\/2010\/05\/the-big-mistake-in-elearning\/\" target=\"_blank\" rel=\"noopener nofollow\">The big mistake in elearning<\/a><\/p>\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><img decoding=\"async\" class=\"\" src=\"https:\/\/media.licdn.com\/mpr\/mpr\/AAIAAQDGAAAAAQAAAAAAAAv3AAAAJDdhMmNhNjg0LTdlMWEtNDcxNy04M2ZlLThlMGNjMGUwNjMyNw.jpg\" \/><\/div>\n<p>What I am suggesting here is to reverse the order of thinking. Each step will lead another.<\/p>\n<p>\u201cWhy\u201d \u2013 Define the purpose or goal of the eLearning course.<\/p>\n<p>\u201cHow\u201d \u2013 After identifying that, pick the best strategy or approach that goes with it.<\/p>\n<p>\u201cWhat\u201d- Once you know the purpose, know the best strategy then pick the right tool that not only makes your eLearning course attractive but also take less time and effort.<\/p>\n<p>Let me explain this further:<\/p>\n<h3><strong>SCENARIO:<\/strong><\/h3>\n<p>Peter is hired as Instructional Designer at XYZ company. Paula (Peter\u2019s manager) give him his task to design an eLearning to improve the sales performance on Storyline. He can also use to Camtasia if he wants to create a video. The deadline for this project is one month and his first meeting with SME and Stakeholders in few days. Since this was Peter\u2019s first task, he has to impress his manager. He should prepare himself for the meeting.<\/p>\n<p>Let\u2019s apply what happening in today\u2019s world:<\/p>\n<p>What \u2013 Peter knows about Storyline very well. It will be easier for him to get on the tool and start working on the project.<\/p>\n<p>How \u2013 Peter is confused between the strategies but based on prior experiences; he thinks it would nice to apply Gamification on his eLearning course. It\u2019s easy and less effort for him.<\/p>\n<p>\u201cWhy\u201d \u2013 He set meeting with stakeholders and SME, and explained the reason he\u2019s going to create elearning course. Stakeholders and SMEs were confused and stopped him. They told him that the eLearning he assigned was for Call Center Agents who have very limited time to take for training. He should design something short, concise and should be not more than 10 minutes.<\/p>\n<p>Let\u2019s rewind and apply the Golden Circle of eLearning.<\/p>\n<p>Why \u2013 When he was asked to prepare himself for the meeting. He must go through all the content given beforehand and prepare a list of questions that he supposed to ask Stakeholders and SME, to know about the learners. For example:<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Why you want to design this course?<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0What is the goal of this course?<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Who is the learner?<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0How long those courses should be?<\/p>\n<p>What \u2013 After having a very informative meeting with Stakeholders and SME, Peter has gone through the entire notes and realized that it would be great if he designs a microlearning that gives core information and help agents to take advantage of limited training time.<\/p>\n<p>How \u2013 The best way to do it is to create short videos on Camtasia and create few engaging slides and wrap the course into Articulate Storyline. Upload them on LMS if hosted or on SCORM Cloud for tracking and reporting purposes.<\/p>\n<p>Some of us are already doing this and need to understand why eLearning is essential for learners? Why should they pick your course? Why will this course impact in learner\u2019s life? Does this impact learner\u2019s performance? Learners could be employees or students. If we don\u2019t use the Golden circle then it will not only affect our job but it will also hurt the overall organization.<\/p>\n<p><strong>Conclusion:<\/strong>\u00a0We have jobs because organizations need help. They hire someone who can help to improve their employee\u2019s performance and help them to achieve milestones. I think suggesting best tool or strategy could help, not until we identify \u201cWhy.\u201d The Golden Circle of eLearning will help to keep our jobs secure and make us successful.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u201cIt\u2019s not about what we do. It\u2019s about why we do, what we do.\u201d \u2013 Simon Sinek Recently, I\u2019ve become a bookworm and read some great books, out of which, &#8230;<\/p>\n","protected":false},"author":1,"featured_media":367,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_exactmetrics_skip_tracking":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-elearning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WHY \u2013 THE GOLDEN CIRCLE OF ELEARNING - Mohammad Hassam<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mohammadhassam.com\/blog\/2017\/11\/22\/why-the-golden-circle-of-elearning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHY \u2013 THE GOLDEN CIRCLE OF ELEARNING - Mohammad Hassam\" \/>\n<meta property=\"og:description\" content=\"\u201cIt\u2019s not about what we do. 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