This isn't the product education you're customers are looking for

I received this email from a company offering free training. It is for a product I think is excellent and from a company I think is as cool and forward-looking and disruptive as it gets. So, I mean this as no criticism whatsoever.

Product Education Bill Cushard


I hear this a lot when I speak with software companies about their customer education plans. "Our customers won't spend time in training." "Training needs to be short and sweet." "It's all about microlearning." And they cite the obvious dictum that attention spans are the lowest they've ever been.

OK. Fine. Fair enough.

But when I see a training class of 30 minutes, I know already I am not going to learn anything. For starters, you cannot learn much in 30 minutes, especially when the instructors starts 5 minutes late waiting for the late comers to "Join the Zoom." Then the trainer is going to take 7 minutes to introduce the topic and do an "About the Company" pitch.

I also know they have crammed way too many topics into the 30 minutes to give any meaningful treatment to them.

Finally, if our software is as disruptive as we promise it is (or even close), does anyone really think we should trust that customers can learn to change how they work, by using our product, in less than 30 minutes? It's inconceivable. Yet I see it every day. We should have more respect for our customers than this. We should help them do their jobs better. Which we obviously cannot do in 18 minutes. What are your thoughts on this issue?

p.s. - Don't get me started on free training. The definition of free is zero value. p.s.s. - By the way, if our attention spans are so short, how can we binge watch Netflix for 24 straight hours without taking a bathroom break. For me, it would be sitting through Lohengrin at La Scala.