Peter Winick argues thought leaders should stop chasing one-off keynotes and webinars and instead embed their ideas directly into client organizations. Embedded work creates sustained change, generates recurring revenue through licensing and tools, and removes the pressure to constantly perform live.
Hi there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage, and here's the idea that I'd like to share with you today, and that's this: how do you move your mindset, how do you move your business from event-based to embedding-focused? What do I mean by this? Well, as thought leaders, as authors, as speakers, much of the business that we do is an event, right? So there's, there's an event to bring in a keynote speaker, to speak to an audience. There's an event created around a workshop or a conversation that you might do or a webinar that you might host. And during the small amount of time that you get exposed to that population, that client base, you do the best you can to put your stuff out there in a way that's engaging, in a way that's entertaining. And that's fine, but ultimately, you know, events have a start time and a stop time, and then we all go back to what we do and we're busy. I'm really focused on helping people think differently and start to think about how do I embed, how do I embed my work, my ideas, my models, my frameworks inside of these organizations, inside of these clients that we work with so that we can drive behavioral change that moves business levers. Because if you can move the business lever based on the behavioral changes that your work causes, it is far more profitable, far more sustainable, and, and, uh, Frankly, a more profitable business. It's recurring revenue. It's it's ongoing. It's licensing. It's video-based learning. It's tool-based. It's not so much pressure on you to be at an event or perform at your optimal every time you hit send or or you know hit the the red light on the camera button. Anyway, would love to hear your thoughts on what you could do to move from being event-based to start thinking about how do you get embedded in an organization.
