Great content fails if the market isn't ready for it. Whitespace, a mindfulness product, flopped a decade ago but succeeded once companies cared about the topic. Break long workshops into smaller pieces because people won't consume five-day offerings anymore.
How does your market currently consume content? Because oftentimes you come up with some great stuff. So for example, I'll use Juliet again as an example with Whitespace. When she started to put that in the marketplace 10 years ago, she wasn't having any luck on the corporate side. Then the world changed a little bit and Google's doing mindfulness and everybody's doing, you know, the things that companies are buying today would have been in the self-help section 10 or 15 years ago. So part of it is, is the market ready to have what you've got? Buy what you have. You might have the greatest solution to the problem they have, but you couldn't sell mindfulness to the John Deere Tractors Association 10 years ago. Good luck. It just wasn't going to happen. What's that? Timing. Timing. Yeah. Yeah. What are the trends out there? So what is that market? Where else are they consuming the content? How do they want it? Right. So oftentimes we'll work with clients and say, oh yeah, what? Well, how do you get your workout? We have a 5-day workshop. Well, okay. When was the last time anybody went to anything for 5 days? So if you can't take that 5-day workshop and take the same IP, the underlying assets, the thinking, whatever, and chunk it into small— smaller chunks, you're out of the game.
