In this presentation, Peter Winick argues that content businesses targeting enterprise clients should shift from selling workshops or day rates to offering diagnostic-driven engagements that identify specific behavior‑change levers within an organization. By conducting a diagnostic, consultants can agree upfront on measurable outcomes—such as higher employee engagement, increased productivity, or improved customer satisfaction—and then quantify the financial return (e.g., $5,000 ROI for every $1 spent). Winick emphasizes that most content providers already possess the material needed; they simply need to repackage it as outcome‑focused solutions and use diagnostics to make the value proposition concrete and compelling for large‑scale clients.
Chapters
The reality is if you're going to be in the content business and you're going to stay in it for a long period of time, on the consumer side you can pretty much, I don't want to say do anything, but it's a little bit less sophisticated. It's more of an emotional buy. It's more of an impulse buy. Oh God, I've got to have it. Here's my credit card. It's $59 a month. At the big company level, what you're basically claiming that you can do is change behaviors on the individual level. that in the aggregate are driving business results that are measurable. We don't always know what they are. They're not the same for everybody. But by doing a diagnostic, you get some sort of upfront agreement with the client that says, once we do our stuff, whatever it is, here's the levers that are going to move. Employee engagement score is going to go up. Productivity is going to go up. Customer satisfaction— it doesn't matter what. I mean, it matters what it is, but for discussion's sake, it doesn't matter. If you can have that conversation— That's a great They point. can put the pencil to it and go, geez, for every $20,000 I spend with you, you're saving me $100,000? That's a much better place to be than, oh, my workshop— how much is your workshop rate? How many love answering the question of what's your day rate for a workshop, right? Great question. How many of you would rather say, for every dollar you spend with me, we return $5,000 to you? Mm-hmm. OK. So the way you do that is diagnostics. And you can develop those tools. I guarantee most of you have 90% of the stuff in your content. You just might not have sort of thought about it this way, and you might not have packaged it this way, and it just might be different than, than the way you're used to thinking.
