by | Sep 23, 2019 | Marketing | 0 comments


Better business development & training: It begins with an understanding of how to absorb information.

One of my modern marketing tips for any business is to understand that opportunity is everywhere and to embrace new ways of working. We are blessed with endless amounts of information like never before in humankind. What I find though is that this blessing can at times come across also as a weakness. A weakness how? 

By rabid consumption of information. We stuff our minds and our functional capacity with information. This information doesn’t event turn in to knowledge as we don’t take time to absorb this information and translate it in to knowledge. 

We live in a world of endless opportunity and endless information but we must, must, become more astute at transferring this information in to knowledge, to apply to our workplace and business and most importantly, implement that new found knowledge into something relevant for our business growth, which in itself will identify new opportunity. 

How much information can one human hold?!

Whilst consensus around human brain storage is to be a capacity between 10 and 100 terabytes of data, that doesn’t mean we should aim to fill that capacity with endless, aimless and pointless information! 

Would you fill your hard drive with irrelevant information and expect it to perform at its peak when you require more focussed delivery of work? Probably not. We must take a step back and think about our learning journey and the route to effective change in business. 

This is why I often use the phrase learn, apply, implement as a preface to any of our business development training.

0114 Marketing training focuses on learn, apply, implement for effective delivery.
information overload from too much learning
Information overload is a dangerous thing.

We identify that how people learn vs how people are taught can be leading to knowledge gaps and ineffective training when those attending the training will pretty much forget over half what was taught in the traditional classroom setting.

How people learn

The Learning Pyramid suggests that retained information (knowledge) is as little as 5% when the attendees are taught in a lecture setting (source: National Training Laboratories)

Our training makes use of the technology we have the luxury of accessing, the information available at the press of a screen or click of a button, and re-engineers the training environment to harness the power of one to many online coaching and follow up. We focus on accountability and actual goal setting based on the initial information share.

How learners learn vs how teachers teach – a delivery gap

Most business training programmes, marketing training, sales training and so forth, focus solely on the informational exchange; the talking textbook. We must put a stop to this – especially as only 5% of those learning in this manner absorb that learning for longer than 24 hours!

It’s comparable to the serial business networker. That person who always shows up but no one really knows what they do. This person probably tells everybody exactly what they do, but because the exchange of information is so brief, is so one way, it becomes something that is unlistenable. You cannot remember for the life of you what they said they did for a living, or even their name. 

For me, the information exchange in isolation at most training sessions is simply ineffective. The learning pyramid as designed by The National Training Lab goes some way to back up these assumptions, suggesting that 50% of what is shown at these sessions is forgotten by the attendees within 24 hours. 

marketing training in sheffield
0114 Marketing training – where the classroom is just the start of the learning.

This staggering amount not only highlights the need for change in the professional training setting but also screams at the lack of value for money or return on investment from those putting the bums on seats in the first place. 

There appears to be some disparity with modern business training: how the learner learns is different to how the teacher teaches and this gap must be addressed if results are to be achieved by those attending the training.

How People Learn: Different learning styles need different training approaches.

According to VARK, Learning styles and outcomes vary…

  • 17% of people like to visualize their learning
  • 25% enjoy aural learning
  • 24% prefer reading and writing
  • 34% learn by kinesthetic means

Knowledge isn’t power, knowledge is potential

Knowledge gained but not applied is wasted – it can lead to frustration. I know this because I used to do it too.

We replace doing with learning and then wonder why things in business haven’t improved.

But I know what it takes to make things better I hear people say. This may be true, but unless you take that knowledge, apply it to your specific industry and (most importantly) apply it to your own operation, you are simply educating yourself to see what is wrong, but doing nothing about it.

The serial learner. Too much knowledge is a dangerous thing.

You can go from knowing nothing, to know enough in just 20 hours. Twenty hours!

How much time do you dedicate to what you think is the right thing to do? Head down, textbook learning, relentless information gathering, only to find you aren’t moving anywhere with business?!

Josh Kaufman suggests that in just 20 hours you can go from knowing nothing to knowing enough about pretty much any subject.

Read more about this topic here over on Forbes.

The Growth Mindset

What Is The Growth Mindset?

For me, the growth mindset is quite simple: The Growth Mindset is the approach to work and home life that accepts the potential for more in terms of working practices, that you can always be better, and that boundaries are only in place because we put them there ourselves!

I found a great article that delves deeper in to the definition of The Growth Mindset as I appreciate my definition is quite subjective, so please do give this a read from Mindset Works.

So What’s My Mindset?

We found this test to help you identify which mindset you have. It’s fun – give it a spin!


How learn, apply, implement supports the growth mindset.

We appreciate that people learn differently. We understand that technology is there to support better delivery and more effective absorption of learning.

In the sales, marketing and business training that 0114 Marketing delivers (an increasing amount in partnership with The Sales Mindset Coach), whether this be The Boiler Business, 0114 Marketing training or corporate workplace training, we find it increasingly helpful to those in attendance if there is an element of follow up, structured online training and accountability measures put in place to ensure the knowledge exchanged at the front end not only meets the requirements of the training buyer but also to ensure the best possible outcome for all learning types. 

Delivery in this way aims to achieve higher retention of information, transferred into knowledge that is applied to the workplace or business, and ultimately implemented to create positive change for those attending the training.

Further Reading from the 0114 Marketing blog.

0114 Marketing helps business do modern marketing better. Over on the blog you can see more about understanding the value of your time and how to avoid being the accidental business person!