Episode 155 - Todd Kirk @ Brainstorm - "The Two-Hump Problem"

In this dynamic episode of CELab, Todd Kirk from BrainStorm joins with Dave Derington for a dive deep into the complex world of customer education, unveiling the "Two-Hump Problem"! What's that, you say? It's a different way to think about learning challenges that plague B2B SaaS companies working to deliver effective learning experiences. They explore how organizations can bridge the gap between small business (SMB) and Enterprise customers, transforming traditional training approaches into adaptive, personalized learning journeys.

Key Takeaways:

• The Two-Hump Problem: Different learning needs for SMB and enterprise customers
• Customer education is more than training - it's about driving behavioral change
• Digital experiences are crucial, but they must be high-quality and tailored
• Change management involves three key stages: 1. Awareness and desire 2. Knowledge and ability 3. Continuous reinforcement
• Traditional training models are outdated in the fast-changing SaaS landscape
• Platforms like Brainstorm are revolutionizing how companies deliver personalized learning
• Success metrics should focus on future value anticipation, not just immediate training completion
• Empowering customers to own their learning journey is critical for long-term success

We also discuss a 4-square (Eisenhower Matrix) model in this talk. Here's an image to help visually demonstrate the vectors between self-directed and structured learning and how they apply to the spectrum of business, from SMB to Enterprise.