Yoga For the Mind | Packaging is as Packaging Does
Three years ago at the International Coach Federation Conference, the bookstore was just that, a store filled with books. This year was another story.
Not only were there many MORE books than in previous years, but there were also significant numbers of:
- CDs, DVDs and a few cassette tapes
- card decks, coaching calendars, gift cards, notepads and stationary
- products that clearly lead to membership sites, workbooks that support group coaching programs, inspirational stuffed toys and even kids coaching book
We’ve come a long way, baby. And oh what fun it is to see all learning styles being catered to with quality stuff. I can tell you, my mind literally whirled with the multiple streams of everything that was in evidence all around. So what can I add to the conversation now, that would be of value? What, over and above ‘there’s more to coaching than 1-on-1?’ Let me give it a try.
In brief, most of the time when we think about packaging coaching, we think bigger. We think programs – 90 days, 6 months, even a year! We may think a 9-CD set. We might think a 4 DVD offering. We aggregate.
It’s my observation of late that it may be worth thinking small. What is the tiniest useful sliver of your coaching services that can be packaged? Of all the value you create, what one question or shift is MOST potent? What little piece is missing from your coaching store, that would make all your other items even better?
And of course, how might you package that – and only that – in a way your market embraces?
Case in point is the modern day pharmacy. Here is something that’s not altogether new, but is recent, pictured at left. The properly dispensed, daily-dose reminder kit in the form of a blister pack – most useful for individuals who have multiple medications to manage.
Note that the mission of a pharmacy isn’t ‘medication management.’ Nor is it selling ‘daily accountability’ or even ‘peace of mind.’ But these are exactly what the blister pack provides.
And the blister pack represents a huge new revenue stream, generated seemingly out of nothing, nowhere. Plucking value out of an unexpressed need in the market, a multi-million dollar service line is born.
This, by the way, was also the story behind the ‘origin’ of coaching. Opening Keynote speaker at the ICF Conference this year was the delightful Julio Olalla, Founder of the Newfield Network. His definition of coaching…
“Coaching is an expression of our love for life.”
And his question for coaches that day:
“What emerging concerns were not being addressed in our society such that coaching had to come into being?”
Subtext: If coaching were not needed, why would it have emerged?
To which I emphasize, what concerns were not being addressed such that the pharmaceutical blister pack was invented?
And what concerns are not being addressed by your coaching clients such that you will invent the next meaningful, wonderful, significant new packaging for coaching?
I get asked about packaging every day – it’s an occupational hazard. And my answer to ‘how should I package my coaching’ is always: Close your eyes, and imagine your favorite client. Ask what packaging would help him/her immeasurably in a way you aren’t helping now.
Packaging is as packaging does. There’s no substituting packaging for quality coaching, just as there’s no substituting blister packaging for the medicine contained inside.
But! Big but. The Blister Pack has revolutionized how a certain segment of the population remembers to take care of its health, and adds value to the lives of its users. More so even than the medicine itself because if a person doesn’t remember to take it, the medicine is useless. That’s quantum leap stuff, that.
So now that we’ve mastered this whole Multiple Streams thing, as evidenced by this year’s conference bookstore, what is next on the innovative edge of value-added coaching?
What will we see in the Coaching Conference bookstores of the future?
Forward Thinking Coaches…comment here.
This is fantastic, Andrea. It is an interesting thought. There is a new group that will be buying coaching in the future are “The Millenials” — Gen Y that Bea Fields has been talking and writing about so brilliantly. They want things fast, short, easy to assimilate and with high production values. NOt hour long classes, but hot, down and dirty 3 minute podcasts. I wonder what might happen if we thing in terms of sound bites rather than long explanations. Our clients of the future are changing and we need to change with them. The Rx pack idea – jazzed up a bit- is just what they want!
You know, a year or two ago I would have enthusiastically jumped in without question: as a former product manager/marketer, the potential for creative re-innovation is huge and very exciting!
But that would have been have been before the last 18 months of living green(er) – scaling back our lifestyle from a 2700 feet of a ‘bells and whistles’ urban home to a 515ft rural cottage complete with composting toilette and clothes line. In the process we gave away (or gave up) over 80% of the ‘stuff’ of our lives, include two of our three cars.
I’m not buying books, I’m borrowing or downloading. I’m not bying CDS – I’m downloading music. And I’m not buying nearly as many products as I once did without a thought, some of that a byproduct of not having the space for ‘stuff’ and some a byproduct of asking myself, ‘do I really need that?’
While occassionally inconvenient, my life is so much richer than it was when I had all that stuff. As my good friend and fellow coach, Pam Nelson, said it’s amazing how quickly life is lived in service to a lifestyle instead of to life itself.
I can’t help but wonder if rethinking what it is ‘to package’ is more the question here – and as business owners making meaning while making a difference, and as citizens of a world so obviously close to crisis – and our responsiblity.
Could we put our creative excitement and urge to innovate or reinvent ‘packaged’ product to another kind of use?
The new XO Laptop is a great example of what I mean. From the One Laptop Per Child Foundation, the new XO just launched. Intended for use by children in third world nations who rarely – if ever – receive an education, this machine is just $200, has unlimited web access and computing AND its the toughest and GREENEST computer in the world.
Just 2 years ago 1LPC founder and visionary Nicholas Negroponte was told it was a lovely dream but couldn’t be done – and yet here it is, another meaningful dream manifest in the wonderful world of form.
What if we turn ‘packaging’ on its head and up the ante on our creative capaticy, using projects and outcomes like this as guides.
Is the blister pak and innovation? Sure. Is it really a needed innovation – perhaps, but on the larger scale of need vs need, perhaps not.
BTW -till November 27th, when you donate an XO to a third world child, you can also purchase one for yourself. Visit http://www.1LPC.org to learn more or participate.
Lissa