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9781960231192

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“As an EdTech consultant advising chief learning officers, I can confidently say this book is a game-changer for L&D leaders. It brilliantly bridges the gap between traditional L&D and modern marketing, offering invaluable insights for creating compelling digital learning experiences.” —Lori Niles-Hofmann, EdTech Strategist and Global Adviser, NilesNolen “So much value on every page! Bianca and Mike have struck the right balance of instilling high-impact strategies and tactical design advice. Think Like a Marketer, Train Like an L&D Pro is essential reading for any learning and talent leader who is looking to elevate their practice and bring fresh perspectives to their teams. Keep this one beside your desk at all times.” —Josh Cardoz, Chief Creative and Learning Officer, Sponge Learning Group “Think Like a Marketer, Train Like an L&D Pro presents a compelling argument for combining marketing ideas and strategies with current L&D techniques to create a powerful combination with the potential to take the L&D function to the next level. Bianca Baumann and Mike Taylor have created a work that will help you envision and achieve a future in which employees eagerly take charge of their learning journeys, acquire new skills, and apply them in real time through this unique intertwining of disciplines. The writing team provides actionable strategies, ideas, and concepts that empower L&D professionals to create training that captivates, motivates, and delivers lasting impact. This book will change the way you think about developing instruction forever.” —Karl M. Kapp, EdD, Professor of Instructional Design and Technology, Commonwealth University “‘Get attention, influence behavior’—the book recognizes that these are the central concerns of both learning designers AND marketers, and that learning designers have a lot to learn from marketers on these topics. Packed full of useful tools and frameworks, this book has so much material to help create more engaging and impactful learning.” —Julie Dirksen, Author, Design for How People Learn “This is the L&D and marketing crossover you are looking for. Discover how to transform dull learning content into engagement gold with skimmable writing, snappy headlines, and calls to action that demand action.” —Cara North, Founder and Chief Learning Consultant, The Learning Camel “Dang! I love this book. Bianca and Mike have written the go-to resource for what-to and how-to for instructional designers and the leaders who guide them. Insightful, readable, actionable, and chock full of activities, this is a must-read for you and your team.” —Megan Torrance, CEO, TorranceLearning; Author, Agile for Instructional Designers and Data and Analytics for Instructional Designers “Mike and Bianca have written a masterpiece on how to capture and keep learners’ attention. This how-to guide is filled with research-backed tips for learning professionals who need to create training programs that get business results. Think Like a Marketer, Train Like an L&D Pro is a handbook with practical advice for communicating and capturing attention in a busy world. It belongs on everyone’s bookshelf.” —Cindy Huggett, CPTD, Author, The Virtual Training Guidebook: How to Design, Deliver, and Implement Live Online Learning, 2nd edition

Author Information

Bianca Baumann Bianca Baumann is a seasoned L&D strategist with more than 15 years of experience. She is passionate about consulting on effective new solutions to serve learners' needs. She's developed processes, methodologies, and frameworks to help organizations meet their growth targets with the help of innovative L&D approaches. Bianca has helped dozens of organizations with their workforce transformations, as well as onboarding and reskilling programs. She has also spearheaded multiple projects in the marketing, automotive, financial, and events industries, creating award-winning programs along the way. Bianca speaks at international conferences and is a facilitator at the Ontario Institute for Studies in Education. Mike Taylor With more than two decades of experience as a learning consultant, Mike Taylor has been a driving force behind transformative instructional design and organizational performance. Known for his captivating speaking style and influential newsletter, Mike is dedicated to making learning more engaging, accessible, and effective. As a faculty member in Franklin University's Graduate Instructional Design and Performance Technology program, he bridges the gap between academic theory and real-world practice, equipping future learning professionals with the skills to excel in today's dynamic landscape. Mike's innovative approach and infectious passion are redefining the way we think about learning.

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