there’s a huge shift happening in the world that is creating huge opportunities that you can’t ignore.
The shift I’m talking about ranks up there with what happened when the Gutenberg press was invented, or when computers were brought to the masses. This is a fundamental trend that will change virtually every kind of company there is — including yours.
The question is, are you ready to embrace and profit from this change, or are you going to get thrown out of business because you ignored it?
Here are just a couple of recent headlines that demonstrate the power and force of this movement, and why I think this is the greatest opportunity for you and your business — as long as you respond and adapt accordingly.
This week, all of the major business news outlets announced that the major book retailer in the U.S., Borders, is going to be filing bankruptcy next week. Once a major retailer force, Borders has not been able to keep up with the times, and is a victim of this massive shift that I’m talking about.
Further proof of this trend that I’m referring to came a few weeks ago, when this headline blared around the world: “Amazon Kindle e-book downloads outsell paperbacks”
Of course, most people read these headlines and didn’t think about the impact or the consequences of what the real message was.
But in my view, these are HUGE changes taking place that affect you and I as entrepreneurs. Not only do these changes threaten to destroy companies that ignore them, but they are creating amazing opportunities for those who are innovative and prepared to take advantage of them.
One additional example of this tsunami of change that’s happening is shown in this recent headline about the world’s largest companies: “Apple Passes PetroChina to Become Second-Largest Stock“.
I want you to to think about this — how on earth does a “gadget” company become the 2nd largest in the world, and threaten to become the world’s #1 company in the near future?
The answer to this question is the same explanation to all of these incredible things that are happening right now. And this is the massive opportunity (or threat) that I believe that is facing you as an entrepreneur.
The Information Age Is Dead —
We’re Now In The Era Of Customized Content
The real power of what Apple is doing right now isn’t about the technology. What’s really driving Apple’s incredible growth, and also impacting the traditional publishing world, is that people are no longer satisfied with “information”.
In fact,
the paradox is that while we have MORE access to information through the Internet than ever before,
we’re also overwhelmed and paralyzed when it comes to trying to find the “right” information in a way that we can conveniently consume it.
What this means is that today’s buyer is looking not just for information, but for valuable content that’s delivered to them in a convenient way.
We’re all too busy to scour the Internet to try and find all the pieces of information that we can cobble together.
So what’s happening in a HUGE way right now is that people are willing to pay MORE and MORE for the right information, delivered conveniently to them.
And this shift is affecting EVERY industry, every market, and every business.
Think about the real estate world. More than 90% of home buyers today say that they start their search online. More than 75% of all new car buyers start looking on the Internet. 1 out of every 8 marriages in North America are the result of online dating.
The real reason that Apple is growing so quickly is because they’re allowing people to get the “right” information, in a way that’s convenient to them. They’re providing the “
hardware” for the world to access premium information … and
YOUR opportunity is playing a part in creating the “software”.
In other words,
I believe one of the greatest opportunities of this decade is to create knowledge products, and become an information marketer.
All that means is that you begin to
convert your knowledge into money by creating high-value information products that serve a market, and can be delivered in a convenient way.
Your prospects and clients are
STARVING for information, and they don’t have the time to go out and try to find it on their own.
Example: a vet could create a “home study” program that helps pet owners identify and treat some of the basic and simple problems that happen to their pet. It helps a pet owner recognize a potential problem early on, saving them money and potentially even saving their pet. By giving their clients that information,
the vet not only can generate additional revenue by offering the “knowledge product”, they’re also positioning themselves as a Trusted Authority.
Another example: a wine store owner could create a “beginner’s guide to loving wine” series of audio recordings, which they distribute or sell from their website. It gives their market the chance to learn about the basics of wine, without feeling foolish or like they don’t know anything.
The wine store owner can create powerful positioning and credibility as the Trusted Authority, and they can build out this “information product” into a full-blown program that can be sold to their clients, as well as anyone in the world who wants to learn more about wine.
It doesn’t matter WHAT business you’re in: you NEED to figure out how to be in the “knowledge product” business, not only because it’s highly profitable and helps build your business, but it is THE key shift that’s going to separate the winners from the losers this decade.
I posted a couple of recent videos here on the blog showing you what knowledge products are and how to get started, and
I just released a brand new program that will show you the entire process from start to finish.
Make sure you watch my videos here on the blog, as well as the last video I released, which you can find
here.
Do you see the opportunity?
How have YOU as an entrepreneur tapped into this massive trend?
Please post a comment below and let me know what you think of this article, and also how the
Customized Content Era is affecting YOUR business, good or bad.
I’d love to hear your thoughts on this topic, because I think it’s something that
EVERY entrepreneur needs to pay attention to.]]>
This week, all of the major business news outlets announced that the major book retailer in the U.S., Borders, is going to be filing bankruptcy next week. Once a major retailer force, Borders has not been able to keep up with the times, and is a victim of this massive shift that I’m talking about.
Further proof of this trend that I’m referring to came a few weeks ago, when this headline blared around the world: “Amazon Kindle e-book downloads outsell paperbacks”
Of course, most people read these headlines and didn’t think about the impact or the consequences of what the real message was.
But in my view, these are HUGE changes taking place that affect you and I as entrepreneurs. Not only do these changes threaten to destroy companies that ignore them, but they are creating amazing opportunities for those who are innovative and prepared to take advantage of them.
One additional example of this tsunami of change that’s happening is shown in this recent headline about the world’s largest companies: “Apple Passes PetroChina to Become Second-Largest Stock“.
I want you to to think about this — how on earth does a “gadget” company become the 2nd largest in the world, and threaten to become the world’s #1 company in the near future?
The answer to this question is the same explanation to all of these incredible things that are happening right now. And this is the massive opportunity (or threat) that I believe that is facing you as an entrepreneur.
24 Responses
I totally agree with you, Greg. The opportunities are endless! I see a business that helps create the knowledge products for the vet and the wine store – and everyone else! – and aligns with them as affiliates/JV partners to sell them! That’s why I signed up for your new program.
Sorry, not a good video player. THere are no controls to pause it while it downloads so it is burping all over and really difficult to watch. I chose not to continue watching this.
Thanks for your effort anyway!
Hi Dan – actually you CAN pause it – you simply click on the video and it will pause. Wait 30 seconds or so, and then it will buffer. Click it again and it should play smoothly. If it still isn’t, then you may have a slow connection which means you have to wait longer before it buffers enough to play back smoothly.
Thank you for this information. It seems to me that the information is not dead but rather as you state; the information marketer must learn how to provide the information to the customer in a easier and more timely manner. I agree!
Greg, your post is so on point. People today think they simply need additional information, but information that is not tailored to their specific needs causes overwhelm and frustration. This abundance of information causes them to becomce paralyzed, not take action and brings them to the conclusion that ‘things don’t work for them’.
As always, thanks for your insights.
Michelle Greene
Greg,
I like the piece very much. My struggle is to find the subject of my knowledge business. There seems like too much choice!
Hi Greg,
Once again, you come with a different vision or point of view which enable us to better position our business.
Thank you for your contribution to other people development.
Best regards!
Great post Greg – you are on the money on this one – very true and I feel that I am ignoring a lot of information now as:
1)Its too much
2)I only care about the relevant information that you spoke about
Thanks!
Greg I’m having the same issues with playback that Dan mentions-not the “pause” issue, but unlike the previous videos it does not play smoothly. It’s killing me because your videos are fantastic and I would like to get started with this program. I’ve done a complete diagnostic on my end-even called Apple support and they can’t seem to find anything on this end. Help!!!
I think it’s because a lot of people are watching it. If you pause it for a minute or two and then play it should buffer and play smooth. There have been thousands of views today so that’s part of the issue.
Great post Greg. You presented the message in a very powerful way. As people are overwhelmed by the information on the Internet, whoever can digest it and repack it in a way that is easy to understand and use will make a fortune. I think training business is another example. Because it gives people a shotcut to their learning. I love reading your posts. Hope to get in touch with you someday.
Was having an interesting discussion with a writer yesterday who is teaching other writers how to market themselves…and that the future is the delivery of electronic media. Publishers rarely promote authors anymore, unless you’re already a huge name, and the small, niche publishers will be all that’s left. And they’ll mostly be providing editorial guidance and we all will still be doing our own marketing. Good stuff, Greg, as usual
Hi Ann – the publishers are terrible marketers. If you rely on your publisher you’re doomed. Their job is to publish 100 books and hope that 1 hits and pays for all the other losers. Unfortunately that model is not very smart or profitable so expect publishers to go away along with the retailers. Survival of the fittest and traditional publishing is headed to the same place as old school book stores.
Interesting information, really makes you realize the changes happening in the marketing of products.
Right on Greg. I didn’t even own an ipod until 4 years ago… the light bulb went off…after a 3 year struggle to get the right software to deliver the content… now it’s delivering the goods… helping people help themselves.
It’s truly a grand time we live in.
Thank you, again, for another great post Greg.
As an actor my product is my talent, looks and skill. This is not the traditional physical product. Though, I must learn to package and deliver it directly to the people who finds value in it. I met with my partner last night and we discussed the very topic of how to gather the information, package our product and deliver it to the people who hire us. The light bulb hasn’t illuminated, yet. Though, it is securely inserted in the socket. Your suggestions will be greatly appreciated.
Technology has drastically changed the procedures of executing the game in Hollywood. It reducing the need of some players in the game and placing more responsibility on the artist to find and make work for ourselves.
Thanks Greg, great info, and I am working on that.
Too right! There is far too much information around these days. It has been allowed to pile up for far too long and now trhings are changing faster than anyone can keep pace of. There are some very good ideas in this article, thanks.
Great insight Greg and I think you are right on again! I do think we are already entering a saturation point in the information marketing arena as most of us are bombarded by daily requests to join the next blog, sign up for the next seminar, etc. As an entrepreneur I am really focused on what is going to cut through the masses of endless information marketing requests and really find the ones delivering on the value promised…..
Very true Greg another example is Netflix vs Blockbuster …..I have followed that story from a distance in South Africa.
Kind regards
Thanks Greg, I always get a lot out of what you talk about. I’m excited about the future!
Glad to be part of this program.
How come there were no email messages/notification from you regarding this post? I just checked your blog and noticed you had this up. Was there a problem with your email notification system?
Hi Kingsley – actually we did send an email out about this post, so there might be an issue with you receiving email at your end. Double check that you’ve put our address ‘[email protected]’ on your trusted email list. The email was sent the same day that the post was made.