In order to thrive as a learning provider, it is crucial to understand the business of learning. On the one hand, you want to keep abreast of current trends. On the other hand, you also want to distinguish yourself as a learning provider in order to maintain your integrity and set new trends.

Learning starts in the brain. Understanding how the brain works could revolutionize your learning business. Consider the following principles to accentuate your business approach to learning.

Match the Strategies You Sell to How the Brain Works

Up to 98 percent of mental activity is outside of conscious awareness. Hence, most learning is unconscious. That is why learning programs should aim to develop the unconscious brain. And learning budgets should be apportioned accordingly.

How to do this: Educate companies that buy learning from you that their money is best spent on targeting the majority of mental activity, which is unconscious. Exercises that stimulate memories, automatic reactions and reflection are useful ways to stimulate the unconscious. While you can never know what is going on in the unconscious, learning needs to take care of the unconscious so that conscious strategies can be embedded in a healthy unconscious brain.

Address All Phases of Learning

In the brain, learning involves multiple steps such as attending to new information, storing this information in short-term memory, transferring information to long-term memory, and then retrieving information when it is necessary. As a result, any information delivered should be engaging and easily stored and retrieved.

How to do this: Invest in learning that is shared in a way that is easy to remember and retrieve. Powerful videos and visually compelling content that is digestible will likely distinguish the learning and make it worth buying. Also, follow-up modules for online learning will enhance the investment that companies make in the initial learning.

Consider Technology When Constructing Learning Programs

Simply having great content is not enough. In all cases, you want to consider whether the learning can be leveraged with modern technology.

How to do this: Ask yourself, “Is the learning you are providing mobile friendly?” Can the learning be enhanced in online community portals? Would gaming enhance the quality of learning? Are there apps that can be helpful? And can augmented or virtual reality enhance the content? Remember, multimodal learning (e.g., learning delivered in image and sound) can increase the brain’s ability to change.

Technology also helps to scale learning as individual workshops are often too expensive. This will make the learning more affordable.

Use Brain-Based Methodologies

When Gartner examined whether brain-based methods would be part of learning in the future, they reported an exponential rise. In 2011, the adoption of neurobusiness techniques was 1 percent. This increased to 10 percent in 2016, and the prediction is that by 2021, the adoption rate will be 25 percent. With this meteoric rise in brain-based methods, learning providers should include this content in their product offerings.

How to do this: Hire qualified people to use brain-based methods to help buyers learn research-based mindset changes that they can institute. You can hire research psychologists, psychiatrists and brain-researchers, and also help them partner with professional writers to help make the information consumable.

Tinker Dabble Doodle Try

Learning should not be stagnant. Part of your own approach should also involve innovation. Allocate part of your budget to create novel ways to learn. Some element of novelty will keep your brain and the brains of buyers engaged.

How to do this: Try out innovative formats for learning. Debates, integrated technologies, artistic vehicles such as music and acting can all help communicate a message. To stay on the cutting-edge and to be ahead of the competition, we need to practice what we preach and stay innovative.


Understanding how the brain works gives you a chance to improve your learning business both directly and indirectly.