The Challenge of Valuing Information
Eben explains why humans struggle to perceive the value of information and how successful information marketers focus on creating packages with high perceived value rather than just good content.
Teaching2014-12-03·22 min
Secret Making Information Value
Eben Pagan teaches how to transform information into valuable knowledge products by creating standalone concepts that communicate effectively. He reveals the four learning styles framework (Why, What, How, What If) that successful information marketers use to increase perceived value and connect with all types of learners.
Secret Making Information Value
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Key Moments
How to Create Valuable Information Using the Four Learning Styles -- A framework for structuring any information product or communication to connect with all learning types
How Learners Need Step-by-Step Procedures Not Concepts
How learners are inductive and need step-by-step procedures - they only understand through taking action steps and get frustrated without clear processes
▶ 18:22
Why Experts Lose Audiences and How to Stop It
Experts assume others know what they know and use too much jargon. The solution is to take responsibility for the response you get and create complete standalone concepts that set context, explain terms, and guide people step by step. Remember: the meaning of your communication is the response you get.
▶ 1:23
Why-What-How-What-If Formula for Every Communication
Use the Why-What-How-What If formula for any communication. Start by explaining why they need to learn it and what results they'll get, then explain what it is with theory and context, give them step-by-step how to do it, and finally get them to take immediate action with specific feedback to look for.
▶ 17:00
What Learners Need Theory and Systems Before Procedures
What learners want theory, science, history, and systems understanding - most college professors are What learners who focus on abstract concepts and comprehensive knowledge
▶ 10:07
Applying the Why-What-How-What-If Formula to Any Content
The four learning styles are: Why (people need motivation and outcomes), What (people want theory and systems), How (people need step-by-step procedures), and What If (people want to take action and get results). Use this sequence when creating any content - start with why they need to learn it, explain what it is, give them how to do it, then get them to take action.
▶ 14:43
Relevant Clips19
- How-To
How to Create Valuable Information Using the Four Learning Styles -- A framework for structuring any information product or communication to connect with all learning types
- Teaching14:43
Applying the Why-What-How-What-If Formula to Any Content
The four learning styles are: Why (people need motivation and outcomes), What (people want theory and systems), How (people need step-by-step procedures), and What If (people want to take action and get results). Use this sequence when creating any content - start with why they need to learn it, explain what it is, give them how to do it, then get them to take action.
- Teaching
Creating Knowledge Products That Translate Value Into Results
Create standalone concepts that are complete by themselves, use the four learning styles framework (Why, What, How, What If) to communicate with all learners, and focus on translating value rather than just providing information. Human beings naturally struggle to value information, so you must package it with clear outcomes and high perceived value.
- Teaching12:24
Addressing All Three Human Drives in Your Marketing Message
People are motivated by three core drives: power/influence, achievement/results, or affiliation/love. They're also motivated either toward what they want or away from what they don't want. Address both the positive outcomes and the pain they'll avoid in your messaging to connect with different motivation types.
- Teaching1:23
Why Experts Lose Audiences and How to Stop It
Experts assume others know what they know and use too much jargon. The solution is to take responsibility for the response you get and create complete standalone concepts that set context, explain terms, and guide people step by step. Remember: the meaning of your communication is the response you get.
- Teaching17:00
Why-What-How-What-If Formula for Every Communication
Use the Why-What-How-What If formula for any communication. Start by explaining why they need to learn it and what results they'll get, then explain what it is with theory and context, give them step-by-step how to do it, and finally get them to take immediate action with specific feedback to look for.
- Teaching
Why Humans Cannot Naturally Value Information
Human beings don't know how to value information - it's not obvious to us how much information is worth, so the best information marketers focus on creating packages with high perceived value and translating that value effectively
- Teaching10:07
Four Learning Styles Framework for Maximum Influence
There are four learning styles that correspond to different questions: Why (motivation), What (theory), How (procedure), and What If (action) - mastering all four makes you incredibly influential and attractive
- Teaching7:47
Taking Responsibility for the Response Your Communication Gets
The meaning of a communication is the response that you get - if you're not getting the desired response, you must continually alter your communication until you achieve the result
- Teaching15:16
Three Core Human Drives and Two Motivation Directions
Humans are motivated by three core drives: power/influence, achievement/results, or affiliation/love - and either move toward what they want or away from what they don't want
- Teaching10:07
What Learners Need Theory and Systems Before Procedures
What learners want theory, science, history, and systems understanding - most college professors are What learners who focus on abstract concepts and comprehensive knowledge
- Teaching0:31
Standalone Concepts That Set Context and Enable Immediate Action
Create standalone concepts that are understandable all by themselves - complete modular units of knowledge that set context, provide techniques, and enable immediate action
Show 7 more
- Teaching14:43
What-If Learners Are Entrepreneurs Who Implement and Leave Early
What If learners are entrepreneurs who want to take knowledge into the world and get results - they'll leave training early once they get what they need to implement
- Teaching9:08
Why Learners Must Know the Outcome Before They Can Learn
Why learners need motivation and outcome clarity - approximately one-third of people cannot learn unless they know the result they'll get or pain they'll avoid
- Teaching18:22
How Learners Need Step-by-Step Procedures Not Concepts
How learners are inductive and need step-by-step procedures - they only understand through taking action steps and get frustrated without clear processes
- Quotable10:07
Master Four Learning Styles to Become Irresistible
If you really master the four learning styles, you'll become so interesting to other people that they will flock to you.
- Quotable
Creating Knowledge Products and Result Products Not Info Products
We don't wanna just create information products. We wanna create knowledge products. We wanna create result products.
- Quotable
Why Humans Cannot Intuitively Value Information
Human beings don't know how to value information. It's not obvious to us how much information is worth.
- Quotable5:55
The Meaning of a Communication Is the Response You Get
The meaning of a communication is the response that you get.
Entities Touched
Concepts
Canonical Teachings
How learners require very specific step-by-step action instructions with exact details about what to do and whenThe profitability of information products is a function of your ability to translate and communicate value to customers who don't inherently know how to value informationThe responsibility of communication belongs to the communicator - when someone doesn't understand your message, don't blame them as 'the dummy,' take responsibility for not communicating effectivelyHuman beings don't know how to value information - it's not obvious to us how much information is worth, so the best information marketers focus on creating packages with high perceived value and tranThe Why-What-How-What If formula is the universal structure for teaching any concept to any audienceWhat learners need theoretical and conceptual information including science, history, and big-picture understandingThe four learning styles (Why, What, How, What If) should be used as a content creation sequence to reach all learnersThere are four learning styles that correspond to different questions: Why (motivation), What (theory), How (procedure), and What If (action) - mastering all four makes you incredibly influential and attractiveThe six sermons framework addresses toward and away from motivations for power, affiliation, and achievement to speak to all people effectively'Why' learners need motivation and benefits upfront—tell them what outcome they'll get from reading or listening, or they'll click away immediatelyWhat If learners are entrepreneurs who want to take knowledge into the world and get results—they'll leave training early once they get what they needThe meaning of a communication is the response that you get - if you're not getting the desired response, you must continually alter your communication until you achieve the resultCreate standalone concepts that are understandable all by themselves - complete modular units of knowledge that set context, provide techniques, and enable immediate actionHumans are motivated by three core drives — power/influence, achievement/results, and affiliation/love — and move either toward what they want or away from what they don't want
Creating Standalone Concepts
The importance of creating complete, self-contained units of knowledge that include context, techniques, examples, and action steps so learners can immediately understand and implement.
The Communication Responsibility Principle
Eben teaches that the meaning of communication is the response you get, requiring communicators to take full responsibility for results rather than blaming their audience for not understanding.
The Four Learning Styles Framework
A detailed explanation of the Why, What, How, and What If learning styles based on David Kolb's Harvard research, and how mastering all four creates incredible influence and attraction.
Human Motivation and Communication Strategy
Understanding the three core human drives (power, achievement, affiliation) and how to weave both toward and away-from motivations into all communications for maximum impact.
Counterpoint 2
Claim: “If people don't understand your teaching, it's their problem - they're too dumb or not trying hard enough”
Reframe: The meaning of communication is the response you get - if you're not getting the desired response, you must alter your communication until you achieve the result
Claim: “Information products should just contain good information and people will see the value”
Reframe: You must create standalone concepts with high perceived value because humans don't naturally know how to value information
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Topics
Coaching Strategies
Business Frameworks
Four Learning Styles Framework