Why I Have A Problem With So Much Education Software
A sad truth about most traditional b2b marketing
"People who don't care, selling products to people who care less."
He's arguing that companies who sell to other companies all too often don't have the end user at the heart of their product. All business to business (b2b) companies would say that this would never apply to them, but the sad truth is indeed that they have little inherent motivation to make a product that the end user wants. Their customer is the middleman.
Transfer this to education markets and you have a catastrophic truth to face up to: few virtual learning environment providers, education software as a service makers, or education publishers can - statistically, at least - get away with saying that they always have the end user in mind. They have the purchaser (Local Authorities, Schools or teachers, but not children) in mind first and foremost, with their best effort to balance the needs of the end user (the child) running alongside at best, second place at worst.
What examples have you seen in education where the b2b company, selling to Local Authorities, Schools or teachers, but not to children, has first and foremost an unbending loyalty to what the end user - the child - wants, over and above any competing demands of the middleman buying the product?
I'll start with the only one that comes to my mind: Moshi Monsters, which in 15 months has gone from 1m learners to 22m, nearly all of them 7-11 years old and making the choice to turn up there to learn.
Adendum: I say it's the only example that comes to mind given that any efforts to market directly to parents have failed completely for Moshi - direct referral through word of mouth, one kid to another, is what makes it spin. I wish VLEs worked on the same principles :-)
Pic of salesman having a bad day by Kenyee