The Ebert Effect
August 19, 2009
“The Ebert Effect: When people, from their perspective, are inundated with indistinguishable choices, they perceive a product, service, approach or experience with a specific point of differentiation to be superior.”
In Collapse of Distinction , author Scott McKain shares that we must create “small, solid points of distinction” that are recognizable to our customers. Humans get bored. A notable difference in one experience over another grabs our attention. Different is better well, because it is different.
The ultimate measure of training is the impact on business result. Business results are rooted in competitive advantage. Competitive advantage is ultimately defined by the behaviors of every single employee.
If our customers haven’t been surprised by what we are doing in the last year, we are in danger of losing them to boredom. This is equally true of our external customer and our internal customer who consumes the training we deliver.
Entry Filed under: instructional delivery, instructional design, training design. Tags: 4MAT, Collapse of Distinction, instructional design, Jeanine O'Neill-Blackwell, trainers.
Jeanine O’Neill-Blackwell is the President/CEO of 4MAT 4Business, a consulting group that provides training and tools for leaders, managers and trainers on how to effectively communicate, lead, coach and market using the 4MAT Learning Cycle. 
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