{"id":517735,"date":"2010-04-06T11:04:00","date_gmt":"2010-04-06T15:04:00","guid":{"rendered":"http:\/\/37signals.com\/svn\/posts\/2258-big-companies-teach-too"},"modified":"2010-04-06T11:04:00","modified_gmt":"2010-04-06T15:04:00","slug":"big-companies-teach-too","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/517735","title":{"rendered":"Big companies teach too"},"content":{"rendered":"<p>David Omoyele of <a href=\"http:\/\/inkaudio.com\/\">Ink Audio<\/a> read <a href=\"http:\/\/www.37signals.com\/rework\"><span class=\"caps\">REWORK<\/span><\/a> and had a beef with a passage in the book that suggests big companies don&#8217;t teach. He sent an email pointing out three examples to prove his point: 1) Apple offers <a href=\"http:\/\/www.apple.com\/retail\/workshops\/\">free workshops<\/a> at its retail stores. 2) <a href=\"http:\/\/www.microsoft.com\/\">Microsoft<\/a> teaches via online lessons. 3) Gibson, one of the largest guitar sellers, offers &#8220;tone tips&#8221; like <a href=\"http:\/\/www.gibson.com\/en-us\/Lifestyle\/Features\/ToneTipsLetItBreatheGuit\/\">this one on how types of finishes affect the guitar\u2019s tone<\/a>.<\/p>\n<p>More examples come to mind too: Nikon offers <a href=\"http:\/\/imaging.nikon.com\/products\/imaging\/lineup\/digitalcamera\/slr\/d300s\/\">digital tutorials<\/a> on its cameras. Dove conducts <a href=\"http:\/\/neighbors.denverpost.com\/viewtopic.php?f=173&#38;t=123003967\">free Self-Esteem Workshop for Girls<\/a> 8-12 years old designed to &#8220;promote new ways of thinking about beauty, body image and self-esteem.<\/p>\n<p>So David&#8217;s got a point that big companies can and do teach.<\/p>\n<p>Still, what percentage of these big co. budgets are going toward teaching vs. traditional marketing\/advertising that hypes features? Big companies may be dipping their toes in these teaching waters but small businesses have a unique chance to dive in all the way and deliver more direct, personal lessons. And that can be a great way to turn customers into superfans. It remains one of those areas where small definitely has an advantage.<\/p>\n<div class=\"feedflare\">\n<a href=\"http:\/\/feeds.feedburner.com\/~ff\/37signals\/beMH?a=kDYpzZ6_Mgc:9cEnWkqDo0I:yIl2AUoC8zA\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/37signals\/beMH?d=yIl2AUoC8zA\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/37signals\/beMH?a=kDYpzZ6_Mgc:9cEnWkqDo0I:7Q72WNTAKBA\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/37signals\/beMH?d=7Q72WNTAKBA\" border=\"0\"><\/img><\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>David Omoyele of Ink Audio read REWORK and had a beef with a passage in the book that suggests big companies don&#8217;t teach. He sent an email pointing out three examples to prove his point: 1) Apple offers free workshops at its retail stores. 2) Microsoft teaches via online lessons. 3) Gibson, one of the [&hellip;]<\/p>\n","protected":false},"author":7020,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-517735","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/517735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/7020"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=517735"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/517735\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=517735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=517735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=517735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}