People keep comparing learning to marketing and how we can learn from another, similar, discipline. Indeed, I’ve used the Barcelona Principles as an evaluation framework.

One thing marketing does is to grab attention but then relies on the individual to choose how much of something to read, listen, watch, etc.

When did you last read the print advert to the end?

When did you last NOT skip the YouTube video advert?

When did you last listen intently to the disclaimer at the end of the radio advert?

Why would we assume that people will watch every video, read every word, listen to every sound that we’ve packed into our learning products?