[Advice] Building a Subscription Model for Content

Being the last person standing is an underrated tactic in the world of online content creation.

But for the peace builder looking to create a subscription model for content, this may be the best strategy possible.

Three things are working in the peace builder’s favor:

the speed of the Internet and the ways in which content consumers access content is increasing, even as the cost of acquiring the tools is decreasing;
the rise of ad blocking is causing many organizations to either double down on advertising, or to simply eliminate it altogether as a driver for content;
the cost in time, emotional energy, and personal effort (number of “touches”) to acquire a paying customer online is about the same as it is to acquire a paying customer offline.

More content—written, audio, and particularly video—is being consumed by audiences via mobile applications, nested on mobile devices, and accessed via the cloud. This is being seen most visibly in the overlap between subscription based product services (i.e. Harry’s Razor, Dollar Shave Club, Birchbox (for men and women) Trunk Club, Casper Mattresses, etc., etc.), and the ways in which applications, URLs, and even QR Codes are being integrated into the content consumption experience around advertising those services. Peace builders must be aware of these trends to keep their content delivery systems current and updated to get in front of as many audience members in their long-tail as possible.

The rise of ad blocking as a driver for developing a subscription based business model for content development is a key point for peace builders to take in to consideration. Yes, putting content behind a paywall and encouraging people to either give an email address (or pay a fee) to access that content may knock the peace builder in a Google ranking. But if there is an abundance of previously “free” content (audio, written, or video) that can be nested behind a paywall, advertising and ad blocking become less worrisome, in spite of whatever changes Google attempts to make to its search algorithm.

The offline content acquisition experience and the online content acquisition experience are beginning to hew closer and closer together. In the past, both on and off line, there was tremendous friction between the consumer of content and the creator of content. Now, both online and increasingly offline, all of that friction is either being automated, “app”-ed, or otherwise disappearing from interactions. Content consumers in the peace builders’ long tail are still eating, sleeping, buying clothes, and purchasing content from a variety of both on and offline resources. Peace builders must be aware of this friction reduction and move to a world where the frivolous parts of the experience (i.e. signing up, giving an email, taking a payment, etc.), are becoming more friction less so that the actual engagement with the peace builder can happen.

The peace builders that understand these three trends and incorporate the reality of them into their content business model will be the last peace builders standing (and getting paid) even as others drift away.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Advice] Relational Resonance

Resonance is a term from physics that describes what happens when an object’s natural vibration frequency responds to an external stimulus of the same frequency.

Resonance occurs in nature when an object vibrates without you even touching it. Resonance happens when people fall in love with each other; and, resonance shifts when people fall into conflict with each other.

The reason that litigation is such a poor method for resolving disputes is because most—if not all—disagreements, fights, and “differences of opinion,” are about relationships, built on reciprocation and maintained through common resonance. When the frequency gets disrupted by an external change, the resonance goes away and the struggle to resolution really a hero’s journey back to resonance. Litigation changes the frequency of the relationship between individuals and between individuals and organizations, from one of commonality and vibrating at the same frequency, to one of vibrating at different frequencies.

What does all of this have to do with the conflict resolution professional?

Creating stories that resonate with audiences and clients who are seeking to get back into relationships with resonance, is one of the most important skills that peace builders must grasp in order to design, market, and promote products, services, and processes that will get them revenues.
Creating resonances is about getting to the same frequency—at the same time—that audiences and clients are no matter when and where they are in conflict. Thus, peace builders must consider whether advocating for early-stage interventions (rather that primarily trying to promote late-stage resolution products and services) is a better way to proceed long-term.
Creating the conditions for conflict resolution professionals and audiences to speak the same language—and thus be on the same frequency, will require conflict resolution professionals at all levels to abandon the higher language of “conflict as an opportunity for growth” and move toward the audience language of “conflict as a roadblock to be avoided, accommodated, or attacked.”

The first two are easy. The last is hard.

Peace building is about doing the hard things, doing them well, and doing them consistently—and in a committed way—and building a field and a brand over time that audiences will flock too, that clients will gladly pay money for, and that peace builders can hand down to the next generation of professionals.

Relational resonance must move from the table between clients and the peace builder to the platforms between peace builders and the world.

-Peace Be With You All-

[Opinion] The Other 95%

The people who start a project and eventually have the ability to finish a project—whether it’s a project to build peace in their lives, their neighborhoods, their families or their organizations—are in the low numbers.

This is because starting is easy (we celebrate starting school, starting a new job, starting a marriage) and comes with great fanfare, but finishing is hard and comes with…somewhat less fanfare.

The numbers of people who start and then finish are staggeringly low:

95% of people never start anything. They are your traditional organizational followers, employees, managers and supervisors. They are useful for scaling the project, managing the tasks, keeping the project in a static place, and creating just enough friction to keep everything interesting.

5% of people are starters. They are the traditional entrepreneurs, founders, visionaries and they exist in all realms, from academia all the way to religion. They are the “ruckus makers,” the risk takers, the adventurers, the explorers and they are the ones that the 95% laud, but are also secretly envious of.

However, of the 5% who start a project, 99% of that 5% fail, and their definition of failure will vary along a continuum, extending from “The idea was too early” to “The idea was too late” and every gray area in between.

1% of the people who start a project, succeed to the end. Again, definitions of success will vary greatly along a wide continuum, but the people who built, explored, started and finished, have created the opportunities and spaces for the other 95% to succeed to their own level.

There’s a lot of talk about the gap between the “wealthiest 1%” and “the 99%” in America (and worldwide) these days. There’s a lot of concern that the gap will grow and millions of bytes of data are being created to cobble together arguments, theses, and proposals about what to do to “fix” this gap.

But the fact of the matter is, the gap that no one wants to address is the motivation gap—the gap that exists between the 95% who never start and the 5% who do. A gap in motivation, discipline, courage, acknowledgement, support, belief, discipline and drive.

And addressing the presence of that gap requires 100% of us to answer the question: “What motivates me to start, or not to start, the project I’ve been dreaming about?”

Only individuals can answer that question, person by person, quietly, deep in their own hearts.

-Peace Be With You All-

[Opinion] 3 Routes to Get on The Cover of Fast Company

In our entrepreneurial journey we have found that there are only three kinds of entrepreneurs:

Those that have money
Those that have no money
Those that have more guts than money.

If you are in the third category, and you self-identify as a member of a minority group in this country, and you don’t see anyone who looks like you gracing the covers of Fast Company or Inc., then you owe it to yourself to try building something that you own yourself.

Look, an entrepreneur is a person who sees and established model, builds a better model, hustles tirelessly to break the old model with the new model, and then, once the new model is built up, moves onto break another model.

In the high tech start-up world, this is cleverly called “disrupting.”

And if the “traditional” minority success model you’re breaking involves acting/singing/ dancing/sports or any of the “traditional” models to minority success, then breaking that model might be the greatest social entrepreneurship ever.

After all, we started (and we continue) with more guts than money.

-Peace Be With You All-