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Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Michael Ioffe, CEO & Co-Founder of Arist, a message-based learning platform that has raised over $16 Million in funding.
Here are the most interesting points from our conversation:
- Arist’s Origin Story: Arist began as a solution to deliver education in war zones with limited internet and laptop access by leveraging text message-based learning, which later evolved into an enterprise solution.
- Effective Learning Model: The company discovered that bite-sized, conversational learning delivered over time significantly improves retention and behavior change, compared to traditional methods like lengthy video courses.
- The LMS Problem: Michael explains why traditional Learning Management Systems (LMS) are outdated, focusing on compliance rather than effective learning, and how Arist aims to meet learners where they are by integrating into tools like Slack and Microsoft Teams.
- Targeting the Next-Gen Learning Leaders: Arist focuses on innovative L&D leaders who are open to modernizing corporate learning, rather than trying to convert legacy leaders resistant to change.
- Fast Time-to-Value: Arist differentiates itself by offering a near-instant time-to-value, where potential clients can build and experience a course within 15 seconds, a stark contrast to the months-long implementation of traditional systems.
- Future Vision for Learning: Michael envisions a future where 80% of Fortune 500 companies use Arist for the majority of their learning, moving away from static LMS systems to more dynamic, autonomous learning experiences.
Actionable
Takeaways
Focus on Bite-Sized Learning for Better Retention:
Instead of overwhelming users with lengthy content, deliver learning in small, digestible chunks over time. This approach not only enhances retention but also drives behavior change, making it more effective in corporate settings.
Leverage Existing Tools for Seamless Learning Integration:
Meet users where they already spend time by integrating learning into tools like Slack and Microsoft Teams. This increases engagement and ensures learning is part of the daily workflow rather than a disruptive task.
Target Innovators for Early Adoption:
When selling to enterprises, focus on the next generation of leaders who are more open to new technologies and approaches. Early adopters are more likely to champion your product internally, leading to broader organizational acceptance.
Differentiate Through Instant Time-to-Value:
Provide potential customers with immediate value by allowing them to experience your product in real time, even during initial sales calls. This can significantly shorten the sales cycle and build strong initial interest.
Be Transparent and Honest in Marketing:
Stand out in a crowded market by being bluntly honest about industry shortcomings and your product’s capabilities. Clear, straightforward communication builds trust and differentiates your brand from competitors who rely on buzzwords and vague promises.
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