“Organizations spend more than $350 billion globally on training each year, but only a fraction of that investment results in improved performance. That’s a problem that needs a solution, and we believe the best solution is for L&D professionals to adopt the strategies, techniques, and mindset of modern marketers.

In an uncertain and evolving business landscape, organizations of all kinds are facing the challenge of helping their employees keep up with rapid changes in the knowledge, skills, and abilities they need for success. As workplace learning strategists, we often see traditional L&D approaches fail to deliver what organizations and employees need, leaving everyone grappling with a widening skills gap. We think it’s time for a bold new approach to training that builds on the science and art of marketing to transform the way employees learn and grow” (excerpt from our book Think Like a Marketer, Train Like an L&D Pro).

While there are many marketing and strategies that lend themselves to transforming L&D, in this article, we focus on the power of personas and how to elevate training and learner retention by exploring the use of personas with attention triggers.