When you look at someone’s online profile, you’re usually seeing the best version of them. It’s the same on LinkedIn. I'm no exception. Use my profile as an example. I’m showing the world everything that I’ve done in business that I’m proud of and even my profile photo was chosen because I finally recognized cutting the face off the person next to me in my previous profile photo didn't look the most professional when I was launching my new company. Add the good lighting and the skills of a professional photographer and you may not know I haven’t slept in 3.5 years since having kids!
But as proud as I am about my success stories, they don’t tell the full picture. I signed projects I had to later cut. I hired people that I later had to let go. There were years I didn’t hit my sales goal with certain portfolios. You don’t see these on my resume, but they are there - I’ve learned from them and they’ve helped shape me. They are all a big part of my experience. There is one particular project that significantly impacted the way I develop and market content and continues to impact how I work now that is worth sharing.
The specifics of this particular project do not need to be shared. It should be enough to say that this project was not rushed; it had been in development for some time. It had a very experienced team working on it. It had a reputable author team. The writing was great. The scholarship was current. It had everything going for it.
We launched it. It failed.
So, what happened?