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Summary

3. Instead of changing his mind, help master it.

We owe it to future generations to give them that same gift.

But past generations used the scientific method to create the world we were lucky enough to be born into...

This won't be easy, it won't be simple, and it won't be accomplished overnight.

Not just in his mind, but in his hope for the future.

When you help someone solve problems that improve his life and the lives of his family, that sticks.

2. Changing minds doesn't solve the problem.

It won't be too long before he uses the same logic on another conspiracy theory.

Whatever problem led this person to believe the Earth was flat is still there. All you did was make him feel like an idiot.

If someone in 2017 believes that the earth is flat, proving him wrong doesn't solve the problem.

1. Speak in Solutions, not Arguments.

Business model

3. Reach a completely new audience

This will help spread entrepreneurship, learning, and the scientific process around the world.

This also allows entrepreneurs from around the world to re-package Expert ideas to local communities in terms they understand — while still getting the science right.

2. E-learning Market

*Source: E-learning Industry Statistics, https://www.docebo.com/landing/contactform/elearning-market-trends-and-forecast-2014-2016-docebo-report.pdf

If Experts aren't the ones teaching the people online, someone else will.

E-learning is huge and growing exponentially.

1. Pricing model

Also, Experts can add-on additional services like consulting, online courses, etc. that will allow people with the biggest problems to access the best solutions.

This allows Expert to price based on the real value of their work and create a clear distinction in value compared to non-experts.

With guides and applications, the pricing model depends on how much someone values your solution.

This not only doesn't compensate Experts for what their work is worth, but it makes Experts look no more credible than a self-published author.

Despite the difference in value, self-published books and Expert books can both only sell for about $10.

Expert Branding

4. Expertise should be based on merit.

Through this system, expertise will be based on something much better — merit.

It is not going to be attached to years of experience or a degree for much longer.

The idea of expertise is changing.

3. Star Rating System

People struggling with a problem will trust that rating when looking for a solution.

Content Creators will do whatever it takes to get a high rating.

Every solution produced on our site will have a "Credibility Rating" given through the Peer Review process by the experts on that topic.

Running an Airbnb gave me terrific insight into the value younger generations place on Star Ratings — it is a new currency.

2. Peer review system

It will also give them experience in finding evidence, citing sources, and spreading expert ideas to communities around the world.

This will allow content creators from around the world to produce their own guides and applications on a credible platform.

With a solid expert base established, we will create a peer-review system modeled off the best academic journals.

1. Crowdsourcing

This will provide a platform for people around the world to learn that it is the work that should be judged as trustworthy — not the person.

Credibility will be focused on content produced, not credentials.

Once we position our Expert brand we will begin crowdsourcing content.

1. Establish Expert brand.

They already have large audiences, credibility, and we can focus our resources on solving the customer's problems — rather than fact-checking content.

First, we will target the top Experts in a wide variety of topics to establish an expert brand position.

Applications

2. In this situation, follow these steps.

Continually update based on user interaction with the applications.

Think of it like getting thrown off course due to a wrong turn at some point on the way to your destination with the GPS.

Many problems can be solved by simply going through with the decision tree.

1. Solutions at the tap of a button.

Once we have an understanding of expert solutions in context we will create mobile applications that help people solve problems at the tap of a button.

Guides

3. Understanding

Tracking all this information will help us develop applications that makes expert ideas available at the touch of a button.

How do people get back on course?

Why do some people get off track?

What solutions work in what contexts?

2. The lab of real life

That's what you're going to get from this. For the first time, you'll see how your ideas are used in the laboratory of real life.

It should be how well people were able to understand the message and use it to improve their lives.

How do you know whether or not your book is a success? The sales? The Amazon ranking?

1. Get expert ideas out of books, and into practical guides.

Review client work, experiments, etc. to create checklists and support material that will help people apply your ideas in the real world.

These will allow you to show the step-by-step process to implement your ideas in real life.

Vision

3. GPS

It will evolve over time with a single goal — use the scientific truth to help people solve problems, reach their goals, and find the greatness within themselves.

Just like real GPS, you will know when people go off-course, what obstacles they face that you didn't anticipate, and how to get them back on track.

Our goal is to create a "GPS" for helping people all around the world solve the problems within your realm of expertise.

2. Stormy world

We need to provide them with GPS.

In this stormy present, we need to provide people with clear, specific, and evolving directions.

And the modern mind is so distracted that it may as well be a drunk driver.

There are drivers all around us that have no regard for the rules of the road.

We can barely see the road ahead.

But we live in a stormy world.

1. Directions analogy

You may be able to get away with this on a beautiful sunny day with no traffic and a driver who is completely focused on the road...

Would you hand them a 300-page book with stories and case-studies that describe how other people have driven to your house?

If you recently moved into a new home and you wanted to give directions to a family member or friend.

Solution

3. Put them in the right context.

We need to adapt our content to meet those demands.

The real world is complicated. Solutions need to vary based on context.

When you do client work, how often do you give them advice word-for-word out of your latest publication?

2. Start speaking in solutions.

The people who really need your help are the ones who are not going to pick up a book, watch your YouTube videos, or listen to your podcast.

To speak to a person's heart, solve his or her problem.

1. Stop speaking in arguments.

And you are compared to the millions of self-published authors who are often able to market better.

Arguing your ideas in books, podcasts, and other media speak to the head.

"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart." - Nelson Mandela

Problem