Over the past few months, I’ve had conversations with dozens of course creators, educators, and consultants who are frustrated.
They’ve built strong content. They’ve done the marketing. They’ve posted. Promoted. Even offered discounts.
And yet… sales are stalling.
If that’s you, let me offer you some clarity.
It’s not your expertise. It’s not your hustle. It’s the market.
What the Market No Longer Wants
In 2020, buyers were paying for access to information. Courses that explained a concept, shared a framework, or unpacked a personal experience could easily generate sales. People wanted to learn something new and were willing to pay for it.
That is no longer true.
According to LinkedIn’s 2023 Workplace Learning Report, the top things today’s learners (and learning & development buyers) are looking for are:
- Learning tied to real-world application
- Expert-guided pathways, not just passive video content
- The ability to measure outcomes and align training with organizational goals
In other words, content alone is no longer enough.
Buyers—especially business, nonprofit, and school buyers—want transformation. They want support. They want systems.
What the Market Now Demands
The creators who are still thriving are those who package their courses as solutions, not just content.
That’s the key shift.
They aren’t just “selling courses.” They are licensing Smart Courses—structured, scalable training products that are built for impact, not just information.
A Smart Course is:
- Packaged for outcomes using a defined, repeatable process
- Supported by expert access, even if delivered asynchronously
- Designed for implementation with tools and templates included
- Built for duplication, meaning it can be sold in bulk without needing to be rebuilt each time
This is what buyers are paying for in 2025 and beyond.
Why This Matters Now
The global e-learning market is projected to reach nearly $500 billion by 2029 (Fortune Business Insights). But most creators won’t see a fraction of that unless they pivot.
In the age of AI-generated content, the value is no longer in what you know. The value is in how you structure it, deliver it, and support the people receiving it.
If your course isn’t built with that in mind, you’re already falling behind.
Ready to Get Ahead?
This Saturday, I’m hosting a free masterclass that walks you through how to restructure and reposition your course to meet this new demand.
It’s called The Smart Course Masterclass, and we’ll be breaking down:
- What’s changed in the course industry (with data to back it up)
- How to identify if your course is still sellable in its current form
- How to reposition your content for bulk sales, licensing, and business buyers
- And what tools we’re using behind the scenes to automate delivery and increase revenue without increasing workload
This is not a trend. This is a fundamental shift in how training products are being bought and sold.
If you’re ready to work smarter—not harder—I’ll see you in the room.