What results are you getting so far?
Anna: “We have seen a lot of successes specifically with businesses that are using it for their employees. It helps team leaders and managers better understand where their employees are at. If a manager sees that his employee is currently in “High Complexity”, they might decide to not push a new project on that employee at the moment, for example.”
Stacia: “Additionally, the quantitative data that we are obtaining through the tool is helping us to better understand the Growth Rings concepts in more empirical ways. After enough people have taken the assessment, we’ll be able to get insights into how many people ended up in Stagnation or Complexity, for example. And that’s going to build a very rich database for us, which we are really excited about because there is still so much that we can explore about the Growth Rings.”
Anna: “From a marketing perspective, it is helping us build our email list like crazy!
When we first launched the coaching assessment we were also launching our first published book as well. So by the time the quiz was up and running, I was very surprised to see that people were finding their own way to the quiz. (We hadn’t even run a campaign at that point!)
We are now collecting contact data from people who might otherwise have watched the video and visited the website but who would not necessarily have found it useful to leave us their contact data. Even if they’re not looking for leadership coaching, for example, we now still have something for them. This has helped us collect over 100 responses already!”
What advice would you give others trying to make a (coaching) assessment?
Stacia: “Creating a tool such as this is an extensive process that can often be overwhelming. One piece of advice that I personally have for people taking on something like this is to make sure to take the time to think backwards.
What I mean by this is that it’s helpful, at some point, to think about what you’d like the final product to be and then work backwards to where you are starting. It’s easy to overlook a piece of data you need or hit an unexpected roadblock if you don’t work through what you absolutely must have at the end.”
Anna: “Touching back on us not having the quiz ready before the TEDx Talk, I know that we lost a lot of that initial traffic coming from the video to our website because we didn’t have anything in place to capture these people’s data or offer them some additional information.
So whenever you launch something new: Always think three steps forward in terms of what the consumer might need or look for after seeing a piece of your content and offer them an answer. In this case, in the shape of a coaching assessment.”
With a couple of fairly simple questions, Stacia and Anna managed to connect the dots for their website visitors looking for more information on the Growth Rings talk. They provide them with useful information in addition to collecting valuable insights and contact data themselves!
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