He starts by building his premise of why smart companies profit at making customers smarter. He says, "In the current world of software, where every day is part of your renewal cycle, you won't succeed unless your customers succeed at gaining value from your product." He goes on to describe the difference between growing and scaling as you strive to help more and more customers succeed.
In the second chapter, Adam defines a typical customer journey and how customer education supports each stage in that journey. If you ask the question "Why do customers churn before you've recouped the cost of acquiring them?" this chapter answers, "One reason might be because you've been thinking about [customers] in terms of your success - how do I keep this customer longer - and not in terms of their success."
It's a subtle but important difference that I somehow understood when I first started in this field - before I even knew it was an actual field. Without a great resource like Adam's book, I approached my work knowing that it was important to teach end users how to be better at their jobs and not just which button to press. And now, I'm so grateful to have this guidebook and the vocabulary to explain what that means.
With chapters on The Customer Education Technology Stack, Better Content Bootcamp, Meet Your Metrics, and From Here to Eternity, there is valuable content in this guide for helping you get started or improve from wherever your company's customer education efforts stand today.
If you've been reading my blog since the beginning, you'll recognize Adam because, duh, if you know what customer education is, you've probably heard of him. But also, he generously contributed some guest blogs as I was getting this resource going and you can find those here (Lessons from the Optiverse, and How Optimizely Climbed the Customer Education Curve (part one and part two).
And you can find the book here. Find a copy and read it today!