One Size Does Not Fit All When it Comes to Content
In her recent blog post, Less is Definitely More: The Customer Advisory Board Content Trap, Roanne Neuwirth discussed the importance of creating a content quality / quantity balance when developing Customer Advisory Board agendas. Her thinking spurred me on to consider another trap we frequently see in developing content for Advisory Boards – the tendency to view a Board meeting like an event, and build an agenda based on that premise. In fact, Advisory Boards are different from events in a number of important ways that have implications on building successful agendas.Below is a view into how the executive event content differs from the content shared with Customer Advisory Boards, and some recommendations on how to avoid the event trap for your next Advisory Board meeting.
Executive Events Customer Advisory Boards Content
One-way delivery
Dynamic, interactive presentations
Formal presentation styles with well-formed, defensible perspectives
Variety of presentation formats, focused on educating, entertaining
Interactive discussion
Executive-level succinct presentations
Ideas in progress, developing perspectives
Presentation format focuses on advice and discussion
Purpose
Transactional
Educate and impart information
Lead generation, pipeline advancement
Ongoing Dialog
Gather strategic advice and share ideas
Deepening strategic relationships
Tips for Customer Advisory Board Content
As you develop the content for your next Customer Advisory Board meeting, consider these guidelines:
Less is more: Keep presentations short, succinct and geared towards generating conversation
Discussion not presentation: Build in as much time for discussion as presentation
Works in progress win: Showcase early stage thinking, works-in-progress to solicit input
Clarity of advice: Be clear where you want advice versus where you want to share
The distinct differences between the content presented at executive events and Customer Advisory Boards must be taken into account, as they will impact the outcomes you are looking for. Developing agendas with content focused on delivery and outcomes in mind can create the right vehicle to gain the insight and strategic advice a Customer Advisory Board can provide.