"Steal This Book"- Abbie Hoffman
So many people are bound to the words they put on paper or in a slide deck. They only distribute pdf files, and often will ship only hard copy to their consulting gigs. They protect that copy like its their first born. And it's completely silly.
When you tie your worth to a document, people equate that document with your value. Customers begin to think they can replace you by simply having someone else use the same document. In other words, what you're selling is that document.
A good presentation or class is just that - a good presentation or class. It cannot be magically reproduced by firing up the projector photocopying the materials. When people hire me they pay to see me. The materials I use are simply a calling card. They won't get nearly the same value as if I deliver it, so why do I care if they have copies of the document?
But what about intellectual property? People are so afraid they will "loose something" if they give away content. Nonsense.
Too many consultants and authors get too tied up and protective of their content. They focus on that one aspect, because they think that's the one thing that is tangible that they have to sell. They immediately lose credibility because it isn't the PowerPoint slides people buy - it's their expertise. To these folks I say give your content away, and reserve the high prices for yourself and the delivery.
In fact, freely copy and distribute your materials. It's only going to increase your own value.
