Track record, outcome driven, global coverage, stringent standards, existing quality clientele – these are some of the attributes that new clients look for when choosing Dale Carnegie as their training provider.
Dale Carnegie, the man, founded the company in 1912 and passed away in 1955. For any organization linked to one very charismatic individual, the icon of the brand, their passing often marks the beginning of the end of the organisation. The fact that today Dale Carnegie Training is training 90% of the Fortune 500 companies and the leading companies in every major country around the world is testament to the universality and timelessness of Dale Carnegie’s original teachings and ideas.
The beauty of being a global organisation is that we can provide consistent services wherever our clients need them. The base curriculum is produced at the Dale Carnegie University, but then each country adapts the content to their language and culture. Japan is the same. We have 40 trainers, almost all of them delivering in the Japanese language. We have been localising our content here for over 50 years, so the experience factor is unsurpassed.
“Wakon Yosai” (和魂洋才) was a slogan in the Meiji period emphasising Japanese spirit combined with Western learning. That is pretty much what we are doing today – combining Dale Carnegie wisdom with the sprit of our Japan training team.
A soon as we move English into Japanese, there is an adjustment into the cultural context of Japan and the delivery in Japanese also moves the context. Interestingly, though, the content change is very minor – maybe 1%. The base curriculum doesn’t change very much, because the ideas and concepts are universal. People are pretty much the same all around the world and have similar issues in communicating together and getting on well with each other.
The other advantage to being global is the capacity to share best practice and to source this broadly and comprehensively. As trainers, we all get insights and bright ideas when we deliver some teaching content. The class members might say something or something may happen during the class, which helps us to realise a deeper insight or helps us to come up with new ideas.
The amount you can come up with on your own is limited, but when you can multiply that learning phenomenon and project it around the world, the sharing of best practices becomes very rich and powerful. The chief beneficiaries of these breakthroughs are our clients, who can tap into the best of the best learnings from around the world.
One of the biggest frustrations with training companies can be their inflexibility to customise content for a particular client. They don’t want to customise for 20 people, at one company, because the costs to do so are so high. When you have such a long track record of over 100 years, as we have, the customisation process becomes very fast and very valuable.
The chances are high that we have seen your problem before or something very similar and we will have created a customised solution in the past. We have also modularised our content, breaking it down into bite-sized pieces, which also allows us a lot of creative flexibility.
Think of training content modules as atoms or molecules, that can be combined and re-assembled very quickly and easily. The end result for the client is we can provide time-tested existing courses and seminars content or we can quickly create customised solutions for the organisation.
Another bug bear with training is lack of consistency in the delivery. Trainer A was great but Trainer B was rather underwhelming. This quality control of the delivery is a direct reflection on the amount of investment the training company has made in developing their trainers. I don’t know of any other training company that is as stringent and demanding about trainer development and on-going delivery quality as Dale Carnegie.
The key reason for this stems back to Dale Carnegie himself. He personally taught 5000 classes and was an “artist” of training. He was purist who understood that everything that happens in the delivery component makes or breaks the results. He had very high standards for his trainers when he was alive and that concept lives on today, as those who hold aloft the flame of his vision, keep loyal to his original ideas of what makes a great trainer.
It takes 250 hours of Train-The-Trainer to certify as a Dale Carnegie trainer. Trainers must re-certify each year, they must come from a business background and their training results are monitored through Voice of the Customer surveys done by the participants. To become a Dale Carnegie trainer is not for the faint hearted and it means to become part the training elite. The end result for the client is the highest quality of training, delivered consistently no matter who is delivering – anywhere around the world.
Another issue with training companies is their training doesn’t work. The team are sent off to the training but when they get back they don’t use it. Instead they go back to doing what they have always done so time, effort and budgets have been wasted. We have been fighting this problem for many decades and have found the solution to that problem. Our clients can see the changes in the participants and they can see their selection of Dale Carnegie was the best choice.
Dr. Greg Story
Dale Carnegie Training Japan
Dr. Greg Story President of Dale Carnegie Training Japan addressing Temple University, Tokyo and talking about his "perfectly" planned and carefully sequenced career.