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Per Lenora and Joan Knapp in This Business of Certification, the success of a marketing plan for a certification program rests on creating value for customers, as defined by the customers themselves, not the credentialing committee.

You can discover more in a day about your target audience than advertising legend Claude Hopkins could have learned in six months.

According to Lenora and Joan Knapp, authors of the book, This Business of Certification, the market for a certification program can’t simply be described as all prospects eligible to apply for the credential. Not all prospects are candidates. 

Although many certification sponsors would agree with the title above, it’s not at all unusual for marketing to become a priority only when a new or re-engineered exam approaches a launch date.

The long shadow of Kryterion stretches all the way to the Middle East this week! Abu Dhabi in the United Arab Emirates to be exact. 

Each evening at sundown from April to November, Austin’s most well-known seasonal guests stream from the underside of the Congress Avenue bridge.

They race to heights of 10,000 feet in frenetic, undulating columns that sound like the rush of a white-water river.

Icarus had a falling problem.

In Greek mythology, he was the young man who neglected his father’s warning.  

He flew too close to the sun, and his wings of feathers and wax melted. He plummeted to his death in the Aegean sea. 

Ictinus and Callicrates were crafty. 

We’re on holiday!

Test Delivery Support Services will be closed for the U.S. Independence Day holiday from 12:01 a.m. to 11:59 p.m. PDT July 4, 2018.  Only non-proctored exams may run during this window. Otherwise all schedules have been closed, so no candidates should be impacted.