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Business Plan: What It Is + How to Write One

Discover what a business plan includes and how writing one can foster your business’s development.

What is a business plan? 

A business plan is a written document that defines your business goals and the tactics to achieve those goals. A business plan typically explores the competitive landscape of an industry, analyzes a market and different customer segments within it, describes the products and services, lists business strategies for success, and outlines financial planning.  

In your research into business plans, you may come across different formats, and you might be wondering which kind will work best for your purposes. 

Let’s define two main types of business plans , the traditional business pla n and the lean start-up business plan . Both types can serve as the basis for developing a thriving business, as well as exploring a competitive market analysis, brand strategy , and content strategy in more depth. There are some significant differences to keep in mind [ 1 ]: 

The traditional business plan is a long document that explores each component in depth. You can build a traditional business plan to secure funding from lenders or investors. 

The lean start-up business plan focuses on the key elements of a business’s development and is shorter than the traditional format. If you don’t plan to seek funding, the lean start-up plan can serve mainly as a document for making business decisions and carrying out tasks. 

Now that you have a clear business plan definition , continue reading to begin writing a detailed plan that will guide your journey as an entrepreneur.  

How to write a business plan 

In the sections below, you’ll build the following components of your business plan:

Executive summary

Business description 

Products and services 

Competitor analysis 

Marketing plan and sales strategies 

Brand strategy

Financial planning

Explore each section to bring fresh inspiration to the surface and reveal new possibilities for developing your business. You may choose to adapt the sections, skip over some, or go deeper into others, depending on which format you’re using. Consider your first draft a foundation for your efforts and one that you can revise, as needed, to account for changes in any area of your business.  

Read more: What Is a Marketing Plan? And How to Create One

1. Executive summary 

This is a short section that introduces the business plan as a whole to the people who will be reading it, including investors, lenders, or other members of your team. Start with a sentence or two about your business, your goals for developing it, and why it will be successful. If you are seeking funding, summarize the basics of the financial plan. 

2. Business description 

Use this section to provide detailed information about your company and how it will operate in the marketplace. 

Mission statement: What drives your desire to start a business? What purpose are you serving? What do you hope to achieve for your business, the team, your customers? 

Revenue streams: From what sources will your business generate revenue? Examples include product sales, service fees, subscriptions, rental fees, license fees, and more. 

Leadership: Describe the leaders in your business, their roles and responsibilities, and your vision for building teams to perform various functions, such as graphic design, product development, or sales.  

Legal structure: If you’ve incorporated your business or registered it with your state as a legal entity such as an S-corp or LLC, include the legal structure here and the rationale behind this choice. 

3. Competitor analysis 

This section will include an assessment of potential competitors, their offers, and marketing and sales efforts. For each competitor, explore the following: 

Value proposition: What outcome or experience does this brand promise?

Products and services: How does each one solve customer pain points and fulfill desires? What are the price points? 

Marketing: Which channels do competitors use to promote? What kind of content does this brand publish on these channels? What messaging does this brand use to communicate value to customers?  

Sales: What sales process or buyer’s journey does this brand lead customers through?

Read more: What Is Competitor Analysis? And How to Conduct One

4. Products and services

Use this section to describe everything your business offers to its target market . For every product and service, list the following: 

The value proposition or promise to customers, in terms of how they will experience it

How the product serves customers, addresses their pain points, satisfies their desires, and improves their lives

The features or outcomes that make the product better than those of competitors

Your price points and how these compare to competitors

5. Marketing plan and sales strategies 

In this section, you’ll draw from thorough market research to describe your target market and how you will reach them. 

Who are your ideal customers?   

How can you describe this segment according to their demographics (age, ethnicity, income, location, etc.) and psychographics (beliefs, values, aspirations, lifestyle, etc.)? 

What are their daily lives like? 

What problems and challenges do they experience? 

What words, phrases, ideas, and concepts do consumers in your target market use to describe these problems when posting on social media or engaging with your competitors?  

What messaging will present your products as the best on the market? How will you differentiate messaging from competitors? 

On what marketing channels will you position your products and services?

How will you design a customer journey that delivers a positive experience at every touchpoint and leads customers to a purchase decision?

Read more: Market Analysis: What It Is and How to Conduct One   

6. Brand strategy 

In this section, you will describe your business’s design, personality, values, voice, and other details that go into delivering a consistent brand experience. 

What are the values that define your brand?

What visual elements give your brand a distinctive look and feel?

How will your marketing messaging reflect a distinctive brand voice, including the tone, diction, and sentence-level stylistic choices? 

How will your brand look and sound throughout the customer journey? 

Define your brand positioning statement. What will inspire your audience to choose your brand over others? What experiences and outcomes will your audience associate with your brand? 

Read more: What Is a Brand Strategy? And How to Create One

7. Financial planning  

In this section, you will explore your business’s financial future. If you are writing a traditional business plan to seek funding, this section is critical for demonstrating to lenders or investors that you have a strategy for turning your business ideas into profit. For a lean start-up business plan, this section can provide a useful exercise for planning how you will invest resources and generate revenue [ 2 ].  

Use any past financials and other sections of this business plan, such as your price points or sales strategies, to begin your financial planning. 

How many individual products or service packages do you plan to sell over a specific time period?

List your business expenses, such as subscribing to software or other services, hiring contractors or employees, purchasing physical supplies or equipment, etc.

What is your break-even point, or the amount you have to sell to cover all expenses?

Create a sales forecast for the next three to five years: (No. of units to sell X price for each unit) – (cost per unit X No. of units) = sales forecast

Quantify how much capital you have on hand.

When writing a traditional business plan to secure funding, you may choose to append supporting documents, such as licenses, permits, patents, letters of reference, resumes, product blueprints, brand guidelines, the industry awards you’ve received, and media mentions and appearances.

Business plan key takeaways and best practices

Remember: Creating a business plan is crucial when starting a business. You can use this document to guide your decisions and actions and even seek funding from lenders and investors. 

Keep these best practices in mind:

Your business plan should evolve as your business grows. Return to it periodically, such as every quarter or year, to update individual sections or explore new directions your business can take.

Make sure everyone on your team has a copy of the business plan and welcome their input as they perform their roles. 

Ask fellow entrepreneurs for feedback on your business plan and look for opportunities to strengthen it, from conducting more market and competitor research to implementing new strategies for success. 

Start your business with Coursera 

Ready to start your business? Watch this video on the lean approach from the Entrepreneurship Specialization : 

Article sources

1. US Small Business Administration. “ Write Your Business Plan , https://www.sba.gov/business-guide/plan-your-business/write-your-business-plan." Accessed April 19, 2022.

2. Inc. " How to Write the Financial Section of a Business Plan ,   https://www.inc.com/guides/business-plan-financial-section.html." Accessed April 14, 2022.

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Coursera staff.

Editorial Team

Coursera’s editorial team is comprised of highly experienced professional editors, writers, and fact...

This content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals.

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Best Business Plan Courses and Certifications 2023

Anjali Dalal | Nov, 7 2023

Table of Contents

Understanding the intricacies of crafting an effective business plan is essential. Business plan courses and certifications play a crucial role in this process. In this article, we will put down the 12 best business plan courses and certifications .

Why Do You Need A Business Plan?

A well-made business plan can:

Guide Your Business Strategy

A well-crafted business plan can help you make informed decisions and stay on course.

Attract Investors and Lenders

Investors and lenders often require a thorough business plan before committing to your venture. It demonstrates your seriousness and potential for success.

Set Clear Goals and Objectives

A business plan forces you to set clear, measurable goals. It makes it easier to track progress and adapt your strategies as needed.

12 Popular Business Plan Certification Programs At Coggno

12 popular business plan certification courses at Coggno:

• Building A Business Plan Course
• Strategic Business Planning: Strategy Formulation
• Strategic Business Planning: Concept Profile
• Strategic Business Planning: Preliminary Vision Mission Statements
• Business Planning | All Modules
• How To Write A Business Plan For Funding & Growth
• High-Impact Business Planning Course
• Strategic Business Planning: Strategy Implementation
• Business Succession Planning (Course)
• Developing Your Business Plan

1. Building A Business Plan Course

This is a basic 25-minute English program that focuses on crafting a business plan and understanding its contents. It teaches employees whom it is intended for to create a backup plan for contingencies and offers insights into small business statistics. 

Upon finishing the course, participants receive a certificate.

2. Strategic Business Planning: Strategy Formulation

This 60-minute employee-focused course highlights the significance of strategy formulation in achieving organizational goals. It covers essential aspects of strategic business planning, encompassing formulation, implementation, and evaluation. 

With this course, participants acquire theoretical and practical knowledge. It in turn enables them to refine their practices, enhance research skills, and analyze information from diverse sources.

This course doesn’t offer a certificate but is an unmissable course for those seeking to enhance their strategic planning abilities.

3. Strategic Business Planning: Concept Profile

This 60-minute employee-focused course explores international business aspects. It emphasizes the importance of strategic business planning for proactive decision-making. It covers key theories like the Unified Theory of Business Strategy and the Levant program. The course also distinguishes between strategic business plans and traditional business plans, with a focus on long-term goals and marketplace positioning.

The course explains various levels of strategic planning involving top, middle, and operational management while highlighting traditional business planning components such as marketing analysis and financial modeling.

It doesn’t offer a certificate. But you must take this course if you are planning to improve your strategic abilities.

4. Strategic Business Planning: Preliminary Vision Mission Statements

This 60-minute employee-oriented course delves into international business aspects. It underscores the importance of vision and mission statements in strategic business planning. 

The understanding of these statements can shape an organization’s strategic direction and values. The course does not offer a certificate. However, it provides learners with theoretical and practical knowledge to critically analyze information and tackle key challenges in the field. 

5. Business Planning | All Modules

This comprehensive 400-minute English program is designed for employees, with a strong emphasis on the critical importance of strategic business planning for clarity, direction, and proactive decision-making. 

The course covers essential concepts that will help decision-makers to devise practical solutions for various challenges. Participants will also gain access to the Levant Planium—Pro software, complete with detailed instructions for crafting a strategic business plan.

Upon successful completion, participants receive a certificate.

6. How To Write A Business Plan For Funding & Growth

This course is for employees seeking to acquire the skills for creating an effective business plan to secure funding and stimulate business growth. It guides participants through the following: 

• crafting a compelling business plan; 
• offering templates; 
• numerous examples for comprehensive understanding. 

Additionally, it provides online support to address any questions related to the course materials. The course, conducted in English, awards a certificate upon completion and covers a wide range of topics, including:

7. High-Impact Business Planning Course

This practical business planning course prioritizes simplicity and action-oriented plans. It is specifically designed for employees and conducted in English. While it doesn’t provide a certificate, it focuses on the following key topics:

• Understanding the purpose of business planning.
• Distinguishing between strategy, tactics, and operations.
• Crafting a compelling vision statement.
• Defining the keys to success in your business.
• Developing powerful goals and objectives.
• Creating business action plans.
• Simplifying the budgeting process.

The course is aimed at assisting businesses in creating concise, three-page plans with one-page budgets. Its core emphasis is translating your vision into actionable steps and streamlining delegation to efficiently achieve your goals.

8. Strategic Business Planning: Strategy Implementation

This 60-minute course, tailored for employees, delves into various aspects of international business with a specific focus on the critical phase of strategic implementation. 

It emphasizes the importance of effectively executing a strategy following its formulation, highlighting that even a well-devised strategy can fail without proper implementation.

Key points in the course encompass:

• The commitment of the management team to the company’s strategy, vision, and mission.
• Building and maintaining stakeholder relationships.
• Allocating adequate resources, including human resources, for relevant tasks and projects.
• Implementing a formal reporting method to monitor the strategy’s progress.
• Maintaining flexibility to adapt to marketplace changes.

Although it doesn’t offer a certificate, it is a useful course for employees seeking a better understanding of the strategic implementation process.

9. Business Succession Planning (Course)

This course highlights the critical importance of business succession planning for ensuring a company’s long-term survival and success. It goes beyond mere replacement planning, focusing on the effective preparation of individuals to assume leadership responsibilities during transitions.

Key course objectives include:

• Defining business succession planning and its role within the company.
• Establishing the foundations for developing a succession plan.
• Recognizing the significance of mentorship in the process.
• Defining and utilizing a SWOT analysis to establish goals.
• Creating a plan, assigning roles, and executing it.
• Communicating to garner support and manage change.
• Anticipating obstacles, evaluating and adapting goals and plans.
• Characterizing success within the context of succession planning.

The course lasts 60 minutes and provides a certificate upon completion. It also features audio narration.

10. Business Succession Planning (Course)

This course highlights the significance of planning for leadership continuity within a company. It also underlines the potential risks of relying on a single person or a select few for leadership roles, including the possibility of their departure or loss.

Conducted in English and spanning a 60-minute duration, this course is designed for employees seeking to grasp the fundamentals of business succession planning. Although it does not provide a certificate, it is an excellent course for educating employees about the importance of succession planning in securing a business’s future success.

11. Developing Your Business Plan

This short 5-minute course, designed for employees and conducted in English, highlights the significance of having a business plan, not just for new businesses or when seeking loans, but for all businesses. It offers insights into the creation, maintenance, and regular updating of a business plan.

Although it doesn’t provide a certificate, this course is a must-have for employees seeking to grasp the fundamentals of business planning.

12. Business Strategy And Corporate Planning

This course provides employees with the opportunity to master skills related to strategic planning and corporate social responsibility in various business contexts.

The course delves into essential components of a company’s external environment, including industry and competitive analysis, the Five Forces framework, strategic group analysis, key success factors (KSFs), and the role of mission, vision, and values in the strategic planning process.

Conducted in English, it does not offer a certificate.

Get Started With Coggno

In today’s world, where innovation and entrepreneurship are at the top of the agenda, it’s essential to have a solid business plan. Take the above courses and gain competencies to transform your business operations.

Have questions? Contact us for more information or guidance on your business plan journey.

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The Complete Business Plan Course

Beginner + Intermediate : 40m 53s, Access from anywhere

What you'll learn

• How to create an effective business plan without prior experience in the field.
• Instructions and tips on how to write each section of your business plan.
• How to create strategies that’ll help you use resources to their maximum potential.
• How to look at business planning from a strategic and analytical perspective, which in turn will help you save money you’ll give to a consultant.
• It’ll help you create a strong and viable business model which fits your business the best.
• It'll help you understand your target customers and their various aspects in a better way.
• Create a stunning cover page for your business plan.
• It’ll help you set the right goals and formulate proper strategies to achieve them.

Description

If you have a great business idea, you must plan it down to the last detail to make it successful. But how would you know that your plan is well-rounded and successful? Through this course, we’ll cover all the aspects of business planning in detail to help you throughout the journey of planning your business.

The course includes step-by-step instructions for writing and planning:

• A well-rounded executive summary to help you sum up your ideas properly.
• A proper company summary that includes a clear and precise mission and vision statement, products, and services section, and many more.
• It’ll also help you understand how to conduct industry and market analysis in the right way.
• How to formulate strategies that work and help you utilize your company’s resources to the maximum potential.
• It also helps you ensure that you strategize and plan every aspect of your marketing and advertising, and go about promoting your business in a cost-effective way.
• It would also help you imbibe concepts like cash flow, financial forecasting, and financial risk management effectively and with ease. No more complicated spreadsheets!
• The course also helps you design your sales funnel and business model and get an accurate sales forecast.
• A personnel plan to help you build a team that works in sync with your ideologies.
• Eventually, you’ll also be able to predict your break-even analysis and approximately when you’ll be able to achieve the same.
• Lastly, it’ll also help you design a presentable and unique cover page.
• Apart from that, there are 400+ sample business plans so you get to plan your business as per the requirements of your industry.

Above all, business planning can be difficult, but with a little direction from the course paired with easy-to-use software, you can now plan your business faster than ever.

Requirements

• The desire to grow your business and come one step closer to your dream.

This course is ideal for you if:

• You want to start a new business and want help and direction for writing your business plan.
• Grow an existing business or company.
• You are running short on time and need to write your business plan fast.
• You want help in formulating a business strategy that works.
• You want to get funding to grow your business.
• You are starting any business ranging from eCommerce, local, affiliate, self-branded, start-up, mobile app, B2B, service, or home-based with one or two people.

Take a 45-Minute Business Plan Course

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Online Business Plan Course.

Want to know how to write a business plan?

The importance of the professional business plan in establishing a new brand cannot be overstated. In every respect, this one document represents the blueprint by which the business will be planned, built, managed and ultimately made successful. Every key stage in the development of the new business is both broken down and outlined in detail. From the initial idea itself to sourcing funds to marketing and more, the strength of the business plan will be reflected in the strength of the business as a whole.

This online business plan course , has been designed for those looking to transform a winning idea into a world-class business. Explore the key stages and requirements for building a competitive brand, taking charge of your future and writing your own success story. Over the course of five intensive units of business plan course online , candidates are guided through target audience identification, research and development of products (R&D), effective marketing strategies, financing, forecasting and ongoing budgeting

This business plan course online , is delivered over five in-depth modules:

Module 1 – What is a Business Plan For?

The opening course module explores the primary core purpose of the business plan and its role in establishing successful brands. The content of the contemporary business plan is broken down and explored, along with how to define the value of a business, identifying target audiences, carrying out audience analysis and a series of key business plan rules.

Module 2 – Defining Your Company

How to identify the relevance and potential strengths of a proposed business forms the primary focus of Module 2. Along with deeper market-analysis insights and how to pen professional company descriptions, candidates explore the concept of the USP (Unique Selling Point) and how to develop persuasive product descriptions.

Module 3 – Creating a Marketing Strategy

An overview of the importance of consumer analysis follows in Module 3, which also guides candidates through the creation of effective marketing strategies. Course content covers marketing plan analysis, selection of distributions channels, how to persuasively push the brand’s USP and how social media can be a uniquely powerful marketing platform.

Module 4 – Creating the Sales Plan

The following module outlines the key elements of the corporate sales plan. Along with an in-depth exploration of the ‘sales cycle’ theory, candidates learn how to create professional sales plans and investigate the relationship between thorough planning and stronger sales/performance.

Module 5 – Developing Financial Projections

Closing the course, Module 5 provides candidates with a broad overview of essential business financial theory and terminology. Approaches to accurate financial projections and planning are introduced, along with important budget considerations and an overview of GAAP – (General Accepted Accounting Principles).

Payment Option

Paying in Instalments: £340(Interest FREE Instalments)

Deposit: £70

No of Instalments: 10

Each Instalment: £27

Pay in Full: (£60 Discount) £280

Course Endorsed

At the end of this course successful learners will receive a Certificate of Achievement from the Quality Licence Scheme and a Learner Unit Summary (which lists the components the learner has completed as part of the course).

This course and/or training programme has been endorsed by the Quality Licence Scheme for its high-quality, non-regulated provision and training programmes. This course and/or training programme is not regulated by Ofqual and is not an accredited qualification. Your training provider will be able to advise you on any further recognition, for example progression routes into further and/or higher education. For further information please visit the Learner FAQs on the Quality Licence Scheme website.

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Our business administration courses are designed to support ambitious candidates as they climb the ladder in any area of business. An intermediate Level 3 Certificate could be the ideal choice for newcomers looking to get a strong start, or experienced personnel ready to take the next step in their career.

No - it is not necessary to have any prior experience or qualifications to successfully enrol on any of our courses. All business administration programmes begin with simple topics and gradually progress towards more complex and advanced knowledge areas.  Prior experience and qualifications are therefore unnecessary.

Selecting the most appropriate course means finding a program that pairs with your preferences and your expectations.  If you are looking to build a successful career in high-level leadership, we recommend choosing a diploma-level course. If simply exploring the basics as a newcomer, a lower-level certificate could be ideal.

The enrolment process takes place online and can be completed within a matter of minutes.  All you need to do is complete and submit the online form on our website, complete the payment process and wait to receive your login credentials.  After which, you can begin working through your business administration course at your own pace.

Your assigned tutor will be on hand at all times to answer any questions or concerns you may have, regarding either the course materials or the written assignments.  You will be able to submit your questions and requests for help to your tutor via our online learning platform , after you receive your login credentials.

There are no minimum or maximum word requirements for the assignments you will be requested to submit.  Assignments are submitted to accurately measure the acquired knowledge of learners at the end of each unit, and their understanding of the course materials.  It is therefore up to you how long or short your answers to the questions are.

You will receive your first assignment when you access the first module of your course via our online learning platform . Each subsequent assignment will then be issued upon successful completion of the prior assignment. If any of the assignments you submit are unsuccessful, they can be taken again an unlimited number of times.

We always do our best to mark assignments and return helpful feedback to learners within 10 Days.  However, the actual time may occasionally be shorter or longer than this, in accordance with the number of assignments we are dealing with at the time.  We will inform you in advance if any delays are likely.

Payment can be made for any of our courses using all major credit or debit cards, or via PayPal.  If you would like to pay for one of our programs using a different payment method, please contact a member of our admissions team for more information. All payments are processed in GBP.

All learners are assigned a tutor at the time of their enrolment, who can be contacted anytime via our online learning platform. Your tutor will provide all the help and support you need to get the most out of your course, and will be available for assistance if you have any issues with your course materials or assignments.

We offer an extensive range of management and business courses to suit all requirements and career objectives.  Just a few examples of which include (Business Management/Administration courses ).

Grow Your Business

8 steps to building an online course business (+ business plan template), share this article.

There has never been a better time to build a business selling online courses . By 2027, the global e-learning market is estimated to reach an enormous $521.8 billion ( Research and Markets ), signalling an enormous potential.  Millions of people are purchasing online courses, inside and outside of the traditional education system, in order to upgrade their knowledge and skills.

Skip ahead:

Step 1: Decide what to teach

Step 2: create a business plan for your online training business, step 3: validate market demand, step 4: create a compelling and unique brand, step 5: build your audience, step 6: create an online course, step 7: focus on customer success, step 8: scale your business.

It comes as no surprise that in response to this demand, entrepreneurs and subject matter experts from all over the world have started creating and selling online courses to share their knowledge with others.

At Thinkific, we’ve felt the effects of this demand first hand as thousands of individuals and organizations have started using our platform to create online courses .

Creating an online course is just one part of building an online course business. Building a business is the other part.

But let’s be real here. If you ask ANY type of business owner if it was easy for them to build their business, they will tell you that it wasn’t.

Rome wasn’t built in a day, and neither is an online course business

At the beginning of 2017, I watched a close friend of mine open his own barbershop. It took him 3 months of renovations and tens of thousands of dollars just to get his barbershop ready for him to welcome his first customer through the front door. (I was his second customer, by the way. Someone else beat me to the grand opening by about 5 minutes!)

For my friend, those 3 months of preparation work was just the beginning. During the next 6 months after his grand opening, he worked 7 days per week to build up his clientele and recoup his startup costs before he started hiring more barbers. Why did he do this? Because that’s what it took to start his own barbershop. 

What does this have to do with building an online course business?

The point of this story is that it takes a lot of work upfront to build a business . It doesn’t happen overnight and building an online course business is no exception. There is a lot of work you will have to do, both before and after you create your course, in order to be successful.

Unfortunately, most course creators give up on their business before putting in the work required to ensure they will be successful. They stop digging for gold before they experience the big payoff that makes all the hard work worth it.

Even though it takes a lot of work to build a successful online course business, there are plenty of other people that have done it before (check out our customer stories to see some examples). 

With that in mind, we reached out to more than 40 successful entrepreneurs and online course creators. These people have literally built their careers by sharing their knowledge with others, many of them selling millions of dollars worth of training programs and online courses throughout their careers.

After reviewing all of the valuable insights these online course creation experts and entrepreneurs shared with us, we managed to distill the process of building a successful online course business into 8 specific steps (well, more like phases, since each one of these phases has several steps involved).

In this guide to building an online course business, we’ll be sharing these 8 steps with you.

8 Steps to Building a Successful Online Course Business

Before we jump into Step 1, there is something very important that you need to understand:

By itself, an online course is NOT a business

Without an online course to sell, you can’t exactly build an online course business. But creating your online course is just one part of building your business . Your online course is your product. It’s not your entire business.

As you can see from the graphic below, a typical online course business has many other parts as well:

This may surprise you, but creating an online course isn’t even the first step in the process of building an online course business. Out of the 8 steps we’re about to go through, creating a course is Step #6.

You’re welcome to skip steps 1-5 if you want to, but I would advise against it and here’s why:

If you jump straight to creating a course without strategically choosing a topic to teach (Step 1), creating a business model (Step 2), and validating demand for that topic (Step 3), you could end up creating a course that no one wants to sign up for.

Secondly, if you don’t build your brand (Step 4) and audience (Step 5) before you launch your course, you won’t have a way to stand out among your competition or have an audience to promote your course to.

Even if you have the “perfect” course created today, without a compelling brand and an audience to promote it to, it will be very difficult to generate sales. No sales = no business.

So to save yourself many hours of effort and (potentially) thousands of dollars in course creation and marketing costs, don’t skip these steps.

Okay, let’s dive in…

The first step in building an online course business is deciding what you will teach. What topic do you want to become known for? What topic are you expert enough to teach to others?

To be an expert at something, you just have to know more about your topic than the person you are teaching. That’s it. To that person, you’re an expert. Don’t overthink this.

Choose your course topic

Between the combination of your life experience and your professional experience, there are likely several topics that you know enough about to create a course on.

To help narrow down a specific course topic , we recommend completing the following exercise:

On a piece of paper, draw 2 vertical lines to create 3 columns. Label the first column Passions & Interests . Label the second column Skills . Label the third column Experience & Achievements .

Next, start adding as many things as you can think of to each column (aim for at least 20 per column).

Once you’ve done this, identify the top 2-3 topics where your passions/interests, your skills, and your experience/achievements intersect.

For example, if you like science fiction ( passion/interest ), you’re a great writer ( skill ), and you’ve written several science fiction novels ( experience/achievement ), then “how to write a science fiction novel” is a viable topic to consider teaching to others.

“You’ve been given a talent, you’ve been given a gift, you’ve been given experiences in your life that are here to serve others.” – Alexi Panos

Identify a specific target audience

Once you’ve identified a specific topic to teach, the next step is to identify a specific target audience (aka a target market) that is interested in that topic.

Don’t make the mistake of thinking that your topic (and therefore your course) will appeal to everyone. If you try to create a course that appeals to everyone, it will likely appeal to no one. I know it’s counter-intuitive, but trust me on this.

To give you an example, one of our customers ( Lizzie Lasater ) is a yoga practitioner and instructor. When she decided to create online courses , naturally, she decided to start teaching yoga online  

Instead of creating courses to teach people how to practice yoga (a very broad and highly competitive topic) she decided to narrow her target audience to other yoga instructors (more specific). With other yoga instructors as her target audience, she created courses that are specifically about how to become a better yoga teacher.

Once you have decided on what to teach and have sufficient clarity about your course topic, it is time to get your business plan ready. 

A business plan or business model is a formal blueprint describing how you will structure, manage and market your online course business. It is important to create one as it helps to ensure that your online course business will remain competitive and financially successful in the long term. 

You can choose one of the many software tools to create a standard business plan or use a regular spreadsheet or word processing software.

Now, as every business is different, their business models can vary drastically. However, certain aspects remain common to most companies. 

Here, we have laid out what you must include in your business plan:

Describe your business

A business description is needed to clearly state the purpose of your business, your target audience, and how you plan to deliver your products and services. 

When drafting it, you must be as objective and concise as possible regarding the nature of your online course and how it intends to help the target audience. 

Make sure to highlight if you will deliver your courses only online or offline. It also helps to state if your courses will be instructor-led or delivered through other e-learning methods. 

Identify your marketing strategy

Once you describe the nature of your business, the next step is to put together a marketing and sales strategy. 

Describe the strategies you will use to market your online course and how you plan to implement your email marketing, social media marketing, and other organic methods. 

In addition, you need to plan to allocate a budget for your paid advertisements and online marketing if you decide to opt for pay-per-click ad programs. 

Hiring and team management

While many online course creators choose to run their own shows, many opt to hire virtual assistants or full-time employees for help. Others choose to delegate tasks to freelancers or third-party vendors. 

Make sure to describe how you plan to delegate the tasks you cannot do. It is always a good idea to outsource tasks that do not require your intervention to save time for those that require your expertise.

Business operations

This section of the b-plan states how your day-to-day business activities will be structured and managed. 

You can include your course content, operational hours, telecom and IT-related necessities, insurance, etc. The more concise your operations section, the better ground it makes for you to validate your plan later. 

Every business requires money to run, and online businesses are no exception. In addition to the marketing and advertising expenses mentioned above, you will also need to factor in infrastructure, technology, hiring, etc. Remember to also describe what you plan to sell and how you plan to monetize your business. 

With this, make sure to have a detailed budget plan and allocate your resources to different expenses fairly. However, be careful to ensure that your budget is within what you can commit to and it does not make you feel overstretched. 

Please note that in addition to your online business course, you may also add other income streams such as selling ebooks, offering paid talks, etc. 

Two financial calculations you should consider initially are:

Gross Profit Margin: This is the number of courses you sell minus the cost of running your online course. It can be represented as a percentage. 

Gross Profit Margin = (Net course sale revenues – cost of running your online course) / net course sales x 100

Selling, General and Administrative (SG&A) Ratio : This figure tells you the percentage of your online course sales revenue used to cover your operational expenses. 

SGA = [Selling + General + Operational (Administrative) expenses] / Net online course sales revenue

While we have described the essential aspects of a business plan, it also helps to follow the structure of a formal Business Model Canvas .  This concept was popularized by Alexander Osterwalder in 2005 and consisted of nine building blocks. These include key partners, activities, resources, cost structure, revenue streams, value propositions, customer relationships, channels, and customer segments.

Once you’ve identified a specific topic to teach and have your basic business plan blueprint in place, the next step is to validate the demand for that topic.

As a course creator it sucks to spend several weeks, maybe even months (or years?!), creating an online course about a topic that you find out there is no demand for.

It’s a lot more efficient to validate demand for your course upfront before you invest time, effort and money creating a course.

Here are 2 ways you can validate the demand for your course topic:

Research your competition

See if you can find other people or companies that are selling courses and other forms of training about your topic (or a similar one), or who serve your target audience.

• Bestselling books on Amazon
• Other online courses
• Popular blogs and forums
• Top podcasts on iTunes
• In-person seminars, conferences, workshops
• Online events (virtual summits, webinars )
• Networking groups on Meetup
• Coaches and consultants

If you can’t find anyone that is profitably teaching your topic to others, that is a red flag that there isn’t enough market demand for that topic to justify creating an online course (or building a business). Competition is usually a proof of market demand.

What if there is no competition?!

On the rare occasion that you can’t find any competing products or services about your topic, that could mean one of two things:

• There is demand, but no one is serving that market yet (rare), or
• There is no demand, and you should pick a different topic

Either way, there are still two more steps you should take before you pull the trigger and decide to create (or not create) your course.

A great way to gauge demand for your topic is to use Google’s Keyword Planner to see how many people are searching for your topic per month. The higher the search volume, the higher the demand.

“Do not be afraid of competition. Their very existence validates that there is demand for the problem you’re trying to solve or for a solution to it.” – Greg Smith, CEO of Thinkific

Ask your target audience what they want to learn

If you have access to your target audience, whether online or offline, the best way to find out what they want to learn (and would be willing to pay to learn) is to ask them directly!

Here are a few ways you can ask your audience what they want to learn:

• Ask your list of email subscribers
• Ask your fans/followers on social media
• Ask your past and/or existing clients

With each of these options, you can send people a link to a survey, ask them open-ended questions directly, or ask them to have a quick call with you.

Another way is direct outreach (aka cold calling) to your target audience by phone, email or social media. Do this in a polite, non-spammy way of course.

See how many people are searching for your course idea on google

Engaging in keyword research is a great way to identify a course topic that can possibly sell like hotcakes, without directly asking your audience., keyword research essentially helps you to understand what people are looking for online by keying in terms on google or other search engines. , to conduct keyword research on topics that may interest your audience, you can use specialised tools such as semrush or ahrefs . , irrespective of the tool you choose to use, here is the basic framework to engage in keyword research:, identify your seed term, which would be an umbrella term for your course topic. , type in “course” + your seed term., get specific and find a niche area that has not been covered by other course creators but has a high search volume. check out this tool to identify search volume, continue to search and eliminate topics that are not feasible or interesting. , for example, if you wish to start an online course on gardening, type “gardening course” in the keyword search tool. you will see multiple results with different search volumes. these results will help you get more specific. for example, you may find that “gardening courses in semi-arid regions” is a possible course topic with a decent search volume. , alternatively, you can also use our search volume too l to discover popular course topic ideas. .

Remember: If you can’t find anyone that wants to learn the topic that you’re thinking of teaching, you should probably move on to another topic.

If you can’t find buyers before you create your course, you probably won’t find any after either!

The ideal scenario is you choose a topic that there is obviously a demand for (proven by competing products and services about that topic), but nothing that is for your specific target audience.

Facebook marketing , for example, is a broad topic with strong market demand (proven by all of the blogs, books, courses, consultants, seminars, etc. about this topic).

Now, assuming we want to create a course about Facebook marketing, let’s see what topics we come up with as we hone in on a specific target audience:

• Topic 1: Facebook marketing 101 (very broad)
• Topic 2: Facebook marketing for business owners (more specific, still pretty broad)
• Topic 3: Facebook marketing for local businesses (not bad)
• Topic 4: Facebook marketing for real estate agents (very specific)
• Topic 5: Facebook marketing strategies to get more listings (ding ding ding, we have a winner!)

If you are a real estate agent and you want to learn how to use Facebook to get more listings, which course topic is going to appeal to you the most? Which topic would you pay the most money for? Probably #5, because it is the most specific. It is exactly what you want to learn.

“The easiest way to know what to do is listen to what people are asking for and then give that to them.” – JJ Virgin , Celebrity Nutritionist & Fitness Expert

Once you’ve decided on a specific topic to teach, it’s time to start building your brand.

Don’t jump straight to getting your logo, website, and business cards designed. Those things do play a role in representing your brand, but they are not the starting point.

The starting point to creating a compelling and unique brand is making a conscious decision about how you want to be positioned in your industry. Branding is about positioning .

Your brand should position you as the go-to expert on your topic. Unless you’re positioned as an expert and a trusted authority on your topic, it will be hard to convince someone to buy a course (or any product or service) from you.

Even though we’re told not to, we do judge a book by its cover. Think of your brand as the “book cover” for your business.

Be strategic with your positioning

The biggest mistake that people (and organizations) make with their branding is trying to appeal to everyone. Don’t do that. Be strategic with your positioning.

Build a brand that appeals to your specific target audience. Don’t try to appeal to everyone, because everyone is not your ideal customer/client.

Here are some questions to consider as you create your brand:

How do you want to be positioned and perceived in your marketplace? What do you want people to think of when they think of you? Who do you want to attract? Who do you NOT want to attract? What do you stand for? What do you stand against? Why do you do what you do?

When your target audience is searching for information about your topic, you want them to find you and immediately feel like they’ve come to the right place. They should feel like they’ve found the exact person (or company) that can help them overcome a specific problem or achieve a specific outcome.

“A great brand starts with understanding who you are, what you stand for, understanding your marketplace and understanding your positioning.” – Re Perez, CEO of Branding For The People

Identify your Unique Value Proposition

An exercise that we recommend all course creators complete is creating a Unique Value Proposition (UVP). Your UVP is what will help you differentiate yourself from your competition.

To create your UVP, answer these questions:

• Who do you help?
• What do you help them do?
• Why is that beneficial for them?

Once you have the answers to these questions, tie them together in a single sentence.

To give you an example, one of our customers Ellie Diop aka Ellie Talks Money , is a business coach with a proven track record that helps you scale your business and have financial success. Pretty good UVP right?

Here is a screenshot of her website’s homepage:

As you can see, anyone who visits her website will be able to instantly figure out who she is, what she does, and who her target audience is. She has a clear and compelling personal brand . If you’re someone who wants to improve your business and reach financial success, it’s obvious you’ve come to the right place. 

Good branding makes your target audience feel like they’ve come to the right place.

Once you’ve decided how you want to be positioned in your market, it’s time to start building your audience.

Your audience is the sum total of all the people that you have the ability to communicate with through various distribution channels (your blog, social media, email list , personal network, etc.).

Why is it important to build an audience?

Without an audience that knows, likes, and trusts you, it will be very difficult to sell your course for the simple reason that you don’t have anyone to sell it to!

So the sooner you start building your audience, the better.

“Online courses are the wave of the future. They can help expand my content and message into places and countries that I have yet to physically visit. Online courses have boosted my income and helped me share my message with a much larger audience.” – Andrea Beaman , Health Educator & Author

Related: How to Create Epic Content Your Customers Will Love

How to define your target audience

It helps if you follow a systematic framework to define your target audience . Some useful steps to that end include: 

• Ask your current customers
• Get details on demographics like age, gender, location, etc.
•  Understand their needs and pain points
• Analyze the solution they’re hoping for
• Create a customer avatar

Download our detailed step-by-step guide for audience research

Size is important (but not the most important)

The size of your audience is important, but not as important as you might think. The obvious benefit of having a large audience is the ability to reach more people. If you have 10,000 fans on Facebook, for example, your posts will probably be seen by more people than if you had 1,000 fans (all else being equal).

But the size of your audience is not as important as the relationship you build with your audience.

It’s more valuable to have 100 people on your email list that open and read every email you send them than it is to have 1,000 followers on Twitter who rarely see your Tweets or engage with you in any way.

When it comes to building an audience, loyalty and engagement are the most important.

Here are some of the most common ways that online course creators are building their audience:

• Social media

Set up profiles and/or pages on the social network networks that your target audience spends time on. You don’t need a presence on every social media network. Choose the top 2-3 that make the most sense for you and focus your efforts there. Share your content, join relevant groups, start your own Facebook group , and engage in conversations. The goal here is to build real relationships with other people that are interested in your course topic.

Read More: Social Media Marketing Guide: Uncracking the Code for Course Creators

• Content marketing

Publish free content about your course topic as often as you can. Free content helps you build trust and authority in your industry. Common types of content that you can create are articles, videos, podcast episodes, images, and infographics. All of these help to increase traffic to your website and exposure for your business.

The more content you publish on your website and other platforms (like YouTube ), the more likely your target audience will find you as they are searching for information about your topic.

• How To Generate Leads With Content Marketing (6 Simple Steps)
• The Complete Content Marketing Guide: Organic Growth Toolkit
• Publicity & PR

One of the quickest ways to build your audience is to get in front of existing audiences. Writing articles for popular publications in your industry, getting interviewed on podcasts , and getting featured in traditional media (TV, radio, newspapers, print magazines, etc.) are all great ways to increase your exposure and build authority in your industry.

• Networking & joint ventures

Build relationships with other experts and influencers in your industry. It doesn’t happen overnight, but building mutually beneficial relationships with others can lead to a number of opportunities including guest blogging, interviews, joint ventures , partnerships, and customer referrals.

• Public speaking

Reach out to event hosts and organizers of conferences and seminars that your target audience attends. Offer to give a presentation on your topic. Some events will even let you sell your course directly to their audience, in exchange for a percentage of your sales. A major advantage of public speaking is you have the undivided attention of everyone in the room during your presentation, and that can be very hard to get online.

• Email marketing

When it comes to marketing your online course (or any product or service online for that matter), email marketing is hands down the most effective way to generate sales. An email list of people that have expressed interest in your course topic and have given you permission to communicate with them will likely be your most valuable asset as an online course creator.

Start building your email list as soon as possible. Stay in touch with your subscribers by sending them helpful emails and links to your content on a regular basis. This is a great way to earn their trust before you ask them to buy from you.

• Paid advertising

Even with a modest budget, paid advertising can be a great way to grow your audience. By utilizing advertising platforms such as Facebook, Google, YouTube, Twitter, and LinkedIn, you can target people based on specific criteria including demographics, interests, search terms, job titles, and more. In fact, many of Thinkific’s most successful customers have been using Facebook ads to grow their audience and generate consistent leads and sales for their online courses.

“Consistency is what did it for us. Doing something every week, at least once a week, helped us get better really, really fast because we were putting in the time and putting in the practice.”

– Jordan Harbinger , Author & Podcast Host

Creating an online course is definitely one of the more exciting steps in this entire process, but it can also be the most time consuming one if you’re not careful.

Most people spend several weeks (or months, depending on the course) creating their online course. Other, more experienced course creators have perfected this process and can create an entire online course in one weekend .

But regardless of how long it takes you to create your course, the process that you go through will most likely look a lot like this:

• Choose your course title and subtitle. 
• Ensure that your topic has high demand in the market
• Ensure that the learning outcomes are stellar
• Gather material for your online course content
• Create a lesson plan (aka course outline) and choose your lesson types (audio, video, text, etc.)
• Identify the best ways to deliver each of your course modules
• Film, record, and edit your online course
• Set up your online course, including a website
• Choose a price for your course
• Create a sales page and focus on marketing your course

Instead of going through each of these steps in more detail right here in this article (which would make it way longer than it already is!), I’m going to share a few of the most important lessons we’ve learned about course creation from the experts we interviewed.

Want to create an online course business, but unsure of where to start? Use Thinkific for free and get free training !

Or sign up for our free mini series that will teach you how to profitably create and sell an online course in just a week.

Launch your online learning product for free

Use Thinkific to create, market, and sell online courses, communities, and memberships — all from a single platform.

Create a “Minimum Viable Course”

A concept that has been popularized by American writer and entrepreneur Eric Ries in his book Lean Startup is the concept of a Minimum Viable Product (MVP) .

An MVP is a development technique used by organizations (especially startups) in which a new product is developed with sufficient features to satisfy early adopters. The final, complete set of features is only designed and developed after considering feedback from the product’s initial users.

Applying this concept to creating online courses, that means that you should not try to create the perfect course the first time. Instead, create a Minimum Viable Course (MVC).

Here’s why…

The problem with trying to create the “perfect” course before you show it or sell it to anyone is that “perfect” is a very subjective term. What you think is perfect is probably not the same as what your customers/students think is perfect. Even if it is, your course does not have to be perfect in order to be valuable .

Perfectionism has stopped more people from creating and launching their online courses than anything else. Don’t let this happen to you. If your course (imperfect as it may be) is good enough to help someone, then it is good enough to publish. Done is better than perfect.

Create your MVC as quickly as possible so you can publish it and get real feedback from real students. Based on their feedback and other important data (such as course completion and engagement rates ) you can remove training, add training, and make revisions to your course to make it better.

“Don’t be a perfectionist because the world can’t wait for perfect. Get it done, get it out and get it sold. It’s not a book so you can always revisit it periodically but your number one priority is creating a transformation in your clients, so keep your focus there.” – Shazzie Love , Business Strategist

Course length ≠ course value

Read More: How to decide on the ideal course length ?

Another big mistake to avoid is trying to teach everything that you know about your topic in a single course. Doing this will most likely result in a super long course that your students won’t complete and that takes a ridiculous amount of time to create in the first place. Wrong approach!!

Your online course is the shortcut

The purpose of your course is to teach your student how to get from Point A to Point B as quickly and as efficiently as possible. It’s the shortcut.

Your online course is the shortcut. Help your students get from A to B as quickly as possible.

You absolutely should not overwhelm your students by brain-dumping everything that you know about your topic into your course. Your course should be as short as possible without sacrificing the key concepts in your training.

Don’t create 8 hours of training if you can teach your students what they need to know with 3 hours of training. As long as they learn what you promised to teach them, they won’t complain that your course was “too short”. Instead, they’ll probably thank you for not wasting their time with fluff or filler content.

Launch to a small test group first

Another important lesson we learned from the experts we interviewed is not to launch the first version of your course (your MVC!) to your entire audience.

Instead, you should promote your course to a small segment of your audience at a lower price than what you eventually want to charge for your course. If you do promote your course to your entire audience, consider imposing a limit on the number of students that can enroll in it. Once you hit your goal, you temporarily close enrollment for your course.

This strategy is often called a beta launch (similar to pre-selling ). The goal of this type of launch is to get your course into the hands of a small number of students who will “test” your course. In exchange for accessing your course at a reduced price, you ask your students to provide you with feedback to help you improve the course and testimonials to use in your future marketing.

Based on the feedback from your students, you can make changes to improve your course. When you have a revised version of your course that is better than the first and positive student testimonials to use in your marketing, you re-open enrollment for your course and sell it a higher price.

If you’re ready to start marketing your course, check out these 55 online course marketing ideas here .

Okay, let’s pretend that you’ve already completed Steps 1 to 5.

• You’ve decided what topic you’re going to teach. It’s not too broad, and it appeals to a specific target audience.
• You’ve validated market demand for your topic. Thousands of people around the world are interested in it, and they’re already spending money to learn it.
• You’ve crafted a compelling brand. You are known in your industry as an expert on your topic. When your target audience finds you, they trust that you can help them.
• You’ve built an audience. You have followers on social media. You have people on your email list. You have relationships with other experts in your industry. You’ve been featured in other publications, podcasts, and media outlets.
• You’ve created an online course. And after promoting your course to your audience, you are proud to say that you have customers. Your business is generating revenue.

Even though it is a HUGE accomplishment to get this far (and yes, you deserve to celebrate at this point!), there is still work to be done.

Acquiring customers is just the beginning. Now your job is to deliver on the promise you made to your customers.

Think of any local business you are a customer of. A restaurant. A nail salon. A coffee shop. A convenience store.

These businesses don’t stay in business because they are constantly attracting new customers. They stay in business because their existing customers come back more than once, often bringing their friends and family with them. This same rule applies to your online course business.

“We’re not in this business just to get people to buy our stuff. We want them to see the change and the impact and create the success stories.” – Nick Unsworth, CEO of Life on Fire

It’s a lot cheaper to keep a customer than acquire a new one

If you are constantly investing in marketing and promotion to attract new customers, but you’re doing nothing to ensure the success of those customers, it will be very difficult (and expensive!) for you to build a profitable and sustainable business.

When a customer purchases your online course, this should not be the end of your relationship with them. This should be the beginning.

Your customers should be so thrilled with the training and overall experience that you provide to them that they purchase additional courses from you in the future, and they tell others about your courses too.

Related: The Top Customer Success Strategies Used By Successful Companies

Here are a few ways you can increase your student engagement and retention rates:

• Gamify the learning experience

Create incentives and offer rewards to your students for achieving specific milestones in your course.

Related: Gamification in Training: The Complete Guide to E-Learning Gamification [2022]

• Help your students be accountable

Pair them up with an accountability partner, offer 1-on-1 or group coaching calls with your students, or create a private group or discussion board for them to interact with each other.

• Appeal to different learning styles

Don’t create training that appeals to just one learning style. Utilize different media types to deliver your content (text, video, audio, worksheets, quizzes, etc.).

• Create small, bite-sized lessons

Shorter lessons are more likely to be completed by students than longer ones. If it takes you a while to teach a specific concept, try breaking up the concept into several shorter lessons.

• Bite Sized Learning: A New Strategy For Teaching (How It Works & Tips)
• What Is Microlearning? The Case For Shorter, Bite Sized Learning
• Send reminder emails to your students

If you notice that a student isn’t accessing or completing the training in your course, send them a polite reminder email to re-engage them. Show them that you care.

The final step in building a successful online course business is to scale your business by creating systems and/or hiring people to ensure that it continues to grow.

According to Greg Smith, CEO of Thinkific , you should only scale something that works.

The 76 steps that came before this one are your chance to do just that. To prove that your online course business works. Once you have a business that works, it’s time to shift from spending the majority of your time working in your business to working on it.

This is accomplished by creating systems and hiring people to handle the repetitive, day-to-day tasks involved in running your business. The goal is to free yourself up to focus the majority of your time on activities that move your business forward, such as:

• Building your audience
• Building your network
• Creating sales funnels to acquire new customers
• Creating additional courses and/or services to sell to your customers

Here are a few of the key lessons we learned about scaling an online course business from the expert we interviewed:

1. Automate repetitive tasks

Identify the tasks in your business that are highly repetitive and not the best use of your time as an entrepreneur. Document the process for those tasks and delegate them to someone else, or use technology/software to automate that task for you. Every repetitive task that you automate today buys you more time to focus on other activities tomorrow.

“The way you multiply time is by spending time on things today that give you more time tomorrow.” – Rory Vaden, Southwestern Consulting

2. Build a team as early as possible

To grow an online course business to 6 or even 7 figures in annual revenue and beyond, you’re going to need some help. Very few entrepreneurs are able to build successful and sustainable businesses without a team of people to help them make it happen. There is simply too much to learn and do, and not enough hours in the day for one person to do it all.

“If you want to go fast, go alone. If you want to go far, go together.” – African Proverb

Hiring a virtual assistant or a personal assistant is a great starting point. From there, consider hiring help for other areas of your business including content creation and editing, marketing and advertising, branding, accounting, etc. These do not have to be full-time employees. Many course creators have teams that consist of freelancers and independent contractors from around the world.

Related: How to Hire a Virtual Assistant (An Entrepreneur’s Guide To Outsourcing)

3. Tie your business to a greater purpose

Sharing your knowledge by creating online courses is a great way to empower others through education and move humanity forward. But creating online courses is certainly not the only way to make a positive impact in the world.

There are countless organizations that are doing incredible things to make the world a better place. By partnering with other organizations and tying your business to a greater purpose, you ensure that as your business grows, so does the impact you make in the world.

“Whether you’re in the non-profit structure or the for-profit structure, you have a tremendous opportunity to use business as a force for good.” – Adam Braun, Founder of Pencils of Promise

This article was originally published May 2018, and refreshed with new information in February, 2024. 

As the Content Marketing Manager at Thinkific (2016-2019), Tyler Basu helped to create, publish, and promote content to help thousands of entrepreneurs learn how to create and sell online courses . Today, he works directly with entrepreneurs to help them create content that attracts and converts their ideal clients.

• 10 Steps To Creating A Wildly Successful Online Course
• How to Price Your Online Course (Complete Guide to Course Pricing)
• The Ultimate Online Course Launch Checklist (Free Guide + Templates)
• Best Equipment & Software For Creating Online Courses
• The Best Online Course Platforms in 2023

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Ronna McDaniel, TV News and the Trump Problem

The former republican national committee chairwoman was hired by nbc and then let go after an outcry..

This transcript was created using speech recognition software. While it has been reviewed by human transcribers, it may contain errors. Please review the episode audio before quoting from this transcript and email [email protected] with any questions.

From “The New York Times,” I’m Michael Barbaro. This is “The Daily.”

[MUSIC PLAYING]

Today, the saga of Ronna McDaniel and NBC and what it reveals about the state of television news headed into the 2024 presidential race. Jim Rutenberg, a “Times” writer at large, is our guest.

It’s Monday, April 1.

Jim, NBC News just went through a very public, a very searing drama over the past week, that we wanted you to make sense of in your unique capacity as a longtime media and political reporter at “The Times.” This is your sweet spot. You were, I believe, born to dissect this story for us.

Oh, brother.

Well, on the one hand, this is a very small moment for a major network like NBC. They hire, as a contributor, not an anchor, not a correspondent, as a contributor, Ronna McDaniel, the former RNC chairwoman. It blows up in a mini scandal at the network.

But to me, it represents a much larger issue that’s been there since that moment Donald J. Trump took his shiny gold escalator down to announce his presidential run in 2015. This struggle by the news media to figure out, especially on television, how do we capture him, cover him for all of his lies, all the challenges he poses to Democratic norms, yet not alienate some 74, 75 million American voters who still follow him, still believe in him, and still want to hear his reality reflected in the news that they’re listening to?

Right. Which is about as gnarly a conundrum as anyone has ever dealt with in the news media.

Well, it’s proven so far unsolvable.

Well, let’s use the story of what actually happened with Ronna McDaniel and NBC to illustrate your point. And I think that means describing precisely what happened in this situation.

The story starts out so simply. It’s such a basic thing that television networks do. As elections get underway, they want people who will reflect the two parties.

They want talking heads. They want insiders. They want them on their payroll so they can rely on them whenever they need them. And they want them to be high level so they can speak with great knowledge about the two major candidates.

Right. And rather than needing to beg these people to come on their show at 6 o’clock, when they might be busy and it’s not their full-time job, they go off and they basically put them on retainer for a bunch of money.

Yeah. And in this case, here’s this perfect scenario because quite recently, Ronna McDaniel, the chairwoman of the Republican National Committee through the Trump era, most of it, is now out on the market. She’s actually recently been forced out of the party. And all the networks are interested because here’s the consummate insider from Trump world ready to get snatched up under contract for the next election and can really represent this movement that they’ve been trying to capture.

So NBC’S key news executives move pretty aggressively, pretty swiftly, and they sign her up for a $300,000 a year contributor’s contract.

Nice money if you can get it.

Not at millions of dollars that they pay their anchors, but a very nice contract. I’ll take it. You’ll take it. In the eyes of NBC execs she was perfect because she can be on “Meet the Press” as a panelist. She can help as they figure out some of their coverage. They have 24 hours a day to fill and here’s an official from the RNC. You can almost imagine the question that would be asked to her. It’s 10:00 PM on election night. Ronna, what are the Trump people thinking right now? They’re looking at the same numbers you are.

That was good, but that’s exactly it. And we all know it, right? This is television in our current era.

So last Friday, NBC makes what should be a routine announcement, but one they’re very proud of, that they’ve hired Ronna McDaniel. And in a statement, they say it couldn’t be a more important moment to have a voice like Ronna’s on the team. So all’s good, right? Except for there’s a fly in the ointment.

Because it turns out that Ronna McDaniel has been slated to appear on “Meet the Press,” not as a paid NBC contributor, but as a former recently ousted RNC chair with the “Meet The Press” host, Kristen Welker, who’s preparing to have a real tough interview with Ronna McDaniel. Because of course, Ronna McDaniel was chair of the party and at Trump’s side as he tried to refuse his election loss. So this was supposed to be a showdown interview.

From NBC News in Washington, the longest-running show in television history. This is “Meet The Press” with Kristen Welker.

And here, all of a sudden, Kristin Welker is thrown for a loop.

In full disclosure to our viewers, this interview was scheduled weeks before it was announced that McDaniel would become a paid NBC News contributor.

Because now, she’s actually interviewing a member of the family who’s on the same payroll.

Right. Suddenly, she’s interviewing a colleague.

This will be a news interview, and I was not involved in her hiring.

So what happens during the interview?

So Welker is prepared for a tough interview, and that’s exactly what she does.

Can you say, as you sit here today, did Joe Biden win the election fair and square?

He won. He’s the legitimate president.

Did he win fair and square?

Fair and square, he won. It’s certified. It’s done.

She presses her on the key question that a lot of Republicans get asked these days — do you accept Joe Biden was the winner of the election?

But, I do think, Kristen —

Ronna, why has it taken you until now to say that? Why has it taken you until now to be able to say that?

I’m going to push back a little.

McDaniel gets defensive at times.

Because I do think it’s fair to say there were problems in 2020. And to say that does not mean he’s not the legitimate president.

But, Ronna, when you say that, it suggests that there was something wrong with the election. And you know that the election was the most heavily scrutinized. Chris Krebs —

It’s a really combative interview.

I want to turn now to your actions in the aftermath of the 2020 election.

And Welker actually really does go deeply into McDaniel’s record in those weeks before January 6.

On November 17, you and Donald Trump were recorded pushing two Republican Michigan election officials not to certify the results of the election. And on the call —

For instance, she presses McDaniel on McDaniel’s role in an attempt to convince a couple county commissioner level canvassers in Michigan to not certify Biden’s victory.

Our call that night was to say, are you OK? Vote your conscience. Not pushing them to do anything.

McDaniel says, look, I was just telling them to vote their conscience. They should do whatever they think is right.

But you said, do not sign it. If you can go home tonight, do not sign it. How can people read that as anything other than a pressure campaign?

And Welker’s not going to just let her off the hook. Welker presses her on Trump’s own comments about January 6 and Trump’s efforts recently to gloss over some of the violence, and to say that those who have been arrested, he’ll free them.

Do you support that?

I want to be very clear. The violence that happened on January 6 is unacceptable.

And this is a frankly fascinating moment because you can hear McDaniel starting to, if not quite reverse some of her positions, though in some cases she does that, at least really soften her language. It’s almost as if she’s switching uniforms from the RNC one to an NBC one or almost like breaking from a role she was playing.

Ronna, why not speak out earlier? Why just speak out about that now?

When you’re the RNC chair, you kind of take one for the whole team, right? Now, I get to be a little bit more myself.

She says, hey, you know what? Sometimes as RNC chair, you just have to take it for the team sometimes.

Right. What she’s really saying is I did things as chairwoman of the Republican National committee that now that I no longer have that job, I can candidly say, I wished I hadn’t done, which is very honest. But it’s also another way of saying I’m two faced, or I was playing a part.

Ronna McDaniel, thank you very much for being here this morning.

Then something extraordinary happens. And I have to say, I’ve never seen a moment like this in decades of watching television news and covering television news.

Welcome back. The panel is here. Chuck Todd, NBC News chief political analyst.

Welker brings her regular panel on, including Chuck Todd, now the senior NBC political analyst.

Chuck, let’s dive right in. What were your takeaways?

And he launches right into what he calls —

Look, let me deal with the elephant in the room.

The elephant being this hiring of McDaniel.

I think our bosses owe you an apology for putting you in this situation.

And he proceeds, on NBC’S air, to lace into management for, as he describes it, putting Welker in this crazy awkward position.

Because I don’t know what to believe. She is now a paid contributor by NBC News. I have no idea whether any answer she gave to you was because she didn’t want to mess up her contract.

And Todd is very hung up on this idea that when she was speaking for the party, she would say one thing. And now that she’s on the payroll at NBC, she’s saying another thing.

She has credibility issues that she still has to deal with. Is she speaking for herself, or is she speaking on behalf of who’s paying her?

Todd is basically saying, how are we supposed to know which one to believe.

What can we believe?

It is important for this network and for always to have a wide aperture. Having ideological diversity on this panel is something I prided myself on.

And what he’s effectively saying is that his bosses should have never hired her in this capacity.

I understand the motivation, but this execution, I think, was poor.

Someone said to me last night we live in complicated times. Thank you guys for being here. I really appreciate it.

Now, let’s just note here, this isn’t just any player at NBC. Chuck Todd is obviously a major news name at the network. And him doing this appears to just open the floodgates across the entire NBC News brand, especially on its sister cable network, MSNBC.

And where I said I’d never seen anything like what I saw on “Meet the Press” that morning, I’d never seen anything like this either. Because now, the entire MSNBC lineup is in open rebellion. I mean, from the minute that the sun comes up. There is Joe Scarborough and Mika Brzezinski.

We weren’t asked our opinion of the hiring. But if we were, we would have strongly objected to it.

They’re on fire over this.

believe NBC News should seek out conservative Republican voices, but it should be conservative Republicans, not a person who used her position of power to be an anti-democracy election denier.

But it rolls out across the entire schedule.

Because Ronna McDaniel has been a major peddler of the big lie.

The fact that Ms. McDaniel is on the payroll at NBC News, to me that is inexplicable. I mean, you wouldn’t hire a mobster to work at a DA’s office.

Rachel Maddow devotes an entire half hour.

It’s not about just being associated with Donald Trump and his time in the Republican Party. It’s not even about lying or not lying. It’s about our system of government.

Thumbing their noses at our bosses and basically accusing them of abetting a traitorous figure in American history. I mean, just extraordinary stuff. It’s television history.

And let’s face it, we journalists, our bosses, we can be seen as crybabies, and we’re paid complaining. Yeah, that’s what we’re paid to do. But in this case, the NBC executives cannot ignore this, because in the outcry, there’s a very clear point that they’re all making. Ronna McDaniel is not just a voice from the other side. She was a fundamental part of Trump’s efforts to deny his election loss.

This is not inviting the other side. This is someone who’s on the wrong side —

Of history.

Of history, of these moments that we’ve covered and are still covering.

And I think it’s fair to say that at this point, everyone understands that Ronna McDaniel’s time at NBC News is going to be very short lived. Yeah, basically, after all this, the executives at NBC have to face facts it’s over. And on Tuesday night, they release a statement to the staff saying as much.

They don’t cite the questions about red lines or what Ronna McDaniel represented or didn’t represent. They just say we need to have a unified newsroom. We want cohesion. This isn’t working.

I think in the end, she was a paid contributor for four days.

Yeah, one of the shortest tenures in television news history. And look, in one respect, by their standards, this is kind of a pretty small contract, a few hundred thousand dollars they may have to pay out. But it was way more costly because they hired her. They brought her on board because they wanted to appeal to these tens of millions of Americans who still love Donald J. Trump.

And what happens now is that this entire thing is blown up in their face, and those very same people now see a network that, in their view, in the view of Republicans across the country, this network will not accept any Republicans. So it becomes more about that. And Fox News, NBC’S longtime rival, goes wall to wall with this.

Now, NBC News just caved to the breathless demands from their far left, frankly, emotionally unhinged host.

I mean, I had it on my desk all day. And every minute I looked at that screen, it was pounding on these liberals at NBC News driving this Republican out.

It’s the shortest tenure in TV history, I think. But why? Well, because she supports Donald Trump, period.

So in a way, this leaves NBC worse off with that Trump Republican audience they had wanted to court than maybe even they were before. It’s like a boomerang with a grenade on it.

Yeah, it completely explodes in their face. And that’s why to me, the whole episode is so representative of this eight-year conundrum for the news media, especially on television. They still haven’t been able to crack the code for how to handle the Trump movement, the Trump candidacy, and what it has wrought on the American political system and American journalism.

We’ll be right back.

Jim, put into context this painful episode of NBC into that larger conundrum you just diagnosed that the media has faced when it comes to Trump.

Well, Michael, it’s been there from the very beginning, from the very beginning of his political rise. The media was on this kind of seesaw. They go back and forth over how to cover him. Sometimes they want to cover him quite aggressively because he’s such a challenging candidate. He was bursting so many norms.

But at other times, there was this instinct to understand his appeal, for the same reason. He’s such an unusual candidate. So there was a great desire to really understand his voters. And frankly, to speak to his voters, because they’re part of the audience. And we all lived it, right?

But just let me take you back anyway because everything’s fresh again with perspective. And so if you go back, let’s look at when he first ran. The networks, if you recall, saw him as almost like a novelty candidate.

He was going to spice up what was expected to be a boring campaign between the usual suspects. And he was a ratings magnet. And the networks, they just couldn’t get enough of it. And they allowed him, at times, to really shatter their own norms.

Welcome back to “Meet the Press,” sir.

Good morning, Chuck.

Good morning. Let me start —

He was able to just call into the studio and riff with the likes of George Stephanopoulos and Chuck Todd.

What does it have to do with Hillary?

She can’t talk about me because nobody respects women more than Donald Trump.

And CNN gave him a lot of unmitigated airtime, if you recall during the campaign. They would run the press conferences.

It’s the largest winery on the East Coast. I own it 100 percent.

And let him promote his Trump steaks and his Trump wine.

Trump steaks. Where are the steaks? Do we have steaks?

I mean, it got that crazy. But again, the ratings were huge. And then he wins. And because they had previously given him all that airtime, they’ve, in retrospect, sort of given him a political gift, and more than that now have a journalistic imperative to really address him in a different way, to cover him as they would have covered any other candidate, which, let’s face it, they weren’t doing initially. So there’s this extra motivation to make up for lost ground and maybe for some journalistic omissions.

Right. Kind of correct for the lack of a rigorous journalistic filter in the campaign.

Exactly. And the big thing that this will be remembered for is we’re going to call a lie a lie.

I don’t want to sugarcoat this because facts matter, and the fact is President Trump lies.

Trump lies. We’re going to say it’s a lie.

And I think we can’t just mince around it because they are lies. And so we need to call them what they are.

We’re no longer going to use euphemisms or looser language we’re. Going to call it for what it is.

Trump lies in tweets. He spreads false information at rallies. He lies when he doesn’t need to. He lies when the truth is more than enough for him.

CNN was running chyrons. They would fact check Trump and call lies lies on the screen while Trump is talking. They were challenging Trump to his face —

One of the statements that you made in the tail end of the campaign in the midterms that —

Here we go.

That — well, if you don’t mind, Mr. President, that this caravan was an invasion.

— in these crazy press conferences —

They’re are hundreds of miles away, though. They’re hundreds and hundreds of miles away. That’s not an invasion.

Honestly, I think you should let me run the country. You run CNN. And if you did it well, your ratings —

Well, let me ask — if I may ask one other question. Mr. President, if I may ask another question. Are you worried —

That’s enough. That’s enough.

And Trump is giving it right back.

I tell you what, CNN should be ashamed of itself having you working for them. You are a rude, terrible person. You shouldn’t be working for CNN.

Very combative.

So this was this incredibly fraught moment for the American press. You’ve got tens of millions of Trump supporters seeing what’s really basic fact checking. These look like attacks to Trump supporters. Trump, in turn, is calling the press, the reporters are enemies of the people. So it’s a terrible dynamic.

And when January 6 happens, it’s so obviously out of control. And what the traditional press that follows, traditional journalistic rules has to do is make it clear that the claims that Trump is making about a stolen election are just so abjectly false that they don’t warrant a single minute of real consideration once the reporting has been done to show how false they are. And I think that American journalism really emerged from that feeling strongly about its own values and its own place in society.

But then there’s still tens of millions of Trump voters, and they don’t feel so good about the coverage. And they don’t agree that January 6 was an insurrection. And so we enter yet another period, where the press is going to have to now maybe rethink some things.

In what way?

Well, there’s a kind of quiet period after January 6. Trump is off of social media. The smoke is literally dissipating from the air in Washington. And news executives are kind of standing there on the proverbial battlefield, taking a new look at their situation.

And they’re seeing that in this clearer light, they’ve got some new problems, perhaps none more important for their entire business models than that their ratings are quickly crashing. And part of that diminishment is that a huge part of the country, that Trump-loving part of the audience, is really now severed from him from their coverage.

They see the press as actually, in some cases, being complicit in stealing an election. And so these news executives, again, especially on television, which is so ratings dependent, they’ve got a problem. So after presumably learning all these lessons about journalism and how to confront power, there’s a first subtle and then much less subtle rethinking.

Maybe we need to pull back from that approach. And maybe we need to take some new lessons and switch it up a little bit and reverse some of what we did. And one of the best examples of this is none other than CNN.

It had come under new management, was being led by a guy named Chris Licht, a veteran of cable news, but also Stephen Colbert’s late night show in his last job. And his new job under this new management is we’re going to recalibrate a little bit. So Chris Licht proceeds to try to bring the network back to the center.

And how does he do that?

Well, we see some key personalities who represented the Trump combat era start losing air time and some of them lose their jobs. There’s talk of, we want more Republicans on the air. There was a famous magazine article about Chris Licht’s balancing act here.

And Chris Licht says to a reporter, Tim Alberta of the “Atlantic” magazine, look, a lot in the media, including at his own network, quote unquote, “put on a jersey, took a side.” They took a side. And he says, I think we understand that jersey cannot go back on him. Because he says in the end of the day, by the way, it didn’t even work. We didn’t change anyone’s mind.

He’s saying that confrontational approach that defined the four years Trump was in office, that was a reaction to the feeling that TV news had failed to properly treat Trump with sufficient skepticism, that that actually was a failure both of journalism and of the TV news business. Is that what he’s saying?

Yeah. On the business side, it’s easier call, right? You want a bigger audience, and you’re not getting the bigger audience. But he’s making a journalistic argument as well that if the job is to convey the truth and take it to the people, and they take that into account as they make their own voting decisions and formulate their own opinions about American politics, if tens of millions of people who do believe that election was stolen are completely tuning you out because now they see you as a political combatant, you’re not achieving your ultimate goal as a journalist.

And what does Licht’s “don’t put a jersey back on” approach look like on CNN for its viewers?

Well, It didn’t look good. People might remember this, but the most glaring example —

Please welcome, the front runner for the Republican nomination for president, Donald Trump.

— was when he held a town hall meeting featuring Donald J. Trump, now candidate Trump, before an audience packed with Trump’s fans.

You look at what happened during that election. Unless you’re a very stupid person, you see what happens. A lot of the people —

Trump let loose a string of falsehoods.

Most people understand what happened. It was a rigged election.

The audience is pro-Trump audience, was cheering him on.

Are you ready? Are you ready? Can I talk?

Yeah, what’s your answer?

Can I? Do you mind?

I would like for you to answer the question.

OK. It’s very simple to answer.

That’s why I asked it.

It’s very simple. You’re a nasty person, I’ll tell you that.

And during, the CNN anchor hosting this, Kaitlan Collins, on CNN’s own air, it was a disaster.

It felt like a callback to the unlearned lessons of 2016.

Yeah. And in this case, CNN’s staff was up in arms.

Big shakeup in the cable news industry as CNN makes another change at the top.

Chris Licht is officially out at CNN after a chaotic run as chairman and CEO.

And Chris Licht didn’t survive it.

The chief executive’s departure comes as he faced criticism in recent weeks after the network hosted a town hall with Donald Trump and the network’s ratings started to drop.

But I want to say that the CNN leadership still, even after that, as they brought new leadership in, said, this is still the path we’re going to go on. Maybe that didn’t work out, but we’re still here. This is still what we have to do.

Right. And this idea is very much in the water of TV news, that this is the right overall direction.

Yeah. This is, by no means, isolated to CNN. This is throughout the traditional news business. These conversations are happening everywhere. But CNN was living it at that point.

And this, of course, is how we get to NBC deciding to hire Ronna McDaniel.

Right. Because they’re picking up — right where that conversation leaves off, they’re having the same conversation. But for NBC, you could argue this tension between journalistic values and audience. It’s even more pressing. Because even though MSNBC is a niche cable network, NBC News is part of an old-fashioned broadcast network. It’s on television stations throughout the country.

And in fact, those networks, they still have 6:30 newscasts. And believe it or not, millions of people still watch those every night. Maybe not as many as they used to, but there’s still some six or seven million people tuning in to nightly news. That’s important.

Right. We should say that kind of number is sometimes double or triple that of the cable news prime time shows that get all the attention.

On their best nights. So this is big business still. And that business is based on broad — it’s called broadcast for a reason. That’s based on broad audiences. So NBC had a business imperative, and they argue they had a journalistic imperative.

So given all of that, Jim, I think the big messy question here is, when it comes to NBC, did they make a tactical error around hiring the wrong Republican which blew up? Or did they make an even larger error in thinking that the way you handle Trump and his supporters is to work this hard to reach them, when they might not even be reachable?

The best way to answer that question is to tell you what they’re saying right now, NBC management. What the management saying is, yes, this was a tactical error. This was clearly the wrong Republican. We get it.

But they’re saying, we are going to — and they said this in their statement, announcing that they were severing ties with McDaniel. They said, we’re going to redouble our efforts to represent a broad spectrum of the American votership. And that’s what they meant was that we’re going to still try to reach these Trump voters with people who can relate to them and they can relate to.

But the question is, how do you even do that when so many of his supporters believe a lie? How is NBC, how is CNN, how are any of these TV networks, if they have decided that this is their mission, how are they supposed to speak to people who believe something fundamentally untrue as a core part of their political identity?

That’s the catch-22. How do you get that Trump movement person who’s also an insider, when the litmus test to be an insider in the Trump movement is to believe in the denialism or at least say you do? So that’s a real journalistic problem. And the thing that we haven’t really touched here is, what are these networks doing day in and day out?

They’re not producing reported pieces, which I think it’s a little easier. You just report the news. You go out into the world. You talk to people, and then you present it to the world as a nuanced portrait of the country. This thing is true. This thing is false. Again, in many cases, pretty straightforward. But their bread and butter is talking heads. It’s live. It’s not edited. It’s not that much reported.

So their whole business model especially, again, on cable, which has 24 hours to fill, is talking heads. And if you want the perspective from the Trump movement, journalistically, especially when it comes to denialism, but when it comes to some other major subjects in American life, you’re walking into a place where they’re going to say things that aren’t true, that don’t pass your journalistic standards, the most basic standards of journalism.

Right. So you’re saying if TV sticks with this model, the kind of low cost, lots of talk approach to news, then they are going to have to solve the riddle of who to bring on, who represents Trump’s America if they want that audience. And now they’ve got this red line that they’ve established, that that person can’t be someone who denies the 2020 election reality. But like you just said, that’s the litmus test for being in Trump’s orbit.

So this doesn’t really look like a conundrum. This looks like a bit of a crisis for TV news because it may end up meaning that they can’t hire that person that they need for this model, which means that perhaps a network like NBC does need to wave goodbye to a big segment of these viewers and these eyeballs who support Trump.

I mean, on the one hand, they are not ready to do that, and they would never concede that that’s something they’re ready to do. The problem is barring some kind of change in their news model, there’s no solution to this.

But why bar changes to their news model, I guess, is the question. Because over the years, it’s gotten more and more expensive to produce news, the news that I’m talking about, like recorded packages and what we refer to as reporting. Just go out and report the news.

Don’t gab about it. Just what’s going on, what’s true, what’s false. That’s actually very expensive in television. And they don’t have the kind of money they used to have. So the talking heads is their way to do programming at a level where they can afford it.

They do some packages. “60 Minutes” still does incredible work. NBC does packages, but the lion’s share of what they do is what we’re talking about. And that’s not going to change because the economics aren’t there.

So then a final option, of course, to borrow something Chris Licht said, is that a network like NBC perhaps doesn’t put a jersey on, but accepts the reality that a lot of the world sees them wearing a jersey.

Yeah. I mean, nobody wants to be seen as wearing a jersey in our business. No one wants to be wearing a jersey on our business. But maybe what they really have to accept is that we’re just sticking to the true facts, and that may look like we’re wearing a jersey, but we’re not. And that may, at times, look like it’s lining up more with the Democrats, but we’re not.

If Trump is lying about a stolen election, that’s not siding against him. That’s siding for the truth, and that’s what we’re doing. Easier said than done. And I don’t think any of these concepts are new.

I think there have been attempts to do that, but it’s the world they’re in. And it’s the only option they really have. We’re going to tell you the truth, even if it means that we’re going to lose a big part of the country.

Well, Jim, thank you very much.

Thank you, Michael.

Here’s what else you need to know today.

[PROTESTERS CHANTING]

Over the weekend, thousands of protesters took to the streets of Tel Aviv and Jerusalem in some of the largest domestic demonstrations against the government of Prime Minister Benjamin Netanyahu since Israel invaded Gaza in the fall.

[NON-ENGLISH SPEECH]

Some of the protesters called on Netanyahu to reach a cease fire deal that would free the hostages taken by Hamas on October 7. Others called for early elections that would remove Netanyahu from office.

During a news conference on Sunday, Netanyahu rejected calls for early elections, saying they would paralyze his government at a crucial moment in the war.

Today’s episode was produced by Rob Szypko, Rikki Novetsky, and Alex Stern, with help from Stella Tan.

It was edited by Brendan Klinkenberg with help from Rachel Quester and Paige Cowett. Contains original music by Marion Lozano, Dan Powell, and Rowan Niemisto and was engineered by Chris Wood. Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly.

That’s it for “The Daily.” I’m Michael Barbaro. See you tomorrow.

• April 2, 2024   •   29:32 Kids Are Missing School at an Alarming Rate
• April 1, 2024   •   36:14 Ronna McDaniel, TV News and the Trump Problem
• March 29, 2024   •   48:42 Hamas Took Her, and Still Has Her Husband
• March 28, 2024   •   33:40 The Newest Tech Start-Up Billionaire? Donald Trump.
• March 27, 2024   •   28:06 Democrats’ Plan to Save the Republican House Speaker
• March 26, 2024   •   29:13 The United States vs. the iPhone
• March 25, 2024   •   25:59 A Terrorist Attack in Russia
• March 24, 2024   •   21:39 The Sunday Read: ‘My Goldendoodle Spent a Week at Some Luxury Dog ‘Hotels.’ I Tagged Along.’
• March 22, 2024   •   35:30 Chuck Schumer on His Campaign to Oust Israel’s Leader
• March 21, 2024   •   27:18 The Caitlin Clark Phenomenon
• March 20, 2024   •   25:58 The Bombshell Case That Will Transform the Housing Market
• March 19, 2024   •   27:29 Trump’s Plan to Take Away Biden’s Biggest Advantage

Hosted by Michael Barbaro

Featuring Jim Rutenberg

Produced by Rob Szypko ,  Rikki Novetsky and Alex Stern

With Stella Tan

Edited by Brendan Klinkenberg ,  Rachel Quester and Paige Cowett

Original music by Marion Lozano ,  Dan Powell and Rowan Niemisto

Engineered by Chris Wood

Listen and follow The Daily Apple Podcasts | Spotify | Amazon Music

Ronna McDaniel’s time at NBC was short. The former Republican National Committee chairwoman was hired as an on-air political commentator but released just days later after an on-air revolt by the network’s leading stars.

Jim Rutenberg, a writer at large for The Times, discusses the saga and what it might reveal about the state of television news heading into the 2024 presidential race.

On today’s episode

Jim Rutenberg , a writer at large for The New York Times.

Background reading

Ms. McDaniel’s appointment had been immediately criticized by reporters at the network and by viewers on social media.

The former Republican Party leader tried to downplay her role in efforts to overturn the 2020 election. A review of the record shows she was involved in some key episodes .

There are a lot of ways to listen to The Daily. Here’s how.

We aim to make transcripts available the next workday after an episode’s publication. You can find them at the top of the page.

The Daily is made by Rachel Quester, Lynsea Garrison, Clare Toeniskoetter, Paige Cowett, Michael Simon Johnson, Brad Fisher, Chris Wood, Jessica Cheung, Stella Tan, Alexandra Leigh Young, Lisa Chow, Eric Krupke, Marc Georges, Luke Vander Ploeg, M.J. Davis Lin, Dan Powell, Sydney Harper, Mike Benoist, Liz O. Baylen, Asthaa Chaturvedi, Rachelle Bonja, Diana Nguyen, Marion Lozano, Corey Schreppel, Rob Szypko, Elisheba Ittoop, Mooj Zadie, Patricia Willens, Rowan Niemisto, Jody Becker, Rikki Novetsky, John Ketchum, Nina Feldman, Will Reid, Carlos Prieto, Ben Calhoun, Susan Lee, Lexie Diao, Mary Wilson, Alex Stern, Dan Farrell, Sophia Lanman, Shannon Lin, Diane Wong, Devon Taylor, Alyssa Moxley, Summer Thomad, Olivia Natt, Daniel Ramirez and Brendan Klinkenberg.

Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly. Special thanks to Sam Dolnick, Paula Szuchman, Lisa Tobin, Larissa Anderson, Julia Simon, Sofia Milan, Mahima Chablani, Elizabeth Davis-Moorer, Jeffrey Miranda, Renan Borelli, Maddy Masiello, Isabella Anderson and Nina Lassam.

Jim Rutenberg is a writer at large for The Times and The New York Times Magazine and writes most often about media and politics. More about Jim Rutenberg

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City politics | chesapeake’s proposed budget includes money for public safety training academy, pay increases.

CHESAPEAKE — The city’s nearly $2 billion proposed budget and capital improvement plan earmarks more than $100 million to fund a new public safety training academy in southern Chesapeake, along with general wage increases and additional funding for open space preservation.

The proposed operating budget for fiscal year 2025 is $1.6 billion, which represents a nearly 4% increase from the previous adopted budget . The total proposed budget is nearly $2 billion when including the city’s capital improvement plan.

City Manager Christopher Price and Budget Director Jonathan Hobbs presented the proposed spending plan to City Council members this week during a work session. Residents have the opportunity to weigh in on the budget throughout April during upcoming work sessions ahead of the regular council meetings. Council members are expected to adopt the budget in May, and it will span from July 1 to June 30, 2025.

The proposed budget doesn’t include any new fees, but homeowners can expect to see slightly higher tax bills because of a nearly 4.5% increase in real estate assessments citywide — still a slower rate of growth than the previous two years. In the city’s past two fiscal budgets, council reduced the real estate tax rate by 4 cents, making it $1.01 per $100 of valuation, to help offset steep increases in assessments. The proposed fiscal 2025 budget keeps the rate at $1.01.

About $390.5 million in real estate tax revenue is expected for fiscal 2025, which is 4.3% more than the fiscal 2024 budget. But a change in the proposed budget is the dedication of a half-cent of real estate tax to the city’s lockbox to help fund debt service on the new public safety training academy project. The half-cent dedication is expected to generate nearly $1.8 million, with all allocations to the city lockbox totaling $29 million in fiscal 2025.

The new training facility is a top priority in the capital improvement program and is expected to cost a total of $150 million. The fiscal 2025 budget earmarks $104.5 million for the project. The academy will be located on a portion of the Heritage Park site near Fire Station 7 and Saint Brides Road and will include multiple classrooms, housing for training administration, indoor shooting ranges, burn buildings, a confined space maze, a vehicle extrication training area, canine training area and other outdoor training facilities.

The proposed budget also includes more than $9 million for a 3.5% general wage increase for employees, some of whom may receive more as a market adjustment that keeps Chesapeake workers’ pay competitive and within the top three cities in Hampton Roads.

For the 2023 fiscal budget, council increased the city’s meal tax to 6%. Over the previous two fiscal years, actual revenue from the meal tax has grown 21.1% and 19.7%, respectively, with city leaders attributing the increases to inflation in the prices of groceries and prepared meals along with wage increases that enabled persistent consumer expenditures. For the proposed fiscal budget, restaurant food tax revenue is expected to be $45 million, a 14% increase from last year’s budget.

Chesapeake School Board approves $801 million budget request that includes pay raises

About $861 million will fund the city’s capital improvement plan through 2029, with $367.5 million allocated in 2025. City leaders said the capital budget is being heavily impacted by inflation, leading to some projects no longer being fully funded and in need of additional funding down the road. Besides the new training academy, other major priorities in the plan include about $8.7 million for facility maintenance — particularly the replacement of security technology — and $3.1 million in new funding for the acquisition and preservation of open space and agricultural land.

The budget also includes the addition of 20 new deputy sheriff and deputy sergeant positions for the sheriff’s office following the closure of the Hampton Roads Regional Jail . Additional state revenue will allow for four more behavioral health case workers for the sheriff’s office as well.

Per a council request, the cost of concealed carry permit fees were also cut in half and now cost $25.

Natalie Anderson, 757-732-1133, [email protected]

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Guide students in leadership success with the practical, skill-building approach found in DuBrin's LEADERSHIP: RESEARCH FINDINGS, PRACTICE AND SKILLS, 10E. This edition balances current research and theories with the latest applications from successful practitioners in today's business world. In fact, this edition offers more application opportunities, including cases, experiential exercises and examples, than any other book of its kind. An engaging narrative reinforces the book's comprehensive, yet highly applied, approach. Students learn from examples of leadership in action in well-known companies, such as UPS, Best Buy, Salesforce, Kohl’s and GM. New and updated, popular self-assessment quizzes and skill-building exercises help students strengthen leadership qualities and personal competencies. MindTap digital resources provide interactive instructional support as your students refine their knowledge and leadership skills and build the confidence to become effective leaders.

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• Publisher ‏ : ‎ South West College ISE; 8th edition (1 January 2015)
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DuBrin has business experience in human resource management, and consults with organizational and individuals. His specialties include leadership, organizational politics including influence tactics and impression management, and career development. He is an established author of professional books, text books, and trade books, and also contributes to professional journals.

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Title : Active carbons as nanoporous materials for solving of environmental problems

However, up to now, the main carriers of catalytic additives have been mineral sorbents: silica gels, alumogels. This is obviously due to the fact that they consist of pure homogeneous components SiO2 and Al2O3, respectively. It is generally known that impurities, especially the ash elements, are catalytic poisons that reduce the effectiveness of the catalyst. Therefore, carbon sorbents with 5-15% by weight of ash elements in their composition are not used in the above mentioned technologies. However, in such an important field as a gas-mask technique, carbon sorbents (active carbons) are carriers of catalytic additives, providing effective protection of a person against any types of potent poisonous substances (PPS). In ESPE “JSC "Neorganika" there has been developed the technology of unique ashless spherical carbon carrier-catalysts by the method of liquid forming of furfural copolymers with subsequent gas-vapor activation, brand PAC. Active carbons PAC have 100% qualitative characteristics of the three main properties of carbon sorbents: strength - 100%, the proportion of sorbing pores in the pore space – 100%, purity - 100% (ash content is close to zero). A particularly outstanding feature of active PAC carbons is their uniquely high mechanical compressive strength of 740 ± 40 MPa, which is 3-7 times larger than that of  such materials as granite, quartzite, electric coal, and is comparable to the value for cast iron - 400-1000 MPa. This allows the PAC to operate under severe conditions in moving and fluidized beds.  Obviously, it is time to actively develop catalysts based on PAC sorbents for oil refining, petrochemicals, gas processing and various technologies of organic synthesis.

Victor M. Mukhin was born in 1946 in the town of Orsk, Russia. In 1970 he graduated the Technological Institute in Leningrad. Victor M. Mukhin was directed to work to the scientific-industrial organization "Neorganika" (Elektrostal, Moscow region) where he is working during 47 years, at present as the head of the laboratory of carbon sorbents.     Victor M. Mukhin defended a Ph. D. thesis and a doctoral thesis at the Mendeleev University of Chemical Technology of Russia (in 1979 and 1997 accordingly). Professor of Mendeleev University of Chemical Technology of Russia. Scientific interests: production, investigation and application of active carbons, technological and ecological carbon-adsorptive processes, environmental protection, production of ecologically clean food.   

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A chronicle of current events.

For human rights & freedom of expression in the ussr, the podrabinek case, dec 1977 to feb 1978 (48.7).

<<No 48 : 14 March 1978>>

On 1 December 1977, the brothers Alexander and Kirill PODRABINEK (CCE 47) and their father Pinkhos Abramovich PODRABINEK were summoned for a chat by Yu.S. Belov, chief of a department at the Moscow City and Regional KGB. Alexander refused to appear.

“On behalf of the Committee for State Security ” (Belov told Kirill and his father Pinkhos Podrabinek)

“I suggest that you and your families leave the Soviet Union and go abroad via Israel within 20 days. There is enough material against you, Kirill Pinkhosovich, to institute criminal proceedings. You, Pinkhos Abramovich, are also known to us for your anti-social activities. An act of humanity is being offered to you both. I advise you to make use of it.”

Alexander (b. 1953) and Kirill Podrabinek (b. 1952)

The same evening Alexander Podrabinek was arrested on the street and taken to the KGB. Belov presented him, too, with an ultimatum: all three must leave the country, otherwise criminal proceedings would be instituted against both brothers.

Belov let it be understood that the absence of an invitation and difficulties with money would not be obstacles. Belov stressed that they could only leave all together.

HOSTAGE-TAKING

Many painful disputes have sprung up around the moral problems arising from KGB’s ultimatums and blackmail. The Chronicle cannot present the arguments but at least it can accurately convey the stance of participants in such events by reproducing all their statements in sufficient detail.

On 6 December 1977, there was a press conference at Andrei Sakharov ’s flat. Pinkhos PODRABINEK read out a “Statement for the Belgrade Conference [note 1] and the Press”:

“A distinctive feature of this case is the KGB’s use of the hostage system. Not one of us can determine his own fate independently, and a decision about the fate of three people has been placed by the KGB on Alexander Podrabinek alone, in whose departure the authorities are most of all interested. “We categorically refuse to accept such conditions and insist on our right to make our choices independently…”

Then Alexander PODRABINEK read out his “Reply” to the KGB’s proposal:

“I would like to draw the attention of the world public to my brother’s painful position and to the dirty tactics of the KGB — tactics of intimidation and terror. The whole world condemns the hijacking of aeroplanes and the taking of passengers as hostages, yet the KGB is using the very same method with regard to my brother, a method commonly used by terrorists. In the situation that has arisen the most painful thing for me is my brother’s fate. “At the KGB they insistently advised me to take advantage of this ‘humane act of the Soviet government’, as they expressed it. I regard this proposal as unconcealed blackmail by the KGB. “They have given me four days to reflect. On 5 December I have to give my reply. A reply that means a great deal to me. “This is my reply.

“I do not wish to go to prison. I value even the semblance of freedom which I possess now. I know that I would be able to live freely in the West and at last receive a real education. I know that there I would not have four agents at my heels, threatening to beat me up or push me under a train.

“Over there, I know, they will not put me in a concentration camp or a psychiatric hospital for attempting to defend people who are denied their rights and oppressed. Over there, I know, one breathes easily. While here one does so with difficulty, and they stop your mouth and stifle you if you speak too loudly. I know that our country is unhappy and doomed to suffering.

“And that is why I am staying.

“I do not want to go to prison, but neither do I fear a camp. I value my own freedom as I value my brother’s, but I am not bargaining for it. I will not give in to any blackmail.

“A clear conscience is dearer to me than material well-being. I was born in Russia. This is my country, and I must remain here, however hard it may be and however easy in the West. As far as I am able, I will go on defending those whose rights are being so brazenly trampled on in our country.

“That is my reply. I am staying.”

After this Alexander Podrabinek added that he would agree to leave the country only if Kirill were to ask him to do so.

On 7 December 1977, Kirill PODRABINEK made a statement:

KGB Blackmail

1. The KGB is using the hostage-taking method. They are basically blackmailing my brother Alexander, while I am the hostage. 2. The very formulation of the question: ‘leave or we will put you in prison’, is contrary to the law. If a man has committed a crime he must be prosecuted. However, in this case the KGB does not want to stage a new political trial but prefers to dispatch us abroad. The KGB has employed a well-calculated device — to exploit the insolubility of a situation with a hostage. All this blackmail is patently a consequence of the public stand taken by our family … “If any one of the three of us is arrested and any charge whatsoever brought against him, it can only be viewed as an act of revenge by the KGB and not as a requirement of justice.”

On 12 December 1977, Kirill Podrabinek informed Belov that he had decided to leave. Belov replied that Kirill could hand in his emigration documents, and on the same day Kirill did so. On 14 December Kirill Podrabinek made an addition to his previous statement:

“On 12 December, I telephoned investigator Belov at the KGB. Permission to go abroad has been granted; there was no mention of my only being able to leave only with my brother. Does this mean that the KGB has given up its hostage-taking and will really allow me to leave? In the very near future this will become clear … In view of all the circumstances, and fearing for my life” (see CCE 47) “I have taken the decision to leave.” *

KIRILL PODRABINEK (b. 1952)

On 27 December 1977, the police in Elektrostal (Moscow Region) brought charges against Kirill Podrabinek under Article 215 (RSFSR Criminal Code: “Illegal possession of arms, ammunition” etc). Kirill refused to sign the record of this charge. Investigator Radygin obtained his written undertaking not to leave town but said he would not need Kirill before the middle of January and, if need be, he could go to Moscow.

When Kirill Podrabinek came out of the Elektrostal police station he was met at the door by KGB Investigator Belov, who had arrived from Moscow. The condition of Kirill’s departure remained unchanged, Belov said, and gave him three days in which to persuade his brother to agree to leave.

From that day onwards, KGB employees began trailing Kirill Podrabinek . (His brother Alexander had been under a similar “escort” since 10 October 1977, see below). The same day 22 Muscovites issued a statement:

“Wishing to force Alexander Podrabinek to leave the country, the KGB is openly blackmailing him with his brother’s fate. A method of hostage-taking used thus far only by irresponsible criminal-terrorists is in the present case being adopted as a weapon by the official representatives of a powerful State. This blackmail clearly demonstrates the value of the charges brought against Kirill Podrabinek. “We call upon our fellow countrymen and world public opinion to protest against the use of hostage-taking, unprecedented in the practice of civilized states. We call upon our fellow countrymen and world public opinion to follow attentively the fate of the Podrabinek family.”

On 28 December Kirill Podrabinek made a statement:

State Terrorism

“… The KGB has resorted to hostage-taking. My brother Alexander has made a statement for the press saying that he does not wish to leave, but he will leave if I so demand. “Under no circumstances will I make this demand of Alexander. In the first place, that would mean becoming a blind instrument of blackmail in the hands of the KGB, exploiting a situation created by them for my own sake. In the second place, it is impossible for me to even ask, let alone demand such a thing. “However, I have resolved to pursue my chosen line of action and try to obtain permission to leave.”

On the evening of 29 December 1977, Kirill Podrabinek was arrested.

On the day of his arrest, he declared a hunger strike. After a few days he was transferred from Elektrostal to Moscow, to the MVD’s detention centre on Matrosskaya Tishina Street.

The first response to Kirill’s arrest was “The Christmas ‘Feat’ of the KGB”, a short article by Victor Nekipelov [note 2]:

“… The arrest of Kirill Podrabinek is an act of deliberate, demonstrative revenge. The authorities know full well that they are thereby dealing the severest blow to both Alexander Podrabinek – Take that for not accepting our offer! – and to his father — While you didn’t steer your sons to a compromise!”

On 1 January 1978, Yevgeny Nikolayev (see “In the Psychiatric Hospitals”, CCE 48.12 ) sent a letter to the RSFSR Procurator’s Office, protesting against the arrest of Kirill Podrabinek.

On 4 January 1978, Alexander and Pinkhos Podrabinek asked Belov for a meeting with Kirill.

Belov refused but promised to pass Kirill a note from them, “if there are no objections on the part of the investigator”. In the note Alexander and his father asked Kirill: “Do you agree to leave if there is no need to ask Alexander to do the same?”

On the same day, at 11.30 pm, Belov came to Elektrostal to see Pinkhos Podrabinek . He informed him that the investigator “had not allowed” the note to be passed to Kirill. If Alexander handed in his application to emigrate within three days, however, all three could leave the USSR. Otherwise, Alexander  would also be arrested. Belov suggested that P.A. Podrabinek go at once to Moscow and persuade Alexander to change his mind: he even gave Pinkhos Abramovich a lift back to Moscow in his car.

On 5 January 1978, Alexander Podrabinek appealed in an open letter to Amnesty International, calling on the organisation to speak out in Kirill’s defence.

On 9 January Alexander Podrabinek telephoned Belov at the KGB. When Belov asked if he intended to leave, Alexander replied that he could only decide this matter together with his brother.

On 15 January 1978, the Christian Committee for the Defence of Believers’ Rights in the USSR called upon “world public opinion” to speak out in defence of Kirill Podrabinek and condemn the policy of hostage-taking.

At the beginning of February 1978, the Podrabineks were summoned to Elektrostal for interrogation in connection with Kirill’s case.

Pinkhos Podrabinek replied to questions about Kirill but refused to sign a record of the interrogation. Alexander declined to answer questions, stating that the case was inspired by the KGB and was being conducted with violations of norms laid down in the Code of Criminal Procedure.

ALEXANDER PODRABINEK (b. 1953)

From 10 October 1977, Alexander Podrabinek was under constant KGB surveillance. Round the clock he was pursued by two cars carrying seven or eight employees of the security services.

Whenever he was inside a building the cars stood in front of the doorway. Whenever he walked along the street or travelled in public transport there were always several agents at his side. They threatened Alexander’s acquaintances and took photographs of them. Sometimes they interfered more actively with the life of their charge: on Sunday 18 December the escort prohibited Alexander from going skiing with friends in the Orekhovo-Borisovo district [Moscow Region]. Podrabinek wrote about this incident to [KGB chairman] Andropov:

“… Since 10 October of this year I have been under the continuous and unconcealed observation of our glorious Chekists. Defending the State’s security, I understand, it is essential for the KGB to search my home, call me as a witness in the case of Yury Orlov, suggest that I leave the USSR, blackmail me, make an attempt on my brother’s life, and do much else to ensure that I do not, accidentally, undermine the foundations of the Soviet political and social system. All this I understand. “I am not even particularly annoyed when one of the eight officers who perpetually watch over me swears he will break my legs or push me under a train. I understand the full difficulty of this highly complex, responsible and dangerous work and do not get angry with these heroic young people who, performing their civic duty, freeze on cold December nights outside the entrance to my house or squeeze after me onto a city bus in the rush-hour. I am enraptured by their daring, their persistence and their indifference to the cold … “Citizen Andropov! On behalf of myself and six of my friends I beg you: Provide your employees with skis and toboggans and, please, teach them how to use them, if they do not know. Then I shall be able to enjoy my on Sundays and the KGB will be able to work normally and not violate the Soviet Constitution. This can only enhance the reputation of our valiant organs and promote their physical development.”

From January 1978, the constant “escort” was replaced from time to time by ‘ordinary’ shadowing.

The security services are trying by any means to prevent Alexander Podrabinek from continuing his activities on the Working Commission (to Investigate the Use of Psychiatry for Political Purposes). In particular, they are hampering him from meeting, in the flats of his Moscow friends, people who have been subjected to “psychiatric persecution” and their relatives. Podrabinek and his friend Dmitry Leontyev , in whose flat he was living, were fined for violating the city residence regulations. Podrabinek was forbidden to continue residing at the flat.

Alexander Podrabinek was warned that he was liable to be charged with “parasitism”. In February 1978, having given his shadow the slip, he managed to get a job as a medical orderly (he is a qualified paramedic).

The pre-trial investigation of Kirill Podrabinek ’s case was completed in February 1978.

=======================

[1] Representatives of all 35 member-States of the Conference on Security and Cooperation in Europe (CSCE) assembed in the Yugoslav capital Belgrade to discuss the implementation of the 1975 Helsinki Accords five years on.

[2] Victor Nekipelov

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DuBrin has experience in human resource management and is a business and personal consultant in career management, leadership, and management development. Dr. DuBrin is an established author of both textbooks and trade books, and he contributes to professional journals, magazines, newspapers, and online media.

Leadership: Research Findings, Practice, and Skills Andrew J. DuBrin Cengage Learning, Apr 8, 2022 - Business & Economics - 464 pages Examine the keys to leadership success with the...

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Leadership: Research Findings, Practice, and Skills 10th Edition is written by Andrew J. DuBrin and published by Cengage Learning. The Digital and eTextbook ISBNs for Leadership: Research Findings, Practice, and Skills are 9780357716267, 0357716264 and the print ISBNs are 9780357716175, 0357716175. Save up to 80% versus print by going digital with VitalSource.

Leadership : research findings, practice, and skills Bookreader Item Preview ... Leadership : research findings, practice, and skills by DuBrin, Andrew J. Publication date 2001 Topics Employee motivation, Leadership, Knowledge management, Caoching skills Publisher Boston : Houghton Mifflin

Andrew DuBrin, a highly respected author and consultant, incorporates the latest research on leadership and current business practices from academic journals and popular periodicals. The text provides students with a strong practical foundation by introducing leaders they can relate to and reinforcing their knowledge with frequent skill ...

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Leadership : research findings, practice, and skills ... research findings, practice, and skills by DuBrin, Andrew J., author. Publication date 2016 ... Power, politics, and leadership -- Influence tactics of leaders -- Developing teamwork -- Motivating and coaching skills -- Creative problem solving and leadership -- Communication and conflict ...

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Leadership: Research Findings, Practice, and Skills Andrew J. DuBrin Cengage Learning, Mar 29, 2019 - Business & Economics - 50 pages PRODUCT ONLY AVAILABLE WITHIN CENGAGE UNLIMITED. A...

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Leadership: Research Findings, Practice, and Skills Andrew J. DuBrin Cengage Learning, Jan 1, 2015 - Business & Economics - 560 pages The eighth edition of LEADERSHIP provides an...

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