Forget Training, Just Sell Certificates (updated)

I've been a trainer for a while now, a CST for a bit, and now a PST, as well as a trainer for the creators of Scrum. I've created a range of leading training classes under the Toyota name which get huge plaudits and amazingly positive comments, yet I am seeing a saddening trend in that the desire for training is not for new knowledge and skills acquisition, but resume vanity alphabet soup. You've seen the profiles - Nigel the Scrum Master CSM CSPO CSP, CTC, CEC, PSM1 PSMII, PSPO, CSD, PSD PMI-ACP, SPC4, SPC 4.5, SSM, SASM, SP, POPM, Kanban Master and all round Lean Guru, and the list just goes on. It really is all a bit silly.

I'm also starting to see a trend in articles on LinkedIn from old colleagues who are recounting the hiring challenges of finding Scrum Masters and coaches, and our own recruitment team are finding what I can politely describe as 'anomalies' in their creative narratives of their work experience. They all have a plethora of certifications but don't seem to have the supporting experience or depth and breadth or knowledge the certs portray.

I have gone to exceptional lengths to create some of the industries best training offerings, with some of our accepted industry luminaries coming to teach such as the class below, yet short of giving places for free the challenge of making them financially viable is thankless. Yet whenever I list a Scrum Master class with certification it sells out almost every time. Even in the height of the summer vacation period I filled my classes, which is apparently quite an achievement according to fellow trainers who often run classes with under 10 people in attendance and consider themselves a success if 12 people pay to attend.

We could conclude that the market is hot for Scrum Master classes, yet the level of competencies we see displayed at interviews belies that. It seems there is a demand for certificates, and perhaps I could start a printing company and call it a Scrum association of some kind, and then charge $15 for each certificate I print. I could then offer a one off price of $99 for all online classes and all certificates. Hold on though someone just did that and is listing free online classes and print at home certificates for $15-20 certifying Scrum Masters and numerous other qualifications. Is this how we are going to validate peoples capabilities and transform struggling companies?

My desire is to provide a level of skills and education beyond that which is currently offered by the typical purveyors, and to equip the industry with the tools and techniques to enable organizations to succeed and transform. Alas many of the classes we have listed attract inquiries asking a common question: "what certification does this give me". No one asks much about the training and the value of the skills and competencies that will be gained, or the new insights to be shared. Yes we do explain all the certification options on the event listings, but still they ask...

Updated June 14th 2020 - As the certification bandwagon goes like the pandemic we are going through as I write this, I wanted to update the post a little.

Below is an experiment I ran run 2019. 50% of those registering for a FREE class didn't bother to show up. 30% paid for certificates. The rest came for the knowledge. Some paid for food, while many paid for nothing. A few paid for everything and even gave an optional voluntary payment to cover costs. The class did not lose money, but it didn't make any either.

With the creation of The Flow System we have tried to provide a system of learning and understanding to help practitioners develop the skills needed to support organizational design, and help those that wish to change. Time will tell if we make more money from selling pretty paper than selling knowledge and learning.

The following is from the original post and left for clarity of the comments that follow.

So I am considering a social experiment. The cost to put on a class is quite significant once you factor in the venue, catering, printing and materials, staffing, and of course the all important certifications.

My next Scrum The Toyota Way class will be free to attend. Zero cost, nada, nothing at all. However, for that you get to attend and benefit from 2 days of deep knowledge sharing. I will then add some optional extras.

1. All day coffee and water - $20
2. Breakfast and Lunch daily $50
3. Full color printed training materials $30
4. Ability to ask the trainers questions or for 1:1 sidebars. $120
5. Certification for Scrum Master from a recognized body $200
6. Certification for Agile Practitioner from a recognized body $175
7. Toyota Certification of Training $125
8. Behind the scenes tour of the Toyota offices and customer experience. $50
9. Access to all the free downloads including PDFs of the class materials, and various templates, visuals, and training aids. $200

So if you bring your own food and drinks, a notepad, and don't desire any certifications you get to attend for free. You'll enjoy the same award winning training, and gain all the new knowledge and insights depicted in the Toyota Flow System above, plus learn how to deliver exceptionally as a Scrum practitioner, but unless you pay that's all you'll get.

What do you think? Will the class sell out? Will anyone purchase any of the above options? Watch my posts for the link to the class soon...