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Home Blogs Think Tank Better Than Free: How Lynda.com Made a Pay Wall Pay by Megan Erickson January 26, 2012, 12:00 AM Computer What's the Big Idea? Free is easy. In an age when just about anything can be shared, the hard part is getting people to pay for it. For ten years, content creators have argued that if you want watch, read, or listen to something, you have to support the writing, editing, and production work that has gone into it. Usually, this translates into nothing more than guilt-tripping or flattering an audience into making a donation, since it's widely assumed that putting content behind pay wall is a sure way to kill a site's traffic.

"In his new book To Sell is Human, author Daniel Pink reports that education is one of the fastest growing job categories in the country. And with this growth comes the opportunity to change the way educators envision their roles and their classrooms. Guided by findings in educational research and neuroscience, the emphasis on cognitive skills like computation and memorization is evolving to include less tangible, non-cognitive skills, like collaboration and improvisation. Jobs in education, Pink said in a recent interview, are all about moving other people, changing their behavior, like getting kids to pay attention in class; getting teens to understand they need to look at their future and to therefore study harder. At the center of all this persuasion is selling: educators are sellers of ideas."