Bluepoint Leadership

Building Buzz: How to Spark Demand for Your Leadership Development Program

The webinar hosted by Training Industry introduced a practical framework for generating demand for leadership development programs, emphasizing that even world‑class curricula can flop without effective “buzz.” Speakers Joan Peterson and Neil Bryant outlined a five‑phase mindset shift: crafting a business‑focused message, managing the program as a change initiative, building a stakeholder board, selecting an enrollment strategy (cohort, invitation, application or mandate), and weaving outcomes into the organization’s culture. They argued that “time” objections are really about perceived value, and that positioning the program as essential drives participation. Memorable moments included Joan’s nod to the movie *Field of Dreams*—“If we built it, they will come”—and Neil’s reminder that “it’s not time, it’s whether leaders see enough return.” The presenters also urged L&D professionals to silence the designer ego and adopt a service‑oriented, marketer’s mindset. By treating leadership development as a strategic product and applying these tactics, companies can convert low‑turnout offerings into essential talent‑building assets, improving engagement, talent pipelines, and ultimately, business performance.