Sales collateral of very highly-paid trainers should have evidence of value and a great way to do that is exactly those kind of real examples, which a highly ex

Sales collateral of very highly-paid trainers should have evidence of value and a great way to do that is exactly those kind of real examples, which a highly experienced and effective trainer will have picked up over the years. Reputation is secondary evidence of value of course, though considerably weaker. Strong evidence of value is how people can be persuaded that it's a sweet deal to pay huge amounts to consultants in any field where those consultants come with a long list of similar organisations they helped. For the rest of the training market it would come down to a client requirement for the service, general qualification to do the job, and typical market price - existing budgets and product pricing kicks in at this point rather than ROI on specific individuals or teams. We see this in the dev contract market as well and that's what the article is about - commodity resource vs stars. tl;dr if you can't demonstrate exceptional value, you will trend towards commodity.