<h1 id="c1e1dbba-6a2c-42a1-8c39-e20768d436ea" data-toc-id="c1e1dbba-6a2c-42a1-8c39-e20768d436ea" class="PDq2pG_selectionAnchorContainer" style="text-align: left; font-size: 32px; line-height: 1.2;">Thinkific is cutting 96 jobs. The interesting bit is why.</h1>There’s some big news from the online learning world this week.Thinkific has announced a major restructuring, with 96 people losing their jobs. That’s reportedly around 30% of its workforce.Obviously, there are real people behind those numbers, and that shouldn’t get lost in a discussion about business strategy.But there’s also a bigger story here.Thinkific is changing where it sees its future growth coming from.And if you’re a smaller business using an online course platform, I think that’s worth paying attention to.<div class="iframe-wrapper" style="display: flex; justify-content: flex-start;"><iframe src="https://www.youtube.com/embed/zalfGMdrwiY" width="640" height="480" frameborder="0" allowfullscreen="true" style="text-align: left; max-width: 100%;"></iframe></div><h2 id="b0d56cbf-5d86-4c61-922d-7498f2acb32d" data-toc-id="b0d56cbf-5d86-4c61-922d-7498f2acb32d" style="text-align: left; font-size: 24px; line-height: 1.2;">Thinkific is looking towards bigger customers</h2>Thinkific is putting greater focus on larger organisations, with Thinkific Plus, mid-market businesses and enterprise customers becoming increasingly important.It’s also increasing investment in AI-first products.But one particular part of the announcement caught my attention.Thinkific CEO Greg Smith has been speaking to Canadian technology publication BetaKit, and says the company’s legacy small business operation isn’t showing the same growth trajectory.The cuts reportedly affected small business support areas more heavily too.So, if you’re a smaller business using Thinkific, should you immediately start packing your digital bags?No.Thinkific says it will continue supporting existing customers.But I would pay attention to the direction of travel.Bigger customers. Enterprise. AI.Those priorities matter because where a technology company sees its future growth will inevitably influence what it builds, where it invests and which customers get the most attention.<h2 id="0d15618c-cac9-48ab-998b-656e82becac6" data-toc-id="0d15618c-cac9-48ab-998b-656e82becac6" style="text-align: left; font-size: 24px; line-height: 1.2;">EzyCourse is taking a different approach</h2>This gets particularly interesting when you compare Thinkific’s direction with one of its competitors.EzyCourse is the platform I choose to work with, and its CEO, Sadek Hossain, has responded publicly to the Thinkific announcement.He described what’s happening across technology as “beyond scary”.His response isn’t to stand still though.Quite the opposite.Sadek says he’s gone back to work on EzyCourse 2.0 and is talking about building around an AI-first mindset.But there’s an important difference.He’s also talking about affordability.The challenge is how you embrace AI and everything it can potentially offer without making the technology unaffordable for smaller businesses.That distinction matters to me.EzyCourse isn’t suddenly announcing that it wants to move away from smaller businesses.It’s looking at how the technology needs to evolve for them.And that’s one of the reasons I’ve chosen EzyCourse as my preferred platform.I want technology that can grow alongside the businesses I support.I also want the people behind that technology paying attention to where the market is heading.Because, bloody hell, things are moving quickly.<h2 id="19690f4a-8094-4cdc-88eb-b117cf78128a" data-toc-id="19690f4a-8094-4cdc-88eb-b117cf78128a" style="text-align: left; font-size: 24px; line-height: 1.2;">This isn’t simply a company trying to survive</h2>There’s another detail in the Thinkific story that makes all of this more interesting.These cuts aren’t happening alongside collapsing revenue.Thinkific expects revenue towards the top of its previous quarterly guidance, while the restructuring could reportedly save around $19 million annually.So this isn’t simply a technology company desperately cutting costs to stay alive.It’s a strategic change in direction.And that’s the bit I think businesses should be watching.Thinkific is looking increasingly towards enterprise customers.EzyCourse is talking about AI-first evolution while trying to keep its platform affordable for smaller businesses.Those are two quite different responses to the same rapidly changing market.<h2 id="22c075a4-c9bb-4825-9fb9-e8cded5e133b" data-toc-id="22c075a4-c9bb-4825-9fb9-e8cded5e133b" style="text-align: left; font-size: 24px; line-height: 1.2;">AI matters, but so does who the technology is actually for</h2>I’ve worked in digital learning for more than 20 years, and we’re watching another significant shift in the industry.AI will undoubtedly be part of what happens next.But affordability matters too.So does flexibility.And so does remembering the smaller businesses actually using these platforms.The best technology isn’t necessarily the thing with the longest feature list or the most AI shoved into it.It’s the technology that helps you do what you need to do, works with the way your business is growing and doesn’t become a massive pain in the backside along the way.That’s true whether we’re talking about online courses, websites, automation or pretty much any other bit of business technology.So, for now, my advice to smaller Thinkific customers is simple.Don’t panic.But definitely pay attention.And if all of this has got you wondering whether your current technology still fits where your business is heading, have a look at Help With Digital.I help growing service businesses make better use of technology, get their knowledge online and make the digital side of business simpler. To find out more, head along to <a target="_blank" href="https://www.helpwithdigital.com">https://www.helpwithdigital.com</a>

Thinkific is cutting 96 jobs while shifting towards enterprise customers and AI. Here’s why smaller online course businesses should pay attention.

Thinkific Cuts 96 Jobs as Its Focus Shifts to Enterprise and AI

Thinkific is cutting 96 jobs. The interesting bit is why.

Thinkific is looking towards bigger customers

This isn’t simply a company trying to survive

AI matters, but so does who the technology is actually for

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Thinkific Cuts 96 Jobs as Its Focus Shifts to Enterprise and AI

Thinkific Cuts 96 Jobs as Its Focus Shifts to Enterprise and AI

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