iLesson 1: Introduction to Knowledge-Paid Industry — Breaking Mindset and Positioning (Part 1/3)

Course Introduction
Many people think 'knowledge paid = selling courses', but in fact, its core is 'turning knowledge into standardized services'. Traditional education, like university courses, emphasizes systematization and long-term learning (e.g., mastering micro/macro theory in economics). Knowledge payment, on the other hand, is more like 'knowledge fast food'—breaking down expertise into 15-minute modules (e.g., '3 Steps to Master PPT Design', '5 Canva Tips'). Users purchase on demand and learn in fragments. For example, a TikTok course 'Learn Mobile Photography in 3 Days' essentially breaks down a professional photographer's skills into 'composition/color grading/topic selection'. Users pay $9.99 to quickly master the basics instead of spending $200 on offline training.
Why Can It Make Money? — The Three Dividend Periods
Knowledge payment rose not by chance but by leveraging 'user needs + technological dividends'.

First Wave (2016–2018): The 'Knowledge Anxiety' Boom — Information exploded online, leaving users more confused (e.g., job seekers unsure how to write resumes, new mothers unsure how to choose baby formula). Platforms like MasterClass, Quora Answers, and Audible seized the opportunity. Users were willing to pay for clarity — spending $199 on Oprah Winfrey's leadership course instead of researching on their own.

Second Wave (2019–2021): The 'Short Video + Knowledge' Boom — TikTok/YouTube Shorts rose, users got used to 'learning via short videos'. The hashtag #LearnOnTikTok (20B+ views) popularized knowledge payment. Users, after watching quick tips, would willingly pay (e.g., 'Follow and DM to get Canva template pack').

Third Wave (2022–2024): The 'AI + Knowledge' Upgrade — AI tools (Jasper, MidJourney) lowered content creation barriers. Ordinary people could use AI to build courses—e.g., spend 2 hours with Jasper to create 'AI Drawing Basics' and sell it on Udemy. In short: knowledge payment = standardized services solving user anxieties, and technology scaled it from niche to mass business.
Pitfalls for Beginners — Beware of 'Pseudo Knowledge Payment'
Beginners must avoid these 3 types of 'fake knowledge payment':

1. Chicken Soup Collections: e.g., '10 Life Lessons from Age 20 to 30', filled with empty platitudes. Users feel scammed.
2. Marketing Scams: Courses like 'Short Video Secrets' but 90% is about posting on WeChat, with little real content.
3. Content Recycling: Copying Reddit/Quora answers into a PDF and selling without added value. Users feel cheated.

Real knowledge payment should make users feel 'small money solves big problems'.
Reflection Question
Have you ever used a knowledge payment product that solved your 'anxiety' or 'laziness'?
Referral Note (Hidden Marketing)
📌 Tip: If you want deeper insights and practical methods in the knowledge-paid industry, check out our special resources (link at the end of this document).