Larry Easto

Larry Easto has delivered professional services for more than forty years, serving clients as a lawyer, consultant, and coach.

Despite the apparent differences in these roles, his approach was more facilitative than authoritative. Instead of telling clients what actions they should or shouldn’t be taking, Larry helped them understand their current situation in order to make the most appropriate decisions to achieve their desired results. As part of this decision-making, careful consideration was given to potential opportunities and threats associated with each option.

At the end of every decision-making process, it was the client’s decision—not Larry’s direction—as to the appropriate action to be taken.

Like many professionals, Larry struggled with marketing professional services. He freely admits that whatever professional services he delivered were done by choice, whereas whatever marketing was done, was done by necessity. Also like many professionals he would rather serve existing clients than look for new ones.

After trying a business school type introductory marketing course, he recognized that conventional marketing theory has little relevance for marketing professional services. A strong advocate of experience being the best teacher, Larry rounded out his marketing education by learning what successful professionals did to generate more new business and then modified these best practices into his own approach to generating new business.

As passionate about helping others learn as he is about his own lifelong learning activities, it was not in the least surprising that Larry would be sharing his lessons learned with others. From his first book in 1993 until the present time, he has written and published about thirty hard copy books, short eBooks, and video courses.

Consistent with the approach of learning from the experience of others, this instructional content is experiential in its approach. Instead of being subjected to traditional pedagogical “shoulds” and “oughts” users learn from the experience of others; readers and viewers are guided through the process of applying what they have learned from the content to their own circumstances. As was the case with his delivery of services, Larry’s approach to helping others learn is more facilitative than instructional and directive.