In this episode of All Things Marketing and Education, host Elana Leoni sits down with Bert Bower, founder of Teachers' Curriculum Institute (TCI), whose remarkable 36-year journey in educational publishing has transformed how social studies is taught in American classrooms. From humble beginnings as a bootstrapped startup to becoming a leader in core curriculum, Bert shares insights on building a sustainable EdTech company while staying true to teacher-focused values.
Bert emphasizes the importance of classroom-first design and human interaction over technological gimmicks. He describes TCI's evolution from supplemental materials to core curriculum, and how they've navigated multiple transformations—from physical materials to digital platforms, and most recently, to interactive video activities that encourage student engagement. For EdTech professionals, his insights on maintaining lean operations, and focusing on teacher adoption before administrative buy-in offer valuable lessons in building sustainable educational companies.
This conversation is especially timely as the EdTech industry faces significant changes. Bert offers candid insights about the current state of educational technology, including thoughtful perspectives on AI's role as a "guide on the side" rather than a replacement for human interaction. Whether you're an EdTech entrepreneur looking to understand the industry's dynamics or an educator interested in the evolution of classroom technology, this episode provides valuable insights into building products that truly serve teachers and students.
Questions Asked:
What drove you to initially found TCI and how has your vision evolved over 36 years?
How did you manage to bootstrap your company for over three decades while competing with billion-dollar publishers?
What was your strategy for validating product-market fit in the early days?
How do you navigate the transition from supplemental to core curriculum?
What's the importance of maintaining a lean operation in EdTech?
How do you approach the education purchasing cycle and adoption process?
Why is teacher buy-in so crucial before pursuing administrative approval?
What are the current challenges and opportunities in the EdTech market?
How do you see AI shaping the future of educational technology?
What role does classroom interaction play in your product development?
How do you stay inspired and continue innovating after 36 years in the industry?
Resources Mentioned in this Episode:
TCI (Teachers' Curriculum Institute): The curriculum company Bert founded, specializing in K-12 social studies and science programs.
California Council for the Social Studies (CCSS) – A state affiliate of the National Council for the Social Studies (NCSS), where Bert showcased early TCI methods.
National Council for the Social Studies (NCSS) – A national professional organization for social studies educators.
Stanford Program on International and Cross-Cultural Education (SPICE) – Where Bert worked on curriculum development.
Jumanji (Movie) – Used as an inspiration for a curriculum storyline involving an interactive learning game.
Elana Leoni, Host
Elana Leoni has dedicated the majority of her career to improving K-12 education. Prior to founding LCG, she spent eight years leading the marketing and community strategy for the George Lucas Educational Foundation where she grew Edutopia’s social media presence exponentially to reach over 20 million education change-makers every month.
Bert Bower Guest
Bert Bower is the CEO and founder of TCI, a K-12 publishing company created by teachers for teachers. With over 20 years of experience, Bert crafts innovative social studies programs that allow students of all abilities and learning styles to succeed. His approach combines proven teaching strategies with cutting-edge technology and a focus on individual learner needs. Bower earned a Ph.D. in curriculum and teacher education from Stanford University, informing his dedication to defeating the “silent violence” of stand-and-deliver teaching. His ultimate goal is to create programs that inspire students to actively participate and ponder rather than passively consume information.
About All Things Marketing and Education
What if marketing was judged solely by the level of value it brings to its audience? Welcome to All Things Marketing and Education, a podcast that lives at the intersection of marketing and you guessed it, education. Each week, Elana Leoni, CEO of Leoni Consulting Group, highlights innovative social media marketing, community-building, and content marketing strategies that can significantly increase reach, relationships, and revenue.
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