From our grandparents’ time back to the dawn of oral history, we used the phrase “once upon a time” to indicate a long time ago. Then we started to use some variant of the phrase “back when dinosaurs roamed the earth.” Again, this is not a literal indication of time, but rather a figurative one. (If you want to be literal, they walked the earth between 230 million years ago and 65 million years ago. In other words, a long, long, LONG time ago.)
When dinosaurs roamed the web
When you are considering such long spans of time, you naturally expect massive changes. Now that life is speeding up, however, we are experiencing massive changes over a much shorter period of time. Take, for example, the changes that have occurred since “dinosaurs roamed the web.” A recent article by Jamie Carter, The internet is everywhere – but where has the web gone‘ summarizes the sweep of these changes nicely:
“The web started out as a content repository where search was the key enabler,” says Richard Moulds, VP Strategy, Thales e-Security. “Web 2.0 was about user-driven content and social media was the big enabler, and Web 3.0 is all about personalisation where different users experience different things based on their history and preference. For this transition, big data is the key enabler – without massive data analytics, personalisation on a grand scale is not possible.”
Three Eras of Knowledge Management
This quote brings to mind the seminal work by Nancy Dixon in which she discusses the Three Eras of Knowledge Management:
- Leveraging explicit knowledge: capturing (i.e., documenting) knowledge, organizing it into databases, providing easy access to the knowledge.
- Leveraging experiential knowledge: enabling teams, groups and communities to share tacit knowledge rather than merely explicit knowledge. Focusing on tactical, frontline knowledge rather than strategic or managerial knowledge.
- Leveraging collective knowledge: conversation-based knowledge sharing, in which the role of leaders is to convene strategic conversations.
These two views do not map exactly. For example, Nancy Dixon suggests that social media tools (i.e., Web 2.0) would be useful in leveraging collective knowledge across physical or geographical boundaries. In her view, social networking technologies provide “greater organizational transparency and give rise to more diverse perspectives in the organizational conversation. The use of crowd sourcing, cognitive diversity, and predictive markets draw on a wider base of thinking, both internally and externally, that increases organizational innovation.” It would be interesting to see how she might think about the personalization capabilities of Web 3.0 and its place in knowledge management.
Escaping the dinosaur age
Even in the absence of a neat one-to-one comparison, it is still useful to take a moment to consider where your organization’s knowledge management efforts are focused today. Starting with Nancy Dixon, where is your organization’s KM program with respect to the Three Eras of Knowledge Management? Are you still in the first era, trying to build a foundation of good content management? Or have you moved to more conversation-based knowledge sharing?
Now, take a look at your intranet. Where is it in terms of Richard Moulds’ breakdown of Web 1.0, Web 2.0 or Web 3.0. Are you still focused on simply providing as much centrally vetted content as possible? Or have you moved beyond that to include a wide-range of user-generated content. Better still, do the users of your intranet or knowledge management program have the benefit of thoughtfully personalized resources that allow them to focus on the things that matter most to them at any given time?
In law firms, for example, some rudimentary personalization occurs based on role (e.g., partner, associate, staff), client, practice group and location. Do you go beyond these basics to provide personalization based on search terms, user behavior, talent management (e.g., providing content that supports a user’s development goals) and time management (e.g., providing content that fits with a user’s current time management challenges or opportunities)?
If you are stuck in the stage of basic content wrangling and presentation, you are living when dinosaurs roamed the web. Isn’t it time for you to move into the 21st century?
[Photo Credit: Marcin Chady]