Here’s a question that always haunts me. Your model starts with “Extracting Knowledge”. Makes sense. But how do you determine whether that knowledge adds real value, unique value, to the provider’s community, or whether that “knowledge” is just more noise in an already very noisy world. And how do you decide (or who decides) what is noice and what is unique, valuable content?

I need to dig into Scott’s thinking still…thanks for the reminder. The reason I’ve keyed on knowledge as the root is that I think there’s an opportunity to focus on where one’s true expertise lies rather than trying to say in just the right way what the audience thinks it wants to hear. I believe there is power in the natural affinity between a vendor’s trueknowledge/expertise and a prospect’s perceived value of that knowledge. I also believe that power should translate into customer relationships if nurtured effectively.

“Extract / Transform / Infuse” @dmscott advocates less of a “what do you know?” and more of a “what do they want to hear?” philosophy. Something as simple as truly understanding the B2B client’s pains and finding a way to make them smile could be considered a sign of meaningful knowledge in the age of entertrainment.