Why information must flow like water

This blog post describes why content must flow like water, yet it is important to build information bridges. It's about the role of digitalization in turning information into knowledge.

In the picture you can see water flowing into the picture from the upper left.

Why content needs to flow like water, why it takes two approaches when it comes to content creation, and that we need to think in terms of interfaces is what Markus Wiedenmaier explains to us in this two-part blog series. Let's start with part 1 Information flow and digitalization

Water and information (a pictorial approach)

In this introduction to the topic, we will look at information a little differently than usual, a little more pictorially than usual.

Let's compare information with running water. Let's look at how information travels through information bridges to exactly where it is needed.

Information must flow - like water.
Information must be informal
and adapt to our environment - like water.

Information must simply be there, almost invisible, for those who need it.

Connecting information through Content Bridges

However, as those in the business who create information, we don't want the information to flow somehow. Because then we do not create knowledge. We need to build bridges for information to get it where it needs to go.

We need to control the flow of information via information bridges.

When information flows independently, we are not talking about a controlled process. But it is precisely this controlled process that we need.

Photo of an aqueduct, in the foreground a flowering meadow

The Romans recognized this over 2000 years ago and controlled the flow of water with an aqueduct. The water was exactly where it was needed: in the city, in the baths and bathhouses. And the water simply flowed through canals and aqueducts built by people.

Digitalization information processes

The image shows the globe surrounded by rotating plates on which information is indicated with bar graphs. A light source shines behind the globe.

Since Roman times, we have evolved as far as the transportation of water is concerned. Every house has plumbing, faucets in almost every room for the various uses: for flushing, for showering or bathing, or for gardening.

As soon as you open a faucet, the water goes where you need it. And when you no longer need it here, but somewhere else, close the tap and then open it somewhere else, perhaps to water your flowers.

And that is what the digitalization information processes means: Bringing information to information users when and where they need it.

And more: If you know your users and the situation they are in, then you need to get them the information they need right at that point. And it's best to do this before users even know they need the information.

And more: Information must be made available from central sources in such a dynamic and automated way that it is optimally tailored to the information users in their specific situation.

Information is only good if it is understood quickly and becomes knowledge as soon as possible.

Automated and tailored provision of information for man and machine

Digitalization has many aspects. When we talk about digitization topics in our context, we are mainly talking about editorial content in technical documentation, marketing or, more generally, product management.

Of course, we don't talk about zeros and ones when we talk about Digital Transformation. It's about the digitalization processes. Ultimately, this means we need to look at automating content processes.

Simply asked: How do our customers and users receive our company and product information? How does this content flow in an automated way to those who are interested?

We have to keep in mind that not only people are interested in our content. Increasingly, machines, or more precisely software, are also interested in our content. Both people and machines want to get the content they need in very specific situations, no more and no less.

And of course, no one wants to look for anything anymore. We expect to receive the information automatically whenever or better before it is needed.

And that doesn't just mean that our information has to be machine-readable. It means that information must be findable and identifiable. It means that information must be provided in the format in which information users need it.

A "stupid" 1000-page PDF is no longer enough. Somehow modularized HTML files are no longer sufficient. You might even need a completely different format. A format through which we can control our machines with the help of documentation. Perhaps even a format by which machines can control themselves with information they read from documentation.

What customers want

In the picture there are two screens facing each other. A hand holding a credit card protrudes from a screen. From the opposite screen, a hand is protruding, handing a paper carrier bag.

But first, we need to ask ourselves the questions: What do our customers want? And who are they anyway?

An observation that can easily be made: customers become dissatisfied when they notice interruptions in the flow of information.

Have you ever booked a hotel or event online? When you checked in, did you have to fill out all the data again on a piece of paper so the person at the front desk could type it back into the system by hand? Then you know what such interruptions to the flow of information mean!

These breaks in the flow of information and media not only make people dissatisfied, they also show very clearly that a company is not up to date.

This also applies to our product information. That's why you should always reinvent yourself and your product information and delivery process.

Stay agile and open

This image contains a caricature of a face that looks satisfied at one time and dissatisfied at another.

We must always ask ourselves whether what we do today will still be okay tomorrow. Do our customers still want that tomorrow or don't they expect something different, especially in the user experience and the customer journey within our digital company - our digital twin?

Strange as that may sound: Dissatisfaction must become our constant companion in our business strategies, but also in our content strategies.

From a business perspective, you're probably now asking yourself: If we have to keep reinventing our information, how is that going to work? We have so much content, we can't keep reinventing and revising it.

Right! That's why we have to talk about automation and establish two operating systems in our company from now on.

You can read what is meant by this in part 2 of this blog series.

Continue reading in part 2

In Part 2, we present the strategy of the two operating systems to adequately address the challenge of targeted content delivery.