The corporate hierarchy of information needs
Russel Ackoff, renowned American organisational theorist, had a light bulb moment in 1989 and created a hierarchy of information - a solid backbone for all communication we send out to the marketplace.
We tend to focus on collecting data as this is perceived as the most valuable. After all, it is easy to visualise data and make it tangible to back up our actions. But when we look at Ackoff's hierarchy, we need to move up the ladder to find real valuable information:
- Wisdom
- Understanding
- Knowledge
- Information
- Data
To increase the value of your communications, think about these five levels before you send out those brochures or pick up the phone. Will your message collect more facts and data or will it genuinely help your clients find knowledge and gain understanding? Your communications should be more than a standardised message distributed to a list of recipients. Instead, benefit your client by sharing your knowledge.
Don't press 'send' before you've reconsidered your message and determined who will benefit from it and how.
Source: Ann Wylie
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