Re: Is this KM? Really? #name
Neil Olonoff <olonoff@...>
Tom,toggle quoted messageShow quoted text
You are correct, although I suppose once a word or phrase is out "in the wild" its meaning becomes whatever the crowd wants it to be.
I recently attended an Organization Development conference in which the key theme was deciding what the "new OD" was all about. KM is in a similar stage of identity crisis. Who are we? What are we? I recently attempted to create a kind of Venn Diagram showing the KM sector in relation to a number of other disciplines: OD, HR, Change Management, etc. Weeks later, I belatedly realized I had completely forgotten to include IT at all. So that's my perspective -- but certainly not that of many others.
The bottom line, if there is one, is: KMers need to coalesce around a coherent, common identity and forge a comprehensible statement of who we are and what we do. I know that's been done many times, but the fact that we are still seeing software services masquerading as "KM" is evidence that we have been ineffective in telling our story. Perhaps we need to take a lesson from the marketing gurus Ries and Trout, who tell us in "Positioning: the Battle for your Mind" that in order to be effective, a brand must "own a word" in the mind of the consumer.
What word would KM need to own to become an effective brand?
Neil Olonoff olonoff@...
Lead, Federal Knowledge Management Initiative,
Federal KM Working Group hosted at http://KM.gov
Office: 703.614.5058 (US Army HQDA, G-4/Contracted by Innolog)
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On Thu, Jun 17, 2010 at 11:55 AM, Tom <tman9999@...> wrote: