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The Enterprise as the Context

Rick Yagodich asked the question: How do we manage this Context thing, anyway?

He identifies that context has two main purposes:

  • to provide a baseline for understanding, the assumptions of meaning
  • to make the choices to communicate the appropriate message to the other party, in the best possible way

By focusing on the latter, he identifies a gap in current CMS technology and suggests how we might begin to deal with this problem. It’s an excellent starting point, but I would like to throw the net much wider; I would like to suggest that context is so important that it requires us to rethink the entire enterprise.

We are only at the beginning of the digital age; postulating about the digital future is much like asking a monk (in the Middle Ages) what the impact of the printing press will be on ecclesiastical affairs. Enterprises are faced with a similar question: what does all this mean? What will all this mean?

Monks' Mead
Ultimately, what Enterprises are dealing with is an explosion in the variety of people, experiences, products, services, geographies, societies, and markets they must cater for simultaneously. Compounding this is the accelerating emergence of new markets and communications channels. Context management is critical, and will only become more-so in determining the success or failure of enterprises online. Read more of this post