Knowledge can’t be your core competency in a connected world
In 1910 you were considered educated if you possessed the total knowledge found in that day’s paper.
Today, 2010 – what’s the apples to apples comparison?
An example.
If I asked you if you knew what Sarcomatoid Mesothelioma is – would you know?
Most likely not.
But if I asked you to find me the answer would you know where to go?
Yes. Google. (they have 70% or so world market share)
So does that mean you actually did know what Sarcomatoid Mesothelioma was the first time I asked, since you could pull up the answer in just a matter of seconds?
Hmmmm.
If you live in a ‘connected culture’ your definition of knowledge (or Epistemology) has radically changed over the last 100 years. If you live in a hut in the Amazon (therefore not reading this post) then your epistemology has changed very little if at all.
So what does this mean?
Niche knowledge industries are becoming a commodity in the ‘connect world’. You see this with how audits and how they are being shopped in the market place right now. Price wins….unless…..you focus beyond ‘knowledge’ on thinks like relationships, trust, and the ability to communicate.
In today’s world, ‘knowing’ tax law has been reduced to the power of search and tax applications. However, if your practice’s success is built on such ‘knowledge’, then you are headed for destruction. On the other hand, if your practice has the ability to communicate, thus transforming knowledge into wisdom (actionable knowledge) then you will become an invaluable partner to your clients.
Below is Google’s Super Bowl ad – also their first ever commercial. An example of what I mean by the example mentioned above.
