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"Not everything happens for a reason in the world of information management. Not every table or field in a database got where it wound up via some master plan. More often than not, a company's information architecture has grown and evolved organically, like a sort of digital mycelium, spreading underground for years, ultimately providing the infrastructure for all manner of analytical insights to blossom somewhere down the line. The obvious casualties of these "accidental architectures" (as companies like EMC and Talend are calling them) are the elusive goals of clarity and certainty. That's why residential construction engineers take a vastly more disciplined approach when working with their architect counterparts. You wouldn't want an accidental architecture for your three-story home, would you? No one in their right mind would want any such thing."

In the knowledge economy, content is no longer sufficient - everyone has access to a multitude of content. You cannot compete on what everyone knows. As you move up the hierarchy, it becomes more difficult to compete on individual competency - everyone is highly skilled and experienced at the top. It is hard to compete when everyone is so similar. The new advantage is context - how internal and external content is interpreted, combined, made sense of, and converted to new products and services. Creating competitive context requires social capital - the ability to find, utilize and combine the skills, knowledge and experience of others, inside and outside of the organization. Social capital is derived from employees' professional and business networks. The new competitive landscape requires focusing on between-employee factors, the connections that combine to create new processes, products and services. Social capital encompasses communities of practice, knowledge exchanges, information flows, interest groups, social networks and other emergent connections between employees, suppliers, regulators, partners and customers.

We live in a world of ever more change and choice, a world where we have far more opportunity than ever to achieve our potential. That kind of world is enormously exciting, and full of options. But it is also highly disorienting, threatening to overwhelm us with sensory and mental overload.  In that kind of world, the ability to provide persistent context becomes paradoxically ever more valuable. Persistent context helps to orient us and connect us in ways that can accelerate our efforts to achieve our potential.