Information vs. Knowledge, Part 2
Ian Lurie Mar 26 2012
It’s a lot harder to impart knowledge than to pass information. But it’s also worth it, because knowledge sticks.
Why does application teach better than rote memorization? Hmmm let’s think. Oh yeah—because application creates knowledge, which quickly remaps neural pathways. Memorization sends us into an information-overload daze, which leads to sad, lonely little neurons. If you’re teaching others it’s a lot more work to put together a lesson plan that delivers knowledge: You have to create examples and build your teaching around them. Transferring information is a heck of a lot easier: All you have to do is hand over a textbook and say “Read this 10 times. Quiz on Friday.”
This may be why I like Montessori so much. My kids have both been in a Montessori-style school for years. They’re already smarter than me.
The New York Times could hire cheaper writers, or republish Associated Press wires. That’d be easier. But they don’t. And their billing model is so successful that they’ve tightened down their ‘preview wall’ to 10, instead of 20 articles. They’re selling knowledge, in the form of fantastic writing & analysis by their journalists.
The music industry doesn’t understand that fans feel music is information. The right thing to do, if you’re a recording executive, is to convince folks music is knowledge. Which it is. The wrong thing to do? Sue the people who pay your bills.
News of the World recorded phone calls. Financial institutions have been pretty naughty. That’s because ‘ethics’ aren’t information. They’re knowledge. You have to live ethics in your corporate culture, every day. It’s really hard work.
OK, that sounds totally wrong. I don’t mean that I’m naturally evil, and therefore find it incredibly hard to behave myself on a daily basis. I mean that reinforcing good behavior across an entire company requires a lot of attention.
Anyway: Someone decided to reduce ethics to a list of rules (information) in an employee manual somewhere, because that was easier. Clearly, they stopped turning that information into knowledge. Foomp. Ethical implosion.
Where did this come from?
On Thursday I wrote that Information is free, and Knowledge is not. It’s an idea that’s embedded itself pretty deeply in my cerebrum. It’s not coming out.
Soooo, I decided to test the whole theory against current events, and a little life experience. That’s this post.
Let me know if you have your own examples that fit, or don’t fit, this whole hypothesis.
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More