By Liam Simcha at October 18 2018 17:13:58
Multiple inputs to the process exist : Some of them would be competition, lifecycle stage of the market, brand image, budget, etc... ; Complex decisions are made : There are many possible ways to achieve the process objectives (reach planned sales, leverage brand image, etc...) ; Each decision implies different levels of risk and potential benefits : It is the responsibility of the worker to choose the best one (low price strategy, aggressive advertising campaign, etc...) ; There are three main characteristics that make knowledge processes different from highly structured processes: Focus is on communication instead of automation.
Tables : When your data doesn't clearly show a trend, use a table. You may have this data in Excel, and can even link to the Excel file. Quotations : Quotes are very powerful when they come from authorities or well-known individuals. In a persuasive presentation, you can use testimonials from other customers, for example. Stories : Stories are powerful when they support your message. They can be personal, related to current events, examples from other customers, and so on. They can be full-blown situations, or simple examples. Collect stories as you hear them and keep them in a file for use later.
Knowledge workers carry out these processes by taking into account multiple inputs (generally a wide set of unstructured data and information) to perform difficult tasks and make complex decisions among multiple possible ways of doing the work, each one implying different levels of risk and possible benefits. They are dependent on individuals and it is not possible to automate them. One example of a knowledge process is "Marketing a new product". The same steps are followed each time a new product is launched (benchmarking competitors, deciding pricing strategy, planning promotion, etc...), but it is the experience, knowledge and intuition of the people that drive the process to success.
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