Most organisations have a lot of documents and data floating around that hardly ever gets revisited or used. They all have research, reading, and relevant information collecting dust.
Stuff that should be informing the decisions and strategies of the company. Some of it sits unread in a knowledge base or a wiki. Some of it lies in the drives of individual employees who don’t have a way to share it productively.
So much knowledge not being applied!
Except that’s not how we work as human beings. If you haven’t read it, experienced it, and contextualised it, then it isn’t knowledge to you. Knowledge is a quality that people possess, not documents, and the only way to transfer it from one place to another is for people at both ends to apply themselves and make it their own.
A customer who pays—in advance—for service contracts is a more stable income source than a customer who has fully mastered a product's use.
Customer dependence is more profitable than customer education.
What I find truly baffling are manuals—hundreds of pages long—that accompany software applications, programming languages, and operating systems. Unmistakably, they signal both a contorted design that lacks clear concepts and an intent to hook customers.
This is a kind of manifesto about the difference between liking something on the internet and loving something on the internet.
It’s also an experiment in a new format: a “tap essay,” presenting its argument tap by tap, making its case with typography, color, and a few surprises.