Joe Gollner

It sounds simple enough: We'll architect our content to maximize its value to the business. Everyone can get behind that. Of course, it's not quite as simple as it sounds. This would explain why very few organizations actually walk the talk and direct consistent attention, and investment, toward architecting their content with a view to maximizing its value. It's not that most organizations don't see the need or that they don't want to do it. It's just that it has proven remarkably difficult.