Developing Effective Communications Strategy

Knowledge transfer and use is an emerging discipline, which is based on the premise that learning can occur either from experimentation - the scientific approach - or from life experience. The latter type of learning is often unstructured and qualitative in nature, and there is increasing recognition that it is no less valid. Consequently a great deal of effort is currently being devoted to developing methods for transferring knowledge gained from life experience to other people. It is an attempt by a practitioner to summarize a little more than 20 years of experience with an approach that has become known as "benefit segmentation".