Back to ThinkingIdeas to challenge · Argument 04

More material does not create more understanding.

A sales team had a portal full of product information and still did not know what to say. Elsewhere a strong offer sat buried under pages nobody read. Both looked like content problems; both were selection problems, because nobody had checked what people already understood. Find out what they understand, make the gaps visible, guide the learning, then check again. And do not paste the same content into a new channel: select it for the person, the context and the action they need to take.

Make the gap visible before you add material.

Related problem: the offer wasn't weak, it was buried →
Diagnose the gapLearnReassess
PersonContextAction
Right content
Diagnose the gap, learn, reassess — then choose the content