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In my last post I explained the importance of the audience as receivers of a knowledge worker’s output and as a source of information, i.e. supplier of input for knowledge work. I explained that it is important to ask: Where can you deliver exceptional value, which audiences show a thirst for the insights you can deliver and how can improve and become more effective and more efficient at creating valuable information for these audiences? In this post I will look at the audience in more detail. To start, look at the illustration below:

The illustration highlights again the value chain of knowledge work from a different perspective. When you compare this figure to the one I used to introduce the value chain of knowledge work, the difference is the role of information sources and information receivers (=audience). While in my first post I have not particularly stressed the fact that your audience is also your most important information source. This was the main message of my last post. In essence, the circle to the right describes the environment of information sources and information receivers. It highlights on the one hand people and on the other hand artefacts that are produced by people.

These artefacts have different formats, some may be written documents, others may be videos and still others audio recordings. These artefacts are always a result of knowledge work performed by people.