Insights are shared in conversations, but rarely put into a computer. That is not surprising, because computers are rarely deployed for aiding in conversations. At least, they are rarely deployed in marketing to aid in conservations. That is too bad, because recent research is pointing to the fact that conversations are the core element of work. People get work done by engaging in conversations because they find that their own information can be leveraged and multiplied by combining it with other people's information.
Conversation is the means for such combining of information.
The challenge is thus to use computers to support conversations. Given that computers are used to support conversations, we need to capture that information so that it can be used by others. This information is likely to exist in many computers, both inside and outside the firm. The old strategy of centralizing that information does not match the new marketing reality. If the information is not centralized, means must be provided for moving from one source to another.