• Tracey Twynham

Knowledge is Power

Knowledge is power and as such is a complex and multi-layered concept. At its base level, knowledge is data, often described as the raw material of ideas.

Data is a powerful and compelling tool.


Data gives you the knowledge you need to make impactful interactions which will lead to the development of sustainable and productive business relationships.


Data provides knowledge; knowledge is power

Knowledge is organised data; facts and statistics which when evaluated, quantified and qualified make sense and provide information. It is both qualitative and quantitative. Knowledge is a combination of raw data to which some interpretation or analysis has been applied which makes sense of it.


What is more, if we apply insight to data, we can use this more in-depth knowledge to create results and solutions.


We live in the age of big data, where the understanding and application of data insight can become an overwhelming prospect. Consequently, we must develop the skills to make sense of things and to turn knowledge into power. Great business leaders recognize the power of knowledge and insight. Meaningful knowledge inspires employees, helps educate strategy and contributes to business growth.



Knowledge must be used carefully to harness the power of the insights we gather:


Trust and share. Knowledge is nothing if it is not shared. However, trust is required to make sharing a secure and appropriate activity. Data is our

knowledge and we share this with clients to deliver successful marketing campaigns, develop trust and build strong business relationships.


Curate. More information is (generally) better than less. Nevertheless, we must manage its flow so we aren’t inundated by unnecessary noise. This is a fine balancing act as what is noise for one may be critical context for another. We must learn to segment, share and use data according to specific requirements which will result in preferred outcomes.


Connect the dots. Data can be confusing. We need to learn to connect the dots to see the big picture and to understand how each piece of information relates to specific goals and objectives. In order to capitalise on the notion that knowledge is power, data must be converted into useful chunks or silos and targeted at certain sectors to be most productive.


Be timely. Knowledge is only useful when it is timely. Ensure you use data to target the right people at the right time. Make your communications compelling and relevant.


Engage. Ensure data and knowledge are shared in a way that fosters questions, discussion and dialogue and is two-way. Use data to measure and analyse performance to improve future developments and campaigns.

If you follow the tips above, you will begin to see that knowledge is power. You’ll see how, used properly, your data can become the knowledge and the power to inspire positive organisational change.




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