At long last the brilliant Freddie McMahon launches his blog on how customers will interact with companies in the future. He describes two complimentary modes of knowledge sharing. In the first, how subject matter experts, like a nurse administering a hospital procedure for treating a diabetic, can 'transcribe' that detailed knowledge into software. This software can turn itself inside out, and provide a dialogue on the web that enables self-treatment or self-diagnosis, based on the expert's procedure. When the procedure changes in the field, it changes on the web.
In the second, the data that is captured by this interaction is based on the decisions made by the 'end user'. This type of data is quite different from data generated by some one traversing a web site, through to a 'buy' button. If it's done at scale, then it opens up very different possibilities for both consumers and brands. Read on.