Our sixth challenge relates to content responsibility: who owns, manages, and maintains existing information. While this could be considered as a part of workflow – and indeed, it profoundly affects workflow – it is large enough to warrant a section of its own.
The question of content ownership is important to ask, but not easy to answer. While it is usually easy to determine ownership in small organizations, the typical single point of ownership model does not scale. We need to understand which aspect of the information we are dealing with to assign ownership. The structure of the message? The words and media presented to the consumer of our communication? The source material?