I was musing again about Content Strategy and it occurred to me that there are two ways of looking at it.
There is what I would call the ‘Master’ view: the all-seeing eye that knows everything, plans everything and creates clear structures to realise a certain vision. This is most appropriate to the ‘Enterprise’ model, particularly for industries where compliance is incredibly important or for highly structured modular content.
The other is the ‘Darwinian’ view: life develops largely through chance, circumstance, and constraints, making use of minute building blocks (DNA) to combine and create new life forms in endless and unforeseeable combinations. And, likewise, the binary nature of digital (so simple that it’s either on or it’s off) makes content uncontainable, unconstrainable and endlessly combinable. This paradox is both a threat and an opportunity.
