Some years ago, I wrote an article entitled "Keep Me Posted - But Not Too Much" (dealing with scientists' current awareness preferences). In just about every project I do, I see evidence of that sentiment. People simply do not want information that is not directly actionable, that does not make a difference in current projects, or that does not somehow impart a concrete advantage - right now. The implication? We need to show up at just the right moment with something bang-on relevant to what the client is in the middle of doing. Which means, of course, that we need to be on top of what they are doing … so we can become the "human Googles" they need us to be.
