One difficulty is that the same information sometimes needs to be presented differently for different people. The following quote from a marketing team illustrates this:
We spend a lot of time trying to figure out ways to represent the information so that management can understand it. Okay, that's the most difficult thing is, say you have this list of features... but management wants to see a quick and dirty diagram that shows them: "Oh, it's very obvious to me that we need to implement x, y and z and we'll be fine."
Just as information must be stored in ways that make it usable for varying purposes, it must be possible to transform information to make it usable for varying people.
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