1. People don’t pay attention to knowledge until they actually need it.
2. People value knowledge that they request more highly than knowledge that is unsolicited.
3. People won’t use knowledge, unless they trust its provenance.
4. Knowledge has to be reviewed in the user’s own context before it can be received.
5. One of the biggest barriers to accepting new knowledge is old knowledge.
6. Knowledge has to be adapted before it can be adopted.
7. Knowledge will be more effective the more personal it is.
8. You won’t really KNOW it until you DO it.