Where is the value in information?
The value is in the eye of the beholder and in the strength of the relationship with the informant. The information becomes more valuable when it appears that way to the receiver's frames of reference, perception filters and expectations. It also seems more valuable when the informant seems to really care about and understand the receiver of the information. It's like the sayings: "they don't care how much you know until they now how much you care" or "telling ain't selling".
What about information that is valuable regardless of who receives it?
That's the frame of reference of most subject matter experts (SME's). Assuming the information is useful regardless is like dishing out drugs without a prescription or dispensing eyeglasses with somebody else's lenses. If the every person being informed is seen as the same, there's no need to be concerned with other frames of reference. Besides, the information is useful to the SME for appearing as an expert, having information to provide and getting admired as exceptional. The SME's use-context defines the value of the information that is then pitched as "valuable information" for receivers to consume.
Isn't that the same premise as mass manufacturing, merchandising and media?
Yes indeed. The hardest thing for inventors to do is think of how their precious innovation gets used in the customer's context. Similarly, when a factory sells millions of the same widget or a TV show gets millions of viewers, it's easy to presume that the value is in the product, not the eye of the beholder. When one size fits all, variations between customers is of no concern.
How can SME's become concerned with value in the eyes of the beholder?
I've found it does not help to talk with SME's about the difference between content-centered and learned-centered approaches. Rather, it helps them-+** to assume that information is useless until it's put to use. Acting as if there is no inherent value out of a use-context puts the expertise in question. Then the frames of reference of the end-users come into play and offer solutions to the problem of providing useful information. How those getting informed "conceive of what they are being given" becomes a valid consideration.