Whether you are involved in a Six Sigma Project or just talking with friends we are bombarded with information that has two components.  These are content and context. One is raw information about the “what” and the other is supporting information about the “why”.

Here is an example. A young man from Philadelphia shot and killed another man about a year ago.  This is content. The fact that he did this, as a soldier, in a fire fight in Afghanistan is context.  Content, as mentioned above, gives you the raw information and context helps you interpret the content.

When you grasp the importance of the relationship between content and context, you also begin to understand why listening skills are so important. As content information reaches your brain, contextual data is telling you how to interpret it.  As good listener will be critically analyzing the information to determine its believability, relative importance, the deliverer’s purpose, the meaning behind the words and what information is missing.

Marketers use contextual information to try to spin your interpretation of content information on everything from products and services to politics. Knowledge that this is happening and dealing with it appropriately is key to your personal success. Do you remember the Ivory Soap by line that stated that their soap was “99 % Pure”?  This is context without content. The question you should ask is 99% pure what?

In a Six Sigma project, contextual data is critical to drilling down to root causes. For example, simply pointing out that there is an increase in the defect rate of a manufacturing process is the content. Finding out that the defect rate spikes on the midnight shift when it is raining is the context. The drill down process can be represented mathematically as y=f(x)+f(x)+f(x)… . The progression from f(x) to f(x) is accomplished through the use of contextual information.

In sales, content information might be described as what product or service a shopper wants to purchase. Contextual information would be the shopper’s story, their buying motivation, budget and important product or service requirements. What this means is that as a business, you differentiate yourself from your competitors by way of context. The shopper can get the “what” from other sources. Context determines why they should get the product or service from you.