The big question in KM, according to Tom Stewart

"One flaw in knowledge management is that it often neglects to ask what knowledge to manage and toward what end.

"Knowledge management activities are all over the map: building databases, measuring intellectual capital, establishing corporate libraries, building intranets, sharing best practices, installing groupware, leading training programs, leading cultural change, fostering collaboration, creating virtual organizations - all of these are knowledge management, and every functional and staff leader can lay claim to it.

"But no one claims the big question: why? 

Tom Stewart in The Case Against Knowledge Management

See also the Knoco approach to KM strategy - where "Why" (Business driver)  and "What Knowledge" (Critical Knowledge Areas) are two of the core questions.