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I've taken to describing my target audience as "collaboration practitioners." Here's more specifically what I mean:
Anyone within a group, regardless of role or type of group, can be a collaboration practitioner.
I want to provide resources that are helpful for the dabblers.
I personally consider myself a craftsperson, and I want to seek out, learn with, and support other craftspeople. I believe that growing the community of craftspeople and deepening our collective skill will ultimately lead to large-scale improvements in our collective collaborative literacy.