From: David S. Isenberg [isen@isen.com] Sent: Monday, April 12, 1999 10:55 AM To: self@evident.com David W, You wrote in the latest JOHO that there are three types of knowledge: (1) statistical patterns mined from life's data, (2) the application of knowledge of such patterns so we don't skin our knuckles a *third* time (know-how), and (3) ideas. I propose that there is a fourth kind of knowledge -- "know-why." (Actually, I think Buckminster Fuller coined "know-why" in a spare moment between designing his Dymaxion Car and formulating another theorem of spherical trigonometry.) A company without "know-why" needs rules, procedures, and ISO 9000. A company with "know-why" can leave "how" procedures to individual employees. This is why having a real "mission" and a real "vision" are important, and why most mission/vision statements are done with the grace and skill of my ballet dancing. (I consider "two left feet" to be an absurdly understated politeness.) Missions and visions would pirouette on arpegios of informed teleokinesis if their authors had "know-why", and corporations would serve the greater good of global humanity. "Know-why" is the open source software of Intellectual Capital. One of the reasons that "know-why" is in such short supply in Korporate Amerika these days is that the real "why" for many companies is, "To grease the palms of our obscenely rich officers and stockholders while making our employees work ever harder for less and less." Or the ever popular, "To make the Boss look good." Of course, no company with a P.R department would ever put these in their annual report, so you get the tired, familiar, meaningless corp-speak. I propose that companies be required to disclose their REAL mission/vision in their annual report, that the Securities and Exchange Commission audit the teleological capital (the accumulated know-why) of every company, and that discrepancies between these two be punished under fraud laws. Yeah, right. In my dreams. But seriously, show me a company where employees know why their company exists, know why they are working there and know what its real goals are with respect to humanity, and I'll show you a good investment and a great place to work. David I ------- *--------------------isen.com----------------------* David S. Isenberg isen@isen.com isen.com, inc. http://www.isen.com/ 18 South Wickom Drive 888-isen-com (anytime) Westfield NJ 07090 USA 908-875-0772 (direct line) 908-654-0772 (home) *--------------------isen.com----------------------* -- Technology Analysis and Strategy -- Rethinking the value of networks in an era of abundant infrastructure. *--------------------isen.com----------------------*