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The Importance of “Know Why”?


Knowledge industry, particularly software, is full of people who possess “ know-how ” – knowledge of how to get something done. A lot of people possess a very sound “ know-what ” – knowledge of facts, figures and methods. Sales and marketing folks focus on “ know-who ” – people they know, have met and have a business relationship with. Understanding the purpose, context and meaning requires something more than simple “explicit knowledge”.

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Ethics for Technologists (and Facebook)

Harvard Business Review

What level of explicit consent or awareness permits customers to become resources to be exploited, explored, or cultivated for knowledge and insight? Marketing experiments that might have cost hundreds of thousands of dollars in 1995 might cost a couple of hundred dollars in 2015; maybe less. They’re passionate and committed to the pursuit of knowledge. I recently finished writing a book about business experimentation and its future.