PKMastery

We are in the midst of a nano-bio-info-techno-cogno revolution. We are entering the network era and change is coming fast, which may sound like a cliché, but consider the last major shift we went through. We had lots of time for our institutions to adapt.

When markets came about, we had a few hundred years to move from the Hanseatic League, adopt double-entry bookkeeping, and progress to high frequency trading. We also were able to develop education systems, from one-room schoolhouses, to public universities, and later business schools to fuel the new corporations. Today, we are seriously lagging behind in learning how to deal with the scientific advances of the network era. We do not have the time afforded to us during the last shift to a market society. We have to jump from following state-established curriculum to creating our own learning networks: in this generation. People need to learn and work in networks, shifting their hierarchical position from teacher to learner, or from manager to contributor. They need to not only take control of their professional development but find others who can help them. It is becoming obvious in many fields that we are only as good as our knowledge networks. We have to become collectively smarter.

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Knowledge management, for me, is personal.

A big conceit of the knowledge management (KM) field is that knowledge can be transferred, but unlike information or data, it cannot. Knowledge is personal. While knowledge cannot really be transferred, our experiences can be shared. Perhaps that is why we love stories. They are a glimpse into others’ knowledge, more nuanced than any other communication medium.

Stories make us human, and the best people to learn from are those who are able to admit that they mismanaged, botched, or bungled something. Of course, this can be a real challenge in organizations that do not discuss failure. Is failure an option in your organization? If not, how can you learn from it? Research shows that our memories get worse over time, but our stories, as we remember them, become much clearer. We have a propensity for self-delusion, something every jury member should always keep in mind. Fiction (story) is much more powerful than non-fiction. Would it not be more effective if we shared knowledge as stories, in education and at work? We hear a lot about the importance of curation in the digital workplace today, but what if our curators were also story tellers?

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Is this the journalism of the future?

“We can conjecture, for example, that the journalism of the future will be distributed  — with every individual in society playing a continuous role in providing the function. Indeed, given the primary importance and power of True Information to a well functioning Abundance Society, we might well expect that providing honest and thoughtful evaluation of experiences will become one of the principal activities in the future. Perhaps a main portion of the economy of Abundance will involve having experiences, evaluating them and curating them in a collective effort to ensure that every member of society is consistently presented with the best possible set of experiences for them to encounter at every moment.” —Reinvent Everything

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The best way to understand your markets in the network era is by learning together. If markets are conversations, then the quality of your conversations will affect your value exchanges. Your markets will learn with or without your company. But when you learn with and from your customers, marketing and learning become the same. This is often lost in one-way broadcast marketing messages that are not directly connected to customer service or even product development. Network era marketing can benefit from a new learning focus. Marketing has to be connected to the rest of the company as well as the entire value network.

“People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.” – Cluetrain

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The 70:20:10 (Experience, Exposure, Education) Framework is focused on learning at work, not in a classroom, and not in a lab. Charles Jennings has described workplace learning as based on four key activities:

1. Exposure to new and rich experiences.
2. The opportunity to practice.
3. Engaging in conversation and exchanges with each other.
4. Making time to reflect on new observations, information, experiences, etc.

Studies show that informal learning accounts for between 70 and 95% of workplace learning  [USBLS: 70%; Raybould: 95%; EDC: 70%; CapitalWorks: 75%; OISE: 70%; eLG: 70%; Allen Tough: 80%]. Gary Wise extrapolated Josh Bersin’s data from 2009 and found that as much as 95% of workplace learning is informal. Offering only sanctioned courses as professional development is completely inadequate in a complex work environment. It is arrogant to think that we can know in advance what people need to learn on the job today. Everyone needs to experiment, learn from experience, and share with colleagues,  as part of their work.

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